The Optform brand represents progress
Our visual identity reflects the journey of guiding users through seamless, conversational experiences.
Logo & Symbol
The Optform logo represents progress — three stacked blocks symbolising the before, current, and next steps of a multi-page form.
It reflects the idea of guiding users through a seamless, conversational experience.
Space Grotesk
The quick brown fox jumps over the lazy dog
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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Typography
We use Space Grotesk, a distinctive sans-serif font that blends character with clarity.
Based on the monospaced Space Mono, it retains quirky details while optimising for readability and modern UI.
Color Palette
Brand Green
#059669
Brand Orange
#EDB72B
Brand Pink
#F8CEEE
Brand Dark
#191A23
Our Brand Identity
Optform's personality comes alive through three distinct characters who embody our core values and approach to form building.
Coach Formov
DISCIPLINE & STRUCTURE
"Respect the form! No form, no gain!"
Formov represents our commitment to best practices and structured design. He ensures every form follows proven UX principles, even if he takes it a bit too seriously.
Miss Paige Fields
CLARITY & USER FOCUS
"Less fields, more flow. Strong funnels come from good form."
Paige embodies our user-first approach and clear communication. She translates complex form logic into simple, intuitive experiences with wit and wisdom.
Yata the Yeti
EMPATHY & SIMPLICITY
"Simple... good. Complicated... bad. Yata confused... Optform easy."
Yata represents every confused user who's ever struggled with a complex form. He reminds us to prioritise simplicity and user empathy above all else.
Together, They Define Optform
Discipline without rigidity, clarity without being patronizing, and empathy without compromise. Our brand balances professional expertise with human understanding, making form building both powerful and approachable.
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