Responses by Twitter Brand Team
Background: Leslie Berland, the chief marketing officer of Twitter, said in a Twitter thread, “Every year, our marketing team takes a step back from our brand, creative work, public expression and activations. We look in the mirror and ask ourselves if what we see creatively reflects what Twitter is.”
Reasoning: We wanted an art-first approach to our brand identity that encompassed emotion and expression. So, rather than build the system up from each component part or build around a specific element, we embarked upon building a creative design system that’s intentionally imperfect. Instead of working with some of the larger, more-well-known companies, we reached out to Atelier Irradié (@AtelierIrradie) in Paris. The design firm had a global perspective, a portfolio of fashion and beauty, and a design aesthetic that we knew was right for what we wanted to do. They were great partners, and captured the attitude, vibe and energy of Twitter. We also worked with Grilli Type to create the custom typeface Chirp.
Challenges: Managing the work across different time zones with global XFN teams in the midst of a pandemic. But it was the only way to capture the energy and vibe that is Twitter. The effort was worth it.
Visual influences: We were influenced by global expressions of street art. Street art is public, immediate, layered and expressive. It is both like conversation, and conversation.
Anything new: Yes. If we hadn't learned anything, we would’ve definitely been doing something wrong. Perhaps the most important thing that we all learned was that each of us exemplifies what Twitter is, and we used that knowledge as the integral ingredient that helped us stay true to our brand expression.