FormSpring.meBrand Identity Design
About FormSpring.me
FormSpring.me is a free question and answer service developed by FormSpring (now known as Formstack). It allows users to embed a simple form on their website or blog, and invite visitors to ask questions. The FormSpring.me backend provides a platform from which to answer received questions, and allows users to easily publish questions and answers to other social services like Facebook, Twitter, Tumblr, and Blogger.
The Challenge
In late 2009, it came to FormSpring's attention that a large number of blog and social media users had begun using the free version of their product to implement makeshift question and answer functionality on blogs and websites. Users had gone so far as to turn Formspring into a verb: e.g. "Formspring me."
FormSpring saw an opportunity to provide a unique service to a large and rapidly growing audience, and quickly formalized the question and answer capability as a standalone product. The challenge they faced was to build on the momentum of the free service without negatively impacting the existing FormSpring brand.
The Process
Rather than attempt to work against the ever increasing number of users, the team made the decision early on to embrace the use of the phrase "FormSpring me." The service was formally named FormSpring.me, which is also the web-based service's domain.
In an effort to leverage existing equity built into the FormSpring brand, KA+A recommended that the logotype be carried over to the new service. The addition of a chat bubble visually differentiated the service from FormSpring's business offerings, while at the same time referencing the services back-and-forth, conversational nature.
The complete branding process was completed in 7 days, and was quickly embraced by FormSpring.me's large user-base.
The Result
FormSpring.me was officially spun out of FormSpring (now rebranded as Formstack) and has relocated its headquarters to San Francisco in an effort to support its continued rapid growth and development. Since its launch, the service has generated around 400 million answered questions, and experiences close to 50 million unique visitors every month.
