Affinity has rebranded itself following its acquisition by Canva in March 2024. The new visual identity aims to balance a connection with Canva while establishing its own distinct presence. Led by Tom Carey, Canva’s creative director for Europe, and developed with Design by Twist, the rebrand sets itself apart from traditional design software, which often feels overly corporate and complicated. A key element of this transformation is that Affinity is now free to use, aligning with its mission to serve creatives better. The new brand identity features a playful, approachable design, highlighted by a lower case serif ‘a’ logomark. This design reflects the creative spirit of its users, combining curvy forms for artists and sharp points for graphic designers. The customized Affinity serif typeface comes in six weights, allowing for versatility in presentation. The color palette strays from the typical monochrome, incorporating tactile shades inspired by art materials, with a striking lime green for emphasis. The brand’s tone is infused with wit, evident in its new file extension .af and playful merchandise like the “Sketchy.af” notebook. The rebranding process involved extensive input from a panel of design professionals and an advisory board that included notable figures like Debbie Millman and Eddie Opara. Carey prioritized early design prototypes to foster constructive feedback over lengthy discussions about brand percentages. The final design system is modular, likened to jazz, allowing it to adapt to various audiences while maintaining a cohesive identity alongside Canva's more mainstream approach. This flexibility aims to resonate with a broad range of creative users, from typographers to illustrators.