Affinity recently launched a bold rebranding alongside its new offering of three apps for free. The creative community has shown mixed reactions, with some skeptical about the catch while others are already opting out of Adobe subscriptions. The rebrand aims to embody Affinity's motto, “for creatives, by creatives,” showcasing a fresh approach that connects directly with its audience. The rebrand features a new symbol and logotype designed by Rob Clarke, blending curves and angles for a unique look. Type foundry Ohno contributed a custom typeface that grabs attention, while James Martin, known as Made by James, created playful graphic assets. The animated launch campaign, executed by award-winning studio ManvsMachine, emphasizes creative possibilities at every interaction with the brand. The color palette leans towards neutral tones, punctuated by a vibrant lime green that adds a punk flair. A notable detail is the new file extension, .af, which reflects the brand's attitude even in mundane tasks like saving files. The campaign cleverly references the designer habit of labeling files humorously, like “billboard_final_final_final.af.” The entire identity was developed using Affinity software and scaled in Canva, highlighting the synergy between the two platforms. This fresh branding signals Affinity's effort to redefine standards in the design software market.