The logo is no longer the hero. Type is. The "æ" ligature was redrawn to feel like two letters giving each other a warm hug, and a custom headline typeface built on Displaay's Greed carries the personality across every touchpoint. Icons were replaced with a set of playful illustrated doodles.
The result is more than just prettier. Brand perception rose by more than 30% among people who already knew fraenk, and willingness to recommend more than doubled. It is a great reminder that "simple" and "forgettable" are not the same thing.
