In 2020, dashdash changed their name to Rows. Rows is a spreadsheet tool with a big vision: to be the spreadsheet tool — beyond Excel and Google Sheets. This name change, of course, required a rebrand.
It was absolutely serendipitous that their previous logo seamlessly integrated from two dashes (cells of spreadsheet) into a lowercase «r» monogram informed by the rows and columns of a spreadsheet interface. The complete identity is bright and optimistic, looking ahead. Every row is a pull to a new tomorrow.
Colors reflect the overall optimism while still promoting a simple sense of security and gravitas. Flexa by Grilli Type is only used two styles (of its available 112). This restraint is paired with Output Sans, designed by David Jonathan Ross. Together, these understated font families work as an idiosyncratic voice for Rows
The core brand color palette.
GT Flexa and Output Sans working in harmony both in brand and in product.
Atomic elements of the illustration system.
We equipped their team with a simple set of illustrations and guidelines. Rows has since grown their illustration catalogue and continues to execute with proficiency.
https://www.youtube.com/embed/Lgz9W9INgdQ
Design by Rows