Marco Polo App

App icon / brand identity

Rebrand of the popular app that unlike other video chat apps, you don’t have to be live.

The Project & the Brand.

A dear friend introduced the Marco Polo app to me some time ago, I loved it since day one because it has a different way of connecting people. It’s accessible, friendly, and fun. I immediately shared this with my immediate family, and we created a group chat that has been our main communication channel beside our text group. Marco Polo has the potential to become one of the most iconic apps in the world, and we saw some opportunities to improve the brands’ visual identity.

After the discovery and research stage of the project, we found out the core values of the company align perfectly with what we believe too. The value proposition of this app is to help people stay connected genuinely without being live necessarily, through a video walkie talkie. This allows liberty to speak to each other or share important moments in life more freely. In addition, we identified areas with branding potential.

Asking different users about their experience with the app allowed us to understand why some areas, such as iconography, typography, voice, and others, are important to them. Their insights were related to positivity, happiness, communication, and closeness. We found opportunities to communicate all of what the brand and company believes in more effectively and we respectfully did this as a conceptual project.

The Approved Concept

The approved concept is a symbol that consists of four circles converging in a centric point in juxtaposition. Each circle contains a bold stroke and a color fill that when overlapping, adds hues to the composition. Lastly, a subtle curve suggesting a smile located inside the bottom circle. The circles and color represent individuality and diversity since users range from children to seniors. Color symbolizes different human emotions such as sadness, joy, as well as, diversity in age, race, gender, and others. The position of the circles symbolize the communication and interaction between users and lastly, the bottom curve intends to illustrate a smiley face to represent the overall outcome of using the app, happiness.

Applications of the new Mark and branding

In order to present a more tangible representation of the new icon and branding, we created a series of mock ups and images including a website landing page, merchandise, mural, stickers and business cards.

To tag along the attributes we wanted to highlight with the re-brand we emphasize the use of bright colors and imagery of happy people.

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