Product Hunt Brand

Alongside product work, I looked after Product Hunt's brand: leveling up the logomark, tightening existing brand artifacts, and building a visual system from the product icons found on Product Hunt: turn them into a grid, and the negative space between them forms the magic of the community, a spark. Created ASCII kitties, updated our mascot (did you know its name is Glasshole Kitty?), and planted easter eggs and delight wherever they'd fit.

The goal was never to reinvent the brand. Product Hunt already had one of the most recognizable marks in tech. It was to give it room to play.

Type
Brand identity
Product Hunt Brand, project image 1 of 10
Updating the logomark: bolder wordmark, better icon and logotype alignment, same personality.
Product Hunt Brand, project image 2 of 10
The primary lockup, tested down to small sizes.
Product Hunt Brand, project image 3 of 10
Icon structure: the geometry behind the P.
Product Hunt Brand, project image 4 of 10
The mascot, repainted. The Google Glass stays.
Product Hunt Brand, project image 5 of 10
Easter egg: the icon-to-mascot transition, step by step.
Product Hunt Brand, project image 6 of 10
ASCII kitties: an illustration system built from type strokes and a spark for a nose.
Product Hunt Brand, project image 7 of 10
More kitty moods: sleepy, happy, winking.
Product Hunt Brand, project image 8 of 10
The icon grid: the ecosystem's products packed together, sparks forming in the negative space between them.
Product Hunt Brand, project image 9 of 10
The P, drawn in the sparks between icons.
Product Hunt Brand, project image 10 of 10
The 404 page: lost, but on brand.