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Company Overview
Canva is a graphic design platform that allows users to create social media graphics, presentations, posters, documents, and other visual content. Canva was founded in 2012 by Melanie Perkins, Cliff Obrecht, and Cameron Adams. It has since become one of the most popular graphic design tools in the world, with over 100 million users.
Company Mission Statement
Canva’s mission statement is to empower everyone in the world to design anything and publish anywhere.
Canva Logo
The Canva logo was originally designed by Cameron Adams, one of the company’s co-founders. It has been revised once, in 2021, to make it more flexible, as Canva has grown in size, and the logo is now used in everything from tiny buttons to massive billboards.
To craft the Canva wordmark, Canva’s in-house brand team collaborated with type designer and lettering artist, Rob Clarke.
Rob Clarke on his creative process:
When I was approached by Canva’s design team to redraw their logo I initially made notes as to what was working and what needed attention. Some characters were less legible than they could be, especially when reduced in size. Legibility is always of great importance when drawing logos.
I start by writing the word out numerous times with various pens to get a feeling of natural connections and strokes. Sketching by hand also allows the mind to wonder and explore other potential routes.
Next, I scan in various sketches and trace vectors over the top. Not too precise as I still aim to adjust weight, spacing and other elements. Once I have a rough vector I proceed to make refinements.
Canva Brand Colors
Turquoise
Hex: #01C3CC
RGB: (1, 195, 204)
CMYK: (70, 0, 24, 0)
PANTONE: PMS 319 C
Blue
Hex: #2A89DA
RGB: (42, 137, 218)
CMYK: (76, 39, 0, 0)
PANTONE: PMS 279 C
Purple
Hex: #7D2AE7
RGB: (125, 42, 231)
CMYK: (68, 80, 0, 0)
PANTONE: PMS Purple C
| Color Name | HEX Color Code | RGB Color Code | CMYK Color Code | Pantone Color Code |
|---|---|---|---|---|
| Turquoise | #01C3CC | (1, 195, 204) | (70, 0, 24, 0) | PMS 319 C |
| Blue | #2A89DA | (42, 137, 218) | (76, 39, 0, 0) | PMS 279 C |
| Purple | #7D2AE7 | (125, 42, 231) | (68, 80, 0, 0) | PMS Purple C |
Canva Brand Font
Canva’s official brand font is Canva Sans, a custom typeface designed specifically for the brand by Australian type foundry, Dalton Maag.
Canva Brand Building Strategy
Canva has used branding to drive growth by creating a strong visual identity that is consistent across all platforms. They have also used social media and influencer marketing to increase brand awareness.
They also use search engine optimization (SEO) strategies to improve their search engine rankings and drive traffic to their website. This is seen in both their manual outreach to niche site creators, as well as through their affiliate program, which they use to encourage creators to link back to specific pages on their site.
More generally as a product, Canva’s digital branding differentiates itself from its competitors by having a user-friendly interface and offering a wide range of design templates and tools. Most of these features are available in the free version of Canva, further incentivizing users to explore the platform.
Conclusion
I hope you found this guide Reviewing Canva’s digital branding strategy, useful! Be sure to check out our blog for more article covering the essential tips, tricks, and advice for Canva! Also, if you haven’t already tried CanvaPro, you can try it for free for 30 days!