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Freepik, founded in Málaga in 2010, grew into what it calls the world's largest platform of audio visual resources. In September 2023 it decided its brand should look the part. LBB reported on 12 September that the company worked with the San Francisco agency Partners in Crime on a new visual identity and positioning, and BrandTheChange credited the same agency.

Growth was the trigger. LBB noted that in the previous year alone Freepik had acquired Original Mockups, Iconfinder and Videvo, reached 87 million dollars in revenue, up 25 percent, and expanded its US leadership. That success, the company said, called for a bolder, bigger brand. Chief executive and co founder Joaquín Cuenca Abela said the goal since 2010 had been to empower users of every kind with tools and resources that turn ideas into reality, without needing expensive software or specialist skills. He counted 580 employees, more than 52,000 contributors and 850 freelance designers, and said Freepik needed an identity that represented its success and its commitment to its roots.

The most visible change, per BrandTheChange, is the logo, which replaces the i in Freepik with an exclamation mark meant to stand for the power of ideas. The flagship blue stays, joined by Mediterranean green and Malaga red as nods to the company's Spanish origins. The new positioning promises to help anyone create great designs faster, and the parent business dropped the name Freepik Company to be simply Freepik, after its best known platform. Chief marketing officer Carlos Cantu, formerly of Twitter, said AI was another driver: the identity should show Freepik as a creative enabler building technology that helps rather than hinders human creativity.

Swapping a letter for punctuation is an old trick, but the exclamation mark suits a product built on the moment of finding the right asset. Keeping the flagship blue protects recognition built over more than a decade, and the regional colours give a global platform a little local personality. The weak spot is the AI framing, which every creative tool claimed in 2023 and which ages fast. The rest is a sensible grown up step for a company that had outgrown its early look.