One of Fraktio’s fundamental values is equality, which is reflected in the company’s operations as an equal working community where every member is equally valuable. This value of equality led us to think about the company's name. Fraktio (= fraction in English, from Latin: fractus, “broken”) represents a part of a whole or, more generally, any number of equal parts. The idea of equal parts inspired us to play with charts and diagrams divided into slices, the fractions.

Ultimately, we chose the fractions of the pie chart, which became the dominant illustrative element of the new identity. We took the pie chart slices and organized them freely to take over the surfaces of the applications. We masked photos inside the shapes. In the new logo, we replaced the “i” dot with the slice from the pie chart.

The red color from the old identity was kept, which we brightened. We designed the accompanying color palette to include light-toned-down and warm shades. In typography, the client wanted to use Google fonts which we respected, and chose the slab serif style Zilla Slab as a title font, with Work Sans playing the body text style.