SketchUp, the intuitive design software owned by Trimble, today reveals a premium brand identity designed to appeal to professional AEC users worldwide.

SketchUp turned to Trollbäck+Company to implement a new positioning, voice, and visual identity as its audience focus shifts from enthusiasts and single practitioners to professional teams across the architecture, engineering, design, and construction sectors.

As well as creating a new brand positioning, “Build for the Future”, delivering a new verbal and visual identity, motion identity and toolkit, Trollbäck+Company also revisited the foundational pillars and personas that define the SketchUp brand.

The newly optimized design system leverages the design language of the product itself. Created for flexibility, it gives SketchUp the tools to be clear, creative and consistent across touchpoints. Now, the new visual identity is additive to users’ software experience, including UI-derived details, dynamic typography, and a refreshed color palette.

Stephen Bury, Senior Director, Marketing at Trimble, says: “As SketchUp evolves to meet the needs of AEC professionals, it was time to elevate our brand with a focus on consistency and quality across all touchpoints. The iterations Trollbäck+Company delivered always added value and unexpectedly pushed us to explore the full capability of brand.
“Born from the brand rework, the statement “Effortlessly bring your vision to life on every project” has become a guiding north star for us at SketchUp,” Bury adds.

Alex Moulton, Chief Creative Officer at Trollbäck+Company, says: “SketchUp is a beloved brand whose founding promise no longer matched its capabilities. We built a new identity to modernize the brand and help SketchUp to authentically own its evolving ambitions, integrating the efforts of the product, engineering and marketing teams.”

The new brand is now live on SketchUp’s website – www.sketchup.com – and is being deployed across all internal marketing assets and partner ecosystem communications.