Figma
Making design accessible to everyone
This article is part of a Brand Strategy column focused on uncovering the associations behind the world’s most disruptive brands. See all reviews
Brand Mission:
To make design accessible to everyone
Brand Values:
Build community
We’re multiplayer people who love the weird, wonderful magic that happens when people connect. We build bridges—with both our Figmates and our users.
Run with it
Building Figma is about taking initiative, being bold and charting a new course, not running a playbook. Figmates are building the future of design by tackling big, scary, exciting challenges like Figma’s future depends on it. Because it does.
Love your craft
We build for builders and try to make complex things feel simple. We ask why until we get to the core and continually focus on solving the right problem, not just shipping work.
Grow as you go
With humility and curiosity, we give and get the direct feedback we all need to become great. Everyone’s a work in progress, and we’re here to help each other grow.
Play
Playing is learning. We embrace spontaneous, unstructured exploration—because that’s where we find our best ideas.
Positioning:
Creative tools meet the internet
Figma is the leading collaborative design tool for building meaningful products. Seamlessly design, prototype, develop, and collect feedback in a single platform.
Brand Personality:
Curious
Clever, playful, imaginative. This is your friend with the far-out ideas. They always want to be learning more and considering the things that might not be obvious.
Vibrant
Dynamic, confident, alive. Figma loves nerding out on certain topics and is proud of it.
Honest
Inclusive, empathetic, approachable. We’re never afraid to admit that we don’t know everything, but together we can figure it out.
Bold
Powerful, unexpected, non-conforming. We don’t live in the shoulds, we do what is right and true to us.
“About us”, Figma, accessed February 14, 2024, https://www.figma.com/about/
“Careers at Figma”, Figma, accessed February 14, 2024, https://www.figma.com/careers/
“Figma”, Figma, accessed February 14, 2024, https://www.figma.com/
Figma Shortcut, “Bringing new life to Figma’s brand”, October 15, 2019