Nextools’ new identity: a masterclass in design simplification strategic approach
At Nextools in team with LutherDsgn, we’ve undertaken a complete rebranding that goes beyond aesthetics, driving a deeper transformation in how we communicate our values through design. The new logo and visual language signal a shift from complexity to simplicity, aligning with our mission to create tools that are not only effective but effortless to use. We recognized the need to reorganize our product offerings and communicate them more effectively to merchants. That’s where our strategic rebranding comes in—a necessary move to align with our growth and clearly communicate the value of our new product suites.
The “Infinity Switch”, symbol with a purpose
The centerpiece of our redesign is the “Infinity Switch” symbol—a fluid, minimalistic mark that represents ease and immediacy. This element stands as a visual metaphor for the seamless functionality of our Shopify apps. In crafting the Infinity Switch, we prioritized clarity and fluidity, ensuring that it communicates action without friction. The design itself speaks to our belief that great tools should not complicate workflows but simplify them, mirroring the effortless experience we want merchants to have.
Unified semiotic approach
We adopted a standardized semiotic approach across our entire brand system of apps to unify branding, usability, experience, billing & support. Creating a visual cohesion that extends far beyond the logo. Every aspect of the design, from icons to typography, was carefully chosen for its ability to convey information clearly and immediately. This intentional synthesis of form and function is key to our vision—apps that are easy to navigate and intuitive at every touchpoint.
Visual language for diverse audiences: Starter & Pro Suite
To support merchants of all sizes, we developed two distinct app suites, each with its own visual identity.
The Starter Suite, designed for small and medium-sized stores, embraces simplicity and approachability, using soft colors from the purple palette.
Meanwhile, the Pro Suite for large and Shopify Plus merchants features a more dynamic, robust aesthetic in dark hues, echoing the power and scalability of the tools within.
The business case for rebranding
At the core of this decision was a desire to simplify the way merchants interact with our growing product line. With a diverse range of tools, from beginner-friendly apps to enterprise-level solutions, we needed to differentiate while maintaining a cohesive brand identity.
“We created the two suites to help merchants to master, manage, create, and migrate Shopify Functions; everything for checkout, discounts, payments, shipping and validation customizations in just one place”.
Our rebranding allows us to clearly communicate these distinctions, making it easier for merchants to identify which tools are tailored to their specific business needs. This strategic decision was driven by a deep understanding of our customer base—different merchants have different pain points, and our new structure makes it clear how we can help at every stage of their growth.
Why communication matters
Rebranding isn’t just about a fresh look, it’s a crucial tool for positioning. For Nextools, it was important that the rebrand reflected our evolution from a startup delivering individual apps to a company offering a full suite of solutions. The introduction of the Infinity Switch symbol in our new logo is a key part of this message. It visually conveys our commitment to providing seamless, intuitive tools that simplify complex processes for merchants.
By adopting a standardized semiotic approach with a precise brand system, we’ve ensured that our entire suite of apps speaks the same design language. This is especially critical for our business strategy, as it enhances user experience and creates a unified brand identity that scales with our growth. The visual differentiation between the Starter and Pro suites not only reflects the functional differences but also serves as a strategic move to guide customers through their business journey, offering solutions that grow with them.
