We're saying sayonara to “good enough” and hello to something brighter, warmer, and a little more us.
The Story Behind the Rebrand
When I started Friday Afternoons two years ago, my goal was simple: create beautiful, practical tools that make life feel a little lighter.
Back then, it was just me, a printer that didn’t always cooperate, and a kitchen table covered in paper scraps and Mod Podge. But it worked. You found me. And together, we built something worth growing.
This rebrand isn’t just a new logo or color palette. It’s a reflection of what we’ve become — a brand made for real people with full schedules, big goals, and a desire for a little more calm in the chaos.
The Vision
Friday Afternoons has always been about more than planners. It’s about creating space for what counts, the in-between moments, the pause before the next thing, the little sigh of relief when you finally close your laptop for the day.
As we’ve evolved, I wanted the brand to feel like that moment: balanced, intentional, and inviting. The new identity captures that energy — modern, but still soft. Organized, but never rigid.
The Logo
At the heart of the new look is a logo that feels simple and human. The typography is modern but friendly, confident without being too loud.
You’ll see it everywhere: on planner covers, packaging, and notes from me tucked into your orders.
The Details
The Brand Marks + Icons
You’ll start to notice small symbols appearing across packaging, social, and products. They’re minimal, but will make a statement, and they’re meaningful — little reminders that planning can feel joyful, not stressful.
Patterns + Borders
New patterns bring more character to the brand, along with movement and softness to the visuals. They’ll show up across products and materials as subtle design elements and tie everything together.
Typography
Our updated type feels calm and confident. It pairs a timeless serif with a clean, modern typeface so that everything feels easy to read, yet elevated.
Color
The colors are inspired by the feeling of a Friday afternoon. Warm neutrals. Soft pastels. A few bold tones for energy and joy. They capture what the brand has always been about: calm, focus, and a little spark of excitement for what’s next.
The Voice + Message
You’ll notice a refreshed voice across the site and emails. It’s still me — just clearer and more confident.
Friday Afternoons Co. has always stood for helping busy people find calm and clarity. That hasn’t changed. We’re just saying it with a little more intention now.
Built for busy, built for balance.
Create space for what counts.
Looking Ahead
This rebrand is the beginning of something new. Over the next few months, these elements will start appearing everywhere — from packaging to planners and new products coming soon.
I can’t wait for you to experience what’s next.
Thank you for being part of this story, for believing in this brand, and for helping me build something that feels like home.
Here’s to all of life’s mess and magic — and the moments in between.
Danielle
Founder, Friday Afternoons Co.
