The logo is based on the mono-spaced font which taps two different sources. On the one hand, this sort of font is used in code editors, which is the direct field of product application. On the other hand, this is the font of typewriters, and the latter has always been a stereotypic attribute of critics and personal assistants. All this together expresses the metaphoric character in a wonderful way.
The visual image of Kritika is also expressed with the help of craft illustrations. They show
the way Kritika works and emphasize its functional features. To check and correct the code, the service only needs a pair of eyes and hands, so they appear on the illustrations.
As for the colors of corporate identity, we also chose those that are closer to the real world and are not typical of a digital product, such as natural carrot-like orange and olive colors, deep graphite, and Swiss white, which is the color of paper.