As we were looking for a visual image, we decided to create a virtual character and animate the product in this way. Kritika is metaphorically represented as a competent “personal assistant”. She knows the topic very well, has her own opinion, and shows creativity. She is learning all the time studying new languages and has the same goal as the user, i.e. to improve the quality of the product. That’s why her criticism is constructive and friendly. Kritika spots minute imperfections and gives useful advice.
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.