Software company Serif has officially launched the all-new Affinity Studio, a comprehensive design suite that combines vector graphics, photo editing, and desktop publishing tools in a single application. The announcement represents a major shift in the creative software industry, as the company promises the professional-grade software will remain completely free for all users permanently.
Serif, founded in 1987 in Nottingham, United Kingdom, has been developing creative applications for image editing, graphic design, and desktop publishing for over three decades. Under the Affinity brand since 2014, the company released Affinity Designer, Affinity Photo, and Affinity Publisher as affordable alternatives to Adobe's Creative Cloud suite. These applications have been available across Windows, macOS, and iPadOS platforms, attracting approximately 3 million users worldwide.
The landscape changed dramatically in March 2024 when Canva acquired Serif, raising concerns among the user base about potential changes to Affinity's business model. Many users feared the transition from a one-time purchase model to a subscription-based system, along with concerns that future development might shift away from professional users' needs. Ashley Hewson, CEO of Serif, had announced the acquisition during a period when many creative professionals were already wary of corporate consolidations in the software industry.
The new Affinity Studio addresses these concerns directly. Hewson emphasized in recent presentations that the software will remain permanently free for everyone, marking a significant departure from industry trends toward subscription models. The integration with Canva has enabled the inclusion of AI-powered features for the first time in Affinity products, though these enhanced capabilities remain optional and require separate payment. Users must create a Canva account to access the software, representing the primary connection between the two platforms.
Eleven years after its initial market introduction, Affinity is essentially relaunching as a unified creative environment. The new software consolidates vector design, photo editing, and layout tools into a single application, eliminating the need for users to switch between separate programs. This integration represents a fundamental shift in how creative professionals can approach their workflow, potentially streamlining project development from concept to completion.
The rebrand extends beyond functionality to include a comprehensive visual identity overhaul. The previous triangular logo featuring a stylized capital 'A' has been replaced with a flowing, curved lowercase 'a' that serves as the new brand symbol across applications, websites, and marketing materials. This design change reflects a shift from the previous emphasis on technical precision and functionality toward a more playful and fluid aesthetic approach.
Typography changes accompany the new visual identity, with the custom-developed Affinity Serif typeface replacing the previously used FSKoopman font. The new serif typeface was specifically created to complement the brand's evolved positioning and visual language. This comprehensive design transformation was led by Tom Carey, Creative Director of Canva Europe, working in collaboration with Design by Twist from Barcelona, MBJ Studio's James Martin, and Rob Clarke. The typography design was handled by Ohno Type, known for their distinctive typeface creations.
Technical changes include the introduction of a new unified file format (.af) that consolidates the previous separate formats for Affinity Photo (.afphoto), Affinity Designer (.afdesign), and Affinity Publisher (.afpub). While legacy files from individual applications can be opened in the new unified software, the reverse compatibility does not exist, meaning new .af files cannot be opened in older standalone applications. This change encourages users to transition to the new integrated environment.
The domain structure has also been reorganized to reflect the new branding and corporate relationships. Users visiting serif.com are now redirected to affinity.studio, establishing the new primary web presence. Since Canva's acquisition of Serif, information about the subsidiary company is also published through canva.com, creating a more integrated corporate communication strategy.
Industry observers note the strategic timing of this announcement, which came on the final day of Adobe's MAX creativity conference. This timing suggests a deliberate attempt to capture attention during a major industry event and position Affinity as a direct challenger to Adobe's market dominance. The move from paid software to a completely free model represents an aggressive competitive strategy that could significantly disrupt the creative software market.
The integration of AI features through the Canva connection addresses one of the major trends in creative software development. While these features remain optional and require additional payment, their availability positions Affinity to compete with other platforms that have made artificial intelligence a central selling point. The optional nature of these features allows users to access basic functionality without additional costs while providing upgrade paths for those seeking advanced capabilities.
Several highly requested features have been added to the new release, including Image Trace functionality for vectorizing bitmap images. The company has also promised that Blend functionality, another frequently requested feature, will be available within the coming months. These additions address long-standing user requests and help position the software as a more complete alternative to established competitors.
The business model shift raises questions about long-term sustainability and user experience. Converting 3 million existing users to a freemium model where revenue depends on optional premium features and Canva integration presents both opportunities and challenges. The success of this approach will largely depend on user adoption of premium features and the platform's ability to maintain development funding through alternative revenue streams.
Some users and industry analysts express skepticism about the permanence of the "free forever" promise, noting that Serif previously stated on social media that they would never be acquired, only to be purchased by Canva eighteen months later. However, the formal announcement by the CEO in video presentations and public appearances represents a more substantial commitment than casual social media posts.
The new visual identity and user interface design reflect current trends in creative software, with some observers noting similarities to contemporary design languages used across social media platforms. While this approach may appeal to users familiar with modern digital design aesthetics, questions remain about the longevity of trend-focused visual approaches versus more timeless design strategies.
