Identity
The mark, the type, the palette — and the rules that keep them together.
- Logo
- Type System
- Art Direction
- Guidelines
A system, not a logo
A logo is one asset. An identity is what happens when three different people, in three different tools, on three different days, all produce something that looks like the same company. That only happens if the system is small enough to remember.
So we keep it small. One typeface with a clear reason for each weight. A palette you can name from memory. A layout grid that holds whether it’s a business card or a billboard.
What we build
- The mark. Drawn to survive being small, single-colour and embroidered. If it only works at hero size, it isn’t finished.
- Type. One family, occasionally two. We set the scale, the tracking and the line heights so nobody has to invent them later.
- Colour. A short palette with contrast checked against WCAG AA before it is shown, not after.
- Art direction. How photography is shot and cropped, what it never shows, and how it sits next to type.
- Guidelines. Twenty pages your team will actually open, not ninety they won’t.
What you get
- Master artwork in every format that matters, plus the source files.
- A type and colour system defined as tokens, so a developer can implement it without redrawing it.
- Templates for the three or four things you make every week.
- A working session with your team to hand it over — an identity nobody was taught is an identity nobody uses.
Identity runs six to ten weeks and assumes the strategy is settled. If it isn’t, we do that first; designing a mark for a positioning nobody has agreed on is a way of spending money twice.