[ BRAND SYSTEMS ]
A logo is the end
of a decision.
A logo is the visible end of a set of decisions. We take the decisions first, in writing, then draw. What you get back is a documented system with its source files and its rules, not a folder of logos.
5
DECISIONS FRAMED FIRST
2
POINTS WHERE YOU DECIDE
34
PAGE GUIDES DELIVERED
[ THE FRAMING ]
Five decisions,
taken once.
The framing is a named deliverable, at the same rank as the identity, and it comes before it. This is not a document to be archived: each of its decisions forbids and permits something on the object, page after page. The right hand column says where it lands. A decision that landed nowhere would be visible immediately.
[ THE PROCESS ]
Five steps,
two decisions.
The same path for every brand we build. It opens deliberately onto several tracks, closes onto a single direction, then locks into a system a third party can apply without us. You intervene in two places, and they are the two that matter.
Where you decide
Twice. At the end of the territories you choose the direction. At the end of the system you validate, before the guide is laid out.
What you supply
The name settled at the start, then consolidated feedback from a single person. That is all the calendar asks of you.
What you get back
A documented system, its source files and its rules of use. Any provider knows how to use it after us.
[ 01 . EXALT AIRCRAFT ]
A brand for an aircraft, from nothing
CORPORATE IDENTITY . 2017
A light aircraft manufacturer arriving in a market where technical credibility is read before the name. There was nothing: no symbol, no palette, no vocabulary. We built the whole of it, from the field of inspiration to a 34 page printed guide.
The symbol
Two crossed fuselages, born from the aircraft seen head on. It reduces to the favicon without ever becoming illegible.
The palette
An acid green against two deep blues. Each colour carries its name, its intention, and its codes for print and screen.
What it allowed
A site, a trade show stand, a technical dossier and a livery, without ever reopening the discussion.
[ 02 . JAXSON MOTOBOTTLES ]
A brand that shouts in tune
BRAND BOOK . 22 PAGES, 5 CHAPTERS
Bottles for off-road motorcycling, in a category where every brand shouts. It had to shout in tune: one unique acid green, a symbol that reads at full speed, and a brand book precise enough that a supplier respects it without calling us.
The symbol
A monogram built on a grid, with its safety zone and its forbidden uses. A supplier cannot get it wrong.
The colour
One acid green, declined in greyscale and in monochrome for processes that print a single ink.
The result
A brand the customer wears, which makes the identity a sales surface rather than a communication cost.
[ 03 . ARMI TRAILERS ]
One brand, two ranges, one structure
REBRANDING . 34 PAGES
A trailer manufacturer whose offer splits into two worlds, Family and Adventure, with no budget for two brands. We built a system with two registers sharing one structure: the ranges separate at a glance, the parent brand never dilutes.
The shared structure
One logotype and one monogram, then two registers of colour and photography that separate Family from Adventure.
The typography
Two complementary families, one for headings and one for technical text, with their weights and uses fixed.
The result
Two ranges legible side by side on a shelf, without paying for two brands, and without diluting the parent.
[ WHAT YOU GET BACK ]
A system,
with its keys.
Not a presentation. A documented brand system, the source files behind it, and the rules that make it reproducible by someone other than us.
01
The framing document
The five decisions, written, with what each one fixes and where it lands.
02
The identity and its construction
Symbol and wordmark drawn on their grid, with proportions, control points and safety zone.
03
The palette and the type system
Named colours with print and screen codes, and the type families with their fixed uses.
04
The applications
The brand landed on the object, the packaging, the textile and the screen, so nobody has to guess.
05
The guide and the source files
A printed and digital guide, plus the working files, so a third party can apply it without us.
[ QUESTIONS ]
Before
you ask.
Yes. Several of the brands we have built came to us as brand work first. Where we also design the product, the two reinforce each other, but the brand engagement stands on its own.
[ NEXT ]