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Under the Sun: Craig & Karl's Inflatable Summer Installation at ICD Brookfield Place

…Sun is a large-scale installation at ICD Brookfield Place, celebrating summer in all its colour, warmth and abundance. Centred around a radiant sun, an array of inflatable sculptures…

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The Rise of the Living Brand System

From Lockups to Systems The old model of brand identity: a logo, a colour palette, a typeface, a set of rules for how they combine. A 200-page PDF that lives in…

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Sorbe: Cansu Merdamert's Fox-Led Identity for a Sherbet Drinks Brand

…created to reflect Sorbe’s curious, agile and nature-led spirit. Expressive typography, bold colour and a layered label system, drawing on stamps and seals, give the brand a distinctive and…

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How Stripe Built a Design Empire Beyond Payments

…conference rooms. Instead, there are gradients so precise they appear to have been mixed by a colourist, typography set with the care of a fine-press book, and illustrations that belong in a…

article

The Tropicana Rebrand: A $35M Lesson in Brand Equity

…leaf-shaped badge carried the variety designation: Original, Some Pulp, Lots of Pulp. The colour palette was warm, dominated by deep oranges and forest greens. It looked, frankly, like…

article

Brand of the Month: Aesop: How Restraint Became a Brand Signature

…aluminium tubes with brown ink, cardboard boxes in a single shade of kraft. There is no colour-coding by product category, no gradient systems, no seasonal limited editions in collector…

project

The square Raylo removes from its R comes back as a full stop

…switch shapes the icon set and gives the interface its feel, then scales up into a two-colour pattern. That pattern is not applied at one fixed intensity. On merchandise it stays pared…

article

The Anti-Logo Movement: Why Startups Are Betting on Typography Over Marks

…transitions on hover states and loading screens. The typeface does the work that a logo mark, a colour palette, and an illustration system once shared. Companies like Dinamo and Grilli Type…

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Notion's Identity System: When a Productivity Tool Becomes a Design Statement

…default typography is a system serif or sans-serif: comfortable, legible, self-effacing. The colour palette for user-facing elements is a curated set of muted tones. Even the customisation…

article

Designer's Toolkit #1: Figma Variables for Multi-Brand Design Systems

…this: one library file per brand, each containing the same component set with different colour tokens, type scales, and spacing values baked in. When a button component changes shape…

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Studio Spotlight: Collins: The Agency That Makes Brands Feel Like Movements

When Dropbox unveiled its 2017 rebrand: an explosion of colour, illustration, and typographic personality that replaced the company's forgettable blue…

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Studio Spotlight: Pentagram's New Guard

…master artifact from which all other expressions derive. Instead, the system of movement, colour, and behaviour is the identity, and the static mark is simply one frame extracted from…

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7 Typefaces That Defined Brand Identity in the 2020s

…digital use. Coinbase made GT America central to its identity overhaul, pairing it with bold colour and illustrative work that helped the cryptocurrency exchange appeal beyond the crypto…

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Duolingo's Brand Identity: When a Mascot Becomes the Strategy

…identity treats the mascot as one element within a larger system: subordinate to the logo, the colour palette, the typography, the tone-of-voice guidelines. Duolingo has quietly reversed that…

article

Motion Identity Design Is Having a Moment: How Kinetic Brands Are Replacing Static Logos

Picture two brand intros. The first: a wordmark fades in on a flat colour field, holds for two seconds, fades out. The second: a geometric form rotates into frame…

article

The Typography of Luxury: Why Serifs Still Rule High Fashion

…The serifs are not merely part of the identity. They are the identity, in a way that the colour palette and imagery, which shift dramatically each season, are not. This is the deeper…

guide

Designer's Toolkit #2: Optical Kerning for Display Type

…would otherwise accumulate. But the critical pair is the E and x at the junction of the two colour blocks. The spacing here is calibrated to the pixel so that the negative space between…

article

Jaguar's Identity Reset: Bold Reinvention or Brand Erosion?

…ligature that looked less like an automaker and more like a contemporary art gallery. The colour palette abandoned British Racing Green for a spectrum of saturated hues (electric pink…

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Why Every Direct-to-Consumer Brand Looks the Same, and Who's Breaking the Mold

…the same website six times over. A geometric sans-serif wordmark in lowercase. A muted colour palette: blush, sage, cream, perhaps a single accent of terracotta. Generous whitespace…

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Studio Spotlight: Wolff Olins: Fifty Years of Brave Brands

…in typography or grid systems, no interest in the craftsman's obsession with kerning and colour matching. What he had instead was a conviction, radical for its time, that corporate identity…

article

Oatly: The Brand That Weaponized Packaging as Editorial

…space, is the core innovation of the Oatly design system. It is not a logo. It is not a colour palette. It is not a typeface, though all of these elements are part of it. It is a posture…