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article

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

Close-up of large display typography with visible counter spaces and letterform spacing, shot as a typographic specimen

guide

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

guide

Designer's Toolkit #3: Structuring Brand Guidelines Clients Actually Use

article

Figma's Visual Identity: How a Design Tool Built Its Own Brand Language

project

How Stripe Built a Design Empire Beyond Payments

Hello Boss® Shanghai conference — Dmitri Semenov

project

Hello Boss: Dmitri Semenov's Port-Inspired Identity for a Shanghai Business Conference

Visual Identity, Digital & Print Design for Hello Boss® — an annual Shanghai-based conference for doing business with China project…

Yerba Madre - Camp Yerba — Forth+Back® Studio

project

Camp Yerba: Forth+Back's Identity for Yerba Madre's First Camp

A host preparing a bed inside an Airbnb stay

project

Airbnb's Bélo, a Decade Later: The Case for Brand Durability

In July 2014, Airbnb unveiled a new brand identity developed with London studio DesignStudio. The centerpiece was the Bélo: a looped symbol meant to evoke people, places, love,…

article

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

project

ORSYN: Sohan Chakraborty's Identity for a Data Intelligence Brand

…another analytics platform or AI-first solution. Instead, it operates as a system architect, designin the conditions under which fragmented data evolves into decision-ready intelligence.…

project

Alima Studio: KWIBA's Identity for an Observation-Led Architecture Practice

Article

The Rise of the Anti-Logo: Why the Best New Brands Are Betting on Systems Over Symbols

article

"Brand System" vs "Brand Identity": The Distinction That Costs Millions

…be produced consistently in every future context by people who were not in the original design project. The deliverables of a brand system are different: A component library (usually…

project

Air France's Identity Reset: Heritage Without Nostalgia

…have that much equity in archival work, a rebrand is an exercise in archaeology as much as design. What the New Work Got Right The refresh - by the in-house team with external collaboration…

Retratos del equipo de COLLINS entre bloques de color del sistema del estudio

project

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

Bloq.it ● Smart Lockers Director's Cut — Depth Of Field

project

Bloq.it Smart Lockers: Depth of Field's Director's Cut Brand Film

…from concept to distribution, early concepts extrude into the physical product, showcasing design, production, and the deployment of Bloq.it’s systems. Our client's signature orange was…

A physical book, notebook, and pen on a pale neutral surface — researcher's desk aesthetic with soft natural window light, warm monochrome palette evoking academic restraint

project

Anthropic's Visual Identity: The Quiet Confidence of Research-First Brand

…promise of futurity. OpenAI's visual system leans on the black-and-white minimalism of a design-forward consumer brand, with the orb-like mark doing the imaginative work. Google DeepMind…

Vertical index of 50 abstract geometric marks in gold, ink-black, and cream — ceremonial awards-annual composition

article

Introducing the WLD 50: The Annual Ranking of Brand Identity's Most Culturally Significant Work

…of the year, built to become the D&AD-of-brand-identity. The scoring rubric is public: design craft, strategic fit, cultural relevance, originality, system integrity (10 points each…

article

Kinetic Logos: A Field Guide to Motion Identity Systems

…pitch. Systematize, or skip. --- Every brand system of consequence in 2026 is being designed with motion as a first-class consideration. Not because animation has become cheaper,…

A developer workspace at night with a monitor showing a monochrome dashboard, a mechanical keyboard, a small plant, warm desk-lamp pooling light over black surfaces

article

The Vercel Aesthetic: Why Every Dev Tool Looks Like This Now

…can walk through twenty developer-tool homepages and they all feel like alternate cover designs of the same magazine. Why It Converged The convergence is not laziness. Three forces…

article

The Minimum Viable Brand Is Dying, and Good

…site in 2016 communicated discernment. The same system in 2026 communicates "we hired a designer off a template marketplace." The category's visual consensus has converged so tightly…

Seven specimen typefaces displayed as large letterforms on a neutral studio backdrop, arranged as an editorial design exhibit

ranking

7 Typefaces That Defined Brand Identity in the 2020s

…single word, exactly what kind of company you were dealing with. Söhne: Klim Type Foundry Designed by Kris Sowersby at Klim Type Foundry in New Zealand, Söhne arrived as a contemporary…

article

Private Members' Club: The New Brand Extension Strategy

…with a velvet rope. A standalone membership concept with wellness programming, cultural events, co-working, and community, designed to generate recurring revenue independent of room…

A typographic specimen showing variable font axes — the same letter at multiple weights and widths on a neutral studio background

article

The Variable Font Revolution: How One Technology Is Reshaping Brand Systems

…licensing invoice, thirty-two points of friction every time a new team member set up their design environment. The brand guidelines ran to several pages just to document which file to use…

Oatly oat milk cartons with signature hand-drawn, typographically chaotic cream packaging arranged on a kitchen counter in morning light

article

Oatly: The Brand That Weaponized Packaging as Editorial

…system at work, and it represents something genuinely novel in the history of consumer goods design. What Oatly did (beginning in earnest around 2012, when the company underwent a radical…

A clean notebook with a small hand-drawn butterfly sketch in ink blue and a fountain pen alongside, on a pale linen surface with soft natural window light

project

Bluesky's Identity: The Antidote to Platform Aesthetics

…typography across the app is a clean workhorse sans-serif: notably, not a custom type family designed to carry personality. Headers, body text, buttons all use the same treatment. The color…

The colonnaded facade of Six Senses London at The Whiteley, planted and open to the street

article

Six Senses London Brand Identity: Wellness Meets the City

…something other than geography. Six Senses London does this through architecture. AvroKO designed interiors that reference the building's 1911 origins while creating what the brand calls…

project

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

…typeface, Feather Bold, embedded the mascot's personality into the typography itself. The design team wasn't just refreshing a logo; they were encoding the character into every surface…

article

Mailchimp's Rebrand: Two Years On, Did the Quirk Survive the System?

…genuine. Mailchimp's founders, Ben Chestnut and Dan Kurzius, had built the company from a web design agency side project, and the brand's irreverent character reflected actual company culture…

Side-by-side comparison of Tropicana's original orange-with-straw packaging and the 2009 minimalist redesign that triggered a consumer revolt

article

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

…recognise it. PepsiCo had redesigned the packaging. The result was one of the most expensive design failures in consumer goods history: a 20 per cent drop in sales within two months, roughly…