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Articles & work — 14

project

umi: Ekaterina Zakharova's Identity for a Japanese Women's Clothing Brand

project

PEREGRIN: Olesia Stupiak's Falcon-Led Identity for a Ski Equipment Brand

Esferas azules infladas dispuestas en anillo, del autorrebrand de the branding people

project

The Branding People: A Studio Rebuilds Itself on Systems

…like engineering documentation than a marketing deck. The wordmark is a precise custom logotype; the color palette is restrained to a primary and a pair of editorial-weight accents;…

A host preparing a bed inside an Airbnb stay

project

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

…in an app icon and at four meters tall on a billboard. Wordmarks rarely do both well; a logotype optimized for a billboard becomes illegible at favicon scale, and a logotype optimized…

Raylo packaging boxes in soft pink carrying the two-colour switch pattern in pop blue

project

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

…square is cut out of the stem of the R. It is not discarded. It reappears at the end of the logotype as a full stop, so the letter gives something up and the word receives it. Pentagram calls…

article

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

…wordmark onto a baseball cap at twelve millimetres and expect legibility. You cannot reduce a logotype to a sixteen-pixel favicon without losing its character. There is also the question of…

project

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

…visual sameness: the grey-and-blue monotony of productivity SaaS, the interchangeable logotypes, the stock photography of people collaborating in well-lit offices: they were genuinely…

ranking

5 Brand Guidelines That Are Actually Worth Reading

…systematic visual thinking. The manual specified every application of the NASA "worm" logotype: size relationships, spacing, color values for screen printing, vehicle livery, signage…

Close-up of serif letterforms from a luxury fashion logotype, showing fine hairline strokes and high-contrast type detailing

article

The Typography of Luxury: Why Serifs Still Rule High Fashion

…designed by Peter Saville, replacing the brand's iconic Equestrian Knight crest and serif logotype with a stripped-back sans-serif wordmark. The new logo was clean, modern, and immediately…

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

…the most-viewed typographic moment on the entire site. Real-World Analysis: The FedEx Logotype The FedEx logotype, designed by Lindon Leader at Landor in 1994, is one of the most studied…

Jaguar Type 00 concept in French Ultramarine seen from the rear three quarter

article

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

…and type design. Several decisions were deliberately provocative. The wordmark. The new logotype replaces the italic, calligraphic script that had been in use since the 1950s with a geometric…

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

…image of a glass of orange juice: actual product, prominently displayed. The Tropicana logotype was rotated to a vertical orientation on the side of the carton. The variety designation…

project

How Stripe Built a Design Empire Beyond Payments

…deliberate typographic identities in technology. The wordmark itself (a simple, custom logotype) has been refined repeatedly, each iteration sharpening the letterforms while maintaining…

article

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

…The custom wordmark (geometric but not rigid, with a slightly elevated "i" that gave the logotype rhythm) replaced Cooper Light's decorative warmth with something more durable. Cooper…