Tag
#identity systems
3 pieces filed under “identity systems”.
Brand · 30 Sept 2025 · 9 min
The logo is dead; long live the identity system
The standalone logo died when surfaces multiplied and motion became default. What replaced it isn't a smaller logo — it's an idea designed to survive every context.
brand identitylogo designidentity systems
Brand · 3 Sept 2025 · 8 minBrand colour beyond default blue
How to choose brand colour with intent: category colour maps, distinctiveness vs convention, accessibility as a brief, and testing colour in the wild.
brand colouridentity systemsaccessibility
Brand · 11 June 2025 · 8 minKill the brand PDF: living guidelines that get used
Guideline PDFs rot in shared drives while brands drift. What actually replaces them: living guideline sites with tokens, patterns, versioning and honest governance.
brand guidelinesbrand governancedesign tokens