the wingman project
§II.01 · MAKE · BRAND IDENTITYCONSTRUCTION SHEET · R1

The markBL-01 · CAPis built,BL-02 · Xnot picked.BL-03 · BASE

Not a logo, a working system. Marks, type, colour, photography, iconography, motion, and the rules that bind them, engineered so asset no. 2,000 leaves the building as deliberate as asset no. 1.

Start the buildInspect the parts ↓
F-1 · MARK ANATOMY · CONSTRUCTION SHEETGRID 24 · INKS 3 · SHEET R1CAPXBASER1 = 18045°1xCOUNTER Ø 44 · LOCKED TO R2RESULT · PRIMARY LOCKUPCLEAR SPACE = 1X, ALL SIDESLOCKEDGEOMETRY ✓NO REDRAWING DOWNSTREAMGRID 24 · R1 180 · R2 100 · ANGLES 45 / 90 · CLEAR SPACE 1X · COUNTER Ø 44DRAWN, THEN LOCKED
F-1 · MARK ANATOMY · R1CAPXBASER1 = 120RESULT · PRIMARY LOCKUPLOCKEDGRID 22 · R1 120 · CLEAR 1X · ANGLES 45 / 90

DELIVERY 01 · THE PARTS, UNCRATED

MOST BRANDS OWN A LOGO.
THAT’S ONE CRATE OFF THE TRUCK.

Brand identity is the full visual and verbal system: the logo, the typography, the colour, the photography style, the iconography, the motion, and the rules for how they all work together. Brands that stop at the logo end up borrowing the rest from whoever touched the file last. Brands with identity systems get to scale without looking cheaper every time they show up somewhere new.

  • PT-01MARKSPrimary, mono, stacked, favicon, emblem: every lockup a surface will ever ask for.
  • PT-02TYPEA four-family stack with a job description for every face.
  • PT-03COLOURHues plus the dominance rules that keep them from shouting.
  • PT-04PHOTOA photography direction, so every shoot lands in the same world.
  • PT-05ICONSAn icon language drawn to the mark’s own geometry.
  • PT-06MOTIONHow the brand moves: easing, timing, restraint.

DELIVERY 02 · BEFORE / AFTER

The same parts. Then, geometry.

What separates a drawer of one-off logos from an identity is everything that happens between the parts: shared grids, fixed radii, a clear-space law, a colour hierarchy that holds at every size. We build that connective geometry first, so every asset that follows obeys the same physics as the first.

BEFORE: A FOLDER OF LOGOSlogo_final_v7.ainew_logo (3).pngfavicon??BRANDR™kerning: none found#which one is brand??v2 · v3 · v4_FINAL · FINAL_final · USE-THIS-ONE (2)THE GEOMETRY GOES IN HEREAFTER: ONE SYSTEMWORDMARK · CAP TO R1PAPER 70INK 20SIGNAL 10ONE VOICESAME GRID · SAME RADII · SAME CLEAR SPACE · EVERY ASSET, FOREVER
BEFORE: THE FOLDERlogo_final_v7.ainew_logo (3).pngBRANDR™v2 · v3 · v4_FINAL · FINAL_finalTHE GEOMETRY GOES IN HEREAFTER: ONE SYSTEM70 / 20 / 10ONE VOICESAME GRID · SAME RADII · SAME CLEAR SPACE

THE METHOD · FIVE STATIONS, ONE LINE

Five stations.
The mark earns each one.

  1. 01GROUNDPositioning and audience before any drawing. Identity without strategy is decoration. We don’t open the sketchbook until we know what the brand has to prove.
  2. 02DIRECTTwo or three distinct directions, never forty thumbnails, each one grounded in the strategy and argued for like it has to win.
  3. 03BUILDThe chosen direction becomes the full system: marks, type, colour, photography, icons, motion.
  4. 04TOOLGuidelines, the asset library, templated working files for every channel you publish in.
  5. 05PROVEThe system shown in use, in real contexts: on the surfaces your customers actually meet, never in a vacuum.

SPEC SHEET · TYPE / COLOUR / LAW

then the rules lock in.

Z1 · A FOUR-FAMILY STACK

  1. 01DISPLAYThe headline voice. Loud, geometric, set on the grid.WGT 900 · CAPS · TRACK −0.04
  2. 02SerifThe human aside. Italic, rationed: it appears when the system comes alive, and almost never otherwise.ITALIC ONLY · RATIONED
  3. 03TextThe body voice of the brand at reading size. Works hard, shows off never.WGT 400–500 · 15–18PX
  4. 04MONOFacts, labels, file numbers, specs. The registrar’s hand.WGT 400–600 · TRACKED CAPS

Z2 · COLOUR, PROPORTIONED

Dominance rules matter as much as the hues. Seventy percent paper, twenty percent ink, ten percent signal: the brand never looks loud by accident.

Z3 · THE LAW, SHORT

✓ DO

Hold clear space: one x-height of the mark, all sides, always.

✕ DON’T

Crowd the mark with headline copy.

✓ DO

Use the mono lockup on busy photography.

✕ DON’T

Drop the full-colour lockup onto noise.

✓ DO

Keep the emblem inside its circle.

✕ DON’T

Re-skin the emblem with gradients.

SWITCH-ON

Everything, everywhere, one voice.

…and the whole system is suddenly, unmistakably alive.

F-3 · THE SYSTEM BOARDSAME MARK, EVERY SURFACEONE GEOMETRY, HELD AT THE CENTRECARDAPPBOARDSIGNFLEETTOTEPAPERFEEDEIGHT SURFACES · ONE GEOMETRY · ZERO DRIFT
F-3 · THE SYSTEM BOARDCARDAPPBOARDTOTEPAPERFEED

WHAT LEAVES THE BUILDING

  • G-01A logo suitePrimary, mono, horizontal, stacked, favicon, emblem: drawn once, locked forever.
  • G-02A complete visual systemType, colour, photography direction, iconography, motion: one geometry across all of it.
  • G-03Brand guidelinesA real specimen book you can hand to a new hire on day one.
  • G-04A working file libraryMasters and exports, organised so the right file is always the easy file to find.
  • G-05Templated assetsFor every channel in your mix, so the system survives contact with a Tuesday deadline.

Every asset a brand needs to show up anywhere: the logo, the system, the guidelines.

YOU TAKE THE SYSTEM.
WE CARRY THE SCAFFOLDING.

  • You never pick between forty logo options.
  • You never manage version control.
  • You never wonder which font to use.
Start the build →

§II.01 · brand identity · the wingman project