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Taste Test
Exploring the visual mood for a new brand identity. Which direction feels more distinctive and has more potential to grow into a recognizable brand system?
2 voted
40%
3 voted
60%
5 votes
Closed
Fluid is actually more easy to eyes ⭐ also because it have gradient colour, to be good second one needs less contrasting colours
fluid self
Organised gradients for me. Fluid Self looks gorgeous but it is hard to reproduce consistently across a whole system, while the structured grid gives you a repeatable language a brand can actually own. Distinctive plus scalable beats pretty but slippery.
I’d go with Fluid Self. The visual language feels more ownable and expressive
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Fixed for me. In a system, people learn where to look. I'd tweak the odd icons before breaking the rule.
Title: Proper Form — Brand Identity & Visual Language
A brand identity for Proper Form built around a more modern, movement-driven take on recovery and healthcare.
The visual system extends the logo into a complete language through color, typography, imagery and layout, creating a consistent identity across different brand touchpoints.
Created by Lepisov Branding in collaboration with @Creative Mints
Logo design: Ilya Gorchanyuk
Creative direction: Dmitry Lepisov
Brand identity: Lepisov Branding × Creative Mints
Using the logo mark as the big graphic across the layouts is smart. The purple to pink gradient gives recovery a more energetic feel.