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.

Hey everyone! 👋 Working on two wordmark directions for a client and would love a quick typographic gut check from fellow designers. Which of these two options feels more readable to you? Drop your vote and let me know your thoughts below. Thanks

Hey Dumitru! 👋 Great exploration! The first option (nth) has super strong character - that custom n with the curved stem + connected sth ligature feels very bold and editorial. For readability though, the sth connection is a bit tight at small sizes - might read as "rth" at...