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despite my love for bold abstract icons
i want to see more brands with personality
enough of the polished, slick logos
that feel strong and professional...
make it awkward, honest and authentic
don't be afraid to be different!
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I love building brands, but seeing them come alive on a website might be my favourite part.
some favourite web work from the archive
Great Job, Lucie
Do you prefer the main logo or the mark? Choose your pick.
The full project is coming soon, or check it out here on Instagram if you don't wanna wait.
11 voted
69%
5 voted
31%
16 votes
Closed
The mark, but for a reason that has nothing to do with which one looks better here: this brand lives on a pizza box, a napkin and a sticker on a takeaway bag, mostly around 20mm and often one ink on brown board. The full logo introduces the place once; the mark is what someone...
Aurum - Brand Identity System
When Aurum came to me, they had a name and a vision a studio that wanted to feel deliberate, architectural, and unapologetically bold in every space it touched. No logo, no system, just a line that stuck with me from our first conversation: "every wall is a decision."
That phrase became the seed for the entire identity. I started with the simplest possible geometry a square split by a triangle and built the mark from a strict construction grid so it would hold its proportions at any size, from a business card to a building-mounted sign. Once the mark was locked, I stripped the palette down to black, white, and grey. No color to hide behind just contrast, shadow, and negative space doing the work.
From there, the system grew outward: letterpress-style stationery with generous shadow and texture, exterior signage designed to read cleanly against brick and daylight, a minimal mobile app screen, and a tote bag that turned the brand's own tagline into a quiet piece of merchandise. Every touchpoint had to pass the same test does it still feel like Aurum at this scale, in this material, from this distance?
The result is an identity that's confident without shouting restrained enough for a business card, strong enough for a wall.
Curious how I'd approach building out a system like this for your own brand want to talk through it?
