Designing the brand identity and logo suite for Specimen was a carefully crafted process rooted in the principles of minimalism and brutalism. My goal was to create a brand that stands out through simplicity, while maintaining a strong visual presence that resonates with modern design sensibilities. Every element, from the typography to the color palette, was meticulously chosen to reflect the core values of Specimen: precision, clarity, and functionality. The final product is a cohesive identity that captures the essence of the brand in a timeless and impactful way.

When I first began conceptualizing the brand identity for Specimen, I wanted to create something that was both bold and restrained. The idea was to find a balance between minimalist design and brutalist aesthetics, ensuring that the brand felt modern but grounded. This balance became the foundation of Specimen’s identity. The design philosophy behind the brand is rooted in stripping away the unnecessary and focusing on clean lines, structured elements, and thoughtful use of negative space.

The logo suite for Specimen was developed to embody the brand’s design ethos in a clear, cohesive way. Inspired by the elegance of the Van Cleef logo, I took the alphabet 'c' and arranged it in a geometric, structured form to create a visually striking and recognizable icon. This assembly plays with negative space, giving the logo a sense of depth and openness, while remaining true to the minimalist style that defines Specimen.

The wordmark, “specimen,” is written in lowercase, enhancing the understated yet confident tone of the brand. I incorporated a single blue dot above the ‘i’ to add a subtle pop of color, which serves as a unique accent while staying true to the simplicity of the design. This tiny detail not only draws the viewer’s attention but also highlights Specimen’s use of color as a thoughtful, deliberate choice rather than a mere decorative element.

For typography, I selected Neue Haas Grotesk and ITC Avant Garde, two typefaces that perfectly align with Specimen’s minimalist and brutalist aesthetic. Neue Haas Grotesk is used for its clean, neutral appearance, making it ideal for both headlines and body text. Its clarity and versatility ensure that every piece of communication remains legible and impactful, no matter the context. ITC Avant Garde, with its bold geometric shapes, adds a touch of modernity to the brand, helping to highlight key elements without overwhelming the overall design.

The color palette consists of black, white, and Vermilion Blue, which reflect the brand’s minimalist nature while providing a subtle vibrancy. Black and white are used to create strong contrasts and maintain the brutalist tone, while Vermilion Blue acts as a striking accent that elevates the simplicity without detracting from it. This carefully chosen palette not only reinforces the brand’s identity but also ensures visual consistency across all platforms.

A key aspect of the Specimen logo is its scalability. Whether displayed on large posters or small business cards, the logo maintains its clarity and distinctiveness. I designed the logo to be flexible and adaptable across both digital and print platforms, ensuring that it works seamlessly in different sizes and formats. The simplicity of the shapes and the thoughtful use of negative space make it a versatile logo that can be applied to various brand materials without losing its impact.

The final brand identity and logo suite for Specimen are a testament to the power of minimalism and thoughtful design. Every detail, from the geometric assembly of the ‘c’ in the logo to the precise use of color and typography, was created with the brand’s core values in mind. The result is a cohesive, scalable, and timeless identity that reflects Specimen’s commitment to clarity, functionality, and modern design excellence.

This project exemplifies how simplicity and intentionality can come together to create a brand that not only looks clean and professional but also stands out in a crowded market. By focusing on the essentials and eliminating unnecessary elements, Specimen’s brand identity becomes both visually appealing and deeply connected to the principles of modern design.

The creation of Specimen’s brand identity and logo suite was an exciting challenge that allowed me to explore the intersection of minimalist design and strong, impactful branding. The final product is a reflection of my design philosophy: thoughtful, purposeful, and functional. Through this project, I’ve demonstrated how a brand can be both simple and bold, while maintaining a timeless, recognizable presence in the industry.

Client: Specimen (Self-Initiated Brand)

Deliverables: Brand Identity, Logo Suite, Typography, Color Palette

Tools Used: Adobe Illustrator, Figma

Role: Brand Identity Designer & Art Director