Logo concepts and identity for a web studio

A demo built for a specific brief. Not client work: the material shown is sample data, so what is on display is the mechanism.

I built a logo and brand identity for tessel, a fictional web design studio. Four original concepts are constructed on a unit grid with a wordmark outlined from an open-license typeface, each shown on light and dark. A review page lets the client rate every concept against four working values (the studio's own values take over at kickoff), add notes, pick one and copy a summary. For the recommended concept, a trace table maps all four values to six design decisions, checked both ways: every value has a decision and every decision cites a value. The identity sets 5 brand colors with screen and CMYK builds, 8 text pairings at 4.5:1 or better, Rubik and Noto Sans, clear space of one tile and a 24 px minimum size, and shows 5 applications (site header, business card, social avatar, browser tab, email signature) that all reference one symbol definition. Final files: SVG in color, black and white, CMYK EPS and PDF, transparent PNGs at 512, 1024 and 2048 px, a JPG, a 400 px avatar and 16, 32 and 180 px icons.