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 demo for a stand-in web design studio. Four original concepts are drawn 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 sample values (stand-ins for the studio's own), add notes, pick one and copy a summary. For the recommended concept, a trace table maps the four sample values to six design decisions. The identity sets 5 brand colors with screen and CMYK builds, 8 text pairings at 4.5:1 or better, clear space of one tile and minimum sizes: the full lockup with its descriptor at 70 px tall or more, a compact lockup below that, and the symbol down to 24 px, where a tile measures 6.55 px. Final files: SVG in color, black, white and compact, 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.