A rule that looks like a flourish
The Ionic volute looks decorative, but it is set out with a compass and a strict sequence of centres. Every sculptor who carved one followed the same rule, which is why they all belong to the same family.
A good identity system is the same. The mark can be expressive, as long as the rules underneath are simple enough that anyone on the team can apply them.
What we hand over
Every identity leaves the studio with a one-page rulebook: the grid, the two typefaces, the three colours and the five things you must never do.
