Client
ProjectBrand Identity System
Date
The Brief

2

Direction

The one big decision

Three ways to say what you confirmed. Each card leads with one of your words; one deliberately breaks your sector’s convention. Choose one, then ask for more like it.

性格带来的参数变化，和完整对照表
3.1

Refine

Wordmark

Primary wordmark

On dark · App icon · In use

Construction: baseline, x-height and letter spacing (tinted)

Standard, reversed, on accent, mono

Clear space and minimum sizes

工艺检查（和 31 个顶级字标的实测区间比较）
–
字标工艺分
–
配色和排版
–
顶级字标 10%–90% 区间你现在的对标品牌的原版

工艺分只管“有没有明显的错”，不代表好看。Figma、Stripe 的原版也会在这里扣分，因为它们是有意偏离平均值的。

3.2

Typeface

Brand typeface

Aa

Brand typeface

Character set

Sphinx of black quartz, judge my vow. 0123456789

Sample text

3.3

Typography

Hierarchy

Headlines in the brand typeface, body set for reading. Sizes step up on a fixed ratio so the hierarchy is clear at a glance.

Type scale

Layout example

3.4

Colour

Palette

Values; width shows proportion of use

4

Check

In use

The system in settings chosen for your sector, plus automatic checks for small sizes, contrast and dark grounds. Anything flagged links straight back to the control that fixes it.

4.2

Deliver

Files

Final files. The typeface is modified from an open-source OFL font: free for commercial use, include the OFL licence when distributing.

Wordmark SVGPrimary and reversed, vector, scales to any size
Brand typeface .ttfFull Latin alphabet, numerals and punctuation
Colour values