Brands people recognise.Products people understand.
We build distinctive identities and make websites and digital products easier to use. Explore the 40 principles behind our work, free to use in yours.
Ten disciplines. Forty laws. Published in full.
Not content marketing — the standard we review our own work against. Every principle carries its reasoning, a do-and-avoid list, and a test you can run yourself.
Brand & Identity / Principle 02
Build recognisable distinctions
Choose visual features that help people recognise the identity over time.
Explore this principle →How to apply it
- 01
Review the surrounding category
- 02
Repeat useful identity features consistently
- 03
Test recognition with the intended audience
Check your work
Show several applications alongside comparable organisations. Which features help people recognise yours, and do those features remain useful in smaller or simpler formats?
The work of applying them.
Seven disciplines we take on commercially. Every engagement opens with a review, because the stated problem and the actual problem differ more often than not.
Projects, and the reasoning behind them.
Most studios keep their ethics informal — which means they get negotiated away one deadline at a time.
So we wrote ours down. Eight clauses, versioned in public, so that saying no is a matter of policy rather than a matter of nerve.
Essays, teardowns and field notes.
Tell us what you are making, and what is in the way.
A short brief is enough to begin. We reply within two working days, and we will tell you honestly if we are the wrong studio for it.