001
Favicon
Extreme logo reduction in a browser tab.
Basic KitRecognitionProduction reality
002
App icon
A distinctive symbol within platform rules.
Basic KitRecognitionSystem range
003
Social avatar
Small-scale identity across circular and square crops.
Basic KitRecognition
004
Notification icon & badge
Recognition inside a constrained interface state.
RecognitionInteraction
005
Loading indicator
Motion language during waiting.
Time & soundInteraction
006
Cursor & micro-interaction
Brand character in tiny responsive moments.
InteractionTime & sound
007
UI icon system
Consistency and comprehension without labels.
System rangeAccessibility
008
Map marker
Recognition within a crowded map.
RecognitionInformation claritySpace & environment
009
QR-code surround
Identity around a technical utility.
AccessibilityInformation clarity
010
Barcode & regulatory panel
Mandatory information without visual collapse.
Information clarityProduction reality
011
Product / price sticker
Low-cost identity and changing data.
Production reality
012
Size & care label
Dense mandatory content at tiny scale.
Information claritySpace & environmentProduction reality
013
Security seal
Tamper evidence and authenticity.
Trust & governanceProduction reality
014
Certification mark lockup
Coexistence with third-party symbols.
Trust & governanceInformation clarity
015
Stamp, embossing & engraving
Recognition without full colour or detail.
Production reality
016
Watermark
Identity at very low contrast.
Information clarityRestraint
017
Email signature
A disciplined everyday brand presence.
Basic KitRestraintInformation clarity
018
Receipt header
Identity under extreme print constraints.
Production reality
019
Ticket stub & wristband
Compact, repeated identity in event use.
RecognitionProduction reality
020
Business / visiting card
Compact identity and contact hierarchy.
Basic KitInformation clarityRecognition
021
ID, membership & loyalty card
Identity, personal data and repeated use.
Information claritySpace & environmentAccessibility
022
Payment card
Manufacturing precision and high-trust utility.
Trust & governance
023
Ticket / boarding pass
Dense time-critical information.
Information claritySpace & environment
024
Invoice / quotation
Functional hierarchy for real business content.
Information claritySpace & environment
025
Form / application form
Clear completion, errors and instructions.
Accessibility
026
Prescription / high-stakes slip
Safety-critical hierarchy and unambiguous language.
Information claritySpace & environment
027
Certificate
Ceremonial authority without cliché.
Space & environmentInformation clarity
028
Coupon / voucher
Promotional urgency within the core system.
CampaignVoice & behaviour
029
Invitation / postcard
A specific emotional register and occasion.
Voice & behaviourImage
030
Flyer / leaflet
Fast communication under cheap production.
Information clarityProduction reality
031
Brochure / pocket guide
Structured storytelling across several panels or pages.
EditorialInformation clarity
032
Menu / price list
Choice architecture, pricing and appetite.
NavigationInformation claritySpace & environment
033
Programme / event guide
Schedules, venues and editorial pacing.
Information claritySpace & environmentSystem range
034
Map
Spatial clarity, landmarks and routes.
Information claritySpace & environmentAccessibility
035
Instruction leaflet / manual
Sequencing complex tasks in plain language.
Information claritySpace & environment
036
Stationery system
Letterhead, envelopes and folders as one practical family.
Basic KitSystem rangeInformation clarity
037
Sticker / badge / lanyard
Portable identity across materials.
System rangeRepetition
038
Shopping bag
A moving brand surface with handles, folds and reuse.
RecognitionProduction reality
039
Primary packaging
Identity, product story and mandatory information.
Basic KitInformation clarityProduction reality
040
Packaging family
Variants remain distinct and recognisably related.
System rangeNavigation
041
Shipping packaging & tape
Post-purchase identity under rough handling.
Production realityRepetition
042
Bottle, can, jar & carton
Graphics around multi-panel or curved structures.
Space & environmentProduction reality
043
Pouch, sachet & wrapper
Flexible surfaces, seals and tiny formats.
Production realityRecognition
044
Takeaway ecosystem
Cup, container, napkin and tray liner working together.
System rangeProduction reality
045
Unboxing system
Box, insert, instruction and warranty as a journey.
InteractionVoice & behaviour
046
Product markings
Identity embedded in hardware and form.
Production reality
047
Product / equipment design
Brand principles translated into function and manufacture.
Space & environmentSystem range
048
Apparel & tote
Identity on bodies, folds and varied sizes.
WearabilityProduction reality
049
Annual / sustainability report
Long-form evidence, tables and narrative.
Information claritySpace & environment
050
Policy / legal document
Dense formal content that stays readable.
Information clarity
051
Employee handbook
Brand behaviour, policies and internal culture.
Voice & behaviourInformation claritySpace & environment
052
Brand guidelines
Rules that let another person create correctly.
Basic KitSystem rangeTrust & governance
053
Catalogue / publication
Long-form pacing, imagery and product data.
EditorialSystem range
054
Magazine / newspaper
Recurring content with changing editorial demands.
Information claritySystem range
055
Book cover / series
Individual titles within a coherent family.
System rangeImage
056
White paper / case study
Evidence-led communication and depth.
Information claritySpace & environmentCredibility
057
Presentation system
Templates for non-designers and varied content.
Basic KitSystem rangeInformation clarity
058
Spreadsheet template
Brand presence around dense operational data.
Information claritySpace & environmentRestraint
059
Chart, diagram & data system
Complex information without relying on colour alone.
Information clarityAccessibility
060
Website homepage
A responsive overview of promise, content and action.
Basic KitSystem rangeInteraction
061
Landing / campaign page
A focused message connected to the core brand.
CampaignConversion
062
Article / editorial page
Long-form reading across screen sizes.
Information clarityAccessibility
063
Product / commerce page
Content, selection, pricing and reassurance.
Information clarityTrust & governance
064
Search results & navigation
Findability across varied content.
Information claritySpace & environmentInteraction
065
Checkout & account area
Restrained identity at a critical task.
Trust & governanceAccessibility
066
Error, empty & success states
Brand behaviour when things go wrong or finish.
Voice & behaviourInteraction
067
Consent interface
Honest choices and legal information.
Information clarityTrust & governance
068
Low-bandwidth / accessible mode
Identity without heavy media, motion or perfect devices.
Accessibility
069
Mobile / tablet app
Responsive identity across flows and states.
InteractionSystem range
070
Onboarding & login
First-use guidance, trust and recovery.
Voice & behaviourAccessibility
071
Dashboard
Dense changing information and prioritisation.
Information clarity
072
Settings & accessibility controls
User autonomy, modes and preferences.
AccessibilityInteraction
073
Widget / smartwatch interface
Useful identity under tiny, glanceable conditions.
RecognitionInformation clarity
074
Social content system
Posts, carousels, stories, reels and thumbnails as a family.
Basic KitSystem rangeVoice & behaviour
075
Crisis / response social post
Calm, credible communication under pressure.
Voice & behaviourInformation clarity
076
Transactional email system
Welcome, confirmation, reset and shipping messages.
Information clarityTrust & governance
077
Newsletter / promotional email
Recurring content across difficult email clients.
EditorialConversion
078
Service alert / apology email
Tone when service fails or changes.
Voice & behaviourTrust & governance
079
Digital advertising system
Display banners through digital billboards and odd ratios.
CampaignRecognition
080
Kiosk interface
Touch, distance and public-use constraints.
AccessibilityInteraction
081
Livestream / webinar graphics
Titles, speakers, transitions and live states.
Time & soundSystem range
082
Marketplace listing
Brand distinction inside another platform's rules.
RecognitionInformation clarity
083
Browser extension / TV interface
Identity inside unusual platform constraints.
System rangeInteraction
084
Chatbot / messaging system
Conversational identity across chat, SMS and WhatsApp.
Voice & behaviourInteraction
085
Digital ticket / wallet pass
Live status and scannable information.
Information claritySpace & environmentAccessibility
086
Uniform system
Roles, comfort, movement and hierarchy.
Basic KitProduction realityVoice & behaviour
087
Safety wear & protective kit
Branding that never compromises safety.
Space & environmentCompliance
088
Volunteer / event kit
Wearables, credentials and tools for temporary teams.
System rangeProduction reality
089
Recruitment & onboarding kit
The employee journey before and after joining.
Voice & behaviourExperience
090
Greeting & reception behaviour
Identity performed person to person.
Voice & behaviour
091
Support / call-centre script
Tone through help, refusal and escalation.
Voice & behaviourConsistency
092
Complaint / apology protocol
How the brand takes responsibility.
Trust & governanceVoice & behaviour
093
Sonic logo & UI sounds
Distinctive audio across short cues.
Time & soundRecognition
094
Podcast / audio identity
Intros, transitions, voice and recurring programmes.
Time & soundSystem range
095
Reception / lobby
The first physical encounter with the brand.
Space & environmentVoice & behaviour
096
Retail store / café interior
Colour, material, information and service as one experience.
Space & environmentSystem range
097
Exhibition / museum system
Content, pacing and wayfinding through space.
Information claritySpace & environment
098
Clinic / waiting area
Calm, privacy and clear service information.
AccessibilityTrust & governance
099
Pop-up / booth / stall
A compact environment assembled and removed quickly.
Production reality
100
Interior sign family
Directories, rooms, safety and regulatory signs.
Information claritySpace & environmentAccessibility
101
Façade & storefront
Identity at distance, changing light and angles.
Basic KitSystem rangeSpace & environment
102
Illuminated / projecting sign
Day/night recognition and fabrication.
Space & environmentProduction reality
103
Window graphics
A changing surface between inside and outside.
CampaignProduction reality
104
Building directory & floor ID
Orientation across levels and destinations.
Information claritySpace & environmentAccessibility
105
Supergraphics & architectural light
Brand atmosphere integrated with architecture.
System rangeSpace & environment
106
Construction hoarding
A long-lived temporary canvas in public space.
System rangeCampaign
107
Campus wayfinding system
Pedestrian, vehicle, zone and building navigation.
System rangeAccessibility
108
Campus map & digital wayfinding
Consistent routes across physical and digital maps.
Information claritySpace & environmentInteraction
109
Emergency & temporary signage
Fast-changing information inside a permanent system.
Information claritySystem range
110
Billboard / hoarding
A message understood in seconds at distance.
System rangeRecognition
111
Transit shelter / bus-stop poster
Identity amid street clutter and dwell time.
ContextRecognition
112
Public-information board
Civic information for broad audiences.
AccessibilityInformation clarity
113
Mural / hand-painted sign
Identity translated through local craft.
Production realitySystem range
114
Projection / public installation
Time-based identity occupying public space.
Time & soundSpace & environment
115
Event infrastructure / pavilion
Arrival, queues, programme, signage and temporary structure.
System range
116
Vehicle livery
Cars, vans and trucks recognised while moving.
Basic KitSpace & environmentRecognition
117
Public transport livery
Bus, train, metro or tram across a network.
System range
118
Micromobility system
Bicycles, scooters, docks and safety information.
System rangeProduction reality
119
Food truck / mobile kiosk
A moving storefront with operational constraints.
Space & environmentRecognition
120
Shipping container & crates
Large industrial identification and handling.
Production reality
121
Airline / airport fleet
Aircraft, service vehicles and ground equipment.
System range
122
Brand architecture
Parent, sub-brand and endorsed relationships.
System rangeInformation clarity
123
Co-branding & partner lockups
Recognition and equity shared fairly.
Trust & governanceInformation clarity
124
Franchise / branch system
Consistency across many operators and locations.
System range
125
Product family / regional variants
Families, tiers, languages and local needs.
System range
126
Campaign family
Many executions from one campaign idea.
System rangeRecognition
127
Multilingual identity system
Multiple scripts designed together, not translated later.
LanguageAccessibility
128
Naming & verbal toolkit
Taglines, descriptions, calls to action and terminology.
Basic KitVoice & behaviourSystem range
129
Photo / illustration library
A repeatable image language beyond hero examples.
ImageSystem range
130
Motion identity toolkit
Transitions, timing and behaviours others can apply.
Time & soundSystem range
131
Template generator / design toolkit
Tools that let non-designers produce valid work.
Trust & governanceSystem range
132
Sponsorship system
Brand presence across levels, venues and partners.
Trust & governance
133
Service blueprint
Frontstage and backstage actions across a journey.
Voice & behaviourSystem range
134
Accessibility pattern library
Reusable patterns for inclusive decisions.
AccessibilityTrust & governance
135
Event stage background
A stage-scale identity that works in the room, in photographs and on video.
System rangeRecognitionTime & sound
136
Trade fair kiosk
A compact branded environment for display, conversation and lead capture.
Space & environmentProduction realityInteraction
137
Event identity system
Stage, credentials, schedules, signage and screens working as one event.
System rangeCampaign
138
Event screen & speaker backdrop
Names, sessions and live content behind speakers without visual interference.
System rangeTime & soundInformation clarity
139
Poster system
A flexible series across content, formats and posting conditions.
CampaignSystem rangeInformation clarity
140
Street banner & flags
Vertical, wind-affected applications read from changing angles.
System rangeRepetitionProduction reality
141
Building wrap
Identity across a very large, irregular architectural surface.
System rangeProduction reality
142
Street furniture
Identity integrated into benches, bins, posts and public utilities.
Space & environmentProduction reality
143
Transit map & timetable
Routes, interchange and time-based information under pressure.
Information clarityAccessibility
144
Shelf navigation & retail display
Finding ranges and variants in a crowded sales environment.
Information claritySystem range
145
Booking flow
Dates, availability, pricing and confirmation across multiple steps.
AccessibilityTrust & governance
146
Payment screen
Sensitive information, errors and reassurance at purchase.
Trust & governanceAccessibility
147
Help centre & FAQ
Searchable answers that reduce confusion and support demand.
Information claritySpace & environmentVoice & behaviourNavigation
148
Tutorial & explainer
Teaching a product, service or idea step by step.
Information clarityInteractionVoice & behaviour
149
Brand film
A time-based expression combining image, type, sound and story.
Time & soundVoice & behaviour
150
Motion title sequence
Repeatable openings, transitions and end frames.
Time & soundInformation claritySystem range
151
Digital signage network
Changing content across screens, locations and viewing distances.
System rangeTime & soundInformation clarity
152
Campaign launch kit
A coordinated launch across press, social, outdoor and internal teams.
CampaignTrust & governance
153
Press / media kit
Approved facts, copy, imagery and assets for external use.
Information clarityTrust & governance
154
Anniversary / festival identity
A celebratory layer that remains connected to the core identity.
CampaignSystem range
155
Limited-edition packaging
A special edition that extends rather than abandons the system.
System rangeProduction reality
156
Award & recognition system
Certificates, trophies, announcements and ceremony materials.
Space & environmentSystem range
157
Zero-cost identity kit
Photocopy, stencil, stamp, office printer and text-only templates.
Production realityAccessibility
158
One-colour screen print
Identity reduced for economical apparel, bags and posters.
Production reality
159
Handwritten / label-printer system
Variable information made consistently with basic tools.
Production realitySystem range
160
Mobile cart & luggage trolley
Small moving equipment seen from multiple directions.
RecognitionProduction reality
161
Taxi, rickshaw & service vehicle
Identity adapted to local vehicle forms and regulations.
System rangeSpace & environmentRecognition
162
Boat / marine livery
Long-distance recognition under water, glare and weather constraints.
System rangeProduction reality
163
Print proof / production test
Real inks, stocks, finishes and failure points.
Production reality
164
Handover test
Can someone else create from the rules alone?
Trust & governanceInformation clarity
165
Unexpected brand-specific touchpoint
A meaningful application unique to how this brand actually works.
Relevance