Ashish Narayan

Indizilla · brand designer

A fraction of the short side

A whole design system, stated in eight lines of a file header.

  1. Cover
    01Cover — Indizilla, read as a brand designer would read it.Full size ↗
  2. The system in eight lines
    02The system in eight lines — The brand bible, compiled into the file that enforces it.Full size ↗
  3. The mark
    03The mark — One paper, one mark. Black on light, white on dark.Full size ↗
  4. The palette
    04The palette — Every value read out of the site's own custom properties.Full size ↗
  5. One accent, and a contrast problem
    05One accent, and a contrast problem — Lime means something happens here, and it cannot be read as text on paper.Full size ↗
  6. Type
    06Type — Archivo for everything spoken, mono for everything the machine says.Full size ↗
  7. Voice
    07Voice — Rules with a build test behind them.Full size ↗
  8. Grid and radii
    08Grid and radii — Twelve columns, an exact left edge, and no optical hang.Full size ↗
  9. Fourteen directions
    09Fourteen directions — Fourteen complete sites for one business, filed by the buyer each suits.Full size ↗
  10. The reframe
    10The reframe — The same fourteen sites, filed differently, stopped reading as indecision.Full size ↗
  11. The naming rule
    11The naming rule — Studio codenames replaced by what a client gets.Full size ↗
  12. Measured, not asserted
    12Measured, not asserted — The same anti-fabrication discipline, applied to design claims.Full size ↗
  13. Ten laws
    13Ten laws — Operating rules, each earned on a complete build and listed with the build that taught it.Full size ↗
  14. Stated limits
    14Stated limits — What this study could not verify.Full size ↗
B-SIDEOff the record