Ashish Narayan

The brand lens

Documented, repeatable, and it has to look it

Documented.

  1. Documented
    01Documented — The hero word the brand chose for itself, and the four facts it has to carry.Full size ↗
  2. What this was, and what I did
    02What this was, and what I did — Relationship to the work, stated before anything else: executed, start to finish.Full size ↗
  3. What a contract manufacturer's brand has to do
    03What a contract manufacturer's brand has to do — The category sells capacity and price. The brief was to sell documentation.Full size ↗
  4. Three words, and every system under them
    04Three words, and every system under them — The positioning spine. Each word owns a set of decisions rather than describing a mood.Full size ↗
  5. The mark, and the exports that are not it
    05The mark, and the exports that are not it — A bleed monogram that ships monochrome. Colour comes from the ground, never from the mark.Full size ↗
  6. 60 / 30 / 10, declared in the file
    0660 / 30 / 10, declared in the file — Eight custom properties. The ratio is written into the stylesheet's own header comment.Full size ↗
  7. The accessibility claim, measured
    07The accessibility claim, measured — AAA is true of the primary pairing. It is not true of the whole palette, and the difference matters.Full size ↗
  8. Three faces, each with a job
    08Three faces, each with a job — Display, interface and data. The licensing position is stated rather than assumed.Full size ↗
  9. A branded house, not a house of brands
    09A branded house, not a house of brands — Four dosage divisions carry one mark, one palette and one voice.Full size ↗
  10. The catalogue is the product
    10The catalogue is the product — 197 compositions parsed out of a government Word document and put into the page itself.Full size ↗
  11. One curve, seventeen times
    11One curve, seventeen times — The motion spec is a single easing token — and the one guard it is missing.Full size ↗
  12. The brand survives the export
    12The brand survives the export — The generated PDF rebuilds the colour system in raw RGB — and drops the typography.Full size ↗
  13. What this artifact does not establish
    13What this artifact does not establish — The stated-limits section. Every artifact in this set ends with one.Full size ↗

Brand design and front-end engineering, both mine — executed, not led or contributed to. Written from the shipped page, its assets and its catalogue data file. No brand element is reconstructed and nothing is sampled from a screenshot.

Back to the written studyAll case studies

B-SIDEOff the record