Ashish Narayan

The identity, written as rules

The identity, written as rules

Paper is reserved for things that are actually paper.

  1. Cover
    01Cover — Volume 01 — the firm's identity, written as rules rather than taste.Full size ↗
  2. My relationship to the work
    02My relationship to the work — Executed. The identity, the rules and the collateral are mine; the type and the mark have their own provenance.Full size ↗
  3. The palette
    03The palette — Six named colours, each with one job. The names are in the token file, not invented here.Full size ↗
  4. Paper is for paper
    04Paper is for paper — The light theme is not a preference. It is a metaphor, and it is rationed.Full size ↗
  5. Type
    05Type — League Spartan at −0.06em, DM Sans for everything, DM Mono at 0.16em for labels and data.Full size ↗
  6. The mark
    06The mark — The real exported brand files: the S. tile on cheviot, and the lowercase wordmark.Full size ↗
  7. Geometry
    07Geometry — Sharp by default. Every rounding has to say what it is for.Full size ↗
  8. Corrections kept in the file
    08Corrections kept in the file — Two mistakes documented in the token file itself, next to the values that fixed them.Full size ↗
  9. Collateral from the same tokens
    09Collateral from the same tokens — An eight-page pitch deck and a two-page brochure, rendered to PDF from HTML in the token set.Full size ↗
  10. The placeholder phase
    10The placeholder phase — Before Volume 01 there was a hand-drawn mark, corrected within days.Full size ↗
  11. Stated limits
    11Stated limits — What this study could not verify, could not show, and deliberately does not claim.Full size ↗
  12. The rest of this project
    12The rest of this project — The other lenses on Savison Life, and the marketplace it operates.Full size ↗

Executed by me. The palette, the role structure, the typographic rules and the collateral system are mine; the three typefaces are open-licence faces chosen rather than drawn, and every mark reproduced is the real exported brand file.

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