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Brand identity · Guidelines

Brand identity and visual system for X-Lab

X-Lab needed a brand that would stay consistent after handover, in other people’s hands.

Role
Visual Designer: brand identity and visual system
Year
2025
Deliverables
Logo, typographic scale, colour system, applications, brand guidelines
Media
Digital and print
X-Lab:
The challenge

A brand that had to work without me around.

The identity would be applied by other people, on pieces I would never see.

Without clear rules, every new piece reinterprets the logo in its own way, and over time the brand starts to look like several different companies.

What I did

A system, not just a logo.

I designed the handover as a system: a type scale, a clear role for each colour, spacing rules and applications shown in real situations.

I gathered everything into an easy-to-use guide, so whoever creates a new piece knows what to use and why.

What changed

The brand became easy for others to apply.

X-Lab received the logo, visual system, typography, colours, digital and print applications and a guide that brings it all together.

With the rules at hand, the team can create new pieces on their own, and the brand stays recognisable everywhere it appears.

Project screens

X-Lab: The starting point: a marketing lab where strategy and creativity meet.
The starting point: a marketing lab where strategy and creativity meet.
X-Lab:
X-Lab:
X-Lab:
X-Lab:
X-Lab:
X-Lab:
X-Lab: The X for discovery and the black sheep in the dot of the b: a brand that doesn't follow the herd.
The X for discovery and the black sheep in the dot of the b: a brand that doesn't follow the herd.
X-Lab:
X-Lab:
X-Lab: Six colours, each with a name and a role.
Six colours, each with a name and a role.
X-Lab: The 60-30-10 rule, so the colours can be applied without me.
The 60-30-10 rule, so the colours can be applied without me.
X-Lab:
X-Lab:
X-Lab: On apparel, the name becomes a pattern.
On apparel, the name becomes a pattern.
X-Lab: Stickers with the symbol and brand lines.
Stickers with the symbol and brand lines.
X-Lab:
X-Lab: Posters with brand lines in purple and yellow.
Posters with brand lines in purple and yellow.
X-Lab:
X-Lab:
X-Lab:
X-Lab: On screen: the sheep on a phone and the pattern on a laptop.
On screen: the sheep on a phone and the pattern on a laptop.
X-Lab:

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