Three pieces.
One mark.

The Assemble mark, the A, in its amber colourway on construction lines extended from its own edges — The A in its amber colourway, on construction lines extended from its own edges

00The project

Client: Assemble Studio
Trade: Promotional display products
Year: 2024
Guide: 25 pages · EN / 中文

Assemble sells promotional displays — banner stands, roll-ups, A-frames, backdrops and store fixtures, the things that hold other brands up. We designed its mark and a custom wordmark, and wrote the rules for both into a 25-page visual guide in English and Chinese.

The mark, the A
Custom wordmark
Four colourways
Visual guide, 25 pages, bilingual
Business cards & roll-up banner

01The mark

Three folded bands,
locked into a triangle.

Each band is a chevron and two short bars. Turn it 120° and repeat it twice, and the three bands interlock; the space they leave in the middle is an A, and the guide calls the mark just that — the A. Every edge runs in one of three directions, so it reads as a solid object, built from parts, which is what Assemble does all day.

The Assemble mark taken apart: three identical folded bands, each a chevron and two short bars — AApart: three identical bands

Construction of the Assemble mark: every edge extended into a line, in only three directions — CConstruction: extend every edge and only three directions remain

02The wordmark

The letters are
assembled too.

The wordmark is a custom all-caps sans. The A drops its crossbar and splits in two; each E is three bars with no spine; the B has no stem; the M leaves a gap on its right. Every letter is made of separate parts, and the eye puts them back together.

Lock-up: The wordmark always travels with the A, never alone.
The A, minimum: 10 mm in print · 50 px on screen
Wordmark, minimum: 20 mm in print · 100 px on screen

03Colour

Black and white first,
then a band of amber light.

The guide builds on white and pale greys, with black for type and graphics or as a full ground. The key colour is an amber gradient — amber, goldenrod, light gold — dark at one end and bright at the other. A spectrum version is kept for the occasions that need more colour.

Amber on black

Black on white

Reversed on amber

Spectrum on grey

AmberRGB 238 152 6 · #EE9806

GoldenrodRGB 248 193 77 · #F8C14D

Light GoldRGB 255 224 131 · #FFE083

WhiteCMYK 0 · 0 · 0 · 0
Grey 1Cool Gray, 50% tint
Grey 2PMS Cool Gray 1
Grey 3PMS Cool Gray 3
Grey 4PMS Cool Gray 7
Grey 5PMS Cool Gray 9
BlackCMYK 0 · 0 · 0 · 100

The key-colour page, re-set from the guide

04The guide

Twenty-five pages,
in English and Chinese.

Brand, logo, colour, typography and imagery, with every rule written once in English and once in Chinese. One typeface throughout, Poppins: Regular and SemiBold for text, Medium and Bold for headlines.

Visual guide, page 10: the mark on its triangular grid — Page 10 · The mark on its grid

Page 11 · The two parts

Visual guide, page 12: minimum sizes and lock-up proportions — Page 12 · Minimum sizes

Visual guide, page 20: black-and-white, spectrum and amber versions in use — Page 20 · Colour in use

Page 22 · Typeface

Empowering your brand

The guide’s back page, reversed

Three folded bands,locked into a triangle.

The letters areassembled too.

Black and white first,then a band of amber light.

Twenty-five pages,in English and Chinese.

Three folded bands,
locked into a triangle.

The letters are
assembled too.

Black and white first,
then a band of amber light.

Twenty-five pages,
in English and Chinese.