StudyIdentity · no client brief
Warmth in
every moment.
00The study
- Name
- Maplewood
- Type
- Design study, no client
- Line
- Warmth in every moment
- Year
- 2024
Maplewood is an identity study drawn in the studio in 2024, with no client brief behind it. Everything rests on one picture: a broad oak, and at its foot two small figures walking side by side, canes in hand. Behind the tree stands a narrow vermilion frame; the canopy spills past it on both sides, and only the ground stays inside.
- Symbol
- Frame
- Wordmark & tagline
- Black, white & vermilion palette
- Positive & reversed lockups
01The mark
A big tree,
two small people.
Without the figures it is a tree; with them it is a walk, an afternoon, a long time spent together. They stand an eighth as tall as the tree, small enough that the eye finds them second, and once it has, it keeps going back.
02The frame
A frame the canopy
spills past.
The frame is taller than the tree but under half as wide. The canopy hides its sides completely, so it reads as a top edge and a base: a doorway the tree has outgrown, and a floor for the two walkers. Below sit the name in heavy slab capitals and the line in a plain sans.
1The tree 2The frame behind it 3The name and the line
03Colour
Black, white,
one vermilion.
Two neutrals and a single warm colour, and the vermilion only ever draws the frame and the name. Reversed, the tree turns white on black while the frame and the name keep their colour; nothing else changes.
Frame and name
Tree and line
Ground; the tree reversed
