Marketing consultantIdentity study
A fox,
hidden in an S.
00The project
- Brand
- SilverFox, marketing consultant
- Year
- 2023
- Status
- Design study, not a commission
An identity study for a marketing consultancy called SilverFox. The mark is a single letter with an animal inside it: the S’s upper bowl stays a clean letterform, and at its turn a fox’s head appears — ear, eye, snout — before the lower curve breaks into a sweeping tail. A widely spaced wordmark with two cut letters, and orange, black and white: the whole system fits on one page.
- Symbol
- Wordmark
- App icons
- Business card
- Social posts
01The symbol
A letter first,
a fox second.
Read quickly, it is an S. Look again and the turn of the letter becomes a head — a pointed ear, a cut for the eye, the snout resting on the lower curve — and the lower curve splits into three strokes of tail that sweep out past the left edge of the letter. The 2023 file fills it with a gradient from pale apricot to orange; on orange or dark grounds it turns solid white.
The symbol is the vector path from the 2023 file, unaltered; the gradient is the original’s
02Wordmark and colour
Nine letters,
two cuts.
SILVERFOX is set in a geometric sans, widely spaced, so the long name reads calm rather than loud. Two letters are cut: the V’s right stroke stops short of the baseline and stands apart from the left; the X’s rising stroke breaks just above the crossing. Small breaks, a little sly — fitting for a fox — and they make the wordmark more than any geometric sans.
- Fox orange#F68D1F
- Apricot#F9C88C
- Coal#191919
- White#FFFFFF
The wordmark is the nine outlined letters from the 2023 file; its grey-to-black gradient is flattened to coal here, and “Marketing Consultant” is re-set in Inter. Colours sampled from the 2023 boards
03Icons and card
Small sizes,
the same fox.
The 2023 set puts the S on three rounded icons — white, orange gradient, black — and on a business card: one face pairs the lockup with the contact lines, split by an orange rule; the other is the white mark on solid orange. The card’s placeholder name and contact details are shown here as blank bars.
Icons and card re-set flat from the 2023 layouts, without the original mockup; placeholder text replaced by blank bars
04Social posts
One line,
set two ways.
The posts carry one line: “Change the way you change your world.” In 2023 it sat over layered orange shapes; here the shapes come out. One post sets the line large on the original apricot; the other keeps it small beneath the lockup on solid orange, as the original did.
Re-set from the 2023 post layouts, without the decorative shapes
Change the way you change your world.