Real estate identityStudio design study
Home from the rush,
hidden in the spruce.
00The project
- Name
- Spruce Real Estate
- Type
- Studio logo study; no commission on file
- Designer
- Andy Li
- Year
- 2023 (export dates)
Spruce rests on one brushed character, 杉 — a heavy entry and a dry, flicked finish, like a tree leaning in the wind. Andy Li set three vertical lines of small type beside it, then carried the lockup into a dusty-rose launch set, a business card and a letterhead.
- Brushed mark and vertical lockup
- Colour
- Business card, front and back
- Letterhead
- Launch set in three sizes
01The mark
One character
carries the name.
The 杉 is a single brushed character — pressed hard at the start, dragged dry at the finish. Beside it, three vertical lines each take one face: SPRUCE in Times New Roman, /REAL ESTATE/ in Avenir, 云杉地产 in PingFang Semibold, none taller than a fraction of the brush, so the one character does the talking. The brush was already a vector path in the file; the three lines were live type, re-outlined here in their own fonts and aligned to the exported artwork.
- 1云杉地产 · PingFang SC Semibold
- 2/REAL ESTATE/ · Avenir Medium
- 3SPRUCE · Times New Roman
- 4杉 · the file’s brushed vector
- Dusty rose#D0C0B7
Launch-set ground - Ink#3E3A39
Mark and type - Charcoal#262524
Card back - Paper#FFFFFF
Card front, letterhead
02Business card
The front for the person,
the back for the brush.
The front is white: the small lockup top left, then a name, a title and three contact lines. The back turns charcoal and blows the same 杉 past the trim, so only the left half of the stroke shows. The original front set the name in bold Times with three icon styles; here it settles to one weight, and the sample name and contacts are left out, with only their fields marked.
繁华归来
隐于杉
03Letterhead
On the letterhead
the brush steps back.
The letterhead follows the card: the logo top left, the 杉 enlarged and cropped top right as a pale watermark, and a footer of three contact cells. The original watermark was a mid grey, cooler than the rest of the set; the re-set warms it to a pale rose. The body was placeholder text; here the sheet is left blank, the way it comes off the press.
04Launch set
One launch set,
three screens.
The file holds eighteen exports: the same six frames, each in three sizes — a square for Instagram and WeChat, a web banner, a portrait for Xiaohongshu. The first frame is just the rose ground and the lockup, centred in every ratio and sized from the short side. The other frames were built on stock photos and paper mockups and are not shown here.