StoneMark and identity · studio design study
A square,
cut into an S.
00The project
- Client
- Stone Allied Company
- Sector
- Stone
- Year
- 2023
- Nature
- Studio design study
Stone Allied Company is a 2023 studio design study for an imagined stone company, made without a client. One of the studio’s designers drew its mark, a square with an S cut through it, set the name in spaced Cormorant capitals, and chose a single colour: a hot orange, against black stone and white. The identity went onto a business card and into eighteen web and social layouts.
- Mark and wordmark
- Colour
- Business card
- Web and social layouts
01The mark
One band,
two clean cuts.
The S is a single band of even width, exactly a tenth of the square, turning through two quarter-circles. Both ends are cut on the diagonal, like the cut edge of a slab. The band stops short of every edge, more at the sides than at top and bottom, so the square reads as one solid block with the letter running through it.
- 1Square, 150 × 150 units
- 2Band width: one tenth of the square
- 3Inner margin: 24.5 at the sides, 16 top and bottom
- 4Both ends cut on the diagonal
02Name and colour
Spaced capitals,
one hot colour.
The name is set in Cormorant capitals with generous spacing, STONE ALLIED heavier and COMPANY lighter beneath it, side by side with the square. The whole identity runs on three grounds: orange, black stone and white paper.
- Orange
#E77D14 - Stone black
#131313 - White
#FFFFFF
03Business card
Orange on the front,
the details behind.
The front carries only the white lockup on orange, with a fine white rule near the foot. The back is white: the stacked mark and name on the left, an orange rule, then name, title and contact details on the right.
04Web and social
Eighteen layouts,
three shapes.
Every layout came in three shapes: a web banner, a square post and a portrait post. Half of the originals set the lockup on stock photographs of slabs, a showroom and a saw; those are not shown. In the photograph’s place is black stone with the S of the mark cut into it, very large and one shade lighter, like lettering carved in a slab.