The LUKBRANDED rebrand
Our own identity, documented step by step: palette, type, logo, voice and usage rules.
The site is the portfolio. This page is the rest.
Everything below is a concept project, a design exploration or our own studio work. We label each one, and none of them is presented as a client or comes with invented results. Real client projects will take these places.
Kiln & Kettle, a sample coffee roaster
A fictional small business we use in the Style Lab to show one page in eight styles. Not a real client.
From free address to your own domain
An email signature shown before and after, to explore how a domain address changes first impressions. Illustrative only.
A logo sting, in motion
A short animated logo opening explored in our own style. See live motion on the Animated Graphics page.
Studio case study
The LUKBRANDED rebrand, step by step.
How we documented our own identity. It is the same method we use with clients, shown on ourselves.
1. Palette
Five colours, each with a job. Gold is an accent, not wallpaper.
Off-white#F7F5F0
Canvas and light sections
Canvas and light sections
Navy#0B1F3A
Headings, dark sections, the logo mark
Headings, dark sections, the logo mark
Slate#5B6B82
Secondary text and the BRANDED half of the wordmark
Secondary text and the BRANDED half of the wordmark
Gold#C9A227
Highlights and calls to action
Highlights and calls to action
Black#111111
Outlines and hard shadows
Outlines and hard shadows
2. Type
Headlines
Red Hat Display
Heavy and geometric. One word per headline sits on a gold block.
Body
Atkinson Hyperlegible
Chosen for clarity on small, low-cost phone screens.
3. Logo
A navy rounded square, bold off-white letters and a gold underline. The wordmark pairs LUK in navy with BRANDED in slate.
LUKBRANDED
LUKBRANDED
4. Voice
We sound
Clear, confident and a little witty. Short sentences. Plain words. "Clarity comes first."
We avoid
Buzzwords, vague promises and guarantees. If we cannot prove it, we do not say it.
5. Usage rules
- Thick black outlines and hard offset shadows on cards, buttons and inputs.
- Alternate light and navy sections. Gold stays an accent.
- No gradients, no stock photography, no real brand logos.
- Text always passes contrast. Outlines never replace readable text.
- Motion is short, snappy and switches off for people who prefer less.
Want your own?
Tell us about your business. We will say honestly what we would do first.