B2B Technology Identity
A mark built on a strict 8-unit grid, a cool industrial palette, and a type scale tight enough to survive inside dense product UI.
Self-initiated. Built to demonstrate an approach — no client, no brief, no results to report.
The problem
A technology brand has to work in a place most identities never go: inside the product, at 13px, next to a status code. Anything that depends on scale or on a gradient falls apart there.
What I did
- Constructed the mark on the same 8-unit grid the product UI uses, so the identity and the interface resolve to one rhythm.
- Gave colour a job: blue means interactive. If it is not clickable, it is not blue — which turns a palette into a rule someone can follow.
- Ruled out gradients entirely, so every surface reproduces identically in print, on screen and in a terminal.
Where it landed
A concept, with no client. What it argues is that a brand system for software has to be specified against the product, not against a moodboard.
The interface, running
This is the real thing, not a screenshot. Every control on it works.
Logo system
Palette
Click a swatch to copy its hexTypographic scale
Applications
Product UI
Signal Blue reserved for interaction — never decoration.
Documentation
Mono for every identifier, endpoint and status code.
Conference
Monogram on navy, 8-unit grid, no gradients.
Stationery
Single-weight rules at 1px, aligned to the same grid.
Rules the brand runs on
- 01
Built on an 8-unit grid
The mark, the type scale and the product UI all resolve to the same 8px rhythm.
- 02
Colour carries meaning
Blue means interactive. If it is not clickable, it is not blue.
- 03
No gradients
Flat surfaces reproduce identically in print, on screen and in a terminal.