The useful middle ground between character and clarity
Recent identity work across food, sport, climate and technology offers a compact lesson in expressive restraint.
Study the range of a system before judging the charm of its logo.
The Story
Brand New’s latest entries include identity work for Intuit, Formula E, Zero Waste France and several food brands. The projects occupy very different tonal territories, but each is trying to create recognition through a family of decisions rather than a single heroic mark.
The useful pattern is range with boundaries: a logo may be playful, while typography, colour and layout quietly establish the discipline around it. That combination gives a brand enough personality to be noticed and enough structure to be deployed. ([underconsideration.com](https://www.underconsideration.com/brandnew/?page=4&utm_source=openai))
For your own reference library, save identity work by system behaviour—editorial, modular, loud, quiet, tactile, civic—not only by sector. It makes inspiration more actionable when a brief arrives.
Studio Wensday Angle
Organise visual references by the problem they solve.