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benface
Benoit Rouleau is a web developer working in user experience. After outgrowing his personal brand he founded benface, and needed an identity that stayed personable while reading as professional and modern.
A personal brand grown into a studio one, with the person still in it.
Deliverables
- Identity system
- Expression set
- Pattern design
- Colour guide
Overview
The name is the tell. benface is a person before it is a company, and the identity had to keep that without becoming a joke that stops being funny on the second viewing.
The system is a set of drawn expressions rather than one fixed mark, so the brand can change register depending on where it is speaking. The pattern and the colour guide are what hold it together once those start moving around.
Colour
Four values and no more: white, a light grey for surfaces, one blue, and a near-black for type. The blue is the only colour in the system, which leaves the expressions to carry the character rather than having to compete with a palette.
#FFFFFF
#D1D3D4
#2660F2
#1D212D
