Brand identity
The Swagmad mark.
Three original concepts, drawn for a studio that treats merchandise like product design. No shopping bags, no gift boxes, no swoosh clichés.
Concept 01 — primary
The Full Stop
The wordmark ends in a bronze period: a quiet claim of finality. The last word in corporate merchandise.
Light application
Dark application
Concept 02 — symbol
The Hangtag
A garment tag reduced to its essence — the moment every kept object begins. Works at favicon scale and on a woven label alike.
Light application
Dark application
Concept 03 — craft mark
The Stitch
A single running stitch tracing an S — the maker’s thread. For embroidery, deboss, and moments where craft is the message.
Light application
Dark application
Applications
Monochrome, favicon, social.
One-color black
One-color white
Favicon — 32 px
Social avatar
Guidelines
How the brand behaves.
Porcelain F7F6F2
Bone EFEDE6
Ink 141412
Fog 8A867D
Bronze 8C6A45
Bright bronze A88254
Fraunces, weights 300–420. Headlines, wordmark, pull quotes. Italic reserved for a single emphasized phrase per page.
Hanken Grotesk 400–600. All interface and reading text. Never letterspaced, never all-caps.
IBM Plex Mono, uppercase, tracked +0.2em. Eyebrows, spec lines, captions only.
Give the mark room — clear space equal to the height of the S. Use bronze once per composition. Photograph objects in soft, warm, directional light.
Never stretch, outline, add gradients or drop shadows to the mark. Never place it on busy imagery. Never use more than one concept in a single application.
Confident, warm, specific. Short sentences. No exclamation marks, no jargon, no “solutions-speak.” We say “keep,” not “retain.”