Brand identity
Identity system
A mark, a type scale and the rules that hold them together, tested on the things the brand lands on instead of on a slide.
- Client
- Sprout
- Year
- 2026
- Role
- Art direction, design
An identity is not a logo. It is a set of decisions that survive being handed to other people. The mark is the smallest part; the rest is spacing, scale, colour and the few places where the rules bend on purpose.
The lockup is the leaf and the word. The leaf travels alone where the word would crowd it: a shirt chest, a paper bag, an app icon. Six colours, led by one green, and one line, People-first, AI for Work, shown here at billboard, station-screen and wall-sign size as well as on the things people carry.
