Bogdan Brkić
← After work

Designlab Experience

They asked for a refinement, not a new logo. Together we worked out what to keep, what to change, and why. Our aim was to ready their logo for the years ahead: firmer letters, black and white, and a small handwritten mark, dle.

Year
2021
Kind
Identity
With
—
Scope
Logo refinement, wording, social, website, brand guidelines
Before and after: the old logo, light and in two soft greys, and the refined one, bolder and in black

BeforeAfter

By hand

One new thing: a mark of its own, for places too small for the name. dle, written by hand over and over, weighing legibility against authority, until one felt right. Then traced.

A page of sketches: d, l and e tried in capitals and small letters, apart and joined
More sketches: dle written fast, as one flowing line
Eight handwritten dle, from easy to read to quick and confident

Three shapes

Stacked where the space is square, in one line where it is wide, the name alone where it is tight. On black, white, colour or a photograph. And just dle, as an avatar.

The three shapes: dle above designlab, dle beside it in one line, and designlab alone
The logo at the foot of tall strips in black, brown, red, white, blue and photographs, turned on its side on the narrow ones
dle as an avatar: set on a grid in a grey circle, then on its own in a white one

Online

We rewrote their words and shaped how they would show up on social and other channels, so people would see them the way they saw themselves. A new website rounds it all off.

Their tagline, set large in the headline serif: Elevate moments.
Three phones: an Instagram profile with dle as its avatar, and two stories signed with dle
The website on a laptop, a tablet and a phone: Elevate Moments on the home page, and projects grouped by kind

On paper

Letterhead, cards, notebooks, boxes and tape. Black and white, with dle wherever it fits.

Letterhead, envelopes, cards, a calendar and pencils, all in white and grey
designlab experience printed on a clear acrylic block
Black and white notebooks with dle on them, cards and a pen
Two white boxes, one on the other, a large dle on each
A roll of white packing tape printed with dle and designlab

On site

For a studio that builds what it designs: safety vests and hard hats.

Two yellow safety vests: dle on the chest of one, designlab across the back of the other
Two more vests: a large dle across the back of one, designlab on the pocket of the other
A black and a white hard hat, each with the logo

It was a joy to work with them. What a talented team.