Brand Identity System
Apexify’s own brand identity. Designed from scratch to be immediately recognisable across design, web, audio, video, and software outputs. Built from a geometric letterform, a single accent colour, and one typeface family.
The brief
One mark.
Every surface.
Five disciplines. One mark.
The brand had to carry design, web, audio, video, and software without collapsing into any one of them. Most studio marks only work in their home discipline. This one had to hold across all five.
At every scale.
From a 16px favicon to a full-bleed header. From a software UI label set in 11px to a 200px display headline. The mark and the type system had to be uncompromising at both extremes.
Founder-first.
This is a solo operation. The brand had to feel authoritative without pretending to be a large agency. Confident and direct. Not corporate, not minimal to the point of being nothing.
The mark
One letterform.
Three surfaces.
A geometric capital A with the crossbar stripped. The Fiery Orange dot, a full stop and not a decoration, sits at the apex.
The colour
Three primaries.
Eight secondaries.
Black Metal, Fiery Orange, White. The orange does all the heavy lifting: active states, calls to action, brand moments. Nothing competes with it.
- HEX
- #070707
- RGB
- 7 · 7 · 7
- CMYK
- 0 · 0 · 0 · 97
- HEX
- #F05B3D
- RGB
- 240 · 91 · 61
- CMYK
- 0 · 62 · 75 · 6
- HEX
- #FFFFFF
- RGB
- 255 · 255 · 255
- CMYK
- 0 · 0 · 0 · 0
Secondary palette
The type
One family.
Two weights in service.
ZT Nature is a geometric sans with seven specified weights. Only Regular and Bold are in active use. Every size, from 11px labels to 200px display heads, comes from these two weights.
Full family specified
- ZT Nature Thin
- ZT Nature Light
- ZT Nature Regular
- ZT Nature Medium
- ZT Nature Semibold
- ZT Nature Bold
- ZT Nature Extra Bold
How it shows up
Consistent across every discipline.
The system was designed to flex without breaking. The same mark, the same colour, the same type, working across every context Apexify operates in.
Web & digital.
Website, web apps, UI components. The mark scales from 52px nav logo to full-viewport contexts. Fiery Orange used sparingly, one dominant use per surface. Everything else is Black Metal on White, or White on Black Metal.
Documents & print.
Brand kit, proposals, case study templates. ZT Nature handles all display-weight type. The colour palette keeps print output consistent with digital, with no CMYK approximations and exact values specified.
Software UI.
Playbook inherits the brand system's core tokens directly. Dark backgrounds, Fiery Orange as the primary interactive accent, ZT Nature at all sizes. The brand system was designed with software in mind from the start.
No agency brief.
No committee.
One decision-maker.
Designed and built entirely by Adrian Majchrzak. The brand system is in active use across the Apexify website, Playbook, and all client-facing materials.
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