Jozerand. One sentence on what the mark had to solve.
The mark came out of the story, not the other way round: one sentence the client kept repeating, drawn until it could be read at a glance and at any size.
Year
2025
Scope
Wordmark, system, guidelines
Role
Story, identity, direction
Construction. Proportion, clearspace, the smallest size it survives.
Construction grid Clearspace and smallest use
Palette. Few colours, each with a job.
Primary
#14151B
Accent
#C8A15E
Paper
#F4F2ED
Support
#6F6D66
Placeholder values. Replace with the project's own palette.
Typography. A voice that reads the same on a sign and on a phone.
Typography sample
- Display
- Typeface name
- Text
- Typeface name
- Scale
- Four sizes, one rhythm
The type does the talking in most of this system. The mark appears once; the voice appears everywhere.
In use. Where the rules meet the world.
In use · 1 In use · 2 In use · 3
Credits.
- Client
- Jozerand
- Story
- Parlador
- Design
- Abraham Parlador
Delivered as a small book rather than a large one: the mark, the rules that keep it alive, and the few decisions worth defending after we leave the room.
Have a story like this?