SERVICES · STAGE 02 OF 04

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Look like the thing you are.

Visual identity is the second of APP/ART's four stages. It turns the claim into a logo, a colour system, typography, illustration and motion, built as one system so the brand and the site still match after launch.

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Second of four
LED BY
Tony Bocoya
YOU RECEIVE
Six things, one system

What you get.

SIX THINGS, ONE SYSTEM
  1. 01

    Logo and marks

    The mark, the wordmark, the lockups, clear space and minimum sizes, with the reasoning written down.

  2. 02

    Colour and typography

    A full ramp for every hue and a complete type scale in two families, built as variables and styles. Contrast is checked where each colour is used.

  3. 03

    Art direction

    The visual technique written as rules: geometry, stroke weights, depth, colour and texture.

  4. 04

    Illustration

    The set of drawings the site and the documents need. Each one answers a question the copy raised.

  5. 05

    Motion

    How things move, with durations and easings written down.

  6. 06

    Guidelines and templates

    The system documented in the file as it is built, with templates for the documents you use most. We agree the list with you and plan the system around it.

How we do it.

FOUR STEPS, FOUR CHECKS, ONE STANDARD
  1. 01 OF 04

    Measure the category.

    Before choosing a palette we record which colours your competitors already own, from their live sites.

    DONE WHEN

    You have decided, on evidence, whether to join them or leave.

  2. 02 OF 04

    Build the values first.

    Colour ramps, the type scale, spacing and radii are made as variables and styles before a page is drawn.

    DONE WHEN

    Every value in the file is bound to a variable or a style.

  3. 03 OF 04

    Draw the mark.

    One mark, with its rules: where it sits, how small it goes and what is never done to it.

    DONE WHEN

    The reasoning for the mark is written down.

  4. 04 OF 04

    Write the technique down.

    The illustration style is a set of rules, not three finished pictures: geometry, stroke weights, depth, colour and texture.

    DONE WHEN

    The art direction is a document, and the set follows it.

THE STANDARD

A new drawing can be made in the same language without us.

Nothing is finished until then.

On a real company.

SEQANA · A PROPOSAL, NOT A COMMISSION

A category about soil. Nobody used the colour of soil.

We placed ten sites from the category on a colour wheel, Seqana's included. Every one sat between green and violet, or had no hue at all.

The proposal is Ferric: iron oxide, at 22°, the colour a soil scientist already reads. Every colour, size and space in the designs points at a variable.

SEQANA DID NOT ASK FOR THIS WORK AND HAS NOT REVIEWED OR APPROVED IT

Read the Seqana case

THE WHEEL AND THE FILE · COUNTED 9 OCTOBER 2026

10 SITES ON THE WHEEL

Every site sat between green and violet, or had no hue at all.

Brand colours measured on the live sites, as hue from 0° to 360°.

THE PROPOSAL · FERRIC, 22°

Iron oxide. The colour soil scientists already read.

It sits inside the one stretch of the wheel the category left open, 15° to 55°.

COUNTED IN THE FILE

88 variables, 19 text styles, 81 components.

Three collections: colour 14, type 54, spacing 20.

THE NUMBER67.6%

of US Senate races were won by the face judged more competent in one second.

TODOROV ET AL., SCIENCE, 2005 · 843 PARTICIPANTSLIMIT · FACES, NOT COMPANIES
FAQS

What founders ask about the identity.

NOT ANSWERED HERE?

tony@appart.gi

Because a logo is one piece. A brand is four layers saying the same thing: strategy, verbal, visual and touchpoints, built from the inside out. A mark drawn before the claim is settled gets redrawn when the claim changes. We wrote this up in "The four layers".

The design file itself, with every colour a variable and every text a style. The logo files, the illustration set and the guidelines. Source files, assets and full rights transfer on final payment. No licensing, no lock-in.

Yes. That is the test the system has to pass. The technique is written as rules, and the prompts and briefs stay in the brand system, so the set can grow without drifting.

If it carries the claim, yes. We test it against the position from stage one and the colours the category already owns. Sometimes the mark stays and the system around it is what gets built.

Yes, in part. We integrate AI into our workflow, because we believe it is a good support for our vision. It extends what two people can draw. It does not decide what is drawn. Every figure begins as an information brief: what must be present, what data it encodes, where the labels attach. A vector drawing fixes the geometry. Only then is it rendered, and we say which images were.
NEXT STAGEWeb DesignA SITE A STRANGER CAN ACT ON.Read the stage
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Send your site. We name the first fix.

One line about where you are going is enough. The reply comes back in writing. No call needed.

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