DEEN

Replace. — Brand Identity Case

Logomark

The logomark is the compact form of our identity. Two counter-facing arrows describe a single motion — one form moving out, another moving in. Use it as a standalone identifier in favicons, avatars, and app icons, or wherever the full wordmark would compete with the layout.

ReplaceWEB logomark construction grid with proportions

Typography & color

  • Malibu

    Hex
    #7CC6FE
    RGB
    124, 198, 254

  • Zircon

    Hex
    #EBF0F9
    RGB
    235, 240, 249

  • Mirage

    Hex
    #101828
    RGB
    16, 24, 40

Inter

Inter carries display and body — monolinear strokes that stay calm at large sizes and open at small. Geometry and legibility pull in opposite directions — we choose rather than compromise.

Picton blue — 11 steps

  • 50

    Picton 50

    Hex
    #EFF8FF
    RGB
    239, 248, 255
  • 100

    Picton 100

    Hex
    #DBEDFE
    RGB
    219, 237, 254
  • 200

    Picton 200

    Hex
    #BEE1FF
    RGB
    190, 225, 255
  • 300

    Picton 300

    Hex
    #92CFFE
    RGB
    146, 207, 254
  • 400

    Picton 400

    Hex
    #5EB4FC
    RGB
    94, 180, 252
  • 500

    Picton 500

    Hex
    #3993F8
    RGB
    57, 147, 248
  • 600

    Picton 600

    Hex
    #2276EE
    RGB
    34, 118, 238
  • 700

    Picton 700

    Hex
    #1B5FDA
    RGB
    27, 95, 218
  • 800

    Picton 800

    Hex
    #1C4DB1
    RGB
    28, 77, 177
  • 900

    Picton 900

    Hex
    #1D448B
    RGB
    29, 68, 139
  • 950

    Picton 950

    Hex
    #162B55
    RGB
    22, 43, 85

Inside look

Business card — brand identity made tangible.

  • ReplaceWEB business card front with brand guidelines
    Business card — front
  • ReplaceWEB business card back with contact details
    Business card — back

Deliverables

  • Wordmark & mark
  • Color system (11 steps)
  • Inter type system
  • Brand guidelines
  • Business card & letterhead
  • Digital surface

Replace. app icon and iPhone mockup on a home screen

ReplaceWEB business card on a woven chair
Replace. business card on a black round table
ReplaceWEB brand guidelines, letterhead, and stationery set
ReplaceWEB billboard mockup on a white brick wall

Next case study

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