Brand identity design & logo systems
Positioning, logo systems, type and colour, tested on real screens before handover.
Everything from brief to handover
Kalex Studio designs brand identities for companies that are tired of looking like everyone else in their category. From our studio in New Delhi, working with brands in India, the US and the UK, we start with positioning, then build the logo system, typography, colour and guidelines, and test all of it on real touchpoints, such as a website, an app icon, a social post and a motion sting, before handover.
- 01
Positioning & strategy
Who you are for, what you stand against and the one idea the identity has to carry.
- 02
Logo system
Primary logo, wordmark, symbol and small-size versions that work from a favicon to a billboard.
- 03
Typography & colour
Type pairings and a colour palette with accessible contrast, designed for screens first and print second.
- 04
Brand in motion
How the logo and brand elements move, so the website, reels and films share one motion language.
- 05
Brand guidelines
A practical guide with real examples of what to do and what to avoid, written for the people who will use it.
- 06
Launch assets
Social templates, a presentation template and the first touchpoints you need on launch day.
Identity systems we've designed
- 01
Designer Stock House
Designer fashion outletTypography
Cormorant Garamond for editorial, Jost for UI, Outfit for labels
Editorial/Hero
Cormorant Garamond Light · 51 / 118% / +2%
Where art meets time, design becomes eternal.
Editorial/Campaign
Cormorant Garamond Light · 45 / 120% / +2%
Every thread tells a story of where we have been.
Heading/Rail
Jost Light · 35 / 130% / +12% · uppercase
The Couturiers
Heading/Section
Jost Regular · 26 / 130% / +1%
Shop by Collections
Label/Product
Outfit Medium · 12 / 140% / +18% · uppercase
Bridal Lehenga
Brand/Wordmark
Outfit Medium · 22 / 120% / +20% · uppercase
Designer Stock House
Typography Colour
19 tokens · every style bound to a variable in the DSH Tokens collection
Ink/900 · Primary
#1A1A1A
Ink/700 · Strong
#333333
Ink/600 · Body
#555555
Ink/500 · Body Muted
#666666
Ink/400 · Eyebrow
#888888
Ink/200 · Disabled
#CCCCCC
Surface/White
#FFFFFF
Surface/Bone
#FAF9F6
Surface/Mist
#F7F7F7
Surface/Cream
#F5F1EB
Surface/Ink
#000000
Line/Default
#E5E5E5
Accent/Gold
#CCA43B
Accent/Brass
#B8860B
State/Error
#D13B3B
State/Success
#10B981
Line/Soft
#EEEEEE
Ink/800 · Label
#111111
Colour 
Homepage - 02
Amty Elevate
Home lifts, Delhi NCRAmty Elevate · Foundations01 / 02Typography
Pairing 04 / 07
Instrument Serif & Inter
Aa
Styles in use
ElevateSerif · stroke
ElevateSerif italic
ElevateInter 430
ElevateInter 560–580
Glyphs
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
0123456789
→ ↗ ↓ ↑ · × ± %Typography Amty Elevate · Foundations02 / 02Colour
Mostly paper and ink. One electric signal blue for the moments that move: CTAs, the lift car, the active floor. Amber is kept for the live floor indicator.
Primary accent · CTAs, active states, 3D highlights
#2E44FF
Signal
Type, inverse cards
#0A0A0A
Ink
Light canvas
#F3F3F1
Paper
Amber, live floor only
#FF9500 · never for text
Usage ratio
Paper / canvas 60%Surface 22%Ink 12%Signal 6%Colour 
Homepage - 03
Understory
Circular goodsConceptType ramp · SF Pro
Display/Hero
88 / 105 / -3%
Everyday things, made to come back.
Display/XL
64 / 108 / -2.8%
Give back more than you take.
Figure/Stat
76 / 100 / -3%
3.2GWh
Heading/Card
28 / 120 / -2%
A sea change in packaging.
Lead
24 / 145 / -1%
Metered on site, verified once a year, never rounded up.
Body
17 / 147 / -2.2%
Materials tracked to the farm, forest, or facility they came from.
Typography Understory · Foundations
Colour, radius and type for the circular-goods concept. No gradients: surfaces change, they do not blend.
Surfaces
surface/canvas
#FFFFFF
surface/parchment
#F5F5F7
surface/pearl
#FAFAFC
surface/green-tint
#EAF7EF
surface/green-tint-2
#DCEFE4
surface/green-deep
#103D29
surface/green-deep-2
#0B2C1E
Accent · fills, icons and squiggles only
accent/green-bright
#1FD35A
accent/green-hover
#17C351
text/green-link
#0B7A37
Ink & lines
text/ink
#1D1D1F
text/ink-80
#333336
text/muted
#6E6E73
text/muted-2
#86868B
line/hairline
#E4E4E7
line/divider
#F0F0F0
Foundations 
Homepage
Why brands end up looking generic
A logo, not a system
Without rules for type, colour and layout, every new piece reinvents the brand.
Designed for print, seen on screens
Detailed marks disappear at favicon and app-icon size, where people meet you first.
Borrowed from the category leader
When every competitor copies the same leader, nobody is remembered.
Guidelines nobody opens
A long PDF that answers no real questions gets ignored.
How long it takes
- Logo & visual identity refresh
- 4–6 weeks
- Full brand identity with guidelines
- 6–8 weeks
How a project runs
- Week 101
Discovery
Your business, audience and competitors, plus an audit of the brand assets you already have.
- Week 202
Positioning & moodboards
The idea the brand has to carry, agreed in writing, with visual territories to react to.
- Weeks 3–403
Identity concepts
Distinct directions, each shown on real touchpoints rather than on a blank page.
- Weeks 5–604
Refinement
The chosen direction built out across logo versions, type, colour and motion.
- Weeks 7–805
Guidelines & handover
Brand guidelines, launch templates and every source file in the formats your team uses.
Brand identity is quoted on scope after a discovery call. The main drivers are whether positioning work is needed, how many logo and sub-brand versions you need, and how many launch assets come with it. The quote is fixed before work starts.
Four to eight weeks, depending on scope and how quickly feedback comes back. A logo and visual refresh sits at the shorter end, and a full identity with positioning and guidelines at the longer end.
Yes. We start with an audit of what you already have and what people recognise you by, then evolve the identity so it keeps that recognition while fixing what no longer works.
Logo files in every format you need, including SVG, PNG and PDF in colour and in black and white, the type and colour specifications, brand guidelines, launch templates and all source files.
Yes, and that is where one studio helps most. The team that designs the identity also designs the website, the motion language and the social templates, so the brand is not reinterpreted at every handoff.
You do. On final payment the logo, the guidelines and every source file are yours, with no restrictions on how you use them.
Other services
- Web design & development
- 3D website design & WebGL development
- iOS app design & development
- 3D modelling & product rendering
- Motion graphics
- Social media design
Our studio is in Mehrauli, New Delhi. Working with Delhi NCR businesses in person
Have something worth building?
Websites, iOS apps and 3D from one team: designed, built and handed over properly.
Start a project