Blog
Notes on brand identity.
Color, type, and craft — for people who ship.
- May 2026
Why four concepts is the sweet spot
Three feels stingy. Six feels paralyzing. Four is enough to compare, not enough to drown in.
- Apr 2026
The two rules every brand palette should follow
Contrast for clarity. Restraint for trust. Everything else is decoration.
- Apr 2026
How we pair display and body type
A short field guide to grotesk + sans pairings that actually work in product UI.
- Mar 2026
What 'AI-generated' actually means here
Not magic. Not original art either. Useful starting points you can refine and own.
- Mar 2026
Logo grids: when to use them, when to skip
Grids help with consistency. They hurt when they replace judgement.
- Feb 2026
Why founders ship before designers approve
A pragmatic case for shipping a v1 brand kit you can refine in public.