One identity, from the favicon to the billboard
The Diverse Commerce identity system: mark, type, colour, voice and the rules that keep them consistent everywhere.
- Lead capability
- Design
- Sector
- Brand identity
- Market
- Global
- Stack
- Brand · UI/UX · Graphics · Guidelines
(01)The brief
A brand that works across ecommerce, marketing, software and AI needed one system that stays recognisable on a phone screen, a storefront and a building-sized billboard.
(02)What we did
- 01
A D-mark built from a single directional wedge, the idea of forward motion, reused as every arrow and bullet.
- 02
A heavy display face paired with a clean text face and a technical mono for labels.
- 03
A palette of deep plum and purple for trust, with electric lime for action.
- 04
Guidelines that fix the rules: clear space, minimum sizes, tone of voice, applications.
(03)What we built
What we built
- Logo + D-mark
- Type system
- Colour system
- Tone of voice
- Brand guidelines
- Applications
(04)What changed
What changed
One recognisable system across web, social, packaging and out-of-home.
Any designer or developer can apply the brand correctly from the guidelines.
The lime wedge became a signature detail across every product.
Capabilities on this project
(05)Start here
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