A consistent signature
Use the blue mark and wordmark as a recognizable anchor, with sufficient space and a clear scale relationship.
Brand system · Visual communication
Janssen Air & Ocean.
Making a logistics identity coherent across touchpoints.
A visual language for a logistics business, expressed through a brand book, printed materials, and recruitment communication.
- My contribution
- Brand development & visual guidelines
- Perspective
- Products for people, across disciplines
The useful questionDesign starts
Design starts
with use.
A company needs to remain recognizable across different messages and formats, without making every communication look identical.
The identity system brings a recognizable mark, controlled blue-and-white palette, typography, imagery, and repeatable layouts into a practical brand book.
Decisions behind the form.
Form, function & context01
Define the stable elements
The mark, colour relationship, and type hierarchy provide continuity as content changes.
02
Allow the message to lead
A recruitment piece and a corporate introduction need different emphasis, even when they belong to the same system.
03
Make guidance practical
Examples should show how a system behaves with real content and image crops, so that other people can apply it consistently.
Design principlesIdentity Guidelines Applications
One identity, several contexts.
Rules that others can use
Specify hierarchy, colour relationships, image choices, and examples that clarify how to make a new layout.
One system, different messages
Adjust emphasis for a corporate introduction, business card, or recruitment message while retaining a shared visual language.
Next useful questionWhat I would
What I would
test next.
I would test the guidelines by asking another designer to produce an unfamiliar format. The useful evidence would be where they need to improvise, ask a question, or break a rule to make the message work.