CZ – ČeštinaMenu

Disciplines / Brand & identity

13 / DECO CODE

Give ideas Their own Voice.

Positioning / Identity / Type / Colour / Applications

An identity people can tell apart from the next one.

Let’s talk brand

01 / The beliefMore than a logo

No ready-made / personalities

A brand is
a set of decisions.

The logo is the smallest part. The rest is a stack of decisions about type, colour, tone of voice and where everything goes, written down so the next person can follow them.

02 / What I designFive parts

What a brand is made of.

  1. Brand positioning

    What you stand for and how you say it, on a page or two.

  2. Logo & symbol system

    Variants that work as a favicon, on a sign and on a letterhead.

  3. Typography & color

    Type sizes, colours that pass contrast checks, and how both behave in dark mode.

  4. Digital applications

    The identity turned into website components that work at any width.

  5. Physical touchpoints

    Business cards, brochures and anything else that gets printed.

03 / The mark in contextMy own example

DECO CODE / A working example.

A mark gains meaning through use.

In my own logo the O marks a point of focus and the E bars set a rhythm. I use both all over this site, and both come straight out of the logo.

04 / Distinct outcomesSame method / Different brands

NordiHouse on four devices on an ink desk: the home page, the house comparison, the Nordi Loft page and the houses overviewStudio render
NordiHouse / Architecture, NordiHouse case study

Quiet, like the houses.

Natural materials and plain architectural pictures.

Darina Style straight on at eye level: the home page on the monitor between a tablet, a laptop and a phoneStudio render
Darina Style / Personal brand, Darina Style case study

Warm, like her.

Magazine-style layouts that still sound like one person.

The battery-storage calculator of Solar Boosting on a laptop and the renovate-or-replace guide on a phone, seen from the rightStudio render
Solar Boosting / Industrial, Solar Boosting case study

Plain, for engineers.

Specialist technology explained so a non-specialist can follow it.

05 / DeliverablesWhat you get

What you walk away with.

  1. 01

    Core identity

    Approved logo variants and usage rules.

  2. 02

    Design tokens

    Light and dark palettes that pass contrast, and the type sizes.

  3. 03

    Applications

    Website components and print templates.

  4. 04

    Documentation

    Rules short enough that people actually read them.

06 / In practiceProjects that show it

  1. Darina Style

    A personal stylist’s brand: the logotype, the strategy behind it, business cards and brochures.

  2. AD Bau

    A builder’s brand: the logotype and strategy, then the website, brochures and business cards.

  3. Solar Boosting

    Logotype and brand strategy for a solar-technology company, carried into its website and brochures.

  4. TKProfi

    An HVAC shop’s brand: the logotype, leaflets, business cards and short videos for social media.

  5. DECO CODE identity

    My own identity: the logo, the two marks inside it, four colours with different jobs, and the type.

Start something worthwhile / 2026

Make it Recognisable.

A good identity is still in use ten years later.

Start a project