ARC

Project Overview

ARC needed a brand identity that would hold together in practice. That's a harder problem than designing a logo, because the mark itself is the easy part. What determines whether a brand looks credible two years later is whether the system around it survives being applied by people who weren't in the room when it was made — on a sign, an invoice, a package, a phone screen.

We handled art direction and the visual system end to end. The logo came first, then the structure that makes it usable: a defined colour palette, typographic hierarchy, spacing rules, and guidance for how the mark behaves at small sizes and against different backgrounds.