Brand Identity Systems

A logo is not a brand. A brand is the set of decisions that makes every page, slide and sign look like it came from the same company. Most companies have the logo. Very few have the decisions written down.

I build identity systems on a Swiss grid, with a short list of typefaces and a strict color ramp. Then I write the rules so your team can extend it without me in the room.

The situation

You raised money and the product is ready. The brand looks like a placeholder.
The logo works on a website and falls apart on a hat, a booth or a favicon.
Five people make slides five ways. Nobody knows which green is the real green.

What changes

16 pages of guidelines for Command Zero, shipped in February 2026: logo grid, neutral ramp, typography and three accent variants.
One mark that holds at one inch, embroidered on a cap and lit up on a keynote stage.
Rules, not taste. New hires apply the brand correctly on day one.

Command Zero, before and after.

What’s included

Visual identity: the full kit, from logo to photography and motion.
Logos: marks built to work in black and white first.
Brand guides: the rulebook your team actually opens.
Design systems: tokens and components for web and product.
Icons: one keyline grid, one stroke weight.
Hand drawing: illustration and lettering, drawn on paper first.

How it runs

Research. Stakeholder interviews, competitor audits and a hard look at where the current brand breaks. In security, every brand looks the same. That is the opening.

Create. Marks, type and color tested at every size, then locked into a grid. Black and white first. Color second.

Results. A guide, a source-file kit and templates. Then I apply the system to the real work: site, deck, booth, swag.

“Three years from now, this brand still works. That’s what I needed.”
— Dov Yoran, CEO and co-founder, Command Zero

Selected work

Command Zero brand guide. See the case study

CoSell. The original mark, then the rebuilt identity.

Questions

How long does an identity system take?

Command Zero went from zero brand to a full identity and website in five months. Smaller marks move faster. The schedule depends on how many decision-makers need to sign off.

Do you work from our existing logo?

Often. Rosenhaus Sports started from the client’s own hand sketch. We rotated it 90 degrees and gave the R a leg to stand on.

What do we get at the end?

Source files for every logo lockup, a brand guide, color and type specs, and templates for the work you make most often.