HANDSOME

HANDSOME

Wordmark

Wordmark

The Brief
Handsome, an experience design agency based in Austin, Texas approached us with a mission to transform their old identity into one that reflects their values in human-centered holistic design.

As a design firm, we were honored to have the opportunity to develop a brand system for another design firm’s identity. Ghost design anyone?

Services

Services
Identity System
Brand Voice
Brand Strategy
Design Research

Identity System, Brand Voice, Brand Strategy, Design Research

VedrosStudio_Handsome_HumanDesign

Our Solution
We began to understand the two pillars of Handsome’s
philosophy: innovative design that still felt deeply human. Dichotomy became the guiding principle behind the rebrand, where we defined our solution by creating visual harmony through contrasts.

As a woman-owned and operated studio, we also helped Handsome take their new identity into a gender-neutral space that would speak to the inclusivity of their team and drive new appeal to clients.

The Brief
Handsome, an experience design agency based in Austin, Texas approached us with a mission to transform their old identity into one that reflects their values in human-centered holistic design.

As a design firm, we were honored to have the opportunity to develop a brand system for another design firm’s identity. Ghost design anyone?

VedrosStudio_Handsome_Typography

Typography and Color
We applied two contrasting typefaces together to convey human as a serif and design as a sans serif.

Le Monde Journal Demi serves as the primary typeface, an old style serif that embodies the human/user within the Handsome brand. Maison Mono Medium serves as a secondary typeface, with its monospaced typewriter style supporting the idea of “design” for the brand.

Typography and Color
We applied two contrasting typefaces together to convey human as a serif and design as a sans serif.

Le Monde Journal Demi serves as the primary typeface, an old style serif that embodies the human/user within the Handsome brand. Maison Mono Medium serves as a secondary typeface, with its monospaced typewriter style supporting the idea of “design” for the brand.

VedrosStudio_Handsome_Type
VedrosStudio_Handsome_Mockups_Color

Strong and memorable, but bold enough for moments of softness, we employed blue and pink for a balance of masculine and feminine energy.

Red becomes a supporting accent for elements of surprise.

Strong and memorable, but bold enough for moments of softness, we employed blue and pink for a balance of masculine and feminine energy.

Red becomes a supporting accent for elements of surprise.

VedrosStudio_Handsome_Layout_01

Business Cards

Business Cards

Graphic System
We sought to express the holistic nature of Handsome’s work by 
reconstructing their original bowtie symbol into a series of interconnected points that all form the values of human-centered design.

This graphic system extends into three expressions to serve as a foundation for Handsome’s three distinct areas of focus: client work, merchandise, and thought leadership.

Creative Director and Illustrator: Meryl Vedros
Designer: Gabby Lord

Graphic System
We sought to express the holistic nature of Handsome’s work by reconstructing their original bowtie symbol into a series of interconnected points that all form the values of human-centered design.

This graphic system extends into three expressions to serve as a foundation for Handsome’s three distinct areas of focus: client work, merchandise, and thought leadership.

VedrosStudio_Handsome_GraphicExpressions

Graphic Expression applied to Client Facing Work

Graphic Expression applied to Client Facing Work

Graphic Expression applied to Customer Facing Merchandise

Graphic Expression applied to Customer Facing Merchandise

Graphic Expression applied to Event-Focused Collateral

Graphic Expression applied to Event-Focused Collateral

“A shape being made of smaller lines, working together, to make the larger object says holistic to me. The detail and elegance in the micro-moments, how these moments work together, and then how it all comes together as a whole system to create a larger element — that’s great to me.”

- John Roescher, Partner and CEO

“A shape being made of smaller lines, working together, to make the larger object says holistic to me. The detail and elegance in the micro-moments, how these moments work together, and then how it all comes together as a whole system to create a larger element — that’s great to me.”

- John Roescher, Partner and CEO

VedrosStudio_Handsome_Grid

Structure and Layout
Our basic axis is designed to create symmetry and accommodate
tension and harmony, allowing for flexible use in all applications and layouts.

Structure and Layout
Our basic axis is designed to create symmetry and accommodate tension and harmony, allowing for flexible use in all applications and layouts.

VedrosStudio_Handsome_Layout_02
VedrosStudio_Handsome_Layout_03
Handsome_BrandBook_Cover_1

Brand Guidelines
Along with a new wordmark, typography, color palette, and graphic
system, we developed brand standards to prepare the Handsome team with a flexible set of visual tools that will help foster and support their craft and culture.

Brand Guidelines
Along with a new wordmark, typography, color palette, and graphic
system, we developed brand standards to prepare the Handsome team with a flexible set of visual tools that will help foster and support their craft and culture.

Handsome_BrandBook_1
Handsome_BrandBook_2

The Team
Creative Director: Meryl Vedros
Project Manager: Chris Nine
Designers: Sharon Walsh, Meryl Vedros

The Team
Creative Director: Meryl Vedros
Project Manager: Chris Nine

Designers: Sharon Walsh, Meryl Vedros

Next Project

Next Project

VedrosStudio_HilmaBlip2

About Us

About Us

We believe great design looks to the world for instruction. When we're not designing, find us traveling.

We believe great design looks to the world for instruction. When we're not designing, find us traveling.

Find Us

Find Us

Wherever you work, we work.
Visit our coastal offices in
New York and Los Angeles

Wherever you work, we work.
Visit our coastal offices in
New York and Los Angeles

Contact Us

Contact Us

Ready whenever you are.
meryl@vedrosstudio.com
312 709 1778

Ready whenever you are.
meryl@vedrosstudio.com
312 709 1778

Make your mother proud, if you wish to take content from this site please give an appropriate line of credit and link back to this website.
2019 Meryl Vedros Designs LLC. All rights reserved.

Make your mother proud, if you wish to take content from this site please give an appropriate line of credit and link back to this website.

2019 Meryl Vedros Designs LLC. All rights reserved.