---
title: Asymmetric Brand Guide Refresh
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-12-asymm-website-kickoff-129509650.md
tags:
- branding
- asymmetric
- design
- brand-guide
- color-palette
- logo
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Asymmetric Brand Guide Refresh

## Overview

As part of the broader [[wiki/clients/asymmetric/index|Asymmetric]] brand repositioning and website rebuild, the visual identity received a focused refresh. The goal was to modernize the brand's look and feel without abandoning existing equity — particularly the logo mark — while better supporting the new "strategy-first growth consultancy" positioning.

This refresh was discussed and directionally approved during the [[wiki/clients/asymmetric/meetings/2026-03-12-website-kickoff|Website Kickoff meeting]] and assigned to Michał Bielerzewski for design execution.

---

## What Changed

### Color Palette

The previous palette centered on a bright blue, which the team felt no longer matched the brand's strategic, confident tone. The refresh introduces:

| Role | Color | Notes |
|---|---|---|
| Primary accent | **Darker red** | Replaces the previous bright red; used sparingly at the "top layer" of page hierarchy |
| New accent 1 | **Teal** | Strongly preferred by Mark Hope; adds a modern, distinctive quality |
| New accent 2 | **Amber** | Adds warmth; part of the three-color layered system |
| Neutral | **Gray** | Slightly adjusted from prior usage |

The bright blue is retired entirely.

> "I kind of like the darker red and I really like that teal color." — Mark Hope

### Logo Treatment

The core logo mark (symbol) remains **unchanged**. The text treatment was updated:

- Lukasz Bugajski proposed a refined type treatment with adjusted weight and spacing
- The text color moves to a **darker red** (consistent with the new palette)
- The previous bright red text treatment is retired

Mark Hope approved the new type treatment while explicitly declining changes to the symbol itself.

### Three-Layer Design Concept

The brand guide introduces a layered color hierarchy for page and UI design:

- **Layer 1 (top):** Red — used in hero sections, primary navigation, and top-level page elements
- **Layer 2:** Secondary accent (teal or amber) — used in supporting sections
- **Layer 3:** Neutral/gray — used in body content and lower-hierarchy elements

This system is intended to create visual depth and guide the eye through page content, reinforcing the brand's structured, strategic character.

---

## What Stayed the Same

- The **logo mark/symbol** is unchanged
- The overall brand name and wordmark structure are preserved
- The "Asymmetric" identity concept (asymmetric warfare philosophy, underdog narrative) continues to inform visual tone

---

## Design Direction Notes

The brand voice this palette should support is described as:

- **Confident without arrogance**
- **Direct** — no padding, no filler
- **Unconventional** — should never look or feel typical
- **Strategic** — every visual choice should connect to an outcome or positioning statement

Red is reserved for action items and CTAs, not used as a dominant background color across the site.

---

## Application

The refreshed brand guide feeds directly into:

- [[wiki/clients/asymmetric/projects/website-rebuild|Asymmetric Website Rebuild]] — Michał is designing the homepage and a service page template using these specs
- Vertical landing pages for [[wiki/knowledge/marketing/environmental-services-vertical|Environmental Services]] and Food & Beverage campaigns
- Future sales collateral, one-pagers, and ad creative assets

---

## Open Questions / Decisions Pending

- Michał has latitude to propose palette tweaks; the approved direction is a starting point, not locked
- The "robot fight" illustration asset (commissioned from a Hollywood storyboard artist) is under review — the team may repurpose or replace it depending on how the new design direction develops
- A design sync between Michał and Melissa was scheduled for Monday, March 16 to align on execution

---

## Related

- [[wiki/clients/asymmetric/index|Asymmetric Client Index]]
- [[wiki/clients/asymmetric/meetings/2026-03-12-website-kickoff|Website Kickoff Meeting Notes]]
- [[wiki/knowledge/branding/brand-repositioning-strategy-first|Brand Repositioning: Strategy-First Growth Consultancy]]
- [[wiki/clients/asymmetric/projects/website-rebuild|Asymmetric Website Rebuild]]