wiki/knowledge/branding/asymmetric-brand-guide-refresh.md · 596 words · 2026-04-05
Asymmetric Brand Guide Refresh
Overview
As part of the broader [1] 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 [2] 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:
- [3] — Michał is designing the homepage and a service page template using these specs
- Vertical landing pages for [4] 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