Brand identity for a Ukrainian product tech company.
Lineup builds digital products for a global audience. I created its brand identity from scratch, covering logo exploration, visual language, brand guidelines, presentation templates, and branded applications.
Brand identity
Logo design
Visual communication
Brand guidelines
Presentation design
Challenge
Lineup had no existing brand identity. The challenge was to establish a recognizable visual direction and develop a consistent system that could work across company presentations, digital channels, and physical materials.
My role
I independently designed the full identity, from 15 logo concepts to the final logo, color palette, typography, and composition principles. I also created the brand guidelines, presentation template, digital logo assets, and banner and merchandise mockups.
Logo exploration
Exploring different directions
I developed 15 logo concepts, exploring bold wordmarks, compact symbols, handwritten lettering, and combinations of geometric and expressive forms.
The concepts were presented on both light and dark backgrounds, with smaller versions showing how each direction could translate into compact digital placements.
Final logo
The final logo combines a bold triangular shape with a handwritten wordmark. The triangle gives the identity a sense of direction and momentum, while the lettering adds a personal, expressive character.
This combination became the starting point for the broader visual system, with angled shapes extending beyond the logo into layouts and branded materials.
Visual identity
Brand guidelines
I brought the identity together in a brand guide, documenting its core principles, logo usage, color system, typography, and application examples.
The guide translates the visual direction into practical rules for everyday use. Clear specifications and examples give the team a shared reference for creating consistent presentations, digital assets, and physical materials.
Composition and visual language
The system follows three principles: minimalism, bold forms, and simple geometry.
Diagonal shapes connect layouts to the logo. Large color fields and restrained typography create a recognizable visual language across presentations, guidelines, and physical applications.
Brand applications
Presentation system
I created a 40-slide presentation template with layouts for company overviews, objectives, teams, charts, tables, timelines, and product showcases.
The template translates the identity into reusable formats, giving the team a foundation for presentations with different types of content.
Digital and physical materials
I prepared light, dark, and monochrome logo versions, along with social avatars, app icons, and favicons for smaller digital placements.
Banner and merchandise mockups show how the identity extends to clothing, accessories, stationery, and event materials.
Deliverables
Guidelines and asset package
The final package includes the editable Figma source, PDF guidelines, exported logo assets, presentation preview, and links to the Google Slides template and supporting charts.
Outcome
Lineup gained a complete visual identity and a practical set of materials for company communication.
The project connects the initial logo exploration to a documented system, reusable presentation layouts, and digital assets, providing a foundation for future branded materials.
Let’s work together
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