Case study · Brand · Delivered, November 2026

A little bot that reads, marked.

Kai-Tech is a friend’s small consultancy in AI, data engineering and the digital humanities. I made its whole identity: the mark, five colourways, the type, a brandbook in HTML, a motion guide and every file it needs, from the favicon to the email signature.

Role: Brand designer
For: A friend’s consultancy
Directions: 3, to one mark
Delivered: November 2026

01 · Directions

The same idea, fewer parts.

The starting draft had the right idea, a bot reading a book, but it was an illustration of some twenty parts, not a mark. Three directions kept the idea and cut the face down to two signs, each tried on light and on colour, as a favicon and in a phone header.

Wink: a rounded bot head with a caret and a hyphen as eyes, over an open book — **Wink** · a head, two eyes

Brackets: the face is a caret and a hyphen inside a pair of square brackets, over an open book — **Brackets** · the sign linguists use to mark text

Lines: the bot is written as rows of text, one of them highlighted — **Lines** · the bot is text

02 · The mark

Text, marked.

Square brackets are how linguists mark a piece of text. Inside them, a caret and a pill make a face that reads, and the open book is what it’s reading. The name is set in JetBrains Mono and turned into shapes; its hyphen is the same pill as the eye.

Brandbook page: the mark with its four parts numbered, brackets, caret eye, pill eye and open book, and the name on ink and on paper

03 · Colour

Five colours, clear jobs.

Ink for text and dark grounds, pink for bands, cobalt for links, marker yellow as a rare highlight, paper for light grounds. Every pairing was checked for contrast and against colour-blind vision, and pink and cobalt never touch.

Brandbook page: the five colours with their codes and their share across a site

04 · Motion and web

Soft, always.

The mark stays simple; everything else lives in motion. Its line opens into lines, an arc or a graph for each service and folds back, and the brackets mark one word in a headline. A guide and a working reference page tell whoever builds the site exactly how, down to reduced motion.

A website hero on ink: I’ll help you organize your data, texts, corpora and knowledge bases, with organize in brackets

A website section on paper: three services, each with its own version of the mark

05 · The package

Every file, in one folder.

Logo and mark in five colourways as SVG, PDF and PNG, a small mark for 16 to 32 pixels, favicons and a share image, LinkedIn profile and cover pictures, an email signature, the colours as CSS, and font licences. The brandbook says which file goes where.

Brandbook page: website example and page rules

Pages of the brandbook and the motion reference, November 2026. The website shown is an example layout.

Let’s build the whole thing.

Contact me