Maclein Studios Logo

A new logo and visual identity for a digital product studio.

What's it for?: An identity for Maclein Studios, a studio that designs, builds and ships digital products end-to-end — made to work wherever the brand appears, from an app icon to a business card.

Discipline: Brand / Logo

Overview

Maclein Studios is a digital product studio: it designs, builds and ships software end-to-end. The project took its original logo — three primary shapes beside a plain wordmark — and grew it into a complete identity.

Objective

Give the studio a distinctive, modern mark that stays recognisable at every size, from an app icon to a business card.

Approach

Keep the geometry of the original basic shapes, blend it with a Japanese reference, and explore combinations through quick sketches before refining the final marks, colours and type.

Design Process

From the original logo to a complete identity, in four steps.

01
Starting point
Reviewing the original logo: three primary shapes and a wordmark.
02
Brand idea
Basic shapes + Japan: the concept behind the new mark.
03
Brainstorming
Sketching combinations of circle, triangle and square.
04
Identity
Refining the logo and icon, then defining colours, type and applications.