Brand identity design
A visual identity that looks consistent everywhere your brand shows up, from your website to your business card.
Concept study
Brand identity
Design system
Sample Brand System
A concept identity system built to show how BMG approaches logo, color, and type as one connected system rather than separate pieces.
Project overview
This is a concept study, not a real client engagement. It was built to demonstrate how BMG structures a brand identity project from a blank page to a documented system.
Challenge
A fictional Hong Kong wellness studio needed an identity that felt calm and premium without slipping into generic minimalism. The brief called for a system flexible enough to cover signage, digital, and print.
Direction
We explored a restrained palette built around warm white and soft black, with a single accent tone reserved for moments that need attention. Type pairing favored a clean sans serif for structure and a slightly warmer weight for supporting text.
Design system
What the system covers
- A primary wordmark and a compact secondary mark for small spaces
- A three tone color palette with strict usage ratios
- A type scale covering headings, body, and captions
- Spacing and grid rules for print and digital layouts
Key screens
Where the decisions show up
Identity sheet
Primary and secondary marks shown at multiple sizes with minimum clear space rules.
Color and type
The full palette and type scale documented with usage ratios and pairing rules.
Applied system
The identity applied across a business card, a signage concept, and a social template.
Result
As a concept study, this project has no real business metrics to report. What it demonstrates is a repeatable process for turning a brief into a documented, flexible identity system.
What changed
The exercise moved from an open brief to a constrained, three tone system with clear usage rules, showing how early flexibility narrows into a confident final direction.
Brand identity checklist for Hong Kong businesses
Most brand identity problems come from a handful of missing basics. This checklist covers the essentials in the order they usually matter.
The studio behind this work
Learn how BMG approaches every project, from discovery through to launch.
Next project
Sample Web Experience
A concept website build showing how BMG structures a site around clear visitor decisions instead of decoration.
Want a similar structure for your brand.
This was a concept study. Tell us about your real project and we will show you how the same thinking applies.