Thou Ārt: Brand Identity and Guidelines

This rebrand introduces a logo family with wordmark and symbol, a restrained palette, a clear type pairing, and a simple graphic style built from classical cues.

Design for human connection with consideration and innovation.

Thou Ārt needed an identity that matches how we work: elegant, precise, human. This rebrand introduces a logo family with wordmark and symbol, a restrained palette, a clear type pairing, and a simple graphic style built from classical cues. We translated those choices into brand guidelines with plain rules, do and don’t examples, and partnership lockups that keep balance and spacing.

The case study includes short clips that show the logo in motion, newly designed website, the graphic style in use, and a quick walkthrough of the guidelines. Applications span web (desktop and mobile), case study slides, stationery, business cards, and a large-format OOH billboard. The result is a clear, consistent identity across digital and print that reduces revisions and speeds delivery.

Thou Ārt partners with people who build for humanity.

Brand Guidelines

Brand Guidelines deliverables include a PDF guide and asset kit ready for collaborators. The outcome is a calm, museum-grade identity that holds up across web, print, and social without heavy art direction.

Thou Ārt: Brand Guidelines 2025

Mobile view of thouartofficial.com

Logo and marks

Primary logo, secondary logo, wordmark, and symbol with clear space and minimum sizes. Combination lockups cover horizontal and stacked options.

Animated logo display that closely reflects the brand identity.

Color

A restrained palette that pairs clean backgrounds with confident contrast. Halo Gold, Sketch Grey, Esquisse Gray, Croquis Black, and Basic White, each with tints and approved pairings.

Carefully curated art-inspired color palette.

Type

Helvetica for brand text with defined weights. Helvetica Neue for display cuts. The guide includes a type scale with tracking and leading for real layouts.

Branded letterhead

Thou Ārt team's business card with blind deboss on both sides.

Graphic motive and references

Renaissance-inspired figures and sculpture references that echo our services. The visuals feel reflective and human rather than loud.

Layout

A column-based grid with consistent margins and safe areas. Examples include business cards, web sections, and slides.

Brand guidelines 2025 - Graphic guide

Backgrounds

Two background styles. Sketch for soft grain with a warm halo. Plain for crisp text and UI. Each has rules for when to use and how to layer assets.

Usage and partnerships

Do and do not pages make the standards obvious. No stretching, effects, or low contrast placements. For partner lockups, maintain equal weight and spacing.