Music and entertainment
A picó is judged by how hard it shakes the block. The letters carry three outlines, like the bass echo.
On 35 mm, a dot in the corner of the frame cues the projectionist to change reels. The name lives in that frame.
In shooters, W means move forward: the most worn key on the keyboard, its legend rubbed off.
Karaoke literally means “empty orchestra”: the music is there, you're missing. The logo is the lyric filling in.
Beauty and personal care
A good fade goes from skin to hair without a visible jump. The letters do the same.
Bogotá sits at 2,640 meters and the midday UV index often hits 11 or more. The name is that number.
Before tattooing, the design is transferred with a violet stencil. The logo is that stencil.
In Palenque, women are said to have braided escape routes into their hair. The C is made of braids.
Children and education
Most of us once read by flashlight under the covers. The bookstore is that woolen tent.
The question marks are marble tracks and the marble is the dot: the question gets answered by playing.
Almost every home has a doorframe with pencil marks and ages. The name is the highest mark.
“Carry the one”: what you say when adding, with the tiny 1 on top. The brand turns that into a symbol.
Each brand, as a system
No brand stops at the logo: each one has positive, one-color, inverted and 16 px versions, a palette with CMYK values, typography and a real application.
Credits
Concept, naming and design: Alexander Caro.
Every brand is fictional, created as an author concept. None of them is a real business.
Does your brand need a system like this?
Tell me where your project stands. I reply within 24 hours, in writing, with a clear proposal.