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branding

Grafi Design Works, LLC. - A creative space in a modern world

This project is a true passion that fuels creativity and embraces new challenges. Partnering with a fellow creative, we founded an agency with the mission to deliver outstanding design to those who need it most. By collaborating with small businesses, we address their unique creative needs, helping to elevate their brand and tell their story through thoughtful and impactful design.

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MAIN LOGO

BRAND LOGO

The logo that smiles back wasn’t always this way. Through a true collaborative effort, we began with Abril Fatface as the base, then carefully refined and manipulated it until the logo itself radiated with a smile. That’s when we knew we’d reached design nirvana.

For the secondary logo, we simplified by removing ‘Design Works, LLC.’
in favor of a clean, standalone wordmark when the subtext isn’t necessary.

The logo can also be reduced to the simple ‘g’—or as we like to call it, the logo that smiles back.

SECONDARY LOGO

SMILING G ICON

LOGO CLEAR SPEACE

A clear space must surround the logo whenever it is used outside of the halftone pattern associated with the Grafi identity. For the Grafi logo, this space is defined by the cap height of the tittle on the ‘i’ in the name.

This ensures the logo retains its visual integrity and commands attention. No other graphics or typography should encroach on this space. Additionally, the logo must always be placed on a solid background color or within the negative space of a photograph.

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LOGO DO'S & DONT'S

When creating brand and style guides, it is absolutely imperative to identify what you can and can't do to the logo when designing anything that will go into circulation.

COLOR PALETTE

The Grafi Color Palette is a vibrant mix of colors, each embodying a sense of radical optimism, bold energy, and a ‘wow’ factor that’ll make you pause for a second. But really, each color has been thoughtfully curated with color theory in mind to create a cohesive and impactful visual experience.

BRAND GRAPHICS

The halftone texture adds a grungy, rough feel that complements rather than competes with illustrations, logos, or typography. When used sparingly, it can be overlaid in any color within the Grafi universe, enhancing the design without overpowering it.

The expressive halftone hand illustrations are exactly that—a curated collection of gestures, each ready to raise a hand on our behalf.

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