GRAFT AI — Brand identity
- Brand identity
- Mark
- Colour system
- Investor deck
The mark: a single hair, and the flame built around it
- Five colours
- Deck navy, primary blue and three tints for data
- Three products
- Deck, investor website and patient platform on one identity
What it changes
- Three productsThree looksNow: One identity
- The markA nameNow: A hair that grows into a flame
- The brand blueUsed anywhereNow: A text colour and a fill, never below contrast
How we approach a brand: we start from what the company actually does, not from a mood board. We look for one idea that explains the business in a single shape, draw it until it holds at every size, and only then choose colour and type. Before anything is handed over, we put it on the real things it will live on — because a logo that works on a slide and fails in use is not finished.
- 01The brief
Three products under one name: software for clinics, a site where patients choose a clinic, and a page for investors. A clinic has to trust it with patient records; a patient has to trust it with a decision about their face; an investor has to see a company, not a prototype.
- 02One idea: a hair that grows into a flame
The mark is drawn in two strokes. The inner one is a single hair, falling from the tip in one tapering line; the flame is built around it. It says growth — the result every patient is paying for — without a single medical cliché.
- 03Colour that can be trusted with data
A deep navy ground, one primary blue and a ramp of tints for charts and states, sampled from the artwork rather than eyeballed. The blue is split into a text colour and a fill, so it is never used where it would fail contrast — in a report, a dashboard or a slide.
- 04A system, not a logo
Cards, glass panels and one quiet grotesque, so the investor deck, the patient site and the clinic software look like the same company. Every slide in the deck is built from the same parts.
- 05In use
The deck, the investor website and the patient platform all run on it — the same navy, the same blue, the same flame.
Same shape of problem on your side?
Fifteen minutes, no slides, and a reply within one working day.
Who picks up
“You will be talking to me, not to an account manager. I scope the work and I am on the build.”