The mark
Clear space — The cap height of the wordmark on every side.
Clear space — A quarter of the symbol's width on every side.
A brand platform by HUMAN, taking on new brands.Book a call
Your brand, built and kept workingThe all-in-one
The all-in-one
brand platform.
We build your brand, and it stays alive in one place. Everything you need after launch comes out of it.
Paste your website and see what your brand already says about itself.
Our team has previously worked with
Most brands are made once and then drift.
The work is done well, handed over as files, and starts going out of date the first time someone needs something new.
Brand / Guidelines
- Brand_Guidelines_FINAL.pdf2022
- Brand_Guidelines_FINAL_v2.pdf2023
- Brand_Guidelines_FINAL_v2_NEW.pdf2024
- logo_USE_THIS_ONE.png?
The PDF is out of date
A brand book handed over at launch is wrong by the first campaign, and nobody updates it.
Inbox
- Re: Poster for the spring launchBrief
- Fwd: Quote for social formatsWaiting
- Who has the logo file?Unread
- Re: Re: Shop sign, round 3Feedback
Every asset is a new brief
A poster, a social format, a sign: each one starts over with a new email, a new quote and a new wait.
“Our green”
WebsitePackagingInstagramSignageSales deck
The thinking gets lost
Why the colour is that colour lives in someone's head. New people guess, and the brand slowly turns into something else.
Three ways in.
One place to end up.
From scratch
A new company or a new product. Name, strategy and identity, built from nothing and kept in one place from day one.
A rebrand
A brand that has outgrown itself. We keep what still works and rebuild the rest: mark, colour, type and voice.
Bring your brand
Your brand is set. Bring your brand book, logos and fonts — or let us read it off your site. We turn it into one design system and make everything new from it.
From the first call to a living brand.
Four to six weeks. Every stage is presented, discussed and revised, and nothing moves on until you approve it.
Getting started 3 days
- 01A callThirty minutes on the brand you have or the one you are starting.
- 02The proposalScope and price in writing within two working days.
- 03Your workspaceOpened when you approve. Invite who you want.
- 04The briefWe gather what your company already knows.
The branding process 4–6 weeks
- 05StrategyAudience, position and voice. Presented, discussed, approved.
- 06DirectionTwo or three routes with references. You choose one.
- 07IdentityMark, colour, type and imagery, tested on real things.
- 08Brand bookA living book drawn from everything you approved.
Brands we have built.
Each one built the same way: strategy, identity, a living brand book and everything after it. Hover a card to see more of the brand.
A brand book that never goes out of date.
Every page is drawn from the decisions you approved. Change a colour and every page that uses it changes with it. Share it with a link, download it when you need a file, and let suppliers work from the real thing.
Core palette
Pitch
Paper
Carbon
Cobalt
Signal
Display face
Syne
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 & ? ! @ # % ( ) — ; :
On backgrounds
And everything the brand needs after it.
Campaign imagery shot in your art direction, and your real mark printed into real things — packaging, signage, merchandise. All of it made from the same book.
Questions worth asking first.
Do we have to start from scratch?
No. Bring everything you have — guidelines, a brand book, logos, photography. We organise it into one living system, polish what needs it, and make everything new from it. Or start from nothing, or rebuild the brand you have outgrown.
What do we actually get?
A strategy, an identity and a brand book that stays current, tested on real things — packaging, signage, campaign images. Plus a portal where the brand lives, every file in the formats your suppliers ask for, and a place to ask for whatever you need next.
How long does it take?
Four to six weeks for a new brand, one to two weeks to bring an existing one in. Every stage waits for your approval, so your answers set the pace.
What does it cost?
Every brand is priced on what it needs, and the price is agreed in writing before any work starts. Book a call and you get a proposal within two working days.
What happens after launch?
A retainer keeps the brand working: a monthly agreement for what it needs next. You ask in your portal and every request gets an estimate in credits before it starts. Bigger things are covered by topping up, or by moving up a level for a better price per credit.
Who owns the brand?
You do. Everything you pay for is yours to download and use, for as long as the brand lives. If you ever leave, you take the brand, the files and every decision behind it with you.
Do you use AI?
Where it makes the work faster and better: imagery, mockups, the formats an asset comes in. Every result is chosen and finished by a designer, nothing invented about your company is written in, and an unanswered question stays empty instead of being guessed.
Can our team work in it?
Yes. Invite who you want. They answer the brief, approve each stage, download the brand and ask for what they need — in the same place.
Who is behind it?
HUMAN, a brand and production studio in Stockholm. Our team has worked with Xbox, Google, Nike, H&M and Spotify. We built Playbook for our own work and run every brand in it.
Start with a call.
Thirty minutes on the brand you have or the one you are starting. You get a proposal within two working days, and nothing starts before you approve it.