Brockman Labs Brand Identity
Designing the complete visual identity for an AI-first product studio — from logo to color system to style guide. A brutalist aesthetic that communicates professionalism, precision, and character.
Building identity from scratch
Brockman Labs needed a visual identity that wouldn't blend in with every other AI startup. The brand had to feel like builders made it — professional, bold, and unmistakably ours.
Finding the mark
Freeform Exploration
Too loose — didn't communicate precision.
Polished / Corporate
Too safe — felt like a consulting firm.
AI-Generated Concepts
Lacked intentionality — generic tech feel.
Custom W/Swoosh Mark
Bold, structural, unmistakable. Works at any scale.
From dark blue to yellow
Too cold. Blended with every tech startup.
Bold, distinctive, unapologetically ours.
Final Color System
The type system
The rules
"BROCKMAN" is one word
Never split, never hyphenated, never broken across lines.
Brad & Yulia — always in that order
Founder ordering is consistent across all materials.
WCAG 2.1 AA everywhere
Minimum 4.5:1 contrast ratio. No exceptions.
No decoration for decoration's sake
Every element earns its place or it doesn't exist.
What shipped
How I directed this
Vision Setting
Defined the creative direction: brutalist, bold, premium — not another generic AI startup.
Logo Iteration
Reviewed and rejected multiple directions until we found the balance: minimal but memorable.
Color Pivot
Made the strategic call from safe dark blue to distinctive yellow/black — positioning, not just aesthetics.
Quality Control
Reviewed every deliverable for accessibility compliance and brand consistency before shipping.