Identities built
logo, palette, typography
Competitors analyzed
by color and by type
Industries worked in
from fintech to industry
Design and branding — from logo to design system
System layers
mark · color · type · grid
Themes out of the box
light and dark
Tokens in code
design compiles into code
Logo, color, type and grid — assembled into one language
We build the brand as a system — from mark to tokens
A reel of krylov® studio projects
Most people don't need "one more pretty logo." They need a brand as a system: color, type and grid built from tokens that work with equal confidence in the deck, on the site and in the code
Ruslan Krylov
Founder, krylov® studio
We build the brand as a system — from mark and logo to palette, typography, grid and tokens for the site and the code
Not "one more pretty logo," but a brand as a system: color, type and grid built from tokens — unified across the site, the code and the deck
Ruslan Krylov
Founder, krylov® studio
Competitor color map
X axis — brand color, Y axis — light/dark theme. Every player on one map — you can see the crowded zones at a glance.
The blue edge is open
The middle and the warm edge are crowded. Clean electric blue is unclaimed — that’s where the brand accent goes.
Competitor fonts
X axis — the font’s origin, Y axis — heading weight. Top to bottom — from light to ultra-bold.
Audience portraits
Who the competitors sell to. Age, role and the core skills of the audience — for every player in the vertical.
- Vendor selection
- Budget & business case
- Compliance
- SL metrics
- BPM processes
- Speech analytics
- Tenders & procurement
- Licensing
- Vendor management
- Legacy modernization
- Domain expertise
- Program management
Where they sit on the map
X axis — age, Y axis — digital maturity. The gap between seasoned decision makers and the mass user is obvious — along with where the product needs its own language.
Studentmass · 21
Job seekermass · 25
Usermass · 29
Team leadB2B · 33
Product managerB2B SaaS · 35
AdminB2B · 40
BuyerIT procurement · 38
Decision makerclient · 42Two different worlds
Seasoned B2B roles make the decision; the mass segment uses the product. Each needs its own messaging and interface.
Design trends
An identity that won’t feel dated a season later. We put only what works for the brand long-term into the system.
Interface silence
Less decoration, more air: hairline rules, a calm grid, accent only where a decision is needed.
Art as language
Illustration and graphics instead of stock photos — a recognizable visual signature for the brand.
Layout that breathes
Generous margins, a clear type hierarchy, rhythm built from spacing — content reads effortlessly.
Token systems
Color, type and spacing as variables — one source of truth for design and code.
Light and dark by default
Every accent is a pair of values: the identity lives in both themes with no rework.
Motion-first
The identity is designed in motion from the start: logo, transitions, micro-animations.
Six principles of a new aesthetic
What the offering is built from
Middle and warm edge taken — clean blue is open
Grotesques and stock — character is open
B2B pros 30+ and public sector
Silence, art, air
Public sector and enterprise: trust is a must
Software registry, Cyrillic, import substitution
Competitors in our blue zone. The middle and warm edge of the spectrum are taken.
One accent for the whole system. Buttons, links, charts and fills.
Themes out of the box. The color lives equally well on light and dark.
One color. One stance — from the button to the whole system
Not a dull corporate blue, not an anxious red. Clean electric blue is the color of action and clarity: it makes the essential obvious and leaves everything else to the silence, and it works with equal confidence in light and dark themes.
Three colors hold the whole system: one accent, one dark, one light. Fewer colors, more order.
CMYK 82, 58, 0, 0 · PANTONE ≈ 2727 C
CMYK 23, 0, 12, 90 · PANTONE ≈ Black 3 C
CMYK 1, 0, 2, 6 · PANTONE ≈ Cool Gray 1 C
Possible color combinations
Swap background and accent — every pair stays high-contrast and recognizable
Contrast
Every pair passes AA · light and dark theme
Possible combinations in text
Heading and body read on any background in the palette — contrast is built into the system, no exceptions
Legibility
At least AA on every combination
One color. One stance — from the button to the whole system
System layers
mark · color · type · grid
Themes out of the box
light and dark
Tokens in code
design compiles into code
AaCompetitors share stock fonts and the same TT Commons. Onest claims the open zone on the map — character and ultra-bold weights, and it speaks Russian natively
Onest
Chosen from the font map
One typeface — the whole hierarchy
Open apertures — legible at small sizes and on screens.
Even rhythm in the interface and on a poster.
Full Cyrillic, no compromises.
Frequently asked
A system: color, type and spacing tokens, a logo, guidelines and live examples. One logic for the deck, the site and the code.
Let's build your identity
A 30-minute call to clarify the brief. Come with your product and the brand’s character — leave with a palette direction and a plan for the system.
Book a call
30 minutes to review: product, audience, character and what already exists.
/02Competitor maps
We map by color and by type — and find the open zone for the brand.
/03Choose a direction
We show a palette and typeface backed by the map — and choose together.
/04System and brandbook
You get the identity, guidelines, source files and tokens for your stack.