PRETENTIOUS
A strong, impactful choice, a language that can’t be spoken through anything else but a figurative PUNCH to the face.
06 / 09 Design system
A figurative punch to the face.
The system
A strong, impactful choice, a language that can’t be spoken through anything else but a figurative PUNCH to the face.
Acid lime, ultraviolet and an extra-black sans. A floating orb drifts across the page and reverses the scheme wherever it passes: text turns green and photographs become a green duotone.
Ideal for Fashion, nightlife, festivals and streetwear brands.
Inspirations
- Acid rave posters.
- Y2K graphics and ultra-bold sans-serifs.
- Duotone landscape photography.
- Overprint and colour inversion in screen printing.
- Lens flares and floating glass orbs.
Brand identity console
Colour
Proportion of use
48%42%10%
Click a swatch to copy its hex code
Typography
Display
PRETENTIOUS
Extra-black wide sans-serif
Arial Black at natural width, tight tracking.
Text
A strong, impactful choice, with one PUNCH word.
Light geometric sans-serif
Avenir Next Light; bold only for the punch word.
Contrast
- Aa5.2:1#7B00F9 / #B6F900AA
- Aa5.2:1#B6F900 / #7B00F9AA
- Aa3.4:1#A746FB / #B6F900Large type only
Motifs
- Colour-swap orb
- Outline frame
- Logo
