Arthur is a product designer who created a personal brand style guide. His logo incorporates geometric shapes and colors that represent his creative design side in orange and analytical engineering side in blue. It shows his emphasis on product design over software engineering. The style guide provides guidelines for using the logo, colors, typography, name card, and resume/CV to maintain a consistent brand identity.

2. 2,
Introduction
Hello 👋
I’m Arthur, a product designer who codes.
This is my personal brand style guide.
I am an undergraduate at the National University of Singapore, majoring in Computer Science and minoring in
Interactive Media Development.
Although I am a Computer Science student, my passion lies in design and thus I am pursuing a career in
Product Design.

3. 3,
Logo
explained
The logo is a representation of my initials, A and
L, alongside other aspects of my identity.
It is made up of geometric shapes, mainly cir-
cles. It also reflects my professional identity,
with the orange representing my more creative
design side and the blue representing my more
analytical software engineer side. In fact, the
blue semicolon in the combination mark is a
play on semicolons used in coding and also
showing that there is more to me than being
just a product designer.
Previously, my personal logo had an equal
weightage on these 2 sides. However, as I have
decided to pursue product design, I wanted to
show a major minor emphasis, with more em-
phasis on the design side. The thin lines against
the thick filled parts also emphasise the major
minor contrast too.
combination mark:
new logo:
previous logo:
What does it
even mean?

4. 4,
Logo
guidelines
The logo can be used in either the current color scheme,
or just the orange, just the blue or in monochrome. It
should not be used with other colors.
What colours can I apply?
Please do not...
distort or warp rotate reflect add shadows

5. 5,
Color
guidelines
#F77F00
rgb(247, 127, 0)
cmyk(0, 47, 97, 3)
Pantone 151 C
#729EA1
rgb(114, 158, 161)
cmyk(18, 1, 0, 37)
Pantone 5493 C
#D62828
rgb(214, 40, 40)
cmyk(0, 68, 68, 16)
Pantone 1797 C
#F7F2DC
rgb(247, 242, 220)
cmyk(0, 2, 11, 3)
Pantone 7604 C
#003049
rgb(0, 48, 73)
cmyk(29, 10, 0, 71)
Pantone 547 C
What about colours?

6. 6,
Typography
What about typography?
Space Grotesk Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww
Xx Yy Zz
1 2 3 4 5 6 78 9 0
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww
Xx Yy Zz
1 2 3 4 5 6 78 9 0
Rubik

7. 7,
Name
card
What about the
name card?
The name card incorporates the
signature circular, geometric patterns
with thin lines to show, the major and
minor emphasis that also reflects my
major emphasis on product design and
minor one on software engineering.
The QR code leads to my personal
website, serving as a practical addition to
the name card.

8. 8,
Resume/CV

9. 9,
Brand
identity
package