Keel Labs

Industry & mobilityView case studypentagram.com

Thin geometric lettering forms an open, lightweight wordmark. Seaweed photography and repeated line structures carry the identity beyond the logo.

Identity work by Pentagram. Selected images from the linked case study, reviewed 2026-09-09. Study the published design; consult the brand’s current guidelines for authorized usage.

Case-study images reviewed · 2026-09-09Open full image ↗

Flexible identities

Why this pattern works

Compare printed material and outdoor campaign variations.

Design notes

Logo: Thin geometric lettering forms an open, lightweight wordmark.
Color: Acid yellow and deep green connect the system to its material imagery.
Type: Technical-looking letters contrast with layered lists and large headlines.
System: Seaweed photography and repeated line structures carry the identity beyond the logo.
In use: Compare printed material and outdoor campaign variations.
Don't: Study the principles and develop an original identity. Do not copy these logos, proprietary typefaces, illustrations, or claims. These are selected images from a published case study; current brand guidelines, asset licenses, and real-world performance have not been verified.

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Prompt text

# My brand
[Describe the brand, its audience, personality, and required applications]

Task: Write a branding brief with positioning, audience, logo direction, typography, color roles, applications, and acceptance criteria.

Tool: Any AI tool. Use its available design capabilities and state any limitations.

# Branding reference: Keel Labs
Source: https://www.pentagram.com/work/keel-labs
Design credit: Pentagram
Swipefile reference: https://swipefile.design/ref/brand-keel-labs/
Reviewed: 2026-09-09. Selected designer-published case-study images, not current official brand guidelines or a reusable asset license.

## Objective
Develop an original visual identity for my brief. Study the relationships between logo, type, color, and applications in this reference. Do not reproduce the referenced logo, name, distinctive artwork, or proprietary assets.

## Design observations
- logo: Thin geometric lettering forms an open, lightweight wordmark.
- color: Acid yellow and deep green connect the system to its material imagery.
- typography: Technical-looking letters contrast with layered lists and large headlines.
- system: Seaweed photography and repeated line structures carry the identity beyond the logo.
- applications: Compare printed material and outdoor campaign variations.
- dont: Study the principles and develop an original identity. Do not copy these logos, proprietary typefaces, illustrations, or claims. These are selected images from a published case study; current brand guidelines, asset licenses, and real-world performance have not been verified.

## Deliverables and checks
- Begin with the audience, positioning, personality, and required applications in my brief. Label assumptions.
- Explain two or three distinct identity directions before selecting one. Connect each decision to the brand's purpose.
- Define an original logo concept, wordmark and symbol relationships, typographic hierarchy, palette roles, and a consistent graphic system.
- Show how the system works on the relevant touchpoints: packaging, stationery, signage, social, or digital products.
- Draft practical guidelines for clear space, minimum size, background contrast, one-color and reversed marks, type usage, and layout. Validate proposed measurements in the actual artwork.
- Use appropriately licensed fonts and original or licensed imagery. Supply editable vector artwork when the tools support it; distinguish a concept from finished production files.
- Check small-size legibility, color accessibility for text, visual consistency, and print versus screen requirements. State what was reviewed and what still needs testing.

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