TABLE OF CONTENTS

Brand identity & system build

FOUNDATIONS · EVOLUTION

This identity was built to support a growing product ecosystem and to bring more clarity and consistency to how Wired In shows up. As the brand expanded beyond individual products, it became important that the visual language felt as considered and deliberate as the objects themselves.

Our approach was rooted in minimalism, but not in stripping everything away. We wanted the brand to feel machined, intentional, and purposeful. The same mindset that guides our product design shaped decisions around typography, spacing, and color, with quiet homage to the designers and industrial thinking that continue to influence our work.

The goal was cohesion. We wanted everything to feel connected, familiar, and thoughtfully made, so that over time the identity feels steady, recognizable, and trusted.

This page outlines how the Wired In identity came together, the thinking behind key decisions, and how the system is intended to be used and built upon.

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A NEW WORDMARK

A wordmark isn’t just “a logo in a font.” It’s the most repeated piece of the brand, so it needs to feel intentional in every detail.

Wired In wordmark construction

We built the Wired In wordmark by starting from our customized sans and mono foundations (edited Fraktion by Pangram Foundry), then pushing the forms toward something more rounded and geometric. The intent was to create a mark that feels distinct at a glance, while still sitting naturally inside the rest of the system. Small changes to curvature, spacing, and geometry, especially in the “W”, give the wordmark a more intentional rhythm and silhouette without making it feel disconnected from the typography used throughout the brand. The wordmark was also designed to stand on its own, just as the icon can stand on its own, without either feeling like a dependency. Subtle spacing and curvature decisions, particularly between the “W”, “I”, and “R”, quietly echo the geometry of the icon, allowing the two to feel related even when they’re used independently.

IDENTITY

The icon wasn’t designed as a standalone symbol pulled away from the wordmark, but as something that naturally belongs to it. Its curves, weight, and overall flow come directly from the same shapes used in the logotype, which allows the two to feel interchangeable depending on context. Whether the icon appears on its own or alongside the full wordmark, it still carries the same visual DNA. This creates a sense of continuity across applications, so the identity remains recognizable even when different elements are used independently.

TYOGRAPHY

Fraktion Sans and Mono were chosen for their precision and restraint. We customized both to better align with our layouts and hierarchy, making the typography feel as intentional as the products themselves.

Foundry: Pangram Pangram / Designer: Juri Zaech

Variable by Design.

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