Identity Designed is a showcase of brand identity projects from around the world.


Contributed by Stellan Johansson, creative director in Sweden’s 1910 Design & Communication.

Senri identity design

Senri approached us when they needed an identity and website that felt clean, timeless and straight-forward, in contrast to many others in the new wave of mobile software and game developers.

It was important for us that the logo had a solid look that also felt slightly futuristic, so we tried to capture this in each letter drawn with the characteristically cut corners. We also created the logo with signage in mind, and gave it slightly rounded corners primarily visible in larger scales.

Senri identity design

Senri identity design

Senri identity design

We did not show the client any revisions of the logotype. Instead, we had a thorough discussion about how Senri wanted to present themselves and what style they wanted to go for. When everyone had a clear vision about the direction, we worked on it internally until we were satisfied with the look and feel, after which we presented it to Senri who immediately accepted it. The Senri brand doesn’t have a stand-alone symbol, because we believe the brand becomes stronger when the wordmark is the logotype. However, the Senri “S” can be used for social networks icons for Twitter etc.

Senri identity design

Senri identity design

Senri identity design

For the website, the main priority was always to put Senri’s projects and content in focus. We created the digital presentations of all their applications and moved on to the photoshoot. Taking photographs of monitors and mobile devices is always a bit trickier than expected, so we spent quite some time on these to get them just right. Another thing worth mentioning is that we wanted these photos to have an unique setting, so for example Reebok’s running app was shot outdoors.

Additional interior shots of Senri’s studio were taken by the very talented Thomas Klingström. It was important for us that the photography style of their studio felt consistent with the rest of the identity.

Senri identity design

Senri identity design

Senri identity design

Senri identity design

In total, the project took approximately two weeks, including the printed materials, creating the website and project presentations, as well as shooting/editing photos.

View more identity work on the 1910 Design & Communication website. You can also follow 1910 on Twitter and on Facebook.

11 appreciated remarks about “Senri”

  1. While I’m not too fond of the logo-type’s resolution I completely agree with the sentiment about logo-marks, especially with a short name like this. The identity does work really well with the clean, minimal and content focused website.

  2. Hmm.
    I say nothing more

  3. I like the high-contrast design. I am not so convinced by the grid-based typography for the logo. The letters “r” and “i” should be a little closer together, and probably the “s” and “e” as well.

  4. Well, to be honest – it’s rather boring. The typography, monochromatic black-on-white business cards and simplistic grid-based website.

    I see no unique idea nor execution in this particular piece.

    And the logo seems to be a rip-off, as Hans mentioned.

  5. It’s very nicely done and looks great in use, especially on black, but yes it’s a shame that it so closely resembles another design.

    With simplistic logos it’s very difficult to avoid looking like something else out there though, it has to be said. It really has all pretty much been done.

  6. Very sleek, this works well. But I agree with @James here, it’s not exactly original or exciting, and its an age-old design style that’s been going on for years, like Helvetica, its used so much, and it works well, but we get tired of seeing the same things.

    This does however have some fresh elements to it, the logotype is nice and sharp looking, and I like the structured, grid based layout of everything.

  7. Then again, I have to agree with you @Hans, this is an utter rip-off.

  8. Not sure which came first, but it seems someone was a little too inspired by the other, as Hans pointed out.

  9. Yikes the “s” is exactly the same in both. However, Senri is more elegant overall. I am not entirely convinced that one copied another. I can imagine coming up with this solution just filling in blocks on a tight grid, same as they did.

  10. I’m not seeing a rip-off as others seem to be hung up on. I find the font made up of a blocks and 45 degree angles to a be a trend and see it in many instances, far beyond the referenced site above. That being said, using it for a brand (rather than a design element) could get dated quickly as it is just that… a trend.

    I’m a big fan of the simple, black and white sites however there has to be something engaging and I’m not getting that from this brand. It needs to be bigger, more unique or tell some sort of story. Given it’s current usage it is clean but a bit flat.

    As a whole, everything is very clean and simple but nothing wanting me to bookmark it for inspiration.

  11. Hey, how do you get the lines as in this image: