Roots

<craig>

Craig is a freelance programmer who focuses on cutting-edge web development. We conceived a unique identity design for his eponymous studio.

Idea The angle brackets or chevrons in the context of web development constitute a standard HTML tag for describing document markup of a web page.

We take advantage of the easily recognisable symbol to repurpose it as the visual identity — <craig> This simple application immediately draws the connection of web development and programming proficiencies to the identity.

Keeping the identity consistent with its narrative, the collaterals and stationery were designed based on HTML code templates set in Inconsolata, a popular monospaced font used by web programmers.

Code signing <craig> identity is further strengthen by being able to use it in the actual source codes of web pages. By placing the identity tag at the beginning and the end of a web page, they will be ignored by common web browsers. This allows <craig> to subtly stamp his branding mark in the studio's projects.