Restraint first
Few colors, clear hierarchy, and space to breathe. Nothing decorative without a reason.
House style / The identity
Logo · Color · TypeThe marks we work by.
A short guide to the SAJW Studio identity — the logo, the thinking behind it, the color system, and the type that carries it.
01 / The logo
One mark, two weights of presence —
a wordmark for context, a roundel for focus.
02 / The thinking
Better brackets.
Precision built.
The name SAJW comes from the founder's initials — S.A.J. Walstock. The identity is built around a simple idea: the bracket.
Brackets hold things together. They frame what matters, set boundaries, and give structure to whatever sits inside them. That's how the studio works — turning open ideas into clear, considered form.
The { } mark is that idea at its smallest: two brackets, a space between them, and the precision to make both count.
03 / Color
A restrained palette —
ink, slate and silver, on paper or in the dark.
Ink#0B0F17
The foundation. Depth, focus, the dark our light work sits on.
Ink soft#18202D
A quieter dark for layered surfaces and panels.
Slate#334155
The working tone — body text, secondary detail, structure.
Muted#64748B
For captions, labels and supporting information.
Silver#94A3B8
The accent. Lines, marks and quiet highlights.
Cloud#F2F4F7
A soft neutral for sections that need air.
Paper#FFFFFF
The base. Clean, open space the identity breathes in.
04 / The playground
Try the system live —
pair colors, overlay the grid, spin the card.
Pairing tester—
Form, given feeling.
SAJW Studio · Better brackets, precision built.
Background
Text
Collateral / 3DDrag to spin
The wordmark, embossed on a card. A small preview of how identity moves into three dimensions.
05 / Typography
Two voices,
one system.
SF Pro carries the display — precise, modern, architectural. Inter carries the body — clear, neutral, built for reading.
Display / SF Pro
Every idea has a better shape.
Display italic / SF Pro Italic
Considered, and made to last.
Body / Inter
SAJW Studio is an independent visual design studio for people building what comes next. We turn the heart of an idea into a clear identity and useful digital experiences, all made to work together.
06 / In practice
How the identity behaves,
wherever it shows up.
Contrast with care
Light on dark, dark on light — always legible, never loud.
The bracket as anchor
The { } mark appears where structure matters: corners, captions, seals and signs.
Built to hand over
Every rule is documented so the identity stays consistent long after launch.
07 / Put it to work
An identity is only
as good as its use.
This is the system we hold ourselves to. If you're building something that needs the same clarity, we'd be glad to shape it with you.
Start a project