Issue 14 · Crafted
"You can't rush what's worth keeping."
genuineandco
ServicesBranding & Design
03 / 06 · Available now
Logo system
Type & voice
Color palette
Brand guidelines
BRAND
A brand isn't a logo. It's the feeling someone gets two seconds before they decide whether to trust you.
● Branding & DesignUnmistakableunforgettableUnfakeableundeniableUnrushedunmissableUnrepeatableUnmistakableunforgettableUnfakeableundeniableUnrushedunmissableUnrepeatable
01 · The shift
From forgettable to
unmistakable.
Most brands fade into the background of their industry. We pull yours out of it. Drag the handle below to see what a complete rebrand actually changes: type, mark, palette, posture.
2024 · Generic Co.v1 · Stock
G
GENERIC CO.
"Innovative solutions for tomorrow's challenges"
Helvetica · Bold3 colors
2026 · Genuine & Co.v2 · Considered
G
Genuine & Co.
Made slowly. Worn loudly. Built to outlast a trend cycle.
Instrument Serif · ItalicSystem of 5
2–4
Weeks to fully delivered brand system
100%
Of clients renew, refer, or both
1
Cohesive system: one voice across every surface
0
Awkward "what font are we using again?" moments
02 · The system
A brand is an operating system, not a sticker.
Logo, type, color, voice. Four layers running together. Move one and the others respond. This is what we hand you, fully wired, fully documented, ready to ship.
Primary, secondary, mono, mark, favicon.
G
Genuine & Co.Primary lockup
G
Genuine & Co.Stacked
G&Co.
Wordmark · monospace
A system of three voices.
64Made slowly.
38Worn loudly.
22Built to outlast a trend cycle, season after season after season.
12EST. 2026 · CRAFTED, NOT CRANKED OUT
Five colours that earn their place.
Coral · Primary
#E2724A
Paper
#F2E9D8
Ink
#1B1722
Acid
#C9E45A
Violet
#6A4FC4
How it sounds out loud.
"We don't disrupt. We stay put while everyone else moves on."
Slow
Specific
Dry
Hyped
Generic
Quirky
03 · In the wild
Every surface, one signature.
A brand only earns its keep when it survives leaving the deck. Here's what your system looks like when it shows up on a sign, a bottle, a billboard, a feed.
Stationery
Mara Whitfield
Founder · Genuine & Co.
mara@genuineco.jm
Signage · environmental
Made slowly.
Worn loudly.Genuine & Co. · Storefront · Kingston
Worn loudly.Genuine & Co. · Storefront · Kingston
Packaging
No. 01
No. 02
No. 03
App icons
G
G
G
G
Out-of-home
Not new.
Just better made.Genuine & Co. ✦ Highway 2000 ✦ Spring '26
Just better made.Genuine & Co. ✦ Highway 2000 ✦ Spring '26
Pattern · supergraphics
04 · What you walk away with
Your brand package.
Everything below ships as a single project folder, organized and documented and ready for whoever picks it up next. No follow-up emails asking 'do you have the logo in white?'
01
Logo system
Primary, secondary and alternate logo variants in all formats: SVG, PNG and PDF. Includes a mark, wordmark and favicon set.
02
Colour palette
Primary and secondary colours with HEX, RGB and CMYK values. Usage rules, contrast pairings and accessibility-checked tones.
03
Typography system
Font selection, hierarchy rules and licensing recommendations. Type specimens for web, print and motion.
Aa
04
Brand guidelines
A full PDF document covering logo usage, colours, typography, voice, photography and don't-do-this examples.
05
Social media kit
Profile images, cover photos and post templates sized for all major platforms: IG, LinkedIn, X, TikTok.
06
Brand voice & positioning
Tone-of-voice guidelines, tagline options and a brand personality definition you can hand to any writer.
"
05 · How we work
Four phases. Two to four weeks.
Each phase lights up as the previous one closes. You're in the loop, never in the dark, and you sign off before we move.
Phase 01 · Week 13–5 days
Concepts & territory.
Positioning, audience personas, and brand direction sketches. Moodboards you actually want to live with. We land on a territory before we touch the pen.
Phase 02 · Week 23–4 days
Identity design.
Logo system, palette, type and the first taste of voice, applied to a sample surface so you can feel it before you sign.
Phase 03 · Week 32–3 days
Brand guidelines.
The full guidelines doc: logo rules, colour specs, type hierarchy, voice examples. The thing you hand to anyone who'll ever touch your brand.
Phase 04 · Week 41–2 days
Hand-off & launch.
Final files in every format, packaged. A 30-minute walkthrough call. And, if you want it, a launch plan for rolling the new brand into the world without breaking anything.
✦
06 · FAQ
Questions about Branding & Design.
The ones we get every week. Don't see yours? Ask on the call. We'd rather over-explain than under-deliver.
How many logo concepts do I get?
You get one strong direction, refined together, not three random options that put the decision on you. We figure out what you need in the discovery phase and bring that thing back, fully formed.
Do you design websites too?
Yes, that's our Web Design service. If you book both as a bundle, we discount the combined work and run them in parallel so the brand and the site launch together.
What file formats will I receive?
Every logo lock-up in SVG, PNG (transparent + on-brand backgrounds), PDF and EPS. Colour palette as ASE, ACO and a plain reference sheet. Guidelines as PDF + Figma.
Can you refresh an existing brand?
Yes. We do partial refreshes too: keep the mark, update the system; or keep the colour, redo the type. Tell us what's working and we'll only touch what's not.
Do you handle print production?
We hand over print-ready files and can recommend or coordinate with printers we trust, locally in Kingston or international depending on the run.
What if I hate the first direction?
It's built into the process. Phase 02 ends with a sign-off gate; if the direction isn't right, we go back to Phase 01 territory together. No surprises, no awkward extra invoices.
Ready to build something
unmistakable?
Share your goals on a 30-minute call. We'll come back with a tailored plan, a timeline and a number, within two business days.