Dewi Thomas: Personal Identity
Brand Identity
|
2021
|
Brand Identity | 2021 |
Who I am
I’m a 25-year-old graphic designer based in Wales, fluent in both Welsh and English. My Welsh identity plays a big part in who I am. It influences how I think, create, and communicate.
I’m an introvert, but that’s not the full picture. I might not be the loudest in the room, but my ideas do the talking. If I’m not bouncing off the walls, my creativity is.
I’m driven, focused, and empathetic. I care about the work, but I care just as much about the people behind it. Building relationships, maintaining strong communication, and earning trust all matter to me.
Design philosophy
I believe in design that works. That’s the core of it. If it doesn’t serve a purpose, it’s not doing its job.
"Form follows function" has become a kind of mantra for me. Strong design starts with a solid foundation. Structure first, visuals second. The fundamentals need to land before the styling comes in. I see function-led design not just as a preference, but as the only way to truly design with impact.
Target market
My aim is to bridge the gap between the established design industry and the fast-growing world of esports. This identity speaks to both — the youth who are shaping esports culture and the professionals who value clarity and tradition. To target both effectively, my identity is built on timeless design principles, rooted in minimalism, function, and clear communication.
Inspiration
For me, the difference between art and design lies in communication and problem-solving. These fundamentals shape how I work and what I value most in design.
That’s why I’m drawn to the International Typographic Style. It is functional, stripped back, and built on clarity. Everything I believe good design should be.
With communication at the core of my approach, I’ve also explored visual cues like Morse Code. As a universal system rooted in clarity and transmission, it reflects my design values and the way I think.
Logo design
The logo is built from my initials. The "D" in Morse Code, stacked in a 3x3 grid with the "T" being found in the negative space. This icon is then inverted onto 5x5 grid to have clear edges for the purpose of anchoring and assisting with the Swiss Style layout.
Typography
The typeface RF Dewi is the only typeface used throughout my branding. Where contrast is needed, the 'Bold' and 'Light' weights should be used, otherwise 'Regular' is preferred.
The typeface is edited/customised for the use in the logo lockup to align the ascender height with the cap height for visual consistency.
Colours and grid
The grid is formulated from the structure of my logo, using a 3 column grid to reflect the 3x3 grid used for the Morse code element.
Orange is chosen to represent creativity and has been a colour I’ve associated with myself for as long as I can remember.
The tagline
The tagline captures what I do in a clear, purposeful way. As a branding specialist, my role is to break down brands and build solid, structured identities. The phrase is also a subtle nod to the Morse Code theme that runs through the wider identity.
Credit goes to Lowri Humberstone-Hill (Seedable Studio) for the line.
Visually, the tagline sits within a circular stamp. This acts as a ‘stamp of approval’, a mark of quality that reflects my commitment to high standards. It also creates contrast within the system. With much of the identity built on square grids and structured layouts, the circular form provides a visual break and reinforces hierarchy.
Background pattern
Authenticity matters. I want my brand to feel personal and real which is why I use my own thumbprint as a pattern and background asset.
Social profile
How my profile will appear on X.
Analogue assets
"I use this stuff... That's the main thing. Does it help me along my day? That's why I made the stuff in the first place, to serve what I need." - Aaron Draplin (DDC)
This quote provides a basis for my analogue assets. I want to make things useful to help with day-to-day tasks as a designer or creative. But it’s not just about function, I want these assets to leave a lasting impression by engaging more than just sight. Touch and tactility matters.
The business cards feature an enamel pin as the logo to invite interaction (and because I’m a big pin fan). They’re printed on recycled materials, too. Then, there are the bookmarks. As someone who’s always sketching and reading, having space to doodle, jot notes, and capture ideas right on the bookmark feels just right.
Like what you see?
From messy thoughts to meaningful designs, let’s decode your next project together.
