About

An identity and storefront for an online electronics and lifestyle retailer. The mark is a lowercase letterform cut open, with a single orange dot sitting in the gap where the counter would have been.

Context

The dot is the whole system. It survives at any size, it stands alone as an avatar, and it gives an otherwise black and white identity its one point of heat. The guidelines set the construction on a grid, then show the variations that are permitted and, by leaving them out, the ones that are not. Lato carries the hierarchy from title down to description without a second face being needed. The storefront applies the identity without decorating it: product photography on white, category tiles, and the accent reserved for anything the visitor is meant to press. Seen on a monitor in a room rather than flat on a page, it reads as a shop instead of a brand exercise, which is the only test that mattered.