Budy

Brand identity for an app that connects people living with obesity through daily routines and shared health goals.

02 · The people in the pattern

connecting people living with obesity

Look closer, and some of the dots are people.

03 · The members

A face and a name on every card.

04 · Before the mark

Eight sheets of trial marks came first.

Letter Bs, links, knots and stacks, each one drawn and set aside, until a single quarter-ring, repeated, did the job.

Budy logo exploration sheet 1: a row of trial marks in deep blue, from letter Bs to interlocking shapes, before the four pieces were chosen.Budy logo exploration sheet 2: a row of trial marks in deep blue, from letter Bs to interlocking shapes, before the four pieces were chosen.Budy logo exploration sheet 3: a row of trial marks in deep blue, from letter Bs to interlocking shapes, before the four pieces were chosen.Budy logo exploration sheet 4: a row of trial marks in deep blue, from letter Bs to interlocking shapes, before the four pieces were chosen.Budy logo exploration sheet 5: a row of trial marks in deep blue, from letter Bs to interlocking shapes, before the four pieces were chosen.Budy logo exploration sheet 6: a row of trial marks in deep blue, from letter Bs to interlocking shapes, before the four pieces were chosen.Budy logo exploration sheet 7: a row of trial marks in deep blue, from letter Bs to interlocking shapes, before the four pieces were chosen.Budy logo exploration sheet 8: a row of trial marks in deep blue, from letter Bs to interlocking shapes, before the four pieces were chosen.

05 · The mark

One piece, four times.

The same quarter-ring, turned the same way, set on one square step. It holds at app icon size, on a tile, on a disc and on its own.

2BB

06 · The grid

A grid for the mark, and a grid for everything else.

Logo System Guideline
Today’s TasksMaria’s MeetingRunning OutsideScheduleGrid System Guideline

07 · Typography

Ninetea, from Regular to Black.

Ninetea is a modern, elegant sans-serif font inspired by the minimalist aesthetics of the 1920s. With clean lines and a refined geometric structure, it blends vintage charm with a contemporary touch, making it perfect for branding, editorial design, and web use. Its versatility allows it to work well across various platforms, ensuring readability while adding a touch of sophistication.

08 · Colour

Ultramarine and saffron, on lavender.

HEX: #DEDFF5
RGB: 222 / 223 / 245
CMYK: 9.4 / 9.0 / 0.0 / 3.9

Link Water

Deep Saffron

HEX: #FF8E3B
RGB: 255 / 142 / 59
CMYK: 0.0 / 44.3 / 76.9 / 0.0

HEX: #545FFF
RGB: 84 / 95 / 255
CMYK: 67 / 62 / 0 / 0

Ultramarine Blue

HEX: #000000
RGB: 0 / 0 / 0
CMYK: 0 / 0 / 0 / 100

Black

HEX: #F0F0FB
RGB: 240 / 240 / 251
CMYK: 4.4 / 4.4 / 0.0 / 1.6

Titan White

Lapis Blue

HEX: #262D74
RGB: 38 / 45 / 116
CMYK: 67.2 / 61.2 / 0.0 / 54.5

09 · The app

Glass, dots and one saffron sun.

Today’s Plan

67%

Evaluate your
health condition

The Budy app icon on a phone home screen beside Calendar, Photos, Notes and Mail.

10 · In the world

Found by name, held in a hand.

The search result, the icon, the app on her phone: the same four pieces in the same blue, at every size.

Budy found by search in an app store, above a smiling member in a cream jumper holding the app on her phone, against orange dots.
A matte black water bottle with the Budy logo printed down its side in silver.
A deep blue lanyard badge for Jemma Daugherty, Supervisor at Budy, with a dot pattern and the Budy logo.

11 · The site

Journey together, triumph together.

The Budy website on a laptop: Journey Together, Triumph Together, in white on deep blue with the dot pattern.

12 · The feed

Build your community with your friends.

REACH YOUR HEALTH GOALS

Build your community with your friends.

Join us and let’s
Journey Together,
Triumph Together.

Join budy

Shape your body
Shape your life.

connects people living with obesity based on daily routines and health goals

helps people build lasting habits through small, shared tasks. Anonymous.

Journey together. Triumph together.

Brand identity for Budy: the mark, the dot field, the colours, the type, the app and the site, by Aaron with Brainy Studio.

Made by

Client
Budy
Year
2024
Duration
6 weeks
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