– Visual Identity
Idealine is the brainchild of Rosaline Djayasukmana, stands for Idea and Aline, the nickname of Rosaline, the copywriter whom the brand represents.
The branding is made as straightforward as possible with as few non-typographic design elements as possible. The brand characteristic here is quite clear: It’s all about writing. The logo design features a logotype using a typewriter typeface followed by a blinking ticker at the end of the logotype. It suggests the basic must-have behavior of every writer: never stop writing – hence the animated blinking ticker.
While the logo is represented by an animated gif online, we opted for a blind deboss for the ticker on printed materials. All document elements and stationery designs use one uniformed typeface and size, adopting the look of a typewritten document.