Archetype Branding

I created this branding for Archetype, a project by myself and Jamie Gilman which helps designers to create typography design systems live in the browser and then export them to Sketch to use in designs and as CSS for a developer.
We wanted a clean and simple brand that used bold and clear typography as it's wordmark. The off-black and white used as the base colours are taken straight from the actual product design itself. (These were chosen for the UI as the best way to display the typography being created).
The logo icon was designed to look like an 'A' and also an abstract book to reflect the fact that Archetype is all about creating typography to be read by real humans.
I designed a series of accompanying illustrations based on this outline icon style which included a set of fun little document characters whose facial expressions were created from real type glyphs. These were used to inject a bit of life into various user interactions such as creating or deleting projects.