Overview
ZERO was about building a brand identity for a decentralized platform focused on digital autonomy, community, and exploration. The visuals were inspired by generative patterns, futuristic interfaces, and subtle scientific details, blending technology with a sense of discovery and mystery.
I maintained an expansive, minimal, and neutral system, utilizing clean typography, subtle grids, and a deliberately quiet color palette. The aim was to design an identity that doesn't impose a narrative, aligning with a platform that empowers user control.
The goal was to create a framework more than a statement. Something that could live across product UIs, environments, and content without needing to shout, just quietly holding it all together.
ZERO /ˈzɪərəʊ/
Zero (or 0, Ø) itself represents both the widest available possibility space and the most fundamental primitive that is Zero. Zero itself is recursive, fractal, and Infinite. Zero is the fundamental substrate from which everything in Zero is created. It represents all constituent concepts, components, communities and raw material that give rise to its existence. In simple terms, 'Zero' is used as a general reference to all things Zero, and can be used to create more Zeros.
STEP 1
Discover
Understanding the space and direction:
I began with a moodboard incorporating generative design elements, futuristic UI, and subtle scientific references, aiming to evoke a sense of wonder balanced by precise detail.
The guiding thought throughout the process was: "How can I create a brand identity that feels both expansive and neutral, inviting curiosity without imposing a specific narrative?"
STEP 2
Define
Once the moodboard and visual inspiration were clear, I defined the brand values to keep ZERO focused and cohesive. These values guided every design decision that followed, ensuring consistency while leaving space for exploration and imagination.
Futuristic: Capturing a forward-thinking vision that helps users envision and connect to advanced possibilities.
Mystical: Inspiring curiosity, awe, and a sense of discovery, inviting users to explore the unknown.
Conscious: Elevating user awareness and supporting a deeper connection with their digital identities and experiences.
Whole: Maintaining clarity, simplicity, and coherence across all touchpoints, avoiding complexity or confusion.
These brand values were critical in shaping the design system, typography, colors, and visual language, ensuring everything felt intentional, harmonious, and true to ZERO’s identity.
STEP 3
Develop
With ZERO’s values defined, I started building a cohesive identity system focused on mathematical precision, and visual neutrality. The goal was to create something structured yet flexible, scalable but always clear and intuitive. Every element was intentionally crafted to support an expansive and adaptable brand expression, maintaining consistency without ever feeling restrictive.
Logo Design
I created a logotype inspired by eclipses and orbital paths, carefully constructed using mathematical grids based on the Hohmann Orbit Transfer diagram.
Inner Circle - x
Outer Circle - 1.3x
Angle - 45°
The ZERO logo was redesigned using precise mathematical grids inspired by eclipses and orbital diagrams. Its geometry references the Hohmann Orbit Transfer trajectory, capturing the brand’s themes of precision and cosmic exploration.
Sub-brand Lockups
Wordmark
Signature
Partnership Lockups
Horizontal
Vertical
Typography
I chose typography carefully to balance clarity and subtle futurism.
Industry, a modern and slightly geometric sans-serif typeface, provided structure for titles, echoing the mathematical precision behind the logo.
For body text, Inter brought readability and neutrality, complementing the identity’s quiet, modular approach without compromising usability or visual comfort.
Colors
ZERO’s palette is anchored in black and white for clarity and accessibility. To add contrast and energy, I introduced a bright turquoise accent that brings a futuristic, interface-driven energy that feels both grounded and otherworldly.
Primary
Primary background
60-70%
Black
HEX: #000000
RGB: 0,0,0
Secondary
Supportive UI elements, Text
20-30%
White
HEX: #FFFFFF
RGB: 255,255,255
Accent
Accent / CTA / Brand moments
5-10%
Turquoise
HEX: #01F4CB
RGB: 1,244,203
STEP 4
Deliver
Once the system was in place, I rolled it out across core brand assets; from digital interfaces and sub-brand lockups to usage guidelines and partnership layouts. The identity was designed to flex across contexts without losing clarity, so the handoff included a robust set of specs and scalable components. It was less about decorating and more about building a quiet framework that others could confidently use and extend.
Conclusion
ZERO taught me the value of restraint; that strong, thoughtful branding doesn’t always have to be loud. It was a chance to design a system that holds space instead of filling it, and to explore how structure, clarity, and symbolism can quietly carry meaning. More than just a design project, it was about creating a foundation that others could build on, without losing the sense of mystery and possibility that makes ZERO what it is.
