INFO THE BACKGROUND Folio is a thoughtfully curated store offering vintage fine art prints, contemporary posters, and stylish wall art at affordable prices. Online, you will discover a wide range of art styles, including Art Nouveau and Japanese woodprint posters, as well as contemporary design and photography. ​THE GOAL ​Crafting a comprehensive and confident brand identity which strikes a delicate balance between nuance and visual impact. ​THE SOLUTION The centerpiece of the visual identity is an elegant yet assertive bespoke logotype that utilizes Hoefler Text, by world-renowned typeface designer Jonathon Hoefler. Alongside the logotype, the supporting typefaces of Helvetica and Hoefler Text effortlessly combine to produce clarity and emphasis. An energetic colour palette compliments typographical choices further enhancing the aesthetic. The identity's overall tone walks a fine line between classical and modernity, beautifully illustrating Folio's brand positioning in a way that ensures the art takes centre stage.