MDS Identity
An angular, forward-leaning monogram built from parallel strokes and closed by a single circular point — and the digital system around it.
- Engagement
- MDS internal
- Services
- Creative Production
Overview
The MDS mark is a monogram of parallel, forward-slanted strokes that share one continuous top edge. Terminals are notched rather than rounded, and the counters stay open, which gives the shape a cut, engineered quality while the slant keeps it moving.
A single circular point sits apart from the strokes. It is the only curve in the mark, which makes it the natural carrier for an accent colour and a recognisable detail at small sizes.
Objectives
- Keep the mark's geometry and proportions intact in every digital application
- Make it legible on dark, light and purple grounds, from favicon to full-bleed
- Extend it into a restrained colour and type system for the web
Approach
- 01
The supplied artwork was vectorised by tracing its pixels — not redrawn — and checked against the original by overlay, so the digital mark matches the reference exactly.
- 02
A deep navy ground lit with electric blue and violet light, with the mark's point in signal violet — the same accent used for every interactive element.
- 03
A dot-matrix display face for statements, swept from violet to white, set against a rounded geometric sans for reading: a technical voice with a friendly delivery.
Identity system
Colour
Deep Navy
#03062F
Background
Indigo
#1A185D
Surfaces
Electric Blue
#1002A9
Glow & depth
Signal Violet
#7164FD
Accent & mark point
Lavender
#BEB8FF
Display type
Mist
#E7E4FF
Highlights
White
#FFFFFF
Type & mark
Typography
Doto
Display — dot matrix
Engineering What Comes Next.
Lexend
Text & interface
Intelligent systems, digital products, visual work.
Applications
Original artwork — the reference for every digital application. One mark, three grounds. Scale test — the point keeps the mark recognisable at small sizes.
Deliverables
- 01Vector mark for dark and light grounds
- 02Colour tokens for digital use
- 03Typography pairing for web
- 04Application across the MDS website
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