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Tulan Studio
Logo and brand system for a web experience studio, built from a founder's aesthetic direction rather than a fixed brief
Logo and brand system for a web experience studio, built from a founder's aesthetic direction rather than a fixed brief
READ THE STORY
VOL. IV
04
PRIMARY LOGO
TULAN
STUDIOS
Where Great Work Comes to Light...
LOGO TYPE
TULAN
STUDIOS
BRANDMARK
ALTERNATIVES
COLOR PALETTE
Crimson Violet
6A0136
Dry Sage
BFCC94
Cool steel
96C0C4
Ivory
FBFFF1
Jet Black
17292A
TYPOGRAPHY
Aa
Prompt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Aa
Dancing Script
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Tulan is a web experience studio building sites for ambitious, mission-driven professionals and agencies — the founder came to me directly for a logo and full branding.
Tulan is a web experience studio building sites for ambitious, mission-driven professionals and agencies — the founder came to me directly for a logo and full branding.
Tulan is a web experience studio building sites for ambitious, mission-driven professionals and agencies — the founder came to me directly for a logo and full branding.
Rather than fixed brand colours or a locked-in concept, she gave me a vibe: Premium, Editorial, Warm-but-precise “you know the actual direction better than I do”. The one hard requirement though was the logomark had to read as a collaboration between the letters T and S. Everything else such as the palette and type pairing, were mine to resolve from that starting point.
Rather than fixed brand colours or a locked-in concept, she gave me a vibe: Premium, Editorial, Warm-but-precise “you know the actual direction better than I do”. The one hard requirement though was the logomark had to read as a collaboration between the letters T and S. Everything else such as the palette and type pairing, were mine to resolve from that starting point.
Rather than fixed brand colours or a locked-in concept, she gave me a vibe: Premium, Editorial, Warm-but-precise “you know the actual direction better than I do”. The one hard requirement though was the logomark had to read as a collaboration between the letters T and S. Everything else such as the palette and type pairing, were mine to resolve from that starting point.
The last move was tilting the whole mark to 45 degrees. The wordmark is fully italicized, so an upright symbol would have fought it, instead, the mark now leans directly into "Tulan," matching its slant and reading as a single gesture rather than two separate elements stacked side by side.
The result is a mark that reads as one clean symbol at a glance. Look again, and the two S's resolve. That was the point, legible as a whole, but rewarding a second look and locked into the same angle as the type it sits beside.
The last move was tilting the whole mark to 45 degrees. The wordmark is fully italicized, so an upright symbol would have fought it, instead, the mark now leans directly into "Tulan," matching its slant and reading as a single gesture rather than two separate elements stacked side by side.
The result is a mark that reads as one clean symbol at a glance. Look again, and the two S's resolve. That was the point, legible as a whole, but rewarding a second look and locked into the same angle as the type it sits beside.
The last move was tilting the whole mark to 45 degrees. The wordmark is fully italicized, so an upright symbol would have fought it, instead, the mark now leans directly into "Tulan," matching its slant and reading as a single gesture rather than two separate elements stacked side by side.
The result is a mark that reads as one clean symbol at a glance. Look again, and the two S's resolve. That was the point, legible as a whole, but rewarding a second look and locked into the same angle as the type it sits beside.
The Logo
The Logo
The brief was one letterform doing double duty, a T that's also two S's, standing for Tulan Studio. I started by placing an S against each edge of the T mirrored, facing outward so the T sat over them like an umbrella.
The brief was one letterform doing double duty, a T that's also two S's, standing for Tulan Studio. I started by placing an S against each edge of the T mirrored, facing outward so the T sat over them like an umbrella.
The brief was one letterform doing double duty, a T that's also two S's, standing for Tulan Studio. I started by placing an S against each edge of the T mirrored, facing outward so the T sat over them like an umbrella.
Pushed together, the gap between the two S's read as almost nothing. So I closed it, fusing the three shapes into one continuous form, then cut a triangular notch into the T itself, the negative space now does the work of separating the S's while holding them together.
Pushed together, the gap between the two S's read as almost nothing. So I closed it, fusing the three shapes into one continuous form, then cut a triangular notch into the T itself, the negative space now does the work of separating the S's while holding them together.
Pushed together, the gap between the two S's read as almost nothing. So I closed it, fusing the three shapes into one continuous form, then cut a triangular notch into the T itself, the negative space now does the work of separating the S's while holding them together.
PRIMARY LOGO
PRIMARY LOGO
TULAN
STUDIOS
Where Great Work Comes to Light...
Where Great Work Comes to Light...
The Palette
The Palette
The Palette
Crimson Violet
Crimson Violet
Crimson Violet
#6A0136
#6A0136
#6A0136
The anchor. Confidence without shouting.
The anchor. Confidence without shouting.
The anchor. Confidence without shouting.
Dry Sage
Dry Sage
Dry Sage
#BFCC94
#BFCC94
#BFCC94
Softens the crimson. Grounded, not corporate.
Softens the crimson. Grounded, not corporate.
Softens the crimson. Grounded, not corporate.
Cool Steel
Cool Steel
Cool Steel
#96C0C4
#96C0C4
#96C0C4
A breath of calm between the warmer tones.
A breath of calm between the warmer tones.
A breath of calm between the warmer tones.
Ivory
Ivory
Ivory
#FBFFF1
#FBFFF1
#FBFFF1
The canvas. Lets everything else do the talking.
The canvas. Lets everything else do the talking.
The canvas. Lets everything else do the talking.
Jet Black
Jet Black
Jet Black
#17292A
#17292A
#17292A
Weight, where weight is earned.
Weight, where weight is earned.
Weight, where weight is earned.
The Type
The Type
The Type
Aa
Aa
Aa
Prompt
Prompt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Clean, structural, does the heavy lifting.
Clean, structural, does the heavy lifting.
Clean, structural, does the heavy lifting.
Aa
Aa
Aa
Dancing Script
Dancing Script
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
The signature. Where the brand exhales.
The signature. Where the brand exhales.
Brand and UX work share the same root, translating an abstract feeling into a system someone else can execute consistently. Tulan sharpened how I think about that translation.
Brand and UX work share the same root, translating an abstract feeling into a system someone else can execute consistently. Tulan sharpened how I think about that translation.
Brand and UX work share the same root, translating an abstract feeling into a system someone else can execute consistently. Tulan sharpened how I think about that translation.
Currently based in Abuja, Nigeria
© 2026 Efemena Onovre