Approachable Brand
The project began with the need to establish Abbe.com as a trustworthy, modern source in a competitive B2B job and news space. The site had no existing identity, so we started from scratch — aiming for something that felt clean, tech-forward, and editorially sharp. Our goal was to reflect clarity, confidence, and connection without overwhelming the user experience.
The brandbook set the foundation for all visual communication, offering direction for future growth. It included:
- Primary and secondary color palette (with dominant blue tones)
- Typography hierarchy for both web and mobile
- Layout styling for article thumbnails and listings
- Grid and spacing rules for a clean editorial feel
This system allowed the Abbe team to expand content and products while staying on-brand.
We designed a custom typographic logo using a geometric, modern sans-serif style. The all-lowercase “abbe” lettering is balanced and approachable, giving the brand a unique voice while staying clean and scalable. It’s flat, minimal, and instantly recognizable — a flexible mark that works across digital, print, and in-app environments.
With its new identity in place, Abbe.com was able to launch with a professional, consistent look and feel. The clean branding gives space for both job listings and news content to shine, while the custom visuals provide just enough personality to stand out in a crowded B2B space. It’s a brand built for clarity and growth.
