Basic Identity Applications




Judges Pick



Adam Goldberg
Monika Kehrer


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Trüf by TrüfTrüf by TrüfTrüf by TrüfTrüf by TrüfTrüf by Trüf


A cre­ative stu­dio obsessed with design­ing bet­ter brands. They cre­ate effec­tive and ele­gant brand design solu­tions for com­pa­nies of all sizes, from star­tups to start-overs. Through per­sonal atten­tion and the high­est design stan­dards, they’ll cre­ate a tailor-made solu­tion to fit each indi­vid­ual need.


After years of design­ing bet­ter brands for every­one else, we felt it was time to bet­ter our own. We wanted an iden­tity which felt sim­ple, clean, pol­ished, estab­lished, and that could show­case our cre­ative work in the best pos­si­ble way.


Mov­ing away from the tex­tured, Russ­ian Con­struc­tivist look and more towards the Swiss, we dis­tilled our iden­tity down to its purest form: der Umlaut. The clean and sim­ple “Ü” logo ani­mates with bolts to depict our phi­los­o­phy of “Brand Attrac­tion.” Cir­cles, dots, bolts, and the “Ü” motif recon­fig­ure into inter­lock­ing and repeat pat­terns cre­at­ing a set of twenty unique busi­ness cards that become a con­ver­sa­tion piece when hand­ing out. Four unique greet­ing cards are used to send clients hand-written thank you notes. The full sys­tem reflects the idea of “cre­ative flexibility.”

After decid­ing to revamp our own iden­tity and all of our mate­ri­als, we approached the project the same way we do with all of our clients. We filled out our “Help Us Help You” ques­tion­naire to deter­mine our goals, needs, tar­get mar­ket, and who we wanted to be now. By dis­till­ing our dated look down to its sim­plest form: the cir­cle “Ü” and cre­at­ing a unique sys­tem of flex­i­ble designs. We’ve got­ten an amaz­ing response in the design com­mu­nity and an increase in new clients. — Adam Gold­berg, Co-founder and Cre­ative Direc­tor of TRÜF

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