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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