CASE STUDY
Triangle
B2B
Logo suite
Typography system
Color palette selection
Brand in action
Brand guidelines
Triangle is a design systems consultancy focused on restoring trust between design and engineering. They help teams establish the shared language, architecture, and implementation patterns needed to build products consistently, reduce dependency on individual expertise, and support long-term growth.
RESULTS
The outcome was a complete brand identity system that gives Triangle a distinct and recognizable presence across every touchpoint. Through a cohesive logo system, typography framework, color palette, brand guidelines, and usage standards, the brand now communicates the same principles that define its work: trust, structure, resilience, and scalability.
The system provides a consistent foundation for future growth while creating a visual language that differentiates Triangle from traditional design agencies and design system consultants.
Discovery
&
Strategy
The identity system was shaped through a discovery and strategy process that combined stakeholder interviews, a brand questionnaire, competitive market research, and positioning exercises. By examining how design system consultancies, agencies, and developer-focused companies present themselves, we identified an opportunity for Triangle to stand apart through a message of trust, resilience, and long-term thinking rather than technical complexity alone.
These insights informed the brand’s voice, tone, and positioning, which were then translated into two visual directions for exploration. Based on client conversations, research findings, and a deeper understanding of Triangle’s values and audience, the below direction was selected. Its emphasis on geometric forms, engineered typography, timeless references, and structured composition best reflected Triangle’s mission of creating scalable systems that bring alignment between design and engineering
Color
The color palette draws inspiration from two key influences: the client’s connection to Chicago and the strategic foundations behind the brand’s namesake referencing the Triangle Offense.
Cooler tones are balanced with warm amber, oak, and sand accents inspired by classic basketball imagery, creating subtle connections to systems, teamwork, and long-term performance. Together, the palette feels timeless rather than trendy, combining familiar colors in a distinctive way that is instantly recognizable across digital products, documentation, and brand applications.
Typography
Triangle’s typography system pairs Quillon Variable and Newsreader to balance structure with expression. Quillon serves as the primary display typeface, bringing confidence, character, and presence through its distinctive forms.
Newsreader complements this foundation with a more editorial tone, introducing warmth, rhythm, and readability to longer-form content. Together, the typefaces create a hierarchy that feels timeless and intentional, combining the reliability of a structured system with the personality needed to communicate ideas, tell stories, and build trust across every brand touchpoint.
Logo
Triangle’s primary mark is built from the most fundamental expression of its name: the triangle itself. Constructed through simple geometry and balanced proportions, the mark communicates alignment, trust, and forward progress. Its form is deliberate and understated, relying on shape rather than decoration to create a recognizable identity.
At a deeper level, the mark represents the relationships that sit at the heart of every successful product team. Three distinct points come together to create a stronger whole, reflecting the connection between design, engineering, and product. The angled geometry introduces a sense of momentum, while the overall composition remains stable and balanced. Together, these qualities embody Triangle’s belief that shared systems create alignment, reduce friction, and help organizations grow with confidence.
Brand in action
The identity was designed to perform consistently across a wide range of applications, from digital products and documentation to physical brand touchpoints. Through a disciplined color palette, distinctive typography, and flexible logo system, the brand maintains recognition whether it appears on a presentation slide, a conference badge, or a piece of merchandise. These applications demonstrate how the identity extends beyond a mark, creating a cohesive system that reinforces Triangle’s values of trust, structure, and long-term durability.
