Swords: Identity and Website

Task: to create a brand identity and website for a team of copywriters and editors

Logo Idea

We found references in the center of which as in the work of the Swords team were letters. We sought inspiration from foreign content bureaus and agencies.

The visual direction turned out simple, clean, and a little brutal.

Logo Concept

The initial idea was inspired by the name of the brand. In the first approach, the letters of the logo were cut out by the swords.

This idea was abandoned later — it no longer suited the final direction of the Swords design code, which began to resemble real printed publications.

Logo Structure

The New Yorker magazine and its style became the key reference. The Trovas font style became the basis. We created a logo for Swords by harmoniously combining their key elements.

Typography

Golos was chosen as the main text font. It has many styles, which makes it easy to show different types of typography.

We used Wremena for the website and its headings. It is a classic, easy-to-read serif font that is great for large headings.

Color Palette

We decided that it should be warm and soft. So it is beige with shades of Mocha Mousse, which became a trend in 2025. We use red for accents: not aggressive and insistent red, but soft one conveying warmth and goodwill.

Light-beige

CAB79D

White

FFFFFF

Light-brown

B59F81

Black

212121

Red

FF4C4C

Creamy

F3E4CF

Illustrations

We drew them ourselves from scratch. All the illustrations were created in a single style, a pleasant and naive flat with a small reference to retro, which perfectly emphasizes the fact that Swords is now also a kind of printed publication, only digital.

Illustrations for the Articles

To prepare each illustration, we delved deeply into the text of the article to make it not just a placeholder but to emphasize the idea of the text.

We created them individually for each text, but maintained the style so that no article would stand out from the Swords design code.

Website Idea

Our references included modern and retro publications, news portals, new magazines, and trending websites.

Creation Process

In the process of creating the concept of the main page, we made more than a dozen different versions of the website design starting from a complete imitation of a newspaper to ultra-fashionable brutalism.

Look what we got in the end.

Сайт

The site turned out to be dynamic. Newspaper style combined with modern, unique illustrations creates an atmosphere where traditional patterns are familiar and comfortable.

Organized structure, clear navigation, and emphasis on important details provide a comfortable perception of the content, reflecting the uniqueness and spirit of the project.