Alvaro d’ApollonioBrand design / Creative direction
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Talos Brand System

Client
Talos
Year
2025
Role
Brand system design / Creative direction
Scope
Brand guidelines / Visual system
Talos green blocks and a black form arranged as a sculptural brand system composition.

A visual system built to make institutional digital-asset infrastructure feel clear, composed, and ready to move.

A visual system for Talos, shaping how the brand appears across guidelines, product materials, imagery, and marketing applications.

The system begins with Talos’s established identity and extends it into a language for complex work: composed in the guideline, precise when applied to product materials, and expansive enough for what comes next.

Clarity across the trade lifecycle

Talos empowers institutions to trade and manage digital assets across the full lifecycle, from price discovery and execution to settlement. The system gives that breadth a clear, composed language—precise in infrastructure, useful in product materials, and confident in the next expression.

I shaped the framework around the identity: its protection, application rules, micro-design, colour, typography, geometry, product-material framing, imagery direction, marketing applications, and guidelines.

SimplicityExcellenceApproachableOptimisticPioneering

The logo architecture

The system gives the identity four useful forms: the primary logo for most applications, the stacked logo for vertical spaces, the mark for compact moments, and monochrome when colour is unavailable.

The architecture

One identity, four useful entrances.

Four applications, one visual language: each form gives the identity the right presence for its context.

01 / PRIMARY LOGOTalos primary logo shown in its approved light and dark board.
Primary logoThe default signature across Talos brand touchpoints.
02Talos secondary stacked logo shown inside an approved clear-space plate.
Secondary logoA vertical signature for tighter compositions.
03Talos monochrome logo shown in approved light and dark applications.
Monochrome useA controlled fallback for moments where colour cannot do the work.
04Talos standalone six-square brand mark.
Standalone markA compact signal for quieter, more nuanced spaces.
The mark / motion studyTalos standalone six-square mark in an official continuous motion study.
The mark finds motion without losing its structure.

Protection creates recognition

Recognition begins with room. The mark’s own square sets the clear-space unit, giving the identity enough air to remain legible from a product header to a small digital surface.

A usable rule

Let the mark breathe before it speaks.

Clear space protects recognition as the identity moves across products, reports, presentations, and small digital surfaces. Monochrome forms are reserved for applications where colour cannot do the work.

Talos primary logo shown inside a measured clear-space diagram.
The mark’s square defines the perimeter around the primary logo.

Colour as behaviour

The colour studio

A palette calibrated for signal.

Talos Green establishes recognition. Purple, Blue, Orange, and Red introduce controlled moments of distinction, while Talos Black, White, and Light Grey hold the field together.

Core signalTalos Green

Recognition at the point of entry.

#22CAAD
On Light GreyReadable on a light field.
On Talos BlackA clear signal in the field.
Talos Green, #22CAAD. Core signal. Recognition at the point of entry. Readable on a light field. A clear signal in the field.
Core foundation

Talos Black #10121A · White #FFFFFF · Light Grey #F8F8F8

Urbanist gives the system a voice

Urbanist is the working voice of the system: four weights that move from interface detail to confident declaration while keeping the hierarchy clear.

The typographic voice

Urbanist keeps the system useful.

Its four working weights move from quiet interface detail to confident declaration without changing the underlying voice.

Urbanist / 2025 system

We empower institutions to trade and manage digital assets

Light / 300Clarity for every surface.
Regular / 400Make complex work feel composed.
Semibold / 600A confident way through.
Bold / 700Built to move forward.
Talos web typography specimen showing type hierarchy and an image-led digital layout.
Web hierarchy: direct, legible, and made for information in motion.
Talos print typography specimen showing editorial type hierarchy and applications.
Print hierarchy: the same voice holds its shape away from the screen.

Geometry carries information

The square motif turns the mark’s logic into a flexible visual language. Its 1:4 spacing, 4 mm construction multiples, and restrained opacity let it frame, align, and texture a composition without becoming decoration.

The geometry lab

A square can carry a lot.

The square is the system’s smallest useful unit. This lab shows how the mark’s logic becomes a measured field, a construction rule, and a restrained tonal vocabulary.

1:4
Spacing-to-size relationship
4 mm
Construction increments
20–80%
Motif opacity sample range
Mark / source unit

The mark is the source unit. The surrounding field makes its proportions legible.

Talos six-square mark within a measured square fieldThe Talos mark remains centered in a five-by-five field. Construction guides and motif opacity examples appear when their modes are selected.
Exact Talos mark, held in one coordinate system while the surrounding rules change around it.
0%20%40%60%80%

Exact Talos mark / 640 × 640 source viewBox

The green-line device

A bracket for emphasis.

A line for emphasis, calibrated to the type it brackets: riser to baseline across multiple lines, with a 10% extension above and below for a single line.

Product materials in context

The system proves itself when it meets product work. Product materials give the visual language a real environment: a way to frame complexity, support hierarchy, and carry the brand into marketing applications.

Built for the work

Make complex work feel composed.

Product reference imagery is evidence: close enough to show the work, edited enough to keep the hierarchy clear.

Talos product-material and research publication composition shown within the visual system.
Product materials give complex information a clear visual stage.
Talos editorial mockup using a controlled square mask and green visual accents.
A controlled mask carries product imagery into a focused brand application.
Talos trading interface showing key features and information density.
The brand framework holds product detail without competing with the work.

Brand imagery

Brand imagery moves away from the interface and into atmosphere. Aerial cityscapes create scale, bridges make connection visible, and precise details bring the system back to material reality.

Talos brand imagery showing bridges and structural connections.
Bridges and interconnections — Connection across the field.
Talos aerial brand imagery showing the city as a connected field.
Aerial cityscapes — Hidden rhythms above the city.
Talos brand imagery showing a precise architectural detail.
Precision and detail — The vision is in the detail.

Blocks create dimension

Three-dimensional blocks give the square a physical register: depth, modularity, and forward motion held inside Talos Black and green.

The physical register

Depth without noise.

The square becomes spatial, modular, and ready for the next Talos expression. It is a visual device with enough restraint to keep the work in focus.

Talos 3D block studies showing modular forms in green and teal.
The square becomes physical: modular, spatial, and calm.

A system that can grow

This is the first Talos project in the portfolio—and the starting point for a wider family of work. It establishes a visual grammar future Talos expressions can extend: coherent, recognizable, and open to new products, stories, and applications.

The system gives Talos room to move without losing its precision or character.