Chapter 06

Brand Direction

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Brand Direction

Brand direction is the strategic choice that defines how a brand should look, feel, speak, and behave consistently over time. It’s not just creative output; it’s the guiding system behind every touchpoint.

Magas Imagery

The brand imagery should appear in this way.

Move across a photo to feel the motion blur · click any tile to enlarge

Black-and-white street photo: a woman stands sharp while passers-by blur; 3D logo mark and the line “Fit Defined Precision Guaranteed” over it
Clothes rack with blurred walkers, black and white
Glass tape-measure device render on black
Studio shot: two walkers either side of a clothes rack
Glass tape-measure device with strap on black
Clothes rack, blurred walker and sneaker in the foreground
Glass measuring device with a “Push” button
Glass logo inside a lit vitrine
Crystal logo with rulers and a protractor on black
Grey 3D mannequin in T-pose
T-pose
Puffy quilted purple logo with lilac sparkle

Brand Textures

Glassy Morphesems SeamlessTrustSimple Our brand uses glass texture to symbolize simplicity and ease, reflecting a smooth, intuitive experience.
Motion Blurs texturePrecisionFocus Motion blur is a key brand texture, emphasizing primary visuals while subtly blurring surroundings. This creates a clear hierarchy, directing focused attention.
Cloth texturefashionreal Fabric is a key texture, reflecting fashion and materials. It makes visuals feel real and connected.

Look & feel

Glassy Morphesems

As we know, our brand follows a glass-inspired aesthetic; therefore, the glass texture should be clearly reflected in all designs.

References:

Hover to bring a render forward · click to enlarge

Stacked glass plates on black
Glass cubes with speckled stone blocks
Dark glass slab with blue light
Glass six-arm cross
Interlocking glass bars
Glass and stone logo on black

Fabrics

As our brand reflects the fashion industry, fabric textures were incorporated to accurately convey the essence and feel of this domain.

References:

Hover to read the weave up close · click to enlarge

Knitted purple cross on light grey
Knitted wool logo with green tag on white
Puffy quilted fabric close-up
Puffy quilted logo on dark
Puffy quilted frame around a lilac sparkle

Motion Blurs

As precision in sizing is our core value, a motion blur approach is adopted to visually express this concept.

By keeping one element in sharp focus while blurring the surrounding context, we highlight it reflecting the focus and accuracy driven by precision. This becomes our distinctive visual language in communicating with the audience.

References:

Scroll or move across the strip — it streaks, then settles sharp

Woman in focus with blurred walkers, black and white
Clothes rack with blurred walkers
Rack, blurred walker and sneaker
Studio walkers either side of a rack

Icon Kit
Direction

Boards

Icon Kit · Purple #652FEA · stroke #FFFFFF

Icon Kit · Navy #0E133C · stroke #FFFFFF

Social Media
Direction

Station wall with three citylight posters: navy and purple “Fit Defined Precision Guaranteed” posters either side of a blurred walker with the logo

References Direction

WeSpecializein Precision

www.magas.com

Fit DefinedPrecisionGuaranteed

www.magas.com

Fit Defined PrecisionGuaranteed

Social media executions should follow a minimal approach, avoiding visual clutter and focusing on simplified elements. This deliberate reduction reinforces the brand’s commitment to simplicity and highlights the ease of using the application.