Foundational identityDesign brief / V3
Space
Lasso
Mission: Fuel the expression of humanity through art.
01 / Project contextWhy Space Lasso
Space Lasso exists to celebrate and amplify individual human expression.
Our experience of the world is becoming increasingly homogeneous. We are served the same images, stories, advertisements, cultural references, and algorithmically selected media. As artificial intelligence becomes embedded in how we create, we increasingly rely on the same models—models that compress the breadth of human experience into a shared aesthetic and a single dominant thread.
Space Lasso is a response to that convergence.
We believe the value of art lies in its ability to reveal what is singular: a person’s perspective, history, imagination, contradictions, and way of seeing. We want to create an environment that preserves those differences and gives them room to be discovered, collected, developed, and shared.
02 / Core pillarsProject foundation
03 / Identity objectiveThe foundation
Create a cohesive look and feel that can serve as the foundation for new Space Lasso experiences.
01
Consistency
Establish a recognizable visual foundation across future experiences.
02
Ease of use
Make it easier to build new experiences and materials.
03
Clear rules
Define how the core identity elements work together.
04
AI-assisted building
Create guidelines and reusable assets that can be applied consistently with AI tools.
04 / Requested workIdentity scope
01LogoA primary identifying mark for Space Lasso.
02WatermarkA simplified mark that can appear on artwork, imagery, video and other media.
03WordmarkTypographic treatments for both “Space Lasso” and “space lasso.”
04Color paletteA defined set of primary and supporting colors.
05TypographyA recommended font or type system for the identity.
06Design systemFoundational guidance for using the logo, watermark, wordmark, colors and typography together.
07Usage guidelinesPractical rules and reusable assets for future Space Lasso experiences.
05 / Source materialShared by Max + Ben
Visual
references
The following source material has been shared to communicate colors, logo styles, artwork and media that relate to the project. The references should be considered together; they do not need to be separated by source or ownership.
06 / Logo explorationPrompts, not limits
We would like to see logo examples that explore the following elements as possible directions.
Planets
Lassos
Cowboy hats
UFOs
These are options for exploration rather than a requirement to combine every element. The designer should also have creative freedom to propose other directions.
Additional logo
references
Additional references shared for the potential logo direction.
07 / Concept presentationWhat we want to review
For initial concepts it is helpful to explain how creative directions originated and the progression of ideas.
The idea behind each direction
The elements used to build the mark
Standalone logomark
“Space Lasso” wordmark
“space lasso” wordmark
Stacked and horizontal lockups
Full-color and one-color versions
Watermark treatment
A small set of examples in use
Clear comparisons between rounds
08 / Working processCollaborative + iterative
Initial directions
Designer presents several possible identity directions.
Feedback
Max and Ben review the concepts and provide consolidated feedback.
Refinement
Selected directions are revised and developed.
System development
Color, typography, watermark, lockups and applications are developed around the selected direction.
Final delivery
The completed identity system and final production files are handed off.
09 / Final handoffProduction-ready
At the end of the engagement, we expect a complete identity system with final production files.
Primary logo
Secondary logo or alternate lockups
Watermark
Both wordmark treatments
Full-color, black, white and one-color versions
Editable vector source files
Transparent-background raster files
Final color specifications
Typography recommendations
Basic identity usage guidelines
Assets suitable for future design work
Assets suitable for AI-assisted workflows
10 / Current artists in our collectionLinks open externally
Artists in
our collection
Current artists represented in our collection. Each name links to the artist’s site or the closest confirmed artist profile available.
11 / Example pieces in the collectionShared by Max + Ben
Selected
works
Example pieces and collection context. Captions are limited to artist and title information confirmed in the supplied source material.
12 / Possibly in the collectionWorks under consideration
Possibly in
the collection
Works we are considering. These pieces have not been purchased.
13 / Other GOATs we loveArtist references
Other artists
we love
Additional artists shared as references.
14 / Other inspiring companiesCompany references
Companies
we reference
Other companies shared as sources of inspiration.