Work
Our own system: brands in motion.
The brand identity of petroff.studio, built with the same process we use for clients.
After fifteen years and the story of The Graphic Fish, the studio needed a brand that says what we do today: branding, packaging, marketing and events for companies that make real products. It had to be calm, confident and clearly ours.
We kept the handwritten petroff signature and the fish as a nod to where we started, added a graphite and salmon palette and a topographic pattern that stands for brands that move through the real world.
The project animation goes here · 16:9 loop, 8–12 s, no sound
A signature, not a logo
The petroff wordmark is drawn like a signature, because every project we deliver carries our name and our responsibility.
The fish stays as a second mark, from The Graphic Fish, the studio where it all started.
Graphite and salmon
Graphite is calm and serious, salmon is warm and human. Together they say: we think in systems and we work with people.
The topographic lines on our site and materials are the map of that idea: every brand moves through a real landscape of shelves, trucks, screens and finish lines.
Graphite
#494E51
Type and structure
#494E51
Type and structure
Salmon
#FCA38B
Warmth and accents
#FCA38B
Warmth and accents
Paper
#FAF8F6
Space
#FAF8F6
Space
What we believe
We build brands that work in the real world.
How we worked and what we made
- 01Strategy and message
One clear position, values, tone of voice and, when needed, a name and a brand line.
- 02Logo and identity
Mark, wordmark and rules, refined until they work on a business card and on a facade.
- 03Visual system
Colours, typefaces, graphic elements and photo style that hold everything together.
- 04Digital and campaigns
Social media, campaigns and content that carry the brand online.
- 05Rollout
Stationery, signage, vehicles, digital templates and the office, all from one system.
Why keep the fish?
It is where we started. Good brands keep what people recognise.
Do you work with companies outside Bulgaria?
Yes. We work in English and Bulgarian and hand over files ready for any printer or agency.