{"id":2274,"date":"2026-09-02T01:37:53","date_gmt":"2026-09-01T18:37:53","guid":{"rendered":"https:\/\/lazarewww.ru\/cases\/macro-global-2\/"},"modified":"2026-09-02T01:37:53","modified_gmt":"2026-09-01T18:37:53","slug":"macro-global","status":"publish","type":"isotope","link":"https:\/\/lazarewww.ru\/en\/cases\/macro-global\/","title":{"rendered":"MACRO Global"},"content":{"rendered":"
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Introduction:<\/h2>\n\n\t<\/div>\n\n\n\n
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The company builds software for property developers. By the time the work started it had no visual identity: no system of marks, no rules for using them, no shared constants for websites, presentations and product interfaces.<\/p>\n\n\n\n

I built the identity from scratch and wrote the guidelines for applying it.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n<\/div>\n\n\n

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\"The
The primary mark and the permitted colour versions \u2014 the first page of the «Logo» section.<\/figcaption><\/figure>\n\n\t<\/div>\n\n<\/div>\n\n\n\n
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What was done:<\/h2>\n\n\t<\/div>\n\n\n\n
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The marks.<\/strong> The primary logo, a monogram for tight spaces, product logos and product badge monograms. A construction scheme was set: a product logo is assembled from the simplified company mark and the product name in the same two-colour palette \u2014 a new product gets its mark by the scheme.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n<\/div>\n\n\n

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\"A
Product logos: the full lockup and the simplified monogram for tight spaces.<\/figcaption><\/figure>\n\n\t<\/div>\n\n\n\n
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\"Four
Placement rules on light, mid-tone, uneven and dark backgrounds.<\/figcaption><\/figure>\n\n\t<\/div>\n\n<\/div>\n\n\n
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\"MacroSales
The MacroSales badge.<\/figcaption><\/figure>\n\n\t<\/div>\n\n\n\n
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\"MacroWeb
The MacroWeb badge.<\/figcaption><\/figure>\n\n\t<\/div>\n\n\n\n
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\"MacroBroker
The MacroBroker badge.<\/figcaption><\/figure>\n\n\t<\/div>\n\n<\/div>\n\n\n
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The guidelines \u2014 24 pages, four sections.<\/strong> Logo: the primary version and the permitted variants, clear space, use on light, dark, even and uneven backgrounds, co-branding, what is not allowed.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n<\/div>\n\n\n

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\"Contents
Contents: the four sections of the guidelines.<\/figcaption><\/figure>\n\n\t<\/div>\n\n\n\n
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\"A
The «Logo» section: usage rules and what is not allowed<\/figcaption><\/figure>\n\n\t<\/div>\n\n<\/div>\n\n\n
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Colour palette.<\/strong> Two brand colours with light and dark variants, a secondary pair, a nine-step grey ramp, four status colours, examples of background and text combinations.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n<\/div>\n\n\n

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\"The
Brand colours and the nine-step grey ramp.<\/figcaption><\/figure>\n\n\t<\/div>\n\n\n\n
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\"Status
Status colours<\/figcaption><\/figure>\n\n\t<\/div>\n\n<\/div>\n\n\n
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Typography.<\/strong> The primary typeface in six weights, the secondary one, a size table for headings and display styles.<\/p>\n\n\n\n

Web interfaces.<\/strong> The spacing grid and the placement of elements, worked through on a landing page mock-up.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n<\/div>\n\n\n

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\"The
The primary typeface and its six weights.<\/figcaption><\/figure>\n\n\t<\/div>\n\n\n\n
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\"The
The secondary typeface.<\/figcaption><\/figure>\n\n\t<\/div>\n\n\n\n
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\"A
The size table: h1 to h6 and four display styles.<\/figcaption><\/figure>\n\n\t<\/div>\n\n<\/div>\n\n\n
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Derived assets.<\/strong> Generating marks for new products, covers and avatars for LinkedIn, Telegram icons for every division of the company in a light and a dark variant.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n<\/div>\n\n\n

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\"A
Division icons in a light and a dark variant.<\/figcaption><\/figure>\n\n\t<\/div>\n\n<\/div>\n\n
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A sticker pack in Telegram.<\/strong> The division marks don’t live only in the guidelines. Out of them I put together sets of emoji statuses for Telegram: a plain one and an adaptive one that adjusts to the other person’s theme. An employee sets the status of their product \u2014 and next to the name in a chat you can see who is on which team. The brand ends up where people write to each other every day, without a single banner.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n<\/div>\n\n\n

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\"Two
Two sets of emoji statuses: plain, and adaptive to the other person’s theme.<\/figcaption><\/figure>\n\n\t<\/div>\n\n<\/div>\n\n\n
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\"Telegram
The status next to the name: you can see who is on which team.<\/figcaption><\/figure>\n\n\t<\/div>\n\n<\/div>\n\n\n\n
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The macroglobal.tech landing page.<\/strong> A hero screen with video, four products with their plans and add-ons, an interactive presence map, feedback, a block of representative offices. Bilingual, with a dark theme. Built on WordPress.<\/p>\n\n\n\n

Video.<\/strong> The hero clip for the first screen and a series of clips about the products.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n<\/div>\n\n\n

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\"The
The plans of the four products.<\/figcaption><\/figure>\n\n\t<\/div>\n\n\n\n
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\"The
Representative offices: cards for the countries of presence.<\/figcaption><\/figure>\n\n\t<\/div>\n\n<\/div>\n\n\n\n
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