Strategy & Voice
1 disciplineDesign research did the real strategic work. The founders came in with a name (Pointer, after the family dog) and a presumed visual route (a dog mark). The audit said no. A dog mark would have pigeonholed an agency whose ambition reached past politics. Workhorse rejected the obvious route, kept the name, and pivoted the visual centre to the dot in Pointer.Digital. The pivot also gave the brand a tagline ("Get to the point.") that did double duty as a service pitch.
Brand & Identity
5 shown / 5 totalLogo & Marks
#logo-marksRecoleta black wordmark with the orange dot replacing the period. Three canonical treatments: black on cream (primary), white on the moody DC street photograph (atmospheric), and white on Pointer Orange (display). The dog gets retained as a secondary legacy mark, used sparingly alongside other Pointer brand elements.
Typography Systems
#typography-systemsTwo-family stack. Recoleta as the display serif anchor (black for the wordmark, light italic for the tagline). SIMPLTON MONO as the secondary mono for metadata, section eyebrows, and the brand book's own internal labels.
Brand Identity
#brand-identitySecondary brand elements turn the dot into a vocabulary. The dot becomes an arrow (a triangle of orange ring-dots in arrow formation). The dot becomes a tile pattern (a 15-tile grid in cream, sky, sun yellow, and Pointer Orange of circles, dots, diagonal slashes, and half-circles). The grammar gives the system room to run without leaning on the wordmark.
Get to the point.