Open rings
Light, even strokes. Elegant but quiet; the word had no centre of gravity.
Brand identity case study · 2026
One name,many blooms.
Ododo is a multipurpose creative brand: a fashion store, a design store, and a film studio under one name. This is the story of how I designed its identity from first sketch to finished system.
01
The brief
One brand, four businesses.
What if one brand could be a fashion store, a design store, and a film studio, and still feel like one thing?
The name does the first piece of work: Ododo is a Yoruba word which literally translates to flower. Everything that follows had to grow from that, without ever tying the brand to a single industry.
Ododo
01NeutralOpen enough to hold fashion, design, software and film.
02OwnableRecognisable before you have read the name.
03Small-proofLegible at 16 px as a favicon and at 8 cm on a chest.
04MakeableSimple shapes that can be drawn, stitched, woven, printed and animated.
05FlexibleLight and dark, one colour or two, on paper, cloth, glass and screens.
02
The first idea
Five rings, two stems.
The idea started as a sketch: five rings in a row, two of them with a stem. Read aloud it is the name: o · d · o · d · o. Simple enough to draw anywhere, and with a rhythm that repeats.
Why a ring?
LensAlways looking, from every side.
ButtonA fashion detail, a tap in an app.
CoinA shop, a currency, a price.
FrameA design, a window, a screen.
ReelFilm, motion, a loop.
03
Exploration
Six rounds of the wordmark.
I kept the rings and tested how to arrange them: spacing, weight, rhythm and colour. Each round was judged on one question: does it still read as a name, and does it still work small?
Heavy chain
One heavy stroke, rings touching. It read as a single solid block.
Pulse
Solid discs alternating with rings. A clever rhythm, but it broke the chain and felt heavy.
Interlock
Rings overlapping with an over-under weave and an orange lens. Too busy; the letters stopped reading.
Rising rings
Drawn from my own sketch: each ring a little bigger and higher, in purple. Charming, but the letters lost uniformity.
Close rings
Identical rings on one baseline, lightly touching. Clean and even, but it lacked a point of view.
Shortlist
Open rings, Heavy chain, Close rings
Three directions survived: light and open (A), heavy and tangent (B) and even and close (C).
Decision
Heavy chain
Option B had presence. One stroke weight and tangent rings made the word read as a single solid block.
Next question
How does a name begin?
With a capital. That changed the first ring, and with it the whole logo.
04
The capital O
A name starts with a capital.
I enlarged the first ring so its outer height equals the full ascender height: its top lines up with the stem tops, and its bottom sits on the same baseline as every other ring. Same stroke, bigger ring. Suddenly the word had an entry point, and a standalone monogram for avatars and stamps.
Four capital-O versions were tested against the lowercase original: a dot in the centre ring, the dot moved into the capital, a solid orange capital, and a heavier stroke. The capital that holds the lens won.
B0
Lowercase
Where it started: all lowercase, centre lens dot.C1
Cap O, centre dot
Capital O with the dot kept in the middle ring.C2
Cap O is the lens
The dot moves into the capital O. Chosen.C3
Orange cap O
A solid orange ring, no dot.C4
Heavy cap O
Heavier stroke for the whole word.05
The flower
Ododo means flower.
The meaning had to appear without breaking the logo I had already built. The rule: the silhouette stays. Rings, stems and capital O are untouched; the flower lives only in the orange accent or one small detail, and falls back to a plain dot when the logo is small.
OPTION A
Bloom dot
OPTION B · CHOSEN
Scallop dot
OPTION C
Leaf on the stem
OPTION D
Bud stems
OPTION E
Pollen ring
OPTION F
Bloom + leaf
Why eight lobes?
Try it yourself.
Change the number of lobes and the softness of the scallop.
06
The logo
Built from one stroke.
Tap the orange points to see how the logo is constructed. Every measurement comes from one idea: a single 34-unit stroke.
Capital O286 units tall, from the baseline to the stem tops, so the first letter stands as a proper name.
34stroke, everywhere
286capital O height
186lowercase ring width
8lobes in the bloom
07
The logo system
One logo, every context.
Colour versions
xx
Clear space x = radius of a lowercase ringLogo 90 px · 25 mm wide
Monogram 24 px · 6 mm wide
Icon 16 px · 5 mm wide
Monogram
The capital O alone, for avatars, stamps and loading screens.
App icon
The letter d with its bloom, in square and circle shapes.
Lockups
FASHION
Icon + logo, and a descriptor for each business line.What not to do
Stretch
Rotate
Recolour
Shadows
Low contrast
OdodoRetype
08
Colour
Black, paper and one orange.
Click a swatch to copy its hex. Ink and Paper carry the brand, Stone adds warmth, and Signal appears once per view: in the bloom.
Balance
Signal 100Signal 70Signal 40Signal 15GraphiteMist
The 22 palettes I tested and set aside
Mint, apricot, plum, lime, tomato, indigo... I tried 22 directions to see whether the brand wanted another colour. Most pale accents looked soft on light paper, and none made the logo more recognisable than one clean orange.
Midnight & Mint
#14283F · #64D8B0 · #F5F8FACobalt & Apricot
#2854D8 · #FFBB91 · #FFFAF5Forest & Gold
#194D3D · #E8B84B · #FAF7EFPlum & Lilac
#492B50 · #BEA2E8 · #FBF7F3Ink & Electric Lime
#19232D · #C7EF52 · #F2F4F5Sand & Sky
#EFE2CE · #78BEF5 · #0F2038Tomato & Cream
#2B1B17 · #E5432D · #FBF3E8Ultramarine & Pink
#1C2FD1 · #FF5FA2 · #F6F3FFEspresso & Terracotta
#3B2A22 · #C8552F · #F4EBDDTeal & Coral
#0E4D54 · #FF6A55 · #F6F1E7Charcoal & Sunflower
#26262B · #FFC21A · #F7F5F0Burgundy & Blush
#5B1230 · #F4A6B8 · #FBF4F1Olive & Tangerine
#3E4A1F · #FF8A1F · #F7F3E3Navy & Signal Red
#0B1F4D · #F0483E · #F5F7FBChocolate & Pistachio
#3A241B · #A9D18E · #F8F2E8Slate & Peach
#2F3E4E · #FF9F7F · #F5F1ECIndigo & Citrus
#2B1A6B · #FFD60A · #F8F6FFEmerald & Fuchsia
#0B6B4F · #E0338B · #F4F8F3Black & Hot Red
#0D0D0D · #FF2D2D · #F4F4F2Warm Grey & Cyan
#3B3A38 · #00B5D8 · #F2F0ECRust & Sage
#7A2E12 · #8FB59A · #F6EFE4Midnight Plum & Gold
#2A1233 · #E6B35A · #FBF6EC10
Pattern and fabric
A garden you can wear.
The scallop became a pattern language: five repeats, four colourways, each one seamless. Build your own below, then see it on cloth.
Garment
Pattern
Colourway
Scale
Repeat
Half-drop, 20 × 20 cmMotif
Blooms 3–4 cm, stems up to 9 cmPrinting
Screen print in 2 colours, or digitalWeaving
Jacquard in Ink and Signal threads11
The identity in use
From screen to cloth.
FashionDesignAppFilm
NEW SEASONOne name,
One name,
many blooms.
Fashion, design, an app and film, all growing from the same flower.
Many worlds, one bloom.
Search the collection
Garden Hours
2026 · Drama · 1 h 48Chest logo 8 cm
Monogram 18 cm
All-over bloom print
Cap, monogram 4.5 cm
Tote, logo 22 cm
Scarf, petal scatter
Hang tag, front
Hang tag, back
Woven neck label
Care label
Flower buttons
Zip pull
Woven patch
Shopping bag
Gift box
Tissue paper
ododo
ododo
Blade sign
Business card, front
[Name Surname][Role] · [email]
Letterhead
Envelope
Post
Story
Avatar
Link preview 1200 × 630
12
Motion
The bloom opens first.
The logo animates in the order it was designed: the bloom appears small, the capital O draws round it as the bloom opens, then d, o, d, o follow. As a loader, the eight lobes light up one after another.
240 msbloom opens
120 msbetween letters
1.3 stotal, hold included
100 msper lobe in the loader
Easing is cubic-bezier(.2, .8, .2, 1) for every move: no bounce, no spin. With reduced motion switched on, the finished logo appears with no animation.
13
Voice
Short, confident, human.
Short
New drop. Out now.
We are delighted to announce a brand new collection.
Confident
Made to be seen.
We think you might like it.
Human
Come and look around.
Customers may browse our offerings.
One name,
many blooms.
Alternatives I kept in reserve: “Many worlds, one bloom.” and “Made to be seen.”
14
The outcome
A complete identity.
0wordmark rounds
0palette directions tested
0pages of guidelines
0files in the asset pack
Identity
- Primary logo in four colour versions
- Monogram and app icon
- Lockups and four sub-brands
- Clear space and minimum sizes
System
- Palette, tints and contrast rules
- Poppins type scale
- Five patterns, four colourways
- Fabric, photography, voice and motion
Applications
- Website and interface kit
- App icon and screens
- Apparel, labels and trims
- Packaging, stationery and social
Delivered as a 34-page guidelines PDF, a 92-file asset pack (logos, icons, favicons, app icons, patterns, social images and CSS tokens) and a live home page.
15
Reflection
What I took from it.
01
Keep the silhouette, move the meaning
The flower arrived last, as a hint. Because the rings were settled first, adding meaning never meant redrawing the logo.
02
One accent is a discipline
A single orange point forced a decision in every layout: where does the eye land first?
03
Test small first
Every variation was checked at 16 to 90 pixels before it earned a page. What survived small survived everywhere.
04
Say no out loud
I set aside four of six wordmark rounds and 22 palettes. The strongest decision was returning to black and orange.