We've tried to make a very broad-minded approach to design where there's few rules. Tjek is defined by what we do and say and the content we create should support it.
Keep in mind when designing that we're an organization that builds services that make people's daily lives better. The theme is solving things that are a recurring problem/challenge/issue in people's daily lives.
We design for an ordinary person on an ordinary day meaning we're very down to earth and human. And that's also our approach to how we write and communicate in general. Use content (pictures, videos ect.) to create the emotion you're after for the audience in question.
The Tjek logo tries to capture the feeling of being on top of daily life – that's why it's tilting upwards. The logo also looks hand drawn to symbolize Tjek is a group of people building for other people. We treat people as humans and avoid being too robotic.
You can use the logo in either black or white depending on the context. Try to use the black logo with white background when possible.
As a rule of thumb: the smaller the logo the better. Our logo is not our brand alone and the logo has nothing to do with how well people remembers our brand.
Here's a zip file with different versions of our logos.
Colors, Typography, and Graphics
Whitespace between elements and images on top of each other.
Tjek is the umbrella brand for a series of products and brands such as our shopping apps or Incito. Tjek's visuals are defined by:
- Black (#1d1d1b) and white (#ffffff)
- Lots of whitespace
Tjek uses the font Rubik in two versions: regular and bold. The text should be used with a rather high line height and lots of margin and padding.
Graphical elements should be kept in black/white or greys and pictures in color. Again, lots of whitespace. The layout is up to interpretation and is okay to follow the latest trends.
Besides the risk of growing tired of a color after a year, the main reason for keeping Tjek black/white is because we want to keep a tight focus on content. Too many websites just fill their site with lots of brand illustrations instead of focusing on delivering real value. A brand should support the content, not be the content.
This page doesn't use much color as it's meant as a guide. See the different pages on this website for examples of how content can create emotion.
Use black (or white in Dark Mode) as a way of putting focus on something
When we make a presentation, a screen, or something else it should be the content that defines it. It forces you to reflect on what you show. You will not be helped with a huge illustrations folder. Content is indeed the king when working with the Tjek brand. We also get the benefit of having a design that varies a lot and something anyone at Tjek can execute on. We don't want to have designers (or anyone for that matter) that become the bottleneck.
What about when working in a non-Tjek context like our shopping apps? Well, it depends... If what you're building is something people will use recurringly, we try to follow these principles:
- Tight focus on UI and UX. Design is how it works
- Inherit the Tjek brand (e.g. down to earth and human)
- Don't be marketing'y (content > idle chit-chat)
- Provide value
- Be to the point
- Prioritize whitespace, simplicity, and few colors
- Be a great citizen on the visitor's device
- Inherit font family
- Respect light/dark mode
- Focus on accessibility
- Responsive and accessible
If you're designing something like a landing page people will only see once, you have more creative freedom.
We hope you like this approach.