Blank was looking for a more effective strategy in order to help establish relationships with the top luxury, fashion and media businesses of the world. Moving Brands explained: "We defined their brand narrative as ‘realising image potential’ – an ambitious stance that focuses on the real business benefit they offer. The monochromatic identity system has an attitude and an edginess to appeal to their high-fashion audience. The mark references Blank’s own editing process; it appears to be at the point of mid-creation, but still elegant.
“The soft colour palette and typeface nod to the family-focused values and love of tailored, crafted elements, and characteristics of the business that were often referenced in workshops with the Blank founders. Most importantly, the system provides a sophisticated, flexible foundation from which their own work can shine.”
The small sans serif caps that is used for website navigation is P22 Underground.