A green and cream cube sign with The Output 01 · The challenge
A newsletter has no product to hold, so the brand and the reading experience are the product.
The Output is an independent, irreverent playbook for people building companies. It distils messy experiments in growth, content and AI into crisp, evidence-packed stories that founders and marketing leaders can use on Monday morning.
02 · Strategy
Field notes, not noise
The idea behind the brand is the idea behind the writing: take raw thought and make it meaningful. The identity had to show that transformation, from noise to signal, without turning into a metaphor nobody needed.
Brand ideaBuilt for Monday, not someday.
The line 'Built for Monday 03 · Identity
A symbol that turns noise into a wave
The symbol draws on signal flow and data noise: stacked ellipses that swell into a waveform.
The Output symbol 
The Output logo and wordmark on a The cream waveform symbol appearing on a 
Brand stationery on a table 
A brand board 04 · Imagery
Signal, drawn in dots and lines
Imagery and illustration follow the same idea: contour lines, stippled waves and pixel patterns that are visually iconic and quietly suggestive of data. They give the publication a recognisable texture without leaning on stock photography.
A field of white dots rippling into 
A dark tote bag printed with fine contour 
Four contour and wave illustrations in Four pixel-pattern tiles 05 · Typography
Editorial type that lets ideas land
For a publication, type is the main interface. We paired Suisse Int'l with Instrument Serif in an editorial system that balances sharpness with space and structure with spontaneity.
A large 'Aa' specimen in black 
Type specimens 06 · Website
A site that puts the writing first
The website is where the playbook lives: 'Charting the messy middle of growth', with feature stories, author portraits and clear ways to subscribe.
The Output homepage scrolling A card 'Built for Builders 
A person walking past a large pale wall 07 · Impact & proof
What this means if your product is ideas
50,000+Executive and founder readers subscribed
4 minsAverage reader dwell time per deep dive
100%Custom responsive editorial design system
When the product is writing, the brand should get out of its way.
08 · Deliverables
Brand
Strategy and essence, Symbol and wordmark
Type
Typography and hierarchy
Website
Website design, Development
Shortcuts
- WWork
- CContact
- TLight or dark
- 8Random featured project
- ?This sheet
