// graphic design · 2026
marte//otta visual identity
In 2026, Ugo Martellotta created his own visual identity, marte//otta: logo, favicon, colour palette, typography and complete brand guidelines.
In short
My own visual identity, rebuilt from scratch: a logo, a favicon, a colour palette, typography and a brand board. It is the identity of this portfolio.
The challenge
I am a media technologist: I do graphic design, photography, video and web development. I wanted a logo that speaks about both design and code, without falling into tech clichés. It had to stay calm, clean and easy to read for a recruiter.
The idea
In “Martellotta”, the two ls become //, the sign of a comment in code. The name still reads, but it hides a nod to development. And the favicon is simply the //: it is part of the logo, not stuck next to it.
The system
- Typography: Montserrat Medium (500) for the logo and headings, JetBrains Mono for small text and labels.
- Colours (60-30-10 rule): paper #F2EFE8, ink #111413, and a green #2F9E5B as accent (#3FB36F on dark backgrounds). It is the colour of comments in a code editor.
- Angle: the // leans at about 24°. The whole system reuses that angle: letter cuts, background lines, section cut-outs.
- Variations: logo and favicon in colour on light and dark backgrounds, in black and in white.
What I did
- Research and exploration of several directions (monogram, symbols, studio name), then the choice of the // concept.
- Drawing the logo in Illustrator, with letter endings cut on the same diagonal as the //.
- The 8 variations, exported as SVG and PNG.
- The complete brand board: concept, clear space, minimum sizes, misuse, colours, typography, applications.