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86 Magic Leap Brand Guidelines magic-leap-brand-guideliens /archive/magic-leap-brand-guideliens archive   Archive 0 A 175-page brand guidelines system for Magic Leap, written and designed in-house between 2019 and 2020. 2019-01-01 2026-11-09 20:30:42.447466+00:00 0   Magic Leap makes spatial computing headsets. I was its Brand Creative Director from March 2019 to October 2020, leading a team of 30. Alongside the brand experiences and the visual design, we built the guidelines that governed how the brand appeared: 175 pages of them. The logo they govern was not ours. Pentagram designed it in 2017. <img src="/studio/img/w/8e232fdaac-1600.webp" srcset="/studio/img/w/8e232fdaac-480.webp 480w, /studio/img/w/8e232fdaac-960.webp 960w, /studio/img/w/8e232fdaac-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 1 of 174" loading="eager" decoding="async"> <img src="/studio/img/w/200e2837fb-1600.webp" srcset="/studio/img/w/200e2837fb-480.webp 480w, /studio/img/w/200e2837fb-960.webp 960w, /studio/img/w/200e2837fb-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 2 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/daa8f1f6b5-1600.webp" srcset="/studio/img/w/daa8f1f6b5-480.webp 480w, /studio/img/w/daa8f1f6b5-960.webp 960w, /studio/img/w/daa8f1f6b5-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 3 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/b1dfc7001a-1600.webp" srcset="/studio/img/w/b1dfc7001a-480.webp 480w, /studio/img/w/b1dfc7001a-960.webp 960w, /studio/img/w/b1dfc7001a-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 4 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/d19b59d881-1600.webp" srcset="/studio/img/w/d19b59d881-480.webp 480w, /studio/img/w/d19b59d881-960.webp 960w, /studio/img/w/d19b59d881-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 5 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/6cb7e19587-1600.webp" srcset="/studio/img/w/6cb7e19587-480.webp 480w, /studio/img/w/6cb7e19587-960.webp 960w, /studio/img/w/6cb7e19587-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 6 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/91f669e9ad-1600.webp" srcset="/studio/img/w/91f669e9ad-480.webp 480w, /studio/img/w/91f669e9ad-960.webp 960w, /studio/img/w/91f669e9ad-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 7 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/ea5dc89a0c-1600.webp" srcset="/studio/img/w/ea5dc89a0c-480.webp 480w, /studio/img/w/ea5dc89a0c-960.webp 960w, /studio/img/w/ea5dc89a0c-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 8 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/9361a1efb5-1600.webp" srcset="/studio/img/w/9361a1efb5-480.webp 480w, /studio/img/w/9361a1efb5-960.webp 960w, /studio/img/w/9361a1efb5-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 9 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/57b381047b-1600.webp" srcset="/studio/img/w/57b381047b-480.webp 480w, /studio/img/w/57b381047b-960.webp 960w, /studio/img/w/57b381047b-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 10 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/55b8f4da25-1600.webp" srcset="/studio/img/w/55b8f4da25-480.webp 480w, /studio/img/w/55b8f4da25-960.webp 960w, /studio/img/w/55b8f4da25-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 11 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/d9ee1595ea-1600.webp" srcset="/studio/img/w/d9ee1595ea-480.webp 480w, /studio/img/w/d9ee1595ea-960.webp 960w, /studio/img/w/d9ee1595ea-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 12 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/f17df1b971-1600.webp" srcset="/studio/img/w/f17df1b971-480.webp 480w, /studio/img/w/f17df1b971-960.webp 960w, /studio/img/w/f17df1b971-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 13 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/5987c2cc81-1600.webp" srcset="/studio/img/w/5987c2cc81-480.webp 480w, /studio/img/w/5987c2cc81-960.webp 960w, /studio/img/w/5987c2cc81-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 14 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/58f6371d8e-1600.webp" srcset="/studio/img/w/58f6371d8e-480.webp 480w, /studio/img/w/58f6371d8e-960.webp 960w, /studio/img/w/58f6371d8e-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 15 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/bb1e01e4c6-1600.webp" srcset="/studio/img/w/bb1e01e4c6-480.webp 480w, /studio/img/w/bb1e01e4c6-960.webp 960w, /studio/img/w/bb1e01e4c6-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 16 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/214c81329a-1600.webp" srcset="/studio/img/w/214c81329a-480.webp 480w, /studio/img/w/214c81329a-960.webp 960w, /studio/img/w/214c81329a-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 17 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/31825b75ae-1600.webp" srcset="/studio/img/w/31825b75ae-480.webp 480w, /studio/img/w/31825b75ae-960.webp 960w, /studio/img/w/31825b75ae-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 18 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/f5de7ccbdd-1600.webp" srcset="/studio/img/w/f5de7ccbdd-480.webp 480w, /studio/img/w/f5de7ccbdd-960.webp 960w, /studio/img/w/f5de7ccbdd-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 19 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/eba95470d2-1600.webp" srcset="/studio/img/w/eba95470d2-480.webp 480w, /studio/img/w/eba95470d2-960.webp 960w, /studio/img/w/eba95470d2-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 20 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/94d7094d3e-1600.webp" srcset="/studio/img/w/94d7094d3e-480.webp 480w, /studio/img/w/94d7094d3e-960.webp 960w, /studio/img/w/94d7094d3e-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 21 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/1f84a2b65b-1600.webp" srcset="/studio/img/w/1f84a2b65b-480.webp 480w, /studio/img/w/1f84a2b65b-960.webp 960w, /studio/img/w/1f84a2b65b-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 22 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/9d18dd98ea-1600.webp" srcset="/studio/img/w/9d18dd98ea-480.webp 480w, /studio/img/w/9d18dd98ea-960.webp 960w, /studio/img/w/9d18dd98ea-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 23 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/0a9d521ddd-1600.webp" srcset="/studio/img/w/0a9d521ddd-480.webp 480w, /studio/img/w/0a9d521ddd-960.webp 960w, /studio/img/w/0a9d521ddd-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 24 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/ce545addd3-1600.webp" srcset="/studio/img/w/ce545addd3-480.webp 480w, /studio/img/w/ce545addd3-960.webp 960w, /studio/img/w/ce545addd3-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 25 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/ea05df796e-1600.webp" srcset="/studio/img/w/ea05df796e-480.webp 480w, /studio/img/w/ea05df796e-960.webp 960w, /studio/img/w/ea05df796e-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 26 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/f82ebd8bbe-1600.webp" srcset="/studio/img/w/f82ebd8bbe-480.webp 480w, /studio/img/w/f82ebd8bbe-960.webp 960w, /studio/img/w/f82ebd8bbe-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 27 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/b4b673994b-1600.webp" srcset="/studio/img/w/b4b673994b-480.webp 480w, /studio/img/w/b4b673994b-960.webp 960w, /studio/img/w/b4b673994b-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 28 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/cdbefd5ed9-1600.webp" srcset="/studio/img/w/cdbefd5ed9-480.webp 480w, /studio/img/w/cdbefd5ed9-960.webp 960w, /studio/img/w/cdbefd5ed9-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 29 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/802f46b3d0-1600.webp" srcset="/studio/img/w/802f46b3d0-480.webp 480w, /studio/img/w/802f46b3d0-960.webp 960w, /studio/img/w/802f46b3d0-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 30 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/9c6942c756-1600.webp" srcset="/studio/img/w/9c6942c756-480.webp 480w, /studio/img/w/9c6942c756-960.webp 960w, /studio/img/w/9c6942c756-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 31 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/0425209e33-1600.webp" srcset="/studio/img/w/0425209e33-480.webp 480w, /studio/img/w/0425209e33-960.webp 960w, /studio/img/w/0425209e33-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 32 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/14b0ee3471-1600.webp" srcset="/studio/img/w/14b0ee3471-480.webp 480w, /studio/img/w/14b0ee3471-960.webp 960w, /studio/img/w/14b0ee3471-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 33 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/ce0797893f-1600.webp" srcset="/studio/img/w/ce0797893f-480.webp 480w, /studio/img/w/ce0797893f-960.webp 960w, /studio/img/w/ce0797893f-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 34 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/6add40e4f9-1600.webp" srcset="/studio/img/w/6add40e4f9-480.webp 480w, /studio/img/w/6add40e4f9-960.webp 960w, /studio/img/w/6add40e4f9-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 35 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/fc38c8e3c3-1600.webp" srcset="/studio/img/w/fc38c8e3c3-480.webp 480w, /studio/img/w/fc38c8e3c3-960.webp 960w, /studio/img/w/fc38c8e3c3-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 36 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/c327c4a4b2-1600.webp" srcset="/studio/img/w/c327c4a4b2-480.webp 480w, /studio/img/w/c327c4a4b2-960.webp 960w, /studio/img/w/c327c4a4b2-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 37 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/c36b0dd95f-1600.webp" srcset="/studio/img/w/c36b0dd95f-480.webp 480w, /studio/img/w/c36b0dd95f-960.webp 960w, /studio/img/w/c36b0dd95f-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 38 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/3f8341e53f-1600.webp" srcset="/studio/img/w/3f8341e53f-480.webp 480w, /studio/img/w/3f8341e53f-960.webp 960w, /studio/img/w/3f8341e53f-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 39 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/ff8b60a9f6-1600.webp" srcset="/studio/img/w/ff8b60a9f6-480.webp 480w, /studio/img/w/ff8b60a9f6-960.webp 960w, /studio/img/w/ff8b60a9f6-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 40 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/c2543cc8c5-1600.webp" srcset="/studio/img/w/c2543cc8c5-480.webp 480w, /studio/img/w/c2543cc8c5-960.webp 960w, /studio/img/w/c2543cc8c5-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 41 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/a0f925ef12-1600.webp" srcset="/studio/img/w/a0f925ef12-480.webp 480w, /studio/img/w/a0f925ef12-960.webp 960w, /studio/img/w/a0f925ef12-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 42 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/f8e7e2be5e-1600.webp" srcset="/studio/img/w/f8e7e2be5e-480.webp 480w, /studio/img/w/f8e7e2be5e-960.webp 960w, /studio/img/w/f8e7e2be5e-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 43 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/4d3166db43-1600.webp" srcset="/studio/img/w/4d3166db43-480.webp 480w, /studio/img/w/4d3166db43-960.webp 960w, /studio/img/w/4d3166db43-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 44 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/76ed0347f4-1600.webp" srcset="/studio/img/w/76ed0347f4-480.webp 480w, /studio/img/w/76ed0347f4-960.webp 960w, /studio/img/w/76ed0347f4-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 45 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/7bdc56ac97-1600.webp" srcset="/studio/img/w/7bdc56ac97-480.webp 480w, /studio/img/w/7bdc56ac97-960.webp 960w, /studio/img/w/7bdc56ac97-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 46 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/2c9fbe702e-1600.webp" srcset="/studio/img/w/2c9fbe702e-480.webp 480w, /studio/img/w/2c9fbe702e-960.webp 960w, /studio/img/w/2c9fbe702e-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 47 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/e8d5053461-1600.webp" srcset="/studio/img/w/e8d5053461-480.webp 480w, /studio/img/w/e8d5053461-960.webp 960w, /studio/img/w/e8d5053461-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 48 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/857a70e921-1600.webp" srcset="/studio/img/w/857a70e921-480.webp 480w, /studio/img/w/857a70e921-960.webp 960w, /studio/img/w/857a70e921-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 49 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/7f73bb4dae-1600.webp" srcset="/studio/img/w/7f73bb4dae-480.webp 480w, /studio/img/w/7f73bb4dae-960.webp 960w, /studio/img/w/7f73bb4dae-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 50 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/661e40389c-1600.webp" srcset="/studio/img/w/661e40389c-480.webp 480w, /studio/img/w/661e40389c-960.webp 960w, /studio/img/w/661e40389c-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 51 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/a4c809d1a3-1600.webp" srcset="/studio/img/w/a4c809d1a3-480.webp 480w, /studio/img/w/a4c809d1a3-960.webp 960w, /studio/img/w/a4c809d1a3-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 52 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/50a1cd7506-1600.webp" srcset="/studio/img/w/50a1cd7506-480.webp 480w, /studio/img/w/50a1cd7506-960.webp 960w, /studio/img/w/50a1cd7506-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 53 of 174" loading="lazy" decoding="async"> <img src="/studio/img/w/06eae91a3f-1600.webp" srcset="/studio/img/w/06eae91a3f-480.webp 480w, /studio/img/w/06eae91a3f-960.webp 960w, /studio/img/w/06eae91a3f-1600.webp 1600w" sizes="(max-width: 860px) 100vw, 860px" width="2500" height="1406" alt="Magic Leap Brand Guidelines, image 54 of 174" loading="lazy" decoding="async"> <img 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