Alika Rahman, brand identity designer, Jakarta

This mark has a geometric reason

Scroll and the first letter of my name is constructed in front of you: an eight by eight grid, guide circles at r and 2r, then the strokes that become its shape. Every identity I make is handed over with a page like this inside its guide.

Talk about your project See the work

Working files handed overA 30 page usage guideTwo rounds of revision

Alika Rahman

Brand identity designer

South JakartaTaking one new project from May 2026

Get in touch

Nine years, the countable part

62 brand identities completed

9 years years designing identities

30 pages pages in the thinnest usage guide

2 rounds of revision, already included

Three identities, written constraint first

Lentera, a children's book publisher

A brand that has to read on an eight millimetre spine and on a four metre exhibition banner. The mark has to survive two sizes five hundred times apart.

Built from two circles so it holds at eight millimetres, with a single weight version for the smallest use. Used across 140 titles unchanged since 2023.

Identitypublishing2023

Kelana, a travel service

An internal team of two with no designer, posting daily. An identity that is beautiful but hard to use dies within three months.

A system of six templates they fill in Canva, and a guide that says what may be broken. Still in use in month twenty one.

Identity and system2024

Rasa Ibu, frozen food

Twelve product types in one freezer cabinet, to be told apart in two seconds by a shopper in a hurry.

Twelve types, one colour per type over one shared cut pattern, so the shelf reads as one family. Wrong picks at the till fell according to two stores' records.

Packaging2025

Four stages, each with a deliverable

Conversation and audit
Two hours with the owner and one looking at what exists. It ends in one page: who must recognise this brand, where, and in how many seconds.
Two directions, not ten
Two genuinely different directions, each complete with mark, type, colour, and one applied example. Ten directions make the decision harder, not better.
Development and construction
The chosen direction taken to detail, including a construction page like the one on this home page, the smallest safe size, and a single colour version.
Guide and handover
A usage guide of at least thirty pages that sets the clear space around the mark, working files in their native formats, and a two hour session with the team who will use them.

The same mark, under the conditions tested before handover

What I do myself

Identity

Marks and logotypesType systemsColour palettes with contrast testingUsage guides

Applied

PackagingPublishing and layoutSignageTemplates for internal teams

Tools

Illustrator and InDesignFigma for systemsGlyphs for type adjustmentsPrint preparation

What I do not do

Websites and appsProjects with no first meetingUnpaid pitches

Nine years

2020 to now
Freelance designer

Independent, Jakarta

Identities for publishers, services, and consumer products. About seven projects a year, one at a time.
2018 to 2020
Senior designer

A design studio

Identity and packaging for large clients. Here I learned that a guide nobody reads is the same as no guide.
2016 to 2018
Designer

A publisher

Covers and layout for eighty titles. Every habit I have about the smallest size comes from book spines.

Talk about your project

Tell me about the brand, who must recognise it, and when it has to be ready. I reply within a working day with an estimate of time and cost, or with the name of a colleague who fits better.

This mark has a geometric reason

Alika Rahman

Nine years, the countable part

Three identities, written constraint first

Lentera, a children's book publisher

Kelana, a travel service

Rasa Ibu, frozen food

Four stages, each with a deliverable

Conversation and audit

Two directions, not ten

Development and construction

Guide and handover