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Lead Image

Incognition Business Cards


Production Method




Gene Wang




A brain is just a brain until you layer a bullet hole over it with a UV spot varnish. A whole new dimension is discovered and is up for discussion as these business cards are handed out. 




Quantity Produced


Production Cost


Production Time

7 days

Dimensions (Width × Height × Depth)

2.16 × 3.35 in.

Page Count

Paper Stock

Sirio 80 Black / 380gsm

Number of Colors



Spot UV



Helvetica Neue LT Std


Incognition Business Cards
Incognition Business Cards
Incognition Business Cards ---

Recent Posts



Project Description

Incognition is an up and coming brand consulting agency with a focus on the psychological aspects of branding. Based on a cognitive theory first proposed by Dr. Steve Bunce in 2006, which explains the act of unconscious thinking, the Incognition way of branding leverages on the stronger processing power of the unconscious.

Incognition's visual identity is represented through a visual of a brain scan. The fracture lines are a result of the impact of the bullet hole that targets the creative (right) side of the brain which spreads its impact onto the rational (left) side of the brain. This visual interprets Incognition's ability of using creative methods to convince the rational mind.

For the business card, the brain scan visual was printed in black on a 380gsm Sirio 80 black card with a spot UV finish on the fracture lines. The details of the bearer is printed in metallic silver ink.

Production Lesson(s)

The main concern before the print production was whether it was possible to spot UV the 0.05mm fine fracture lines. After discussing with the printers. The final artwork of the fracture lines were increased to 0.15mm to ensure that it registers on the spot UV film. In the end, the fracture lines measure about 0.5mm after the spot UV finish.”

Post Author

Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

July 2, 2013


Filed Under

Business Cards


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About UnderConsideration

UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.


Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.

Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.

Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.

graphic design

Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.


The 2010 FPO Awards / 2011, self-published.

The 2010 Brand New Awards / 2011, self-published.

Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.

Events & Judged Competitions

Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

Brand New Awards / Celebrating the best identity work produced around the world.

FPO Awards / Celebrating the best print work from around the world.


Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.

Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.

The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.

The End