Identity
Purpose, values, audience and positioning: the foundations every design decision builds on. Use them to brief agencies, write copy and check whether something feels like Tenuto.
Based on the brand identity exploration from January 2026, which came before the final logo. Where it differs from the design guidelines (colours, typefaces), the guidelines apply.
01 — Purpose · Why Tenuto exists
To hold what matters: providing comfort, control and confidence through discreet, well-designed healthwear for men.
02 — The name
Tenuto is a musical notation instructing the performer to hold, sustain and give full value to a note.
It implies control, intention and continuity: not force, but presence.
This shapes the identity through balanced proportions, controlled rhythm and a sense of stability.
How the tenuto mark became the logo →03 — Problem and opportunity
Light urinary incontinence affects over 20 % of men above 60.
Existing solutions are medical-looking, disposable and emotionally alienating.
Figure from the exploration. Health statistics need a citable source before they are used publicly (tenuto.ch cites studies with 20 to over 50 %).
Tenuto addresses an underserved segment by introducing a new category: Functional Healthwear, where medical performance meets everyday design.
04 — Values
Every product, text and image should express them. The personality on the guidelines page shows how they feel: intelligent, discreet, confident, enduring.
05 — Audience
06 — Positioning
07 — Visual world
Calm confidence, material quality and understated masculinity, like the European brands that balance function, discretion and refined design.
In the spirit of Swiss typographic tradition: high legibility, structured layouts and timeless forms, so product and message speak quietly but confidently.
Photography rules on the guidelines page →The exploration also tested directions that the final logo concept replaced. They are listed so nobody revives them by accident:
Source: Brand Identity Exploration, January 2026 (research and brand foundations, before the final logo concept)
