I'm in love with Fray's 2010 identity designed by London based graphic design consultancy, Build.

From the choice of typeface, to the paper stock selection, the end result just bliss. It's the lack of elements that opens up to more possibilities.

Fray is a new venture from Simon Waterfall, and looks to change the way design agencies work, and hints that they are already working with 3500 staff. The minimalist business cards acts as a template, allows staff to write their names in the debossed blank spaces. The letter/invoice letterhead is another fantastic detail as well.

How do you react to minimalist identities and how minimal is your business card?