A sharper identity.
Three distinct perspectives on the same name.
Drawn to be remembered. Built to be used.
Every direction is shown in one color, on light and dark backgrounds, as a complete signature and a square symbol.
The thinking behind this roundStrike
Incisive, kinetic, grounded
A struck flint gesture with one open cut.
Two unequal arms rise from a broad curved body. Straight struck terminals give it precision, while an open chisel cut through the lower edge carries the movement of the strike. The compact silhouette holds together at small sizes.
Sora · precise, open, contemporaryAt everyday sizes.
Actual display sizesDownload the vector files
Transparent SVGs. All lettering is outlined.
The Ligature
Warm, editorial, assured
Two letters, one gesture.
A drawn yf joins the y's rising arm to the f's crossbar. Its curved descender and hooked ascender bring an editorial warmth to a digital business. The shared stroke connects two distinct letters into a single signature.
Fraunces · warm, expressive, editorialAt everyday sizes.
Actual display sizesThe serif symbol is best at 24 px and above. 16 px is shown as a reduction test.
Download the vector files
Transparent SVGs. All lettering is outlined.
Flint
Assured, tactile, precise
A letter found in a shaped piece of flint.
Two open cuts reveal an F in a softly shaped stone. The upper edge feels hewn, while the curved back and clipped foot keep the letter from looking typeset. The unequal arms give it a clear silhouette that holds in one color and at icon size.
Space Grotesk · measured, technical, clearAt everyday sizes.
Actual display sizesDownload the vector files
Transparent SVGs. All lettering is outlined.
Simple is a discipline.
The aim is a recognizable shape, considered typography and a system that holds together wherever it appears.
Exploratory identities for review. No final direction has been selected.
One clear idea
Apple’s icon guidance favors a simple central concept and consistent features across appearances. We apply that principle to the symbol.
Apple Human Interface Guidelines ↗Recognition before explanation
A distinctive gesture should identify the brand without needing to illustrate every service it provides.
Paul Rand on logos ↗Craft at every scale
Proportion, spacing, one-color reproduction and reversed use are part of the design itself. Each direction is presented under the same conditions.
Pentagram’s Slack identity ↗IBM logo usage guidance ↗