BRAND
The brand is a word and a drawing. We do not merge them.
Isomorph signs with its name. The K5 motif — the drawing we make when explaining a system — is ornament: it accompanies, it never replaces.
The logotype is typographic
Isomorph in Newsreader 600, tracking −0.022em. There is no symbol that substitutes it and no abbreviated version. When there is not room for the whole word, there is not room for the brand.
- MINIMUM LOGOTYPE HEIGHT: 16 PX. BELOW THAT, USE PLAIN TEXT.
- CLEAR SPACE: THE HEIGHT OF THE "I" ON ALL FOUR SIDES.
- TWO VERSIONS ONLY: INK #ECEAE5 ON DARK, #141517 ON LIGHT.
K5 is ornament, not a logo
K5 is one continuous stroke: drawn without lifting the pen, folding back on itself until it closes. It is what happens when someone explains a system on a napkin. It lives in backgrounds, covers and technical figures. It can be rotated, scaled and cropped; what it cannot be is a signature.
THE TWO BLUE STROKES ARE THE ACCENT. ALWAYS TWO, ALWAYS #7BA9FF, ALWAYS AT THE SAME CROSSING.
Type and scale
Correct and incorrect use
Voice and tone
We write the way we talk in a technical meeting: name the problem before the solution, and never promise what we do not measure.
- SHORT SENTENCES. A PERIOD BEFORE A CONJUNCTION.
- NO SUPERLATIVES: NOTHING IS LEADING, INNOVATIVE OR DISRUPTIVE.
- A FIGURE WE CANNOT BACK IS MARKED PENDING, NOT ESTIMATED.
Downloads
The K5 ornament in vector and bitmap, transparent background, accent in place.
THE LOGOTYPE IS NOT DOWNLOADED: IT IS SET. NEWSREADER 600, TRACKING −0.022EM, INK #ECEAE5 OR #141517.