The frame: the gate
A constant-weight square that guards without imprisoning. It never thickens, never rounds, never tilts.
Black, or white.
No gray, in color as in decisions. One square holds the whole company: the frame is the gate, the fill is the decision, and the edge between them is the boundary.
MARK ANATOMY
Three parts assemble into one law.
The fill: the decision
Exactly half, always from the reading-start side. A decision happens once; the fill never breathes, pulses, or drifts.
The edge: the boundary
A hard vertical line between filled and empty. The one unbreakable rule: no gradient on this edge, ever.
- THE FRAME
- THE FILL
- THE EDGE
USAGE
One lockup, two grounds, every size.
LTR VARIANT
ON PAPER
Clear space: four frame-thicknesses on every side. The fill follows the reading direction, a brand born right-to-left.
MOTION
The fill happens once.
The only animation this mark is allowed: the moment of approval: empty, then half. No pulse, no spin, no glow, no loop. The film strip beside you is the entire choreography.
The hero mark replays it from the buttons above, watch the fill arrive from the start side.
THE FIVE VOICES
Type roles, one sentence each.
- Black, or white.
- Long passages read calmly, like a well-argued memo.
- Interface, buttons, and answers: the working voice.
- Labels, chips, and footnotes step back politely.
THE SYSTEM IN THE PRODUCT
The mark was born in the interface.
- A MESSAGE ROW
- Summary delivered: recorded, lane: accuracy.
- AN APPROVAL CARD
- Extra balance: waiting on your manager, by name.
- A FILE ROW
- Payroll Q2: read-only for your role.
One family: the logo is a filled state, the statuses are its conjugations.
THE MISUSE GALLERY
Four ways to break it: shown once, never again.
- No gray, ever.
- No tilt.
- No gradient on the edge.
- No rounding.
DO
- Fill from the reading-start side.
- White on black, or black on paper, nothing else.
- Keep clear space of four frame-thicknesses.
- Animate the fill once, at most.
DON’T
- No gray, no opacity tricks, no shadows.
- No outline-only fill, no double frames.
- Never place the mark over busy imagery.
- No looping or ambient animation.
Asset pack (SVG set, safe areas, co-brand rules): soon.
Black, or white.
No gray, in color as in decisions. One square holds the whole company: the frame is the gate, the fill is the decision, and the edge between them is the boundary.