06 · Identity
Identity
The studio identity is built around a single constructor mark and a pair of colours. Below are the rules we use to assemble the website, presentations and documents.
Logo
The idea behind the mark
The mark is the letter R assembled from three of the simplest shapes: a rectangular stem, a half-disc bowl and a wedge leg. It shows the studio method literally: every product we build is put together from clear, standard parts — and they add up to one whole thing.
The parts are not merged into a single letter; die-cut gaps are left between them, as in a stencil. The mark looks disassembled and assembled at the same time — and a redesign is exactly a reassembly: take apart, understand, put back together.
The wedge leg is the only coloured part. It gives the mark direction: it lands on the baseline and pushes the letter forward. In single-colour media the wedge takes the same colour as the rest and the mark loses nothing.
The stem and the bowl take the text colour automatically, so the same mark works on dark, on light and on photography. It stays legible from a shop sign down to a favicon: at small sizes solid fills hold where thin lines fall apart.
Construction
How the mark is assembled
Three parts, one logic: the letter is 36 modules tall, the stem is 10.5 wide, the bowl is a half-disc of radius 10.5, and the gap between parts is 4 modules.
- Primitives. A rectangle, a half-circle and a wedge — the base shapes of any layout. Nothing decorative: the mark can be rebuilt in any editor in a minute.
- Die-cut gaps. Exactly 4 modules between the parts. The gaps never narrow and never fill in: the empty space is part of the form, and it is what makes the letter a constructor.
- The wedge. The only part in the brand colour. It sits on the same baseline as the stem and extends past the bowl — giving the letter both a footing and forward motion.
- The bowl circle. The bowl is exactly half a circle with a radius equal to the stem width. Its top sits on the top line of the stem; nothing extends beyond the letter’s bounding box.
Versions
Versions
The logo is the mark plus the wordmark in outlines: it looks identical in every operating system and does not depend on the fonts installed on the viewer’s machine. The stem and bowl inherit the text colour; the wedge is set by a variable.
Do this
Never do this
Colour
Palette
One brand colour and two utility statuses. The accent covers no more than a tenth of the screen — the dark base carries the rest. There are no gradients in the system: flat fills only, as in the mark.
Accent
Neutral
Primitives as ornament
The square, half-disc and wedge — the parts of the mark — also work as a graphic sequence: list markers, statistic bullets, separators in the client strip, interface illustrations. The order is always the same — square, half-disc, wedge — and the colour is always the brand violet.
square → half-disc → wedge · step 1.25rem · #7C5CFF
Type
Typography
Two typefaces, both bundled with the theme and independent of the viewer’s system. Manrope carries everything from headings to captions: a geometric sans whose flat terminals rhyme with the die-cut gaps of the mark. JetBrains Mono handles utility captions, eyebrows and technical labels. Both ship with full Cyrillic; both are OFL-licensed.
2.5–4.2rem
1.95–2.9rem
1.12–1.3rem
1.0425rem
0.72rem
Interface
Interface elements
Radii of 6 / 10 / 14 / 18 px — rectangular, like the stem of the mark. Full rounding lives only in the "bowl": the asymmetric containers of icons and avatars. Borders are 1 px of white at 8% opacity; the only shadow is a soft lift on hover.
Words
Tone of voice
We get to the point
Short sentences, concrete numbers, and not a word about innovative synergistic approaches.
Honest about limits
If the job does not fit the budget, we say so straight away, not halfway through the job.
As equals
We address people plainly, without fawning. A client is a colleague, not a "valued partner".
Next step
Want this kind of order in your own brand?
We build compact brand kits: a mark, fonts, colours and a two-page set of rules — from $60.