--- title: Identity url: 'https://redesign-ss.com/brand' markdown: 'https://redesign-ss.com/brand.md' lang: en date: '2026-09-21' description: '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 s…' --- 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. primary · on dark on light backgrounds single colour mark on its own icon · favicon, avatars on photography · one colour [ Logo, SVG ](https://redesign-ss.com/user/themes/redesign/images/logo.svg) [ For light backgrounds, SVG ](https://redesign-ss.com/user/themes/redesign/images/logo-light.svg) [ Single colour, SVG ](https://redesign-ss.com/user/themes/redesign/images/logo-mono.svg) [ Mark only, SVG ](https://redesign-ss.com/user/themes/redesign/images/logo-mark.svg) [ Icon tile, SVG ](https://redesign-ss.com/user/themes/redesign/images/logo-icon.svg) [ Favicon, SVG ](https://redesign-ss.com/user/themes/redesign/images/favicon.svg) Do this ✓Keep clear space of at least one stem width on every side ✓Minimum mark height is 20 px on screen and 6 mm in print ✓On busy backgrounds put the mark on a tile or use the single-colour version ✓For favicons and avatars use the ready-made tile — do not assemble your own Never do this ✕Do not move or rotate the parts — the assembly is fixed ✕Do not fill the gaps and do not outline the parts ✕Do not colour anything except the wedge ✕Do not re-typeset the wordmark — it exists only as outlines 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 Violet \#7C5CFF The wedge, buttons, accents and primitives Violet Text \#A48BFF Links and accent numbers on dark Mint \#34E2A8 Success, statuses, positive movement Amber \#FFC46B Warnings and notices Neutral Ink 900 \#14161C Page background Ink 800 \#1A1D25 Panels and sections Line \#2E3035 Borders and dividers Text dim \#B4BBC7 Body copy Text \#F2F4F8 Headings and accent text ### 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. Display / Manrope 800 / −2.2% 2.5–4.2rem A website in a week, not a quarter H2 / Manrope 800 / −2.2% 1.95–2.9rem Clear prices and deadlines H3 / Manrope 700 / −1.5% 1.12–1.3rem Turnkey landing page, $55 Body / Manrope 400 / −0.4% 1.0425rem Body copy: calm, unpushy, with a measure of up to 70 characters. Mono / JetBrains Mono 500 / +16% 0.72rem UTILITY CAPTION · 04 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. Buttons [Primary](#ui) [Secondary](#ui) [Small](#ui) Labels and statuses accent success warning neutral pill Radii 6 10 14 bowl Input fields Name Message Numbers +38% large numbers are white, bold, with a primitive bullet 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. [ Discuss a brand kit ](https://redesign-ss.com/contact) [See pricing](https://redesign-ss.com/pricing) --- ## Navigation - Previous: [About us](https://redesign-ss.com/about.md) - Next: [Contact](https://redesign-ss.com/contact.md)