LOGOS — Brand Guidelines

A common reference

Evidence can move.
Judgment remains independent.

LOGOS connects independent forms through one common reference. Shared evidence informs judgment while each institution retains its own decision-making authority.

The identity

The symbol brings two independent forms into a shared structure. Digitally optimised for clarity and recognition, it expresses connection without removing independence.

The system

A neutral foundation communicates institutional rigour. Editorial typography adds character, while a precise blue accent introduces a distinctive technical signal.

Our voice

Clear. Assured. Precise.

LOGOS communicates with calibrated intelligence and assured direction. Precision creates credibility. Conviction gives the brand presence without overstating what the evidence supports.

Brand archetypes

The Sage

Calibrated Intelligence

Clear about what is known, what is verified and what remains conditional. Precision creates credibility.

The Ruler

Assured Direction

A strong opinion about where the market is going. It expresses that belief without hype, arrogance or overstatement.

Writing principles

Clear, not simplistic

Explain difficult systems without removing the distinctions that matter.

Confident, not absolute

Have a point of view. Never claim more than the evidence supports.

Technical, not opaque

Technical credibility should be felt through precision, not jargon.

Ambitious, not speculative

LOGOS is building for a large future problem. Ambition should feel calculated, not reckless.

Institutional, not legacy

Trustworthy enough for financial institutions. Modern enough to look like what comes next.

Business headlines

Verify before you transact.

Evidence for every decision.

Mapping the network behind every asset.

Verification built for institutional workflows.

From fragmented data to decision-ready evidence.

Making digital asset exposure traceable.

Know what you own. Know who’s behind it.

From wallet activity to institutional evidence.

From blockchain data to decision-ready evidence.

Tracing assets beyond the wallet.

From asset history to acceptance criteria.

Conceptual headlines

Trust should leave a trail.

Acceptance starts with evidence.

See what others ask you to believe.

Every relationship tells you something.

Trust at face value.

The trust layer between data and decisions.

Look beyond the balance.

A claim is a point. Confidence is the pattern.

Brand implications

What LOGOS must never become.

Ratings Agency

LOGOS does not decide whether an asset is universally safe.

Standards Body

It does not impose one acceptance policy on the market.

Compliance Gate

It does not determine eligibility on behalf of every institution.

Black Box

Authority, provenance and evidence need to remain inspectable.

Crypto Brand

No token-pumping language, degen or speculative theatre.

Engineering Project

The product can be meticulous and methodical. The brand still needs conviction and presence.

Primary logo

The primary expression of the brand combines the symbol and the LOGOS wordmark.

Symbol

The symbol is a complementary expression for smaller applications. Two independent forms share one common reference.

Symbol

Colour versions

Choose an original colour version, then download the logo or symbol in the format you need.

Colour mode

Primary logo

Light on black / RGB

Symbol

Light on black / RGB

Each download uses the exact original file from the supplied logo package. RGB and CMYK versions are available for both the logo and symbol.

Clear space
& minimum size

Let x equal the full height of the symbol. Keep at least x/3 clear on every side of the logo and standalone symbol. Divide x by three to define the minimum distance between the artwork and any other logo, text or edge. The guides show this protected area.

Minimum widths are proposed values pending approval. Digital and print specifications must be checked in real applications; print dimensions are not shown to scale.

Primary logo

Minimum width
120 px digital
30 mm print

Symbol

Minimum width
24 px digital
6 mm print

The same x/3 rule applies to all supplied colour versions. Guide lines are explanatory and do not form part of the final artwork.

Logo scale

Preserve the proportions of the identity at every size. This sequence shows the primary logo from large to small.

Primary logo

400 px

300 px

220 px

150 px

100 px

65 px

Proportional scale study. Labels indicate reference widths; previews adapt to the available screen space. The smallest examples demonstrate reduction and are not approved minimum sizes. Follow the minimum-size guidance in the clear-space panels above for production.

Positioning

Place the logo in a corner or on the centre axis of the layout. Align it to the grid and maintain at least x/3 clear space from surrounding content and edges.

The logo can appear in the corners

The logo can appear in the centre of the page

The marks show alternative positions and scales. Use one primary logo per layout.

Do’s & don’ts

Protect the consistency and legibility of the identity. These proposed usage examples illustrate how to preserve the original artwork.

✓ Preserve proportionsUse original, unaltered artwork.

✓ Ensure contrastSelect the right version for the background.

× Do not distortKeep the original width-to-height ratio.

× Do not rotateKeep the original orientation.

× Do not recolourUse only the supplied colour versions.

× Do not reduce contrastAvoid opacity changes and unsuitable backgrounds.

Primary typeface

Erode Variable by Indian Type Foundry gives headlines an editorial character. Its open counters and long ascenders support expressive statements and confident typography.

Download Erode

Font: Erode VariableStyle: RegularIndian Type FoundryFree font

See what others
ask you to believe.

Size

Complementary typeface

Plus Jakarta Sans complements Erode with clarity and a contemporary technical character. Use it for supporting text and information.

Download Plus Jakarta Sans

Plus Jakarta Sans: Google Font, 2020, 14 styles; alphabet and Light, Regular and Medium specimens

See what others ask you to believe.

Size

Type hierarchy

Create a clear difference between headlines, subheadings and supporting copy. Preserve the contrast between the editorial and complementary typefaces.

H1 Headlines

H1Heading

H2 Headlines

H2Heading

H3 Headlines

H3Heading

H4 Sub headlines

H4 SubHeading

Paragraph Large

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet

Paragraph Small

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet.

Font access

Erode is applied to this site under the supplied Fontshare licence. Download your copy directly from Fontshare using the button above. Plus Jakarta Sans is supplied with its SIL Open Font License.

Erode Variable on Fontshare

The original font files are used in the interactive specimens. Font licences remain included with the relevant resources.

Primary palette

The neutral palette is the foundation of the LOGOS identity. Use it to create calm, clear layouts with an institutional character.

Click any colour to copy its HEX value.

Values transcribed from page 27 of the checkpoint. Confirm the intended print profile before production.

Secondary palette

The blue family adds a distinctive technical signal. Use it to bring focus to key elements and introduce contrast within the neutral foundation.

Pairings

Hierarchy

Neutral colours should occupy the largest share of a composition. Use the blue family in smaller amounts, with the lightest blue, Signal blue, reserved for the smallest accents.

Relative visual balance. The bands illustrate emphasis rather than fixed production percentages.

01 / Neutral foundationCarbon, ivory and the supporting greys form the main visual field.

02 / Secondary bluesMidnight, Slate blue and Deep blue introduce controlled moments of colour.

03 / Smallest accentUse Signal blue sparingly for precise highlights and points of focus.

Visual generator

Logos Lab is a visual asset generator that transforms the brand symbol into still and moving assets for backgrounds, presentations, social posts and other brand applications.

Choose Glow for luminous glass effects or Flat color for solid-colour visuals. Select from the preset brand colour combinations, then use the controls to adjust shape, colours, light and motion. Drag the preview to rotate the symbol, and use Reset to start again.

Export formats
PNG and SVG for still visuals. GIF, WebM and MP4 for animations.

Live recording

You can also record as you create. Click Record live, then change the controls or rotate the symbol while recording. Click Stop recording when you are done, choose WebM or animated GIF, and click Download recording.

Ready-made shapes

A selection of visual assets already created with Logos Lab, ready to use in your brand applications. Download the pack for still shapes and animations in PNG, SVG, GIF and MP4 formats.

01 / Motion

Flat blue shape extending across a blue background — 02 / Still

Close-up of a luminous glass shape on a black background — 03 / Still

04 / Motion

05 / Motion

06 / Motion

Photographic direction

Professional, but light.

Natural light, warm neutral tones and relaxed compositions create an approachable yet sophisticated photographic language. Soft shadows and authentic expressions bring humanity, while considered environments maintain a professional character.

Visual principles

Soft, directional light

Natural illumination with gentle shadows, preserving depth.

Warm neutrality

Restrained, earthy environments that complement the monochromatic identity.

Relaxed professionalism

Confident subjects photographed in natural, unforced poses.

Human presence

Genuine expressions and lived-in environments rather than sterile corporate settings.

Portraits

Selected images presented in the LOGOS checkpoint.

LOGOS photographic reference 2 — Portraits — Portraits / 02JPG ↓

LOGOS photographic reference 3 — Portraits — Portraits / 03JPG ↓

Office & surroundings

Selected images presented in the LOGOS checkpoint.

LOGOS photographic reference 2 — Office & surroundings — Office & surroundings / 02JPG ↓

LOGOS photographic reference 3 — Office & surroundings — Office & surroundings / 03JPG ↓

LOGOS photographic reference 4 — Office & surroundings — Office & surroundings / 04JPG ↓

LOGOS photographic reference 5 — Office & surroundings — Office & surroundings / 05JPG ↓

LOGOS photographic reference 6 — Office & surroundings — Office & surroundings / 06JPG ↓

Selected photography

Download the complete photography pack with 20 original images.

Problem & solution

Problem

When the shape is big, and type is also big, they both compete for attention.

What we want is one hero in focus, not two.

Solution

We play with visual weight contrast ratios.

80:20 ratio

Rules

01. Choose one hero at a time

02. Apply Ratio

Use an 80:20 visual weight contrast as a guide: one element leads, while the other supports.

The complete system

From identity to experience.

The identity in use across digital interfaces, campaigns, stationery and physical materials.

BrandGuidelines

Table ofcontents

A common reference

The identity

The system

Our voice

Clear. Assured. Precise.

Brand archetypes

Calibrated Intelligence

Assured Direction

Writing principles

Clear, not simplistic

Confident, not absolute

Technical, not opaque

Ambitious, not speculative

Institutional, not legacy

Business headlines

Conceptual headlines

Brand implications

Ratings Agency

Standards Body

Compliance Gate

Black Box

Crypto Brand

Engineering Project

Primary logo

Symbol

Colour versions

Primary logo

Symbol

Clear space& minimum size

Primary logo

Symbol

Logo scale

Primary logo

Positioning

Do’s & don’ts

Primary typeface

Complementary typeface

Type hierarchy

Font access

Primary palette

Secondary palette

Pairings

Hierarchy

Visual generator

Live recording

Ready-made shapes

Photographic direction

Visual principles

Soft, directional light

Warm neutrality

Relaxed professionalism

Human presence

Portraits

Office & surroundings

Selected photography

Problem & solution

Problem

Solution

Rules

01. Choose one hero at a time

02. Apply Ratio

The complete system

Brand
Guidelines

Table of
contents

Clear space
& minimum size