Complete Brand System

Identity
by design.

A modern, minimal brand identity built on geometric precision, editorial typography, and restrained luxury.

Logo System · Color Palette · Typography · Social Templates
02

Color Palette

Obsidian
#0F0F0F
Primary · Text · Backgrounds
RGB 15, 15, 15 · CMYK 0, 0, 0, 94
Antique Gold
#B8860B
Accent · Highlights · CTAs
RGB 184, 134, 11 · CMYK 0, 27, 94, 28
Warm White
#F7F4EF
Background · Canvas · Cards
RGB 247, 244, 239 · CMYK 0, 1, 3, 3
Graphite
#6B6B6B
Secondary Text · Borders · Captions
RGB 107, 107, 107 · CMYK 0, 0, 0, 58
Linen
#E8E4DE
Dividers · Subtle Backgrounds
RGB 232, 228, 222 · CMYK 0, 2, 4, 9
Pale Gold
#D4A843
Hover States · Tints
RGB 212, 168, 67 · CMYK 0, 21, 68, 17
Usage Ratios
Obsidian 40%
Warm White 35%
Linen 15%
Gold 10%
03

Typography System

Display / Headline Cormorant Garamond
Form follows
function.
Weight300 Light · 400 Regular · 500 Medium
Size range48px – 120px
Line height1.05 – 1.15
Tracking−0.02em to −0.04em
Use forHero titles, section headers, pull quotes
Body / UI Outfit
Design is not just what it looks like and feels like. Design is how it works — and how it endures.
Weight300 Light · 400 Regular · 500 Medium · 600 SemiBold
Size range13px – 20px
Line height1.6 – 1.75
Tracking0 to +0.02em
Use forBody copy, UI labels, captions, navigation
Type Scale
Display XL Arcform 96px / Cormorant 300
Display L Arcform 64px / Cormorant 400
Heading 1 Arcform 40px / Cormorant 500
Heading 2 Arcform 28px / Outfit 500
Body The quick brown fox 16px / Outfit 400
Caption The quick brown fox jumps 13px / Outfit 300
Label / UI ARCFORM STUDIO 11px / Outfit 600 · tracked +0.12em
04

Social Media Templates

05

Brand Voice & Usage

◈
Tone
Confident without arrogance. Precise without coldness. Speak with authority — never shout.
DO "Designed with intention."
DON'T "Amazing! Best ever! 🔥"
◇
Language
Short sentences. Active voice. Avoid jargon. Let the work speak — words support, not oversell.
DO "Form. Function. Finish."
DON'T "Leveraging synergistic solutions."
○
Personality
Thoughtful, editorial, quietly bold. Like a well-designed object — beautiful because nothing is wasted.
DO "Less, but better."
DON'T "We're disrupting the industry!"
06

Logo Usage Rules

✕ Don't stretch or distort
✕ Don't use unapproved colors
✕ Don't add drop shadows
✕ Don't rotate the mark