S/BRANDBrand / MMXXVI

Brand

One mark, drawn once on a 100-unit grid and exported everywhere else from the same numbers.

SAY — systems for a clearer tomorrow

SAY is a wordmark and a rising mass. Five quantised steps resolve into one solid wedge on a 1:3 slope — a signal being sampled, then built. Plan, build, operate, scale, drawn rather than written.

Every file in the kit comes out of one geometry module. The favicon, the 3040-pixel lockup and the construction drawing on this page are the same object at different resolutions, which is the only way an identity stays identical across a decade of exports.

S/01

Variants

Primary lockup

Primary lockup

Default. Mark, descriptor and the four pillars, on paper.

Primary, reversed

Primary, reversed

The same lockup on any ink or photographic ground.

Mark

Mark

Wordmark and ramp, no type layer. Headers, documents, signage.

Stacked

Stacked

Narrow columns, where the pillar list will not fit beside the mark.

Wordmark

Wordmark

Three letters alone, when the ramp would be cropped anyway.

Monolith

Monolith

The symbol on its own: five sampled steps and one solid mass.

S/02

Construction

Cap height is 100 units. Stems are 25, horizontals 21 — equal weights read heavy at this width. Outer corners and terminals are cut at 45°, the same angle the wedge answers. Every step top and the wedge's hypotenuse sit on one line, y = 94 − (x − 318) / 3.

Cap height is 100 units. Stems are 25, horizontals 21 — equal weights read heavy at this width. Outer corners and terminals are cut at 45°, the same angle the wedge answers. Every step top and the wedge's hypotenuse sit on one line, y = 94 − (x − 318) / 3.

S/03

Clear space & size

Clear space is two stem widths — 50 units on the cap grid — on every side. Nothing sets inside it: no type, no rule, no edge of a photograph.

Clear space is two stem widths — 50 units on the cap grid — on every side. Nothing sets inside it: no type, no rule, no edge of a photograph.

Minimum sizes

Primary lockup
120 px / 32 mm
Mark
84 px / 22 mm
Icon
24 px
S/04

Icon

SAY icon at 16 pixels
16
SAY icon at 32 pixels
32
SAY icon at 48 pixels
48
SAY icon at 64 pixels
64
SAY icon at 180 pixels
180

Below roughly 96 pixels the wordmark stops being a word. The icon drops it and keeps the rising mass; at 16 and 32 pixels it simplifies again to a single wedge, because a three-pixel gap is not a gap.

S/05

Colour

Ink#111111Type, marks, ink surfaces
Bone#EEECE6The mark on ink
Paper#F4F1EAThe default ground
Graphite#292929Plates, panels, depth
Oxblood#5B0D16One accent, used sparingly
S/06

Misuse

Do not stretch or condense.
Do not rotate. The baseline is the point.
Do not recolour outside the palette.
No shadows, glows or outlines.
Do not enter the clear space.
Do not place ink on a dark ground.
S/07

Downloads

Download the kitSVG masters and every raster size, in one archive.ZIP · 392 KB

Vector masters

Raster

Descriptor and pillars are set in Geist Mono and outlined at export — the vector files carry no live text and need no font installed.