Brand Identity System

FORMA
Brand Kit

A complete neo-minimalist identity system — logo, color, typography, and social templates built for modern professional brands.

Logo System Color Palette Typography Social Templates Brand Guidelines
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02 — Color System

Palette

Rooted in Forest Canopy — deep greens anchored by warm gold accents and a refined neutral scale. Every color earns its place in the system.

Forest Deep
#1A3C28
Primary Brand
Forest Mid
#2E7D4F
Primary Light
Forest Mist
#7FC8A0
Primary Tint
Forest Pale
#D4EDE1
Background Tint
Gold Warm
#C8A96E
Accent Primary
Gold Pale
#F0E4C8
Accent Tint

Neutral Scale

900
800
700
500
400
300
100
50

Click any swatch to copy hex value

Primary Usage
CTAs, headings, key UI elements, logo mark
Accent Usage
Highlights, decorative details, icon accents
Neutral Usage
Backgrounds, body text, borders, dividers

03 — Typography

Type System

Fraunces as the expressive display voice — optical, warm, and distinctive. DM Sans as the functional body companion — clean, legible, and versatile.

Display Font
Fraunces
Serif
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !@#$%&
Light 300 Regular 400 SemiBold 600 Bold 700
Light Italic Regular Italic
Use for
Headlines, hero text, pull quotes, display sizes, brand moments
Body Font
DM Sans
Sans-Serif
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !@#$%&
Light 300 Regular 400 Medium 500 SemiBold 600
Light Italic
Use for
Body copy, UI labels, captions, navigation, metadata, buttons

Type Scale

Display
72px / 700
The Future of Form
H1
48px / 600
Design with Intention
H2
32px / 600
Every Detail Matters
H3
22px / 600
Section Heading Level Three
Body L
18px / 400
Large body text for introductory paragraphs and lead copy that sets the scene.
Body
16px / 400
Standard body text for long-form reading. Comfortable line height and neutral weight ensure readability across all contexts.
Small
13px / 500
Caption text, metadata, timestamps, and supporting information
Label
11px / 600
Section Label — Overline Text
Typography in Action

Where craft meets
clarity of thought.

The tension between Fraunces' optical warmth and DM Sans' geometric precision creates a voice that is both authoritative and approachable — exactly what modern professional brands need.

04 — Social Media

Templates

Ready-to-use templates for every major platform. Each template maintains brand consistency while adapting to the unique format and audience of each channel.

05 — Brand Elements

UI Components

Buttons, icons, and patterns that extend the brand system into every touchpoint — from digital interfaces to printed materials.

Button System
Icon Set (Lucide)
layers
pen-tool
grid
zap
compass
feather
box
aperture
Texture & Pattern

Subtle background textures for depth without distraction.

Tags & Badges
Brand Identity New Strategy Featured Design Motion
Card Variants
Brand Strategy
Foundation & positioning
Visual Identity
Logo, color, typography
Dividers & Lines
or

06 — Guidelines

Do's & Don'ts

These rules protect the integrity of the FORMA brand across every application. Consistency builds recognition; recognition builds trust.

Do
  • Use the primary logo on light or white backgrounds
  • Maintain the required clearspace around the logo at all times
  • Use Fraunces for all display and headline text
  • Pair Forest Deep with Gold Warm as the primary color combination
  • Use DM Sans at 400 or 500 weight for body copy
  • Apply the icon mark alone only at sizes above 24px
  • Use the reversed (white) logo on dark or brand-colored backgrounds
  • Maintain consistent letter-spacing in all-caps labels (.14–.20em)
Don't
  • Never stretch, skew, or distort the logo in any direction
  • Never place the logo on busy photographic backgrounds without a clear field
  • Never use unapproved colors outside the defined palette
  • Never use the logo at sizes below the minimum size requirements
  • Never use system fonts (Arial, Helvetica, Times) as substitutes
  • Never add drop shadows, outlines, or effects to the logo mark
  • Never rotate or flip the logo or icon mark
  • Never use the accent gold as a primary background color

Brand Voice

How FORMA speaks.

Confident
Direct, assured, never arrogant. We know our craft.
Considered
Thoughtful and precise. Every word earns its place.
Human
Warm and approachable. We build relationships, not just brands.
Timeless
We avoid trends. We build for longevity and enduring relevance.
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