VELA

Precision. Presence. Purpose.

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01 Logo System
Primary — Light
VELA
Primary — Dark
VELA
Mark Only
Wordmark Only
VELA
Clear Space Rule
VELA

Maintain minimum clear space equal to the height of the "V" on all sides. Never crowd the logo with other elements.

02 Color Palette
Obsidian
Primary / Text
#1A1A1A RGB 26 26 26 CMYK 0 0 0 90
Aurum
Accent / Brand Gold
#B8860B RGB 184 134 11 CMYK 0 27 94 28
Chalk
Background / Canvas
#FAFAFA RGB 250 250 250 CMYK 0 0 0 2
Mist
Secondary / Borders
#E0E0E0 RGB 224 224 224 CMYK 0 0 0 12
Graphite
Supporting / Captions
#6B6B6B RGB 107 107 107 CMYK 0 0 0 58
Aurum Light
Accent Tint / Hover
#D4A843 RGB 212 168 67 CMYK 0 21 68 17
Usage Ratios
50% Chalk
30% Obsidian
12%
8%
03 Typography System
Display / Headings
Outfit
Geometric, confident, modern. Used for all headlines, display text, and UI labels. Weights: 300 · 500 · 700 · 800.
Display — 72px / 800
Aa
H1 — 48px / 700
The Art of Precision
H2 — 32px / 600
Modern Brand Identity
H3 — 22px / 500
Visual Communication Systems
Body / Editorial
Spectral
Refined serif with editorial character. Used for body copy, pull quotes, and long-form content. Weights: 300 · 400 · 600.
Body — 17px / 400
A brand is not what you say it is. It is what they say it is — the sum of every interaction, every impression, every moment of recognition. Design with intention.
Pull Quote — 24px / 300i
"Simplicity is the ultimate sophistication."
Caption — 13px / 400
Fig. 01 — Brand identity guidelines, VELA Studio, 2025
Type Scale
72DisplayHero headlines
48H1Page titles
32H2Section headers
22H3Sub-sections
17BodyParagraphs
14UILabels, buttons
12CaptionFootnotes, meta
04 Social Media Templates
05 Brand Elements
Buttons
Iconography Style

Thin stroke (1.2px) · Round caps · 24×24 grid · No fill

Dividers & Rules
Section Break
Spacing System (8pt Grid)
4px — Micro
8px — XS
16px — SM
24px — MD
48px — LG
64px — XL
96px — 2XL
06 Brand Voice & Usage
✓ Do
  • Use confident, direct language
  • Lead with the benefit, not the feature
  • Keep sentences short and purposeful
  • Use active voice always
  • Pair gold accents with dark backgrounds for impact
  • Maintain generous white space in all layouts
✗ Don't
  • Use jargon or buzzwords
  • Stretch or distort the logo
  • Use the gold on light backgrounds as body text
  • Mix more than 2 typefaces in one layout
  • Use drop shadows or gradients on the logo
  • Place the logo on busy photographic backgrounds
Tone of Voice
Confident Precise Refined Warm Direct Thoughtful Not arrogant Not cold Not verbose