Brand
The Ryan Serpan identity
The Rhythm mark, two offset bands that imply an S, beside a custom serif wordmark with an italic vermilion S. A red-led palette on warm paper, and two typefaces.
Logo variants
- Clear space around the mark or a lockup equals one band height, 16 of the mark's 37 units.
- Minimum size: mark 12 px tall (favicon 16 px square), wordmark 18 px tall, horizontal lockup 24 px tall.
- Keep Oxblood over Vermilion (Paper over Coral on dark). Do not swap, rotate, stack more bands, outline or add effects.
The Rhythm mark
Two offset editorial bands. Each is rounded at the opposite end, so together they read as an S without drawing a letter.
- On a 64-unit grid the mark is 52 × 37 units: two 38.5-unit bands, 16 units tall, with a 5-unit counter between them.
- The rounded ends are superellipses (exponent 2.35, 8.8 × 8 units), so the curve flows into the straight edges instead of meeting them at a hard tangent.
- Each rounded tip overshoots the grid by 0.5 units so it looks level with the square ends. The square ends carry a barely visible 0.8-unit corner radius.
- In a lockup the mark is 1.12 × the wordmark's cap height, centred on the capitals, with a gap of 0.42 × the mark's height.
Palette
- Ink
#24090F
Primary text, rules, dark fields
- Oxblood
#6B1020
Primary buttons, deep accents
- Crimson
#B3261E
Accent text, kickers, links on light
- Vermilion
#D2361F
Signature mark, rules, large numerals
- Coral
#EE7A5F
Accent on Ink and Oxblood only
- Blush
#F4E4DC
Secondary field
- Paper
#FAF6F2
Page ground
- Ash
#6B5A5C
Secondary text on light
- Mist
#C9B4AE
Secondary text on Ink
- Rule
#D9C7BE
Hairlines on light
Contrast on Paper: Ink 17.4:1, Oxblood 11.4:1, Crimson 6.1:1, Ash 6.0:1, Vermilion 4.6:1 (use it for marks, rules and large type). Coral is for dark grounds only: 6.8:1 on Ink.
Typography
Display and text serif · Newsreader
Aa Serpan
Headlines, statements, numerals and quotations. Weight 350–420, tight tracking, italic for emphasis.
Interface sans · Inter
Aa 0123
Body copy, navigation, labels and kickers. Kickers are 12 px, 600 weight, 0.18 em tracking, uppercase.