Identity foundation, version 0.1
A threshold, and what comes after it.
The first building blocks of the AERTEUM identity: a symbol, a wordmark, a palette and one typeface with room to stretch. Built to work at sixteen pixels and on the side of a building.
Symbol
An A drawn as an opening.
The threshold
A flat lintel and two angled legs: the A as a doorway, an architectural opening rather than a peak.
The floating bar
The crossbar never touches the structure. It is the step between what exists and what comes next, and the one place the electric blue lives.
Built on a grid
Drawn on a 48-unit grid with a single angle of 20.6°. At small sizes the bar closes up so the mark stays clear.
Wordmark and lockups
Custom letters, generous spacing.
Seven geometric letters drawn for AERTEUM, with wide tracking for calm and presence. The wordmark carries the same floating bar as the symbol.
Company architecture
One name, five divisions.
A single master brand. Divisions are named, never given their own logos, so the group stays coherent as it grows. They are conceptual divisions for now, not separate companies.
Branding, visual identity, graphic design and art direction. Identities built as systems, so they hold together from a favicon to a facade.
Websites, UI/UX, digital products, applications and software, designed and engineered in the same room.
Film, video production, animation, motion design and visual storytelling, from the first treatment to the final grade.
AI, research, emerging technologies, creative coding and experimental prototypes. Where we test ideas before they are needed.
Proprietary products, startups, intellectual property and new business initiatives, built on what the studio learns.
Colour
Mostly black and paper. Blue, rarely.
Void
#000000
Primary ground, film, hero.
Graphite
#1E1F22
Panels, media, depth.
Iron grey
#5C5C58
Secondary text on paper.
Neutral grey
#8E8E8A
Secondary text on black.
Paper
#E9E9E5
Type on black, light sections.
Signal blue
#2340FF
The floating bar, focus, active states.
Typography
One family, many proportions.
Mona Sans, a variable grotesque with a width axis from 75 to 125. Width is the brand's expressive tool: expanded for statements, normal for reading, condensed for detail. Open source under the SIL Open Font License.
Evolve
Voice
Explore. Design. Engineer. Create. Evolve.
The tagline is “We design what comes next.” The supporting line is “Independent thinking. Creative execution. Technological innovation.” Everything else follows four habits.
Precise
Say exactly what we mean, in as few words as it takes.
“We build platforms that stay fast as they grow.”
Curious
Ask good questions in public. Show the thinking, not only the result.
“What would this look like if it listened?”
Calm
Confidence without volume. No hype, no superlatives.
“Most stay experiments. A few become products.”
Honest
Never claim clients, teams or results we do not have.
“Concept project, fictional brief.”