The DigitalSpeed visual identity and styling system — logo, color, typography, photography, and graphic system. Use when generating any design asset, UI, layout, or code that must conform to the DigitalSpeed brand styling.
The DigitalSpeed visual identity and styling system — logo, color, typography, photography, and graphic system. Use when generating any design asset, UI, layout, or code that must conform to the DigitalSpeed brand styling.
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DigitalSpeed
DigitalSpeed Brand Guidelines
The DigitalSpeed visual styling system. These directives are authoritative: every design asset, UI, layout, and code output representing DigitalSpeed must conform to the rules below. For voice, tone, and messaging, see brand-persona.
1. Logo
1.1 Logotype Foundation
All logo versions are built from the original brandmark set in the Supreme typeface — a bold, contemporary sans-serif embodying speed, sharpness, and modular geometry. Letterform spacing and internal recesses (especially negative spaces) have been refined for precise visual rhythm and functional clarity.
1.2 Horizontal Logotype (Default)
Layout: "Digital" and "Speed" sit side-by-side on a single line.
Character: Continuity and momentum.
Use when: Headers, websites, full-width layouts, or any context where stability and recognition are needed.
Character: Shorthand identity with clarity and confidence. The dot acts as a precise endpoint reflecting intentionality and completeness.
Use when: Favicons, app icons, social avatars, internal tools, or any compact application.
1.5 Safe Area
The safe area around any logotype version (Horizontal, Vertical, Monogram) must remain free of visual interference. The protective field is determined by the height and width of the "D" letter element from the logotype. No text, graphics, or other elements may intrude into this zone.
1.6 Scalability
Variant
Min Digital
Min Print
Reference Sizes (px)
Horizontal
20 px
5 mm
160, 130, 100, 60, 40
Vertical
30 px
8 mm
160, 130, 100, 60, 40
Monogram
30 px
8 mm
170, 130, 100, 80, 60
Never render any logo variant below its stated minimum size.
1.7 Incorrect Usage
The following modifications are prohibited. Use only the prepared logotype versions without interference:
Do not change elements arrangement.
Do not distort the logotype.
Do not use the logotype as outline.
Do not allow low contrast between background and the logotype.
Do not use images as a fill of the logotype.
Do not rotate the logotype except by exactly 90 degrees.
2. Color
2.1 Color Palette
Name
HEX
RGB
CMYK
Variants
Scarlet Red
#FF402D
255, 64, 45
0, 75, 82, 0
Tints: 400, 300, 200, 100
Raisin Black
#1E1C1F
30, 28, 31
3, 10, 0, 88
Shades: 900, 800, 700, 600
Pure White
#FFFFFF
255, 255, 255
0, 0, 0, 0
—
Anti-flash White
#EBEBEB
235, 235, 235
0, 0, 0, 8
—
Azure
#DDF0F6
221, 240, 246
10, 2, 0, 4
—
Palette rationale: High-contrast core of red, black, and white for clarity, precision, and strong visual hierarchy. Cool grey (Anti-flash White) and soft blue (Azure) introduce balance and calm.
2.2 Logo Color Applications
These are the only permitted logo-on-background combinations:
Logo Color
Allowed Backgrounds
Pure White (#FFFFFF)
Scarlet Red (#FF402D), Raisin Black (#1E1C1F)
Raisin Black (#1E1C1F)
Pure White (#FFFFFF), Anti-flash White (#EBEBEB), Azure (#DDF0F6)
All other logo/background color combinations are not allowed.
2.3 Color Accessibility Guide
Compliance target: WCAG AA contrast standards.
Element Type
Rule
Large text (18 pt+)
Must meet AA contrast ratio between text and background.
Normal text (below 18 pt)
Stricter AA compliance required — verify contrast ratios rigorously.
Graphics / Decorative elements
Lines, shapes, and elements that do not affect understanding have more flexibility, but should still aim for accessible contrast where practical.
3. Typography
3.1 Primary Typeface: RM Neue
RM Neue is the sole primary typeface for all DigitalSpeed materials.
3.1.1 Heading Typeface — RM Neue SemiBold
Weight: SemiBold.
Usage: Headlines, callouts, navigation.
Rationale: Maximises contrast; reflects the brand's focus on design-as-system.
