Identity
One idea, one shape: an F cut out of a lens, the arms running out through the glass. A wordmark cut from real letterforms. A plate and a roundel for product, an icon for apps and avatars.
01 — Mark
The Lens · primaryA solid circle: the glass. The F is cut out of it, not drawn on it, so the letter is light coming through the lens.
The top arm runs out through the right edge. That notch is the signature; it keeps the mark from being just a letter in a circle.
Lower right, inside the glass. The tally light. The only color in the mark.
One stroke width (14 units) on every side. Reads down to 16 px, so one mark serves favicon to billboard.
02 — Wordmark
Barlow Condensed Black Italic · outlinedFRAMESBYMATT as a header: the wordmark, or Barlow Condensed Black Italic, uppercase.
framesbymatt in a sentence: lowercase, one word. Never "Frames by Matt", never "FBM" in copy.
03 — Variants
Same mark, different jobs04 — Icon
Apps, avatars, favicon05 — Merch
How it sits on product06 — Color
Dark by default · one accentDarkroom
- HEX
- #0A0A0B
- RGB
- 10 10 11
Bone
- HEX
- #EEECE7
- RGB
- 238 236 231
REC Red
- HEX
- #FF3B1F
- RGB
- 255 59 31
Graphite
- HEX
- #161618
- RGB
- 22 22 24
Ash
- HEX
- #8B8B90
- RGB
- 139 139 144
Red is a signal, not a fill: the dot, live indicators, one action per screen.
07 — Type
Barlow Condensed + Geist · freeBlack 900 Italic · uppercase
tracking −1%
Uppercase · bold for emphasis
16–22 px · line-height 1.45
Body copy stays plain and short. The images do the talking.
11 px · uppercase · +8%
REC ● 00:01:24:12 · ISO 3200 · 1/1000 · F2.8
