BrandGuidelines

Align Scale
Brand Guidelines

Primary Logo

The primary logo is the full lockup of mark and wordmark. It is the default expression of the brand and should be used wherever there is enough room for it to be read clearly.

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Align Scale · Brand Guidelines

Logomark

The logomark is the symbol element of our logo, used independently of the wordmark. It is used on its own when there isn't enough space to show the full logo. This mark should always look the same, no matter where it is used, and should be given proper clear space to maintain its visual integrity.

A 2×2 grid: that is align. Three of the four quadrants repeat one shape at nested scales sharing a single centre: that is scale. The fourth is two quarter-discs overlapping into a lens: the intersection, where the two disciplines meet.

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Align Scale · Brand Guidelines

Clear Space & Minimum Size

Clear space keeps the logo legible and separate from other elements. Nothing enters the exclusion zone. The minimum size is the smallest reproduction at which the mark still reads correctly.

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Align Scale · Brand Guidelines

Clear space · half the mark's height on every side

0.5×0.5×

Minimum size

Screen
48px

Print
12mm

Logo Misuse

The logo is a fixed piece of artwork. Do not redraw, recolour, distort or decorate it. These examples show what to avoid.

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Align Scale · Brand Guidelines

Do not rotate the mark

Do not change the stroke weight

Do not fill the shapes

Do not place the signal colour inside the mark

Do not add shadows, gradients or effects

Do not use below the minimum size

Motion

How the mark moves. The animation is part of the identity: one curve, one behaviour, the same in every place it appears. Download the animated SVG and drop it into any page as a loader. No JavaScript needed.

The mark only scales. Each quadrant grows from the shared centre, staggered by 90ms; the intersection resolves last because it carries the meaning.

Loop: 2400ms
Easing: cubic-bezier(0.16, 1, 0.3, 1)

Usage: <img src="align-scale-mark-dark-loader.svg" width="48">

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Align Scale · Brand Guidelines

01

One curve

Every movement in the brand uses the same easing. No overshoot, no spring. Those read playful, and the personality is not playful.

02

Scale, never rotate

The mark is about scale. Rotating or sliding it contradicts what it says.

03

Under a second

The entrance completes in 900ms. Motion shows the mechanism and gets out of the way.

Color Palette

The color palette represents the visual personality of the brand and should be used consistently across all materials.

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Align Scale · Brand Guidelines

Dark, the brand's default

The mark is a white-stroke mark; dark is the intended ground. Warm, slightly off-black, not blue-black.

Ground

Background

#121210
0.180 0.004 90

Surface

Raised panels

#1D1C19
0.225 0.005 90

Text

Primary text

#F9F8F6
0.980 0.003 90

Text muted

Body text

#CDCCC8
0.845 0.006 90

Border

Perceivable lines

#61605D
0.490 0.005 90

Signal

Interaction, motion

#85C32C
0.748 0.185 130

≈5% of any surface. Never a background behind text.

Light, re-measured, not inverted

Every pair was re-measured. The signal drops to L 0.606 because acid green at 0.748 is unusable on a light ground.

Ground

Background

#F9F8F6
0.980 0.003 90

Surface

Raised panels

#F1F0ED
0.955 0.004 90

Text

Primary text

#121210
0.180 0.004 90

Text muted

Body text

#666461
0.505 0.006 90

Border

Perceivable lines

#908F8C
0.650 0.005 90

Signal

Interaction, motion

#63931F
0.606 0.150 130

Primary Font

The primary font is used for main headings, subheadings and body across all brand communications. It establishes visual hierarchy and should be applied consistently to maintain a strong, unified brand voice throughout every touchpoint.

Headings, body, interface. Weight stays between 250 and 500. A heavy headline fights a hairline mark.

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Align Scale · Brand Guidelines

Plus Jakarta Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789 !?&@%

Everything an agency does. None of the agency.

Weights

Light 250

Regular 400

Medium 500

Designer: Gumpita Rahayu, Tokotype
License: SIL Open Font License 1.1
Source: fonts.google.com/specimen/Plus+Jakarta+Sans

Secondary Font

The secondary font supports the primary: labels, metadata, numbers and code. It is never used for headings or running text.

Labels, metadata, numbers, code. Uppercase with 0.09em tracking at small sizes.

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Align Scale · Brand Guidelines

Martian Mono

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789 !?&@%

0123456789 · 6 weeks · Lc 75

Weights

Light 300

Regular 400

Medium 500

Designer: Evil Martians, Roman Shamin
License: SIL Open Font License 1.1
Source: fonts.google.com/specimen/Martian+Mono

Type Hierarchy

Typography hierarchy defines how different text sizes and weights are used to organize content and guide the reader's attention. Consistent use of headings, subheadings, and body text ensures clarity and a unified reading experience across all materials.

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Align Scale · Brand Guidelines

Display

D

96px250

Header 1

H1

64px250

Header 2

H2

48px300

Header 3

H3

39px400

Header 4

H4

31px400

Header 5

H5

25px500

Body (Large)

B (L)

20px400

Body

B

16px400

LABEL · 2026

L

11px500

Imagery

Imagery sets the tone before a word is read. These principles keep photography and illustration consistent with the rest of the identity.

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Align Scale · Brand Guidelines

01

The work is the imagery

Full-bleed screens, real interfaces, before-and-after pairs. Motion shown as motion, not as stills.

02

Founders, properly photographed

Natural light, consistent treatment. No corporate portraiture, no folded arms.

03

The frame stays neutral

Client work arrives in its own palette and is left alone. That is the point of the monochrome frame.

Avoid

Stock photography

Laptop-on-desk, whiteboards, team pointing at screens

Abstract 3D blobs, glass shapes, particle fields

AI-generated imagery for the studio's own brand

X/Twitter Banner

The X banner mockup demonstrates how the brand identity is applied to social media cover imagery. It ensures consistent placement of the logo and brand elements within the platform's required dimensions.

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Align Scale · Brand Guidelines

Edit profile

Align Scale

@alignscale

Everything an agency does. None of the agency. Two senior people from Belgrade.

alignscale.comJoined February 2025

4 Following 1,532 Followers

Social Avatar

The avatar is the mark at its smallest and most frequent. It must read at 48px and survive a circular crop on every platform.

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Align Scale · Brand Guidelines

400px

200px

96px

48px

Business Card

The card is the identity in the hand. One face carries the mark alone; the other carries the person. Nothing else.

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Align Scale · Brand Guidelines

Buse Turgay Sönmez

Design Engineer

alignscale.comBelgrade

Playground

Try the identity before you use it. Type a headline and see it as a poster, a social post and an interface at once, in the brand's type and colours. Pick a ground and an accent from the palette.

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Align Scale · Brand Guidelines

Ground

Accent

Everything an agency does. None of the agency.

Align Scale

Poster

Align Scale@alignscale

Everything an agency does. None of the agency.

Align Scale Everything an agency does. None of the agency.

Social post

Everything an agency does. None of the agency.

Align Scale · everything an agency does. none of the agency.

Get startedLearn more

● Align Scale · 2026

Interface

Voice & Tone

How the brand sounds. Voice is constant; tone adapts to the situation. These principles guide every piece of writing.

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Align Scale · Brand Guidelines

Precise · Fast · Bold

01

Numbers, not adjectives

“Six weeks” beats “fast”. A live URL beats “production-ready”.

02

The range is never said without its negative half

Every agency says full-service. The difference is entirely in the without-the-agency part.

03

Say no somewhere

A small studio's standard signal. Work that won't succeed gets declined, not executed.

04

Outcome, not tooling

AI is never a method in copy. Speed shows up as a number in a case study, not as a process claim.

Do

Write “Türkiye” in every language
Quote real timelines and budgets
Name the client and the outcome

Don't

Lead with the method
Stack adjectives
Use engagement-bait formatting

Never

solutionspartnerseamlessbespokeworld-classpassionateend-to-end digital transformationAI-powered

Contact

Questions about using the brand? Get in touch.

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Align Scale · Brand Guidelines

Align Scale

Belgrade, Serbia

alignscale.com

Instagram @alignscaleX @alignscaleLinkedIn @alignscale

Version v1.0 · September 2026Prepared by Align Scale

BrandGuidelines

Contents

Primary Logo

Logomark

Clear Space & Minimum Size

Logo Misuse

Motion

One curve

Scale, never rotate

Under a second

Color Palette

Primary Font

Secondary Font

Type Hierarchy

Imagery

The work is the imagery

Founders, properly photographed

The frame stays neutral

X/Twitter Banner

Social Avatar

Business Card

Playground

Voice & Tone

Numbers, not adjectives

The range is never said without its negative half

Say no somewhere

Outcome, not tooling

Contact