kumo.productions™
Branding Standards

This symbol is the most fundamental element of the visual identity. It is composed of four spheres of different sizes, arranged on the prescribed grid.

Its silhouette — a cloud, and the gathering of water droplets the name evokes — embodies the many elements of computer-graphics production at kumo.productions™: materials, shading and lighting, compositing, pixels, and motion. It symbolizes that expressive range while remaining flexible enough to adapt to any medium or environment, and it retains its identity in any composition.

Only the pattern, proportions, and tonal values of the individual spheres carry the visual identity of kumo.productions™; their individual layout and number do not affect it.

This is the most basic of those layouts, and every kumo.productions™ identity is symbolized around this composition.

Unless there is a specific context or intent that calls for transforming the spheres, we recommend using this as the base composition.

The symbol is composed of four spheres of different sizes, each of which is in turn built from particles that express its shading.

Never deform or distort the symbol beyond its prescribed proportions. Beyond the examples below, any treatment that significantly damages the brand identity is prohibited.

The logotype is the most fundamental element that visually represents kumo.productions™.

Built on Object Sans Regular by Pangram Pangram Foundry, it permeates and adapts to every context while embodying the identity at its most iconic.

Each of these logotypes is a fundamental element of the kumo.productions™ visual identity. Use the appropriate variant for the medium and the design of the graphic.

Never deform, rotate, or redraw the logotype in any circumstance. Changing the color or density of individual objects is also prohibited, apart from a few defined exceptions.

Always use an exact copy taken from this document or the accompanying logo data.

When multiple symbols are visible at once on a single surface of one medium, avoid layouts that repeat the same size and shape as a rule.

Three-dimensional objects are exempt from this rule.

Each of these typefaces has an impersonal quality that sits naturally with the elements that make up kumo.productions™, forming a highly legible typographic system.

Use Helvetica Now Display in combination with the logotype and for headings; use Helvetica Now Text for print and for text in small spaces.

The Japanese typeface, TP Tokyo City font, may be combined freely in both headings and body text.

For Japanese–English settings, use the bundled composite font file, kumo.productions.type-style, or combine the typefaces at 100% width and height.

Only when the above is unavailable, use kumo.productions.type-style2, composed of the SECONDARY typefaces, or combine those typefaces at 100% width and height.

For character-spacing settings, always use the bundled kumo.yakumono-typestyle.

As a rule, use the PRIMARY typefaces. Avoid the SECONDARY typefaces, Inter and BIZ UDPGothic, wherever possible — choose them only when the PRIMARY typefaces cannot be used.

Combining PRIMARY and SECONDARY typefaces within the same text or the same medium is prohibited.

The MONOSPACE typeface must be used as standalone text, never combined with any other typeface within a passage.

The logotype can be combined with text to bring names, departments, or systems into the identity. Pair Logotype TERTIARY or Logotype ABBREVIATION with Helvetica Now Display, following the examples below.

These are examples of combining the symbol with type. CENTRAL combined with PRIMARY is the most basic form, but feel free to recompose them to suit the design, purpose, and medium.

These colors are elements that establish the kumo.productions™ identity.

To match the symbol — a cloud and its gathering of water droplets — each is a special color drawn from the image of the sky.

Never alter their lightness, saturation, or hue, and always apply them as flat, uniform fills. Follow the pairing rules described later.

These are pairing examples within the kumo.productions™ color system.