Brand manual

Estudio Furia brand manual, version 2.2. It brings together the identity, the visual system and its applications. Measurements come from the logotype file and the current website.

Five decisions organise everything else. The brand does not shout: the intensity the name suggests lives in the design (large type, firm composition, space), never in the copy.

A typographic logotype, solid and legible, with © as the registration mark. The symbol stacks FU over RIA for square formats: avatar, favicon, seal. It is always reproduced from the file; never redrawn or set in another typeface.

The F is the smallest unit of the system and the basis of the brand grid. It is built from a stem module (58 u) and two arms of 49 u, over a height of 218 u. It shares its top arm with the U: on its own, it is cut at 127.6 u, where the U begins. Tap the plate to watch it draw again.

Module grid (F stem, 57.9 u) with every straight edge of the outlines extended. Cap height 218 u; the U overshoots by 6.2 u; the © sits on a 57.2 u ring. Measurements from the vector file.

Clear space is one module (x, the thickness of the F's stem) on all four sides. Nothing enters it: no text, no edges, no other logotype. Below the minimum size the © stops being legible.

Four versions cover every background. On light paper, a graphite logotype. On deep graphite or Ink, white. The symbol for square formats. There is no colour version: the brand is ink.

The logotype is a file, not a drawing to interpret. These six mistakes are the most frequent, and all are avoided with the versions on the previous plate.

One neutral, Ink, on paper. Deep graphite is the moment of greatest presence; pure black is never used. There is no brand accent colour; the only colour is the green signal of the 5.0 Google rating, and only there.

Two voices, two roles. Minion Pro Display italic 400, in capitals, speaks: titles, numbers and emphasis. GT Walsheim informs, in Thin (100) or Light (300); inside a paragraph, the editorial bold is Regular (400) and never heavier.

Four levels are enough: eyebrow, title, subhead and button. The title carries the force; the subhead, the fact; the button, a single action.

Twelve columns on desktop. Space is the main hierarchy tool: the scale runs from 8 to 112 px and intermediate values are not improvised. On mobile, card grids keep at least two columns.

The number and the plan replace the icon. When it is essential: flat SVG with solid fill, sharp corners, no stroke, no gradient and no volume. Never emoji, never childish or three-dimensional icons.

Ink stationery, with no finishes that imitate another brand. Pieces: A4 letterhead, DL envelope, 85 × 55 mm card and A4 folder. System mockups: the texts are placeholders, not real data.

One idea per piece. Headline in Minion italic capitals, the logotype always at the same angle, and photography only from real work. 4:5 feed format. System mockup, not scheduled posts.

LinkedIn is the main B2B network: 4:1 banner with the logotype and the services description, avatar with the symbol and posts with one idea per piece. 9:16 stories with a Minion italic capitals headline. System mockups, not scheduled posts.

At a distance, contrast rules: white logotype on graphite with the F in outline, and the web address as the only data. Mockups on free-licence photographs; the designs are system mockups, not commissioned pieces.

A single ink colour. The logotype respects the clear space and is never cropped against the piece's edges. Mockups on free-licence photographs; system mockups, not produced pieces.

The website is the brand's main piece: deep graphite in the hero with the logotype construction behind it, white paper everywhere else, 1 px rules and large type. Real captures of estudiofuria.com, October 2026.

The system is judged on published work. Five portfolio projects, with the type of work as listed on estudiofuria.com: brand, e-commerce and website. Images from the projects themselves, without stock photography or figures.

Proposals, quotes and presentations use the same ink: graphite cover, white interior, figures with sources and the promised response always the same: under 24 hours. System mockup; the grey lines are placeholder text.

The brand informs, it does not shout. Every figure carries platform, period and source. Response, proposal and quote: always under 24 hours. No public prices: every project is quoted to scope, in writing. No emojis on the site.

Motion draws, it does not decorate: a single pass of about 6 seconds (grid, guides, outline, fill, dimensions) that restarts only when it re-enters the screen. Only transform, opacity and stroke-dashoffset are animated, never measurements, to avoid layout shifts. With “reduce motion” enabled, the drawing appears already finished.

Version 2.2, October 2026. Changes are approved by Estudio Furia's Direction; an approved decision is not withdrawn because a newer reference appears: it is reviewed and recorded. If the site and the manual differ, the manual is corrected.