Logo

Anatomy

One weight

One weight sets three measures: the stem t, the bar b and the letter width. They are pinned to two drawings and run in a straight line between them, so the balance of vertical to horizontal holds at every step and at any size.

At the master weight the bar is the stem, b = t, and each letter is 5t wide and 6t tall. At full weight the H is Harry Pearce's H for the Osh Gallery alphabet: a square letter, stems leaving a slit of 1.34% of the width, and a bar a third of the height, so slit, bar and slit are equal thirds. Below the master the bar stays equal to the stem.

Letter height and the spaces between letters never change.

Views

Four ways in

01 Front. Face on through a long lens, so the counters show their depth.

02 Oblique. Cabinet projection: depth recedes up and to the right at half scale.

03 Isometric. True isometric, on the 30° axes.

04 Key. Face on and flat, with the construction drawn over it: clear space of one letter height on every side, the stroke guides, and the stem and bar both measured at t.

Use

Studio

Play runs one loop through the views. The HUX Studio panel sets the letters, weight and depth, the background, the speed, and a weight sweep that breathes once a loop. Backgrounds are the site's colour modes, flat or as a linear or radial gradient, and the logo takes each mode's ink. Page and Subtle follow light, dark and system. Export saves a still or one loop of video at 1920 × 1080, 1080 × 1350 or 1080 × 1080. Every frame keeps a 4% margin and the logo's clear space.