BRAND KIT
LOGO
It is important to keep the NewForm logo and wordmark clear of any other graphic elements. To regulate this, a clear zone has been established around it that indicates the closest any other graphic element or message can be positioned in relation to our logo and wordmark. This “clear zone” is established by the relative size of the “N” in “NewForm”
COLOR PALETTE
CORE
The core colors of NewForm are black and white, and they are the foundation of our brand identity.
These colors should be used consistently across all layouts and designs to maintain a strong, cohesive look. Think of them as the backbone of our visual style—they help define our brand and create a sense of unity in every piece of content.
ACCENT
NewForm also has an accent color palette. You should use only one accent color alongside the core colors in any design.
Using multiple accent colors is not allowed.
The accent colors are meant to highlight key elements in our designs and communication with our audience, helping to draw attention to what matters most.
Additionally, when using a lighter color palette, use only black text, and for a darker palette, use only white text to maintain contrast and readability.
TYPOGRAPHY
All NewForm text is set in PP Mori typeface.
When using PP Mori to create headings on embedded, printed, or digital collateral for NewForm, always use Regular weight, typeset it with optical kerning, set the tracking to 0, and set in sentence case. Do not set in all lowercase, all caps can be used in marketing collaterals sparingly.
When using PP Mori to set text on embedded, printed, or digital collateral for NewForm, always typeset it with optical kerning, set the tracking to 0, and set in sentence case. Do not set in all caps or all lowercase.
TYPE SCALE
An example of an Ideal stack for type specimen.
SHAPES
Do not use as wordmark.
Use single shape to create graphics.
PHOTOGRAPHY
NewForm's photography captures real, authentic moments that embody connection, energy, and joy. Our images should feel spontaneous, immersive, and full of life—never overly polished.
