Shapes

Shapes bring a little play to a calm page. Each one is borrowed from the logo, so the fun still looks like us.

Shape family

Each shape is a piece of the open lock, so the playfulness is still ours. They add recognition and a little warmth, even where the logo isn’t nearby. Use flat, solid fills from the palette: no outlines, gradients, shadows or 3D. FUN brings shapes of its own each year, on Visual identity. These are for everything else.

The symbol these shapes are cut from.

Arch. The open shackle.

Long arch shape, the shackle stretched into a tall frame — Long arch. The shackle, stretched to frame.

Hook. The U of the body.

Quarter ring shape, the corner of the arc — Quarter ring. The corner of the arc.

Bar shape, the bar that crosses the lock — Bar. The bar that crosses the lock.

Half disc shape, the rounded body cut flat — Half disc. The rounded body, cut flat.

Using shapes

Shapes are accents, not the main event. Use one or two per piece at most. Scale them, and rotate them in 90° steps. Many pieces need none. When a list or a schedule is doing the work, type, space and the logo do the job. Let a shape enter from a side and be cut by the format, so it frames the content instead of competing with it.

A navy post with a coral shape cropped by the edge — Cropped by the edge.

A quote post with a ring around the speaker photo — Framing a portrait. A ring or hook around a speaker photo. Nothing else is needed.

An announcement with a single hook in the corner — One is plenty. A single hook in a corner is enough to make a plain announcement feel like Freelance Unlocked.

An events list with no shape, set in type and space — No shape. Lists, schedules and dense information work without one.

Incorrect usage

Don’t alter the shapes. Avoid these treatments.

Don’t place shapes under the logo.
Don’t overdo it.
Don’t add outlines, gradients or 3D.
Don’t stretch or skew shapes.