Brand Guidelines

FEIYU

A restrained brand system designed to preserve the flying-fish mark with consistency, order, and recognition across every surface.

Core Principle

The brand is not ornamentation layered on top, but a control system that keeps structural clarity from becoming distorted at the visual surface.

MonochromePrecisionRestraint

Primary — White on Black

01
Feiyu logo on a black background
Clear space

Standard presentation for dark surfaces and black-field compositions.

Primary — Black on White

02
Feiyu logo on a white background
Clear space

For light surfaces, only the foreground color may invert; the geometry remains untouched.

Correct usage

DO
  • Monochrome only
  • High contrast
  • Keep proportions
  • Use clear space

Incorrect usage

DON'T
  • No gradients/shadows
  • No stretching/skew
  • No recolors
  • No extra details
Brand Temper

Direction, momentum, structure, and breakthrough. The mark should not explain too much; it only needs to be precise and inevitable.

Color Strategy

The current system permits only black and white, avoiding premature brand color decisions that would distract from structural recognition.

Usage Goal

Every branded surface should establish order before it establishes style.

Rule System

Logo

01
  • Primary mark: the flying-fish symbol.
  • Allowed only in monochrome: black on white / white on black.
  • No gradients, shadows, outlines, textures.

Clear space

02
  • Minimum clear space = 0.5 × head-tip length (X).
  • No text / frames / images inside the clear space.

Minimum size

03
  • Digital: ≥ 24px height.
  • Print: ≥ 10mm height.

Incorrect usage

04
  • Do not stretch, skew, rotate.
  • Do not change stroke/shape proportions.
  • Do not recolor (no brand color yet).
  • Do not add extra details or text inside the mark.

Background

05
  • Preferred: pure black / pure white.
  • Allowed: dark solid backgrounds with high contrast.
  • Avoid: low-contrast, busy patterns, gradients.

Icons

06
  • Favicon: simplified silhouette; centered; generous padding.
  • App icon: black rounded square; white mark centered; ≥ 20% padding.

Symbol philosophy

07
  • Direction · Momentum · Structure · Breakthrough.
  • Keep it silent and precise. Less, but inevitable.

Typography (tone)

08
  • Recommended: Inter / SF Pro / Helvetica Neue / Noto Sans.
  • Use uppercase labels + wide tracking for structure headings.
  • Avoid decorative typefaces.