Sync Primitive Recording Company contour lockup in gold

We make the record, then we build the room it plays in.

Sync Primitive Recording Company · brand guidelines v2.0 · 30 Sep 2026

01

System

Read the mark as a contour map: rings of equal level around one source. The system follows that reading. One mark, quiet type, generous space, and one signal that runs from cold to hot.

The house
Sync Primitive Recording Company. Publishes, promotes and endorses. Carries the contour mark.
Artists
Cliff Coffin and future signings. Each has its own identity, built on this structure and endorsed by the house.
Series and nights
OUTPOST, The Crossing, Subcurrent, Nightshade. Titles set in type; the house mark appears as promoter or publisher.
Partners
Brands, venues and sponsors. Appear beside the house mark under the partner rules in section 08.

Shared across the house

  • A 140 BPM motion clock
  • The same token names and document structure
  • Marks are artwork: never retyped, redrawn or recoloured

Kept apart

  • Palettes never mix on one surface
  • Typefaces stay with their brand
  • An artist logo never sits on a house event bill
02

Mark

Three treatments exist and there is no fourth. The lockup is drawn artwork: the contour never appears without the wordmark, because the wordmark is composited over the lines and removing it leaves holes.

Sync Primitive gold
GoldDark grounds. Formal documents, letterheads, partner lockups.SVGPNG 4000px
Sync Primitive light
LightWhite and paper grounds. Print, press, partner decks.SVGPNG 4000px
Sync Primitive glow
GlowHero and screen use only. Navy ground is part of the artwork.PNG 1080px
03

Clear space and size

xxxx

x is the cap height of SYNC PRIMITIVE. Keep x clear on every side. Every downloaded file already carries it.

Print
42 mm wide
Screen
320 px wide
Below that
Set “Sync Primitive” in Inter 500 instead

Below 42 mm the hairline contours close up into grey. That is the measured failure point on the A is for Amp colophon.

At size

120 px
160 px
240 px
320 px
04

Misuse

Each of these has happened to a mark somewhere. None of them happen to this one.

Don't stretch or squash it.
Don't recolour it.
Don't add effects.
Don't box it on white.
Don't set it on busy imagery.
Don't rotate it.
05

Colour

#2A31D6#E01F4C

Screen register

Paper register

Select any swatch to copy its hex. Ratios are WCAG 2.2 contrast against the ground named.

06

Type

Inter
300 display, 400 body, 500 labels

All set type. A neutral grotesque, so the contour mark carries the character.

JetBrains Mono
400

Technical values only: BPM, catalogue numbers, keys, timecodes.

Scale: Perfect fourth, 1.333, base 16 px

A fourth is 4:3. The house scale is a musical interval, so the type steps the way the records do.

90 pxWe make the record, then we build the room it plays in.
67 pxWe make the record, then we build the room it plays in.
51 pxWe make the record, then we build the room it plays in.
38 pxWe make the record, then we build the room it plays in.
28 pxTechno and trance from Kuala Lumpur, Malaysia.
21 pxTechno and trance from Kuala Lumpur, Malaysia.
16 pxTechno and trance from Kuala Lumpur, Malaysia.
12 pxTechno and trance from Kuala Lumpur, Malaysia.
07

Motion

Both brands run on one clock, 140 BPM, the centre of the catalogue's 134 to 142 range. They subdivide it differently.

The house moves in beats and bars. Nothing on a Sync Primitive surface moves faster than one beat.

1 beat = 429 ms
--sp-t-beat
--sp-t-bar
--sp-t-phrase
--sp-t-beat
429 ms 1 beat · cubic-bezier(.22,.61,.36,1)
UI response: hover, open, confirm
--sp-t-bar
1714 ms 4 beats · cubic-bezier(.22,.61,.36,1)
Reveals and page transitions
--sp-t-phrase
6857 ms 16 beats · linear
Ambient loops. One phrase is four bars
--sp-ease-settle
cubic-bezier(.22,.61,.36,1)
Arrives fast, settles slow

Durations derive from the clock: one beat is 60,000 ÷ BPM milliseconds. Move the tempo and every token recalculates. With reduced motion on, nothing moves and the values stay readable.

08

Partners and applications

Placement
Partner marks sit to the right of the house mark, separated by a hairline rule. Match optical height, not bounding boxes.
Space
Keep x clear either side of the rule. x is the cap height of SYNC PRIMITIVE.
Size
The house mark stays at 42 mm or 320 px wide or larger next to a partner. Scale the partner to it, not the other way.
Ground
Gold treatment on dark, light treatment on paper. The partner mark uses its own approved single-colour version.
Credit lines
“Presented by”, “In partnership with” and “Supported by” are set in Inter 500, sentence case.
Approval
Every placement is approved before it runs. Send proofs to bookings@syncprimitive.com.
Partner mark
Partner lockup. House left, partner right, hairline between.
Night title
Cliff Coffin
Artist two
Artist three
Venue · date · time
Event bill. The promoter carries the only mark; artists are billed by name.
SPRC cataloguePublished by
Release credit. The house as publisher on the back or in credits.
09

Downloads

Download the full kit

ZIP · logos as SVG and PNG, tokens.css, tokens.json, this page's rules as README

tokens.csstokens.json
Partnerships, sponsorship and press
bookings@syncprimitive.com
Also in the house
Cliff Coffin brand guidelines
Build notes
Static HTML and CSS · one generator, two themes · vectors traced and checked against the masters · v2.0, 30 Sep 2026

The Sync Primitive Recording Company name and marks are used only as shown here. Use by a partner does not imply endorsement beyond the agreed partnership. Sync Primitive Recording Company is a property of Axon Avenue PLT (LLP0035183-LGN).