Sync Primitive Recording Company: brand kit v2.0 (30 Sep 2026)

Full guidelines: https://brand.syncprimitive.com/

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

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.

MARKS
- Gold: Dark grounds. Formal documents, letterheads, partner lockups.
- Light: White and paper grounds. Print, press, partner decks.
- Glow: Hero and screen use only. Navy ground is part of the artwork.

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.

CLEAR SPACE AND SIZE
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

COLOUR
- Ground #08070b: Page and plate background
- Panel #0f0e14: Raised surfaces
- Hairline #221f2b: Rules and dividers
- Text #f2f0f4: Headings and key figures
- Body #b9b4c4: Running text
- Muted #7d7889: Captions and metadata
- Signal cold #2A31D6: Start of the signal gradient
- Signal hot #E01F4C: End of the signal gradient
- Gold #c5ae87: The mark on dark grounds
- Paper #faf6ee: Letters, schedules, anything signed
- Ink #1a1512: Text on paper
- Ember #c2502c: The one accent on paper
- Stone #8b8074: Captions on paper
- Rule #e2dacd: Rules on paper
* Signal cold and signal hot are graphic colours. On Ground they fall below 3:1, so they never carry text.
* The gradient runs cold to hot, left to right or top to bottom. It is never reversed and never gets a third stop.
* Screen register for anything shown; paper register for anything printed or signed. Never print a contract on Ground.

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.
* Sentence case everywhere. Capitals belong to the wordmark.
* Display in Inter 300 at −0.035em tracking. Body 16 to 18 px at 1.6 line height, 68 characters maximum.
* Numbers set as large, light figures. Mono for values, never for prose.

MOTION
The house moves in beats and bars. Nothing on a Sync Primitive surface moves faster than one beat.
- --sp-t-beat: 429 ms, cubic-bezier(.22,.61,.36,1). UI response: hover, open, confirm
- --sp-t-bar: 1714 ms, cubic-bezier(.22,.61,.36,1). Reveals and page transitions
- --sp-t-phrase: 6857 ms, linear. Ambient loops. One phrase is four bars

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.

Contact: bookings@syncprimitive.com
Sync Primitive Recording Company is a property of Axon Avenue PLT (LLP0035183-LGN).
