Minimal, clean and bold, the logotype reflects the adage about form following function and color following form. Restraint in general as well as the deliberate use of color, understanding of scale and juxtaposition are the salient aspects of this logotype. However, the identity allows for expansion within set restraints, in certain cases of word play and application. Sul Sans Black — The geometrical block-like form of Sul Sans displays architectural characteristics, making it a solid and impactful typeface. It is used for logotype, headers and primary texts. Usual Light — The clean and light shapes of Usual bring contrast to the primary typeface as well as the shapes present in the identity, while permitting clarity and legibility. It is used for body texts and secondary texts.