FutureHuman® · Identity
The wordmark and the mark share every letterform.
The F and the H in the mark come straight out of the wordmark, unchanged, and meet on one bar at the exact center. Because the two forms share their parts, the name can turn into the mark without a cut.
Wordmark
The wordmark leads wherever the full name fits.
FUTURE and HUMAN in one weight, drawn from Chakra Petch Bold and joined by the dot. It leads wherever there is room for the whole name: the top of the site, documents, print and credits.
FH
The mark is the F and the H, sharing one stem and one bar.
It takes over the navigation once you scroll, and it is the favicon, the app icon and every avatar. The opening at the top stays open at every size. Some people see an A and an I in it.
The center
The dot sits on the center line of the name.
The dot sits between the two words, exactly halfway up the letters, on the same line as the arm of the F and the bar of the H. It is as tall as that bar and lines up with the center of the mark. The name folds toward this point and rises out of it.
At rest the dot is round, and that round dot is the logo. While the name moves, the dot stretches into a dash along the line, then closes back into a dot once the name is still.
Dot
25.14 units, the bar height
Dash
75.77 units, three bars long
Center
Halfway up the letters, on the bar’s center line
Construction · artwork units
Every measurement comes from the letters.
A square: 153.04 units on a side, the wordmark's cap height. Stems are 29.73 units, bars 25.14. The F top bar runs to 108.44 (shortened at small sizes, see optical size). One crossbar runs from stem to stem, 29.73 to 123.31, centered on the square's vertical middle (63.95 to 89.09), so it joins the F and the H at the exact center. The H right stem sits at 123.31 to 153.04. The only opening is at the top: half a stem (14.87) between the top bar and the right stem. Rounded corners are not part of the drawing; the dot between the words is the one rounded form.
Clear space equals one bar height (25.14 units, the x in the figure) on every side. Nothing enters it: no type, no rules, no edges of containers. The nav and footer are set to this rule.
Optical size · below 24px
At small sizes the mark adjusts itself.
--logo-optical-max (24px) the top bar shortens by --logo-arm-trim-rate per pixel, capped at --logo-arm-trim-max. Gap readouts are computed from those tokens at the rendered height.Below 24 pixels tall, the opening between the top of the F and the stem of the H would fill in on screen. The mark corrects for it on its own: the F’s top bar shortens by 0.75 units for every pixel under 24, up to 6 units, which keeps about two device pixels of air in the opening.
From 24 pixels up, the master drawing runs untouched. It is one piece of artwork with one adjustable width, so there is never a separate small version to pick, and no rule for anyone to break.
Pantone 151 C
Ink, ivory and one orange.
Ink and ivory do most of the work. Brand orange is the only accent, and it is spent with intent: the main action on a page, the first line in a chart. It runs at full strength, even under ivory type, by choice. Each plate shows its measured contrast.
Two families and a mono
A serif for the story, a sans for the system.
A future built around the human.
Human purpose. Human flourishing.
FUTURE·HUMAN · 25.14 · 153.04
In use · real sizes
One mark, from a 16‑pixel favicon to a wall.
The whole system runs on one set of design tokens.
Color, type, spacing, layout and motion are each defined once, as tokens, and this page reads its values straight from them. Change a token and the site, these guidelines and every page built on them update together.