Brock CX brand book, round 2

Colour

A studio that makes the thing before the meeting. Twenty years of customer experience for big brands, now for makers and for friends with an idea. The brand is the small proof the same hand made all of it, then it gets out of the way

Char#161311 · inkWarm near-black. Every word sits on this or on Paper

Paper#F3EEE4 · paperThe ground. Warm, never white

Coal#2B2522 · leadSurfaces, cards, the app chrome. Char with a little heat in it

Ember#FF4F1F · accentThe one hot colour. A dot, a word, a link. Never a field

Ash#A8A196 · quietThe dot before it's lit, captions, rules, what is still waiting

Coal leads. Ember is used small. Everything reads on Char or Paper.

Shape

A kit of 3. Each earns its place by appearing in the logo or the motion; anything that doesn't is cut.

DotResting. The full stop in the wordmark; Ash when waiting, Ember when something's ready

FlameAlight. The dot grown into a flame: something is ready for you. One shape, hollow at the heart, never the emoji

RuleThe baseline the wordmark sits on. Dividers, underlines, the one straight thing

Voice

Warm, upbeat, a bit cheeky. The way Simon talks across a table: optimistic, plain, quick to say let's make it. Never salesy, never sharp. Australian English, no em dashes, no Oxford commas

Lines we'd lead with

Move fast and make things
Made the day we talked
It's ready for you
Go on, run with it

Words we say

let's make it
have a go
made the day we talked
run with it
good things, made fast
lovely
ready for you
yours

Words we never say

solutions
leverage
AI-powered
elevate
seamless
journey
unlock
break
disrupt
any engine's name

Type

Brock CX

Bricolage Grotesque for the name and the lines: The wordmark, the headings and the lines. Heavy and wide enough to hold the dot. Sentence case, never caps

Inter Tight for reading: Reading text, the friend's page, the app. A grotesk too; the two never swap jobs

Sentence case always. The two faces never swap jobs.

Logo

The wordmark arrives as the sum of the shapes and the type. Two directions, each shown on ink, on the lead colour and on paper.

brock.cx

The wordmark The domain is the mark. brock, the dot, cx. The dot is the only thing in Ember

The stamp The flame alone, 20px, in the corner of anything made, with one line beside it. On a friend's page this is the whole brand

Imagery

No imagery of our own. The things we've made are the pictures, shown inside simple rounded devices: a phone, a laptop, a page, nothing branded, nothing else

Rules for pictures

Only ever the products we've made
Inside a simple rounded device, Coal or Paper, no bezels or badges
The thing fills the frame; the flame sits in the corner
No stock, no generated scenes, no pictures of Brock CX itself

Motion

Flame. Flare. The dot swells and its outline flows into the flame, holds, then flows back into the dot while the wordmark arrives beside it. One smooth movement, once, on arrival, about two and a half seconds. Nothing else moves, ever

The signature, looping here onlyOn a real surface it plays once

Rules

Sentence case everywhere, no caps, no exceptions
Ember is one dot, one flame, one word or one link per surface, never a field of it
On anyone else's page Brock CX is the flame and one line in the corner
No gradients, no glow, no pulsing; the flare plays once
The thing made is the picture, inside a simple rounded device; no imagery of our own
Australian English, no em dashes, no Oxford commas, no full stops on lines
Never name the engines

The brand in action

The theory above, applied. This is the section that gets the most care.

Made the day we talked

The corner of a friend's page

It's ready for you

The Firestarter app, state screen

Move fast and make things

brock.cx, first screen

Imagining Brock CX as the small flame on everything made, never louder than the thing