Nu / Core brandProposed v03

Ideas into operation

Research / Design / Engineering

01Primary mark

Primary mark · SVG
Reverse · SVG
Small size + thread · SVG

Vector redraw of Max’s v03 card, refined: parallel diagonal edges, equal 45° chamfers on the u, whole-unit geometry. The small cut opens the N–u gap from 30 to 48 units.

02Family

  • NuLabAssessment + research
  • NuTypeIdentity + language
  • NuWaveMarketing + motion
  • NuWorksWebsites + launch
  • NuCyberAgents + automation

03Type + colour

Archivo Black / Display

Build.
Test.
Refine

IBM Plex Mono / Labels

Research / Design / Engineering
Ideas into operation
0123456789 / ABCDEFGHIJKLMN

Archivo / Text

Body copy is Archivo, the text family of Archivo Black, so the page reads as one voice at every size.

  • Ink#181A18Type, marks, rulesOn Chalk 14.0:1 · on Orange 5.2:1
  • Chalk#E8E6DCPaper, reverse marksOn Ink 14.0:1
  • Machine Grey#B5B4AASecondary surfacesInk on Grey 8.4:1 · never text on Chalk
  • Process Orange#F25A28Bars, full stops, buttonsInk on Orange 5.2:1 · never text on Chalk (2.7:1)

04Physical

A brushed steel nameplate with the Nu mark cut through it, bolted to a dark steel wall.
Plate. Brushed steel, cut-through mark. Concept render.
A black rugged hard case on a workshop floor with the Nu mark stencilled in chalk white.
Case. Stencilled reverse mark. Concept render.
A chalk linen notebook titled Working systems with an orange full stop, an orange band and a small Nu mark.
Notebook. “Working systems.” Concept render.

05Badge testPass 1 · v1

Nu CORE badge.

Max’s brand method requires every mark to hold up as an embroidered badge. This is the first pass: a flat proof at 72 × 62 mm, measured from a 20 px/mm raster against provisional thresholds.

Badge design
PASS
Embroidery feasibility
PROVISIONAL
Physical validation
NOT RUN
Flat proof of the Nu CORE badge: the Nu mark above the word CORE inside a rounded border.
Flat proof · 72 × 62 mm · two threads · SVG
Simulation of the Nu CORE badge embroidered on a black work jacket.
Simulation. Image generation, not a stitched sample.
Badge geometry checks
CheckMeasuredAssumed minimumResult
Narrowest filled region1.8 mm1 mmPASS
Smallest gap between objects1.71 mm0.8 mmPASS
Smallest enclosed counter1.4 mm0.8 mmPASS
CORE cap height7.5 mm5 mmPASS
Clearance to running line6 mm3 mmPASS

Thresholds are design assumptions until a supplier confirms its limits. A screen preview does not prove physical scale, and no stitched sample exists yet.

06Line identitiesProposed · for review

Family lines

Each line keeps the parent’s Ink, Chalk and orange, and adds one ink and one motif. They appear only on the line’s own panel and page.

Brass#8E710F

On Chalk
3.71:1
On Chalk-hi
4.11:1
On Ink
3.76:1
Motif · Ruler ticks
Master
NuLab
Line
NuLab

Motif strokes, accent rules, lockup suffix at 24 px or more.

Rubine#A84885

On Chalk
4.26:1
On Chalk-hi
4.72:1
On Ink
3.27:1
Motif · Type rules
Master
NuType
Line
NuType

Motif strokes, accent rules, lockup suffix at 24 px or more.

Signal green#17795A

On Chalk
4.28:1
On Chalk-hi
4.74:1
On Ink
3.26:1
Motif · Signal wave
Master
NuWave
Line
NuWave

Motif strokes, accent rules, lockup suffix at 24 px or more.

Process blue#0975AB

On Chalk
4.04:1
On Chalk-hi
4.48:1
On Ink
3.45:1
Motif · Square grid
Master
NuWorks
Line
NuWorks

Motif strokes, accent rules, lockup suffix at 24 px or more.

Violet#7759B8

On Chalk
4.29:1
On Chalk-hi
4.75:1
On Ink
3.25:1
Motif · Bracketed fields
Master
NuCyber
Line
NuCyber

Motif strokes, accent rules, lockup suffix at 24 px or more.

Do

  • Keep orange as the parent signal: the CTA, the full stop and the bars stay orange on every line page.
  • Show a line colour only with its line’s name, on that line’s own panel or page.
  • Use it for motif strokes, accent rules and the lockup suffix at 24 px or more.

Don’t

  • Set text under 24 px in a line colour.
  • Recolour the Nu mark. It stays Ink, or Chalk on Ink.
  • Put one line’s colour in another line’s panel or page.
  • Set text over a motif. Motifs are decoration.

Start

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