Project Briefs

________________________________________ 0. CORE BRAND IDEA LASSO is an executive operating system for leaders. The emblem must express structure, discipline, continuity, and engineered growth. The wordmark must feel architectural, precise, and sovereign, not trendy or playful. ________________________________________ 1. EMBLEM: “Five-Pillar Continuous Ring” 1.1. Overall Form • Shape: Circular ring (donut form) • Composition: 5 equal segments making up the ring • Style: Hybrid – smooth outer curve, subtly faceted inner geometry • Feel: Executive, minimal, engineered, timeless 1.2. Geometry & Proportions (Technical Guidance) Have them work on a squa...

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0. CORE BRAND IDEA
LASSO is an executive operating system for leaders.
The emblem must express structure, discipline, continuity, and engineered growth.
The wordmark must feel architectural, precise, and sovereign, not trendy or playful.
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1. EMBLEM: “Five-Pillar Continuous Ring”
1.1. Overall Form
• Shape: Circular ring (donut form)
• Composition: 5 equal segments making up the ring
• Style: Hybrid – smooth outer curve, subtly faceted inner geometry
• Feel: Executive, minimal, engineered, timeless
1.2. Geometry & Proportions (Technical Guidance)
Have them work on a square artboard (e.g., 1000×1000 px) for easy scaling.
Base circle:
• Outer diameter: 1000 units
• Inner diameter: 700 units
→ This gives the ring a consistent thickness of 150 units on each side.
So:
• Outer radius (Rₒ) = 500
• Inner radius (Rᵢ) = 350
• Ring thickness = 150
Segment division:
• Full circle = 360°
• 5 segments ⇒
• Add a 2° gap between segments.
o Segment arc: 70°
o Gap: 2°
o 5×(70°+2°) = 360°
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1.3. Visual Construction Steps (Designer Instructions)
In Illustrator / Figma:
1. Create outer circle (1000×1000).
2. Create inner circle (700×700).
3. Subtract inner from outer → ring.
4. Create a polar grid or use guides to mark every 72° around the circle.
5. Use a pie slice tool or shape-builder to divide the ring into 5 segments.
6. Introduce 2° gaps
7. Once segments exist:
o Optionally add subtle inner chamfers (small facets) on the inner edge of each segment to avoid a purely “perfect” donut look and introduce a slight engineered feeling.
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1.4. Style & Finish (Color, Shading, Gradient)
Core aesthetic:
Matte metallic. Not glossy. Not neon. Premium.
Primary Colors
Give them these as starting values (they can refine):
• Obsidian / Graphite:
o Very dark: #0B0C0E
o Slightly lighter: #14161A
• Executive Bronze:
o Light bronze: #D49A5A
o Mid bronze: #C18342
o Deep bronze: #9A6230
• Cool Accent (optional for motion/hover):
o Teal: #3BB6C6 or #59C2D4
Recommended Emblem Variants
Ask the designer to deliver these 4 core visual styles:
1. Monochrome Dark:
o Entire emblem in graphite (#14161A) on light background.
2. Monochrome Light:
o Entire emblem in near-white (#F4F5F7) on dark background.
3. Bronze Gradient Ring (Hero):
o Each segment uses a subtle linear gradient from light bronze → mid bronze.
o Gradient direction follows the curve of the ring.
4. Dual-Tone:
o 3 segments in bronze gradient
o 2 segments in graphite gradient
o Very subtle difference — not cartoonish.
Finish:
• Avoid heavy bevels, drop shadows, or “3D plastic”.
• Use soft inner shadows and subtle light falloff to give volume in video or large-scale use, but keep the logo master file flat.
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1.5. Line & Detail Rules
• No outlines/strokes around the whole emblem.
• Segments themselves should be filled shapes, not outlined shapes.
• Gaps between segments should be hard negative space (transparent).
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1.6. Minimum Size & Clarity
Specify:
• Below 24px width: use solid circle or simplified ring (no visible segmentation).
• At 32px and above: 5 segments can be visible.
• For favicons, app icons, or very small usage, create a simplified emblem variant if needed.
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2. WORDMARK: “LASSO”
The wordmark should stand as a separate, high-authority asset.
2.1. Tone & Feel
Give your designer this instruction:
The wordmark should feel like an elite architecture or systems firm, not a startup or a motivational brand. Think: clean, deliberate, structural, slightly extended.
2.2. Typeface Direction
Use a geometric or neo-grotesk sans as a base, and then customize.
Suggested starting families (for reference, not necessarily final):
• Avenir Next
• Gotham
• Neue Haas Grotesk
• Söhne
• LL Circular
• Inter Tight (customized)
• Euclid Flex
2.3. Basic Wordmark Specs
• Text: LASSO
• Case: ALL CAPS
• Weight: somewhere between Medium and Semibold
• Letterspacing: Slightly wide (e.g., +5 to +30 tracking depending on font)
• Alignment: Horizontal
2.4. Customizations (Very Important)
Modify the letters, so this is not just typed text:
You don’t have to use all, but at least some:
• L
o Slightly extend the horizontal foot to the right.
o Give it a subtle “structural beam” feel.
• A
o Use a flat apex (top cut off), not pointy.
o Maybe slightly widen the stance (legs farther apart) to feel stable.
o Consider removing the bar and using a geometric notch instead (optional).
• S S
o Make sure both S’s are consistent and not too “soft”.
o Straighten curves slightly so they feel engineered, not bubbly.
o Slight vertical compression (less tall, more strong).
• O
o Use a perfect circle or near-perfect circle for the O, matching the emblem’s geometry.
o Outer curve can echo the ring form.
Overall style:
• No quirky letters.
• No dramatic ligatures.
• Just small, deliberate, structural modifications.
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2.5. Color & Styling
Wordmark colors should match your emblem palette:
• Primary: Graphite (#14161A)
• On dark backgrounds: near-white (#F4F5F7)
• Hero usage: Bronze gradient fill (same as emblem) for large display only
Avoid:
• Outlines on letters
• Overly bright colors
• Drop shadows
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3. EMBLEM + WORDMARK RELATIONSHIP (Lockups)
The key principle:
Emblem and wordmark must both work alone AND in combination.
3.1. Primary Horizontal Lockup
• Emblem on the left
• Wordmark LASSO on the right
Spacing:
• Distance between emblem and wordmark = roughly the width of the “L” in LASSO.
• Align vertically so the visual center of the emblem matches the x-height / cap height midline of the wordmark (designer’s judgment).
Relative sizes:
• Emblem height ≈ 1.1–1.3× the cap height of the letters.
→ So the emblem is slightly taller than the wordmark for emphasis, but not cartoonishly large.
3.2. Stacked Lockup (For Centered/Poster Use)
• Emblem on top, centered.
• Wordmark LASSO centered beneath.
Spacing:
• Vertical space between emblem and wordmark ≈ half the emblem’s height.
Optional descriptor (used rarely):
• Under the wordmark, in smaller tracking:
o THE LASSO EXECUTIVE SYSTEM™
o Set in a lighter weight, smaller size, high tracking.
Example typographic hierarchy:
• LASSO — 100% size, Semibold
• THE LASSO EXECUTIVE SYSTEM™ — 35–45% size, Regular, +150 tracking
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4. USAGE & EXPORT SPECS
4.1. File Formats
For each variant (emblem alone, wordmark alone, lockups):
• Vector:
o .AI
o .EPS
o .PDF
o .SVG
• Raster (High-Res):
o PNG with transparent background @ 1x, 2x, 4x
o Web-ready SVG
4.2. Versions
For both the emblem and wordmark:
1. Full-color (with gradients where applicable)
2. Flat single-color dark
3. Flat single-color light
4. Pure black
5. Pure white
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