OpenSpace · Brand Guidelines

01 · Brand

A culture company that already knows what it is.

OpenSpace builds the moments culture is remembered for, across creative production, entertainment, and Society. We operate on the axis between East and West, from New York, Los Angeles, and Seoul.

One line

We build the worlds culture lives in.

What we are

A creative culture company. Not an agency, not a label. The operating company across creative, entertainment, and Society.

The thesis

Where others chase the moment, we build it. Substance over hype, rooms over impressions.

The axis

The space between Eastern and Western creative culture isn't a market we tap into. It's where we're from.

02 · Logo

The monogram.

The interlocking OS monogram is the core mark. It works in brass on dark, bone on dark, or ink on light. The wordmark sets in Bricolage Grotesque Bold beside it. Lead with the monogram; pair it with the wordmark when the brand isn't yet established in context.

Primary · brass on ink

Ink on bone

Clear space & minimum size

↕ 1X = ¼ mark height ↔ 1X

Clear space

Reserve clear space of 1X on every side, where X equals one quarter of the monogram's height. (At a 100px monogram, that's 25px; at 40px, 10px.) Keep type, edges, and other logos out of this zone.

Minimum size

Monogram: 24px tall on screen, 8mm in print. Full lockup with wordmark: 120px wide on screen, 30mm in print. Below that, drop the wordmark.

Placement

Anchor to a corner or center, never floating mid-field. Keep at least 2X (half a monogram height) from any edge. On imagery, place only over darker areas or a veil, never a busy mid-tone.

Misuse

Do

Use the approved brass, bone, or ink versions at full opacity with clear space.

Don't

Rotate, skew, recolor outside the palette, add effects, or stretch the mark.

03 · Color

Warm ink. Brass. Restraint.

A duotone foundation of warm near-black and bone, with brass as the single accent, pulled straight from the monogram. Color lives in the photography; the system stays disciplined. That restraint is what reads as premium.

Ink

#0C0B09

Primary background. Warm, not pure black.

Bone

#F4F0E7

Primary text & light surfaces.

Brass

#C8A24C

The accent. Labels, accents, the mark.

Champagne

#E7CD8B

Serif-italic accent words & highlights.

Ink 2

#15130E

Raised panels & cards.

Line

#2A2620

Hairline borders & dividers.

Bone Dim

#CFC9BB

Secondary body text.

Muted

#8E887B

Captions & tertiary labels.

Gold is the only chromatic accent. Do not introduce new colors.

04 · Typography

Four voices, each with a job.

Display carries the personality, body carries the read, the serif italic carries the soul, and the mono carries the system. Never swap their roles.

Bricolage Grotesque · DisplayHeadlines · wordmark · big statements

We build the worlds culture lives in.

700 / 800 · tight tracking (−0.025em) · ABCDEFG abcdefg 0123456789

DM Sans · BodyParagraphs · UI · captions

Clear, warm, and readable. The workhorse beneath every headline. It carries the substance while the display carries the statement.

400 / 500 / 600 · ABCDEFG abcdefg 0123456789

Newsreader · AccentOne italic word per headline

lives · moment · culture · ourselves

Italic 400 · always in champagne (#E7CD8B) · one accent word, never a full line

JetBrains Mono · SystemLabels · kickers · timestamps · data

New York · Los Angeles · Seoul

400 / 500 · uppercase · wide tracking (.12–.2em)

05 · Voice & tone

Say less. Mean more.

We write like a company that already knows what it is. Short, declarative, confident. No filler, no hype, no hedging.

We sound like

+Confident and declarative. Statements, not pitches.
+Concrete. Real work, real cities, real names.
+Spare. One idea per line, generous white space.
+Culturally fluent, never trend-chasing.

We never sound like

–Corporate or buzzwordy ("synergy", "leverage").
–Hype-driven or salesy. No exclamation marks.
–Over-explained. If a line needs a caveat, cut it.
–Trying too hard to impress. The work does that for us.

We don't chase culture. We build the rooms it happens in.

06 · Photography

Cinematic. Cultural. Real.

Imagery is where color and energy live. Favor real moments like nightlife, performance, crowds, and talent, shot dark and warm with a hint of grain. Treat every image with a subtle grayscale and brightness pull so it sits in the system. No stock-looking studio shots.

Motion

Dark & warm

Underexpose. Brightness ~0.7, warm cast, never bright or flat.

Real moments

Live energy over posed. The room, the crowd, the night.

Subtle grain

A light film grain ties imagery to the system.

Gold light

Lean into brass/amber light sources where they exist.

07 · In use

The system, applied.

Every surface uses the same vocabulary: ink ground, brass accent, hairline structure, mono labels, a single serif-italic accent word. Consistency is the brand.

Social / OG cards

Photo ground, monogram lockup, headline with accent word.

Profile banners

Ink ground, brass glow, signature lockup, city line.