Brand Identity Issue 01

A voice
that doesn't
flinch.

Follow or Bounce is a publication built on a single editorial wager: ideas either earn their place, or they don't. Everything here — the type, the colour, the cadence — exists to serve that premise.

Visual Language

Logotype

Follow.Or.Bounce

FOLLOW.OR.BOUNCE

Typeface Bebas Neue

Weight 400 Regular

Tracking 0.12em

Accent Rust #C0390B

Usage: The two rust dots are the only permitted colour accent in the wordmark. Never stretch, recolour the letterforms, or remove the dots.

Colour System

Colour

Ink #0D0C0A Primary text, borders, UI fills

Paper #F4F0E6 Page background, reversed text

Rust #C0390B Accent, emphasis, logotype dots

Slate #3A3D44 Body copy, secondary text

Fog #B8B3A8 Captions, metadata, placeholders

Typography

Type Scale

Signal over noise.

DM Serif Display Display / Hero clamp(3rem, 8vw, 7rem)

Technology & Law

Bebas Neue Section Heading 1.6–2.5rem

A publication built on the premise that ideas either earn their place, or they don't. We write for readers who want substance over speed.

DM Mono 400 Body / UI 0.78–0.85rem

EST. 2024 / ISSUE 01 / TECHNOLOGY

DM Mono 400 Labels / Metadata 0.6–0.65rem / 0.2–0.28em tracking

Editorial Voice

Voice & Tone

We are

Direct without being blunt
Informed without being academic
Critical without being cynical
Precise without being cold
Opinionated with receipts

We are not

Breaking news
Hot takes without context
Cheerleaders for any platform
Vague or hedging
Writing for algorithms

"If a piece doesn't earn its place in your inbox,
it doesn't get published." — Editorial principle

Grid & Layout

Grid System

All layouts are built on a 1px ink border grid. Borders define structure — never shadows, never background fills. Every cell in the grid earns its space.

Primary

Secondary

Press & Assets

For editorial enquiries, press coverage, or licensing requests, contact us directly.

Contact → Please include your publication and intended use.