Visual identity
Brand
One mark, one tone per directory, two typefaces. What is set out here applies to every directory.
The mark
The fox head is an edge network: the lines are drawn, not the faces. Stroke weight therefore no longer sits in the geometry and can be set per size.
The mark has no colour of its own. It follows the text colour and so takes on the tone of whichever page it sits on.
Two versions
Detail version
180 edges · from 56 px
Badge
solid · down to 16 px
At actual size
In each pair: detail version left, badge right. Below roughly 48 px the full network stops working — thin it vanishes, thick it clogs. Below that, the small mark applies.
Colours
Colour is information, not decoration. The umbrella brand carries Clay; each directory carries exactly one tone — not five.
Umbrella brand
Clay
#B8543A
The directories
Neutrals
Type
Two typefaces, plus one for technical data.
The parent company
fox directories belongs to o-bi. The o-bi mark follows the same principle as the one set out here: a construction, not a drawing.
A 5×5 grid of 65-unit squares. Twenty cells filled, five open — the open ones form the glyph. The colour runs in three values as vertical bands, dark on the left to light on the right.
One tone per area
Principles
Warm paper white, not pure white
The ground is #FAF9F5. Pure white next to warm tones reads as dirty.
Hairlines, not shadows
A one-pixel line separates. A shadow fakes a depth that is not there.
One tone per directory
No gradient, no palette — one desaturated tone from a shared family.
Serif only at display size
The serif carries headings. Body text stays Inter.