Forum Origo / Brand guide
Our storyRooted in the past.
Open to what’s next.
A shared identity for a new generation of thinkers. Ancient civic spirit, modern editorial clarity, and a little youthful electricity.
The idea behind it
An open door,
not a closed circle.
The circular O stands for Origo: a beginning. Inside it, an architectural doorway recalls the places where people gathered to exchange ideas. Its opening also hints at a speech bubble: conversation is the point.
Roman-inspired capitals connect the name to its Latin roots. Bold geometry and a clean silhouette bring it into the present. The result feels like an institution without asking young readers to leave their own voice at the door.
One identity. Two contrasts.
LIGHT / DARK
02 / Color
Serious foundations.
An unexpected spark.
Editorial ink
oklch(0.18 0.045 250)
Paper
oklch(0.99 0 0)
Origo blue
oklch(0.5 0.22 260)
New-generation lime
oklch(0.9 0.2 120)
Ink and paper carry the story. Blue directs attention; lime adds energy in small doses. Pink, orange and teal remain supporting accents, not competing backgrounds.
03 / Typography
Instrument Serif / Ideas & stories
The world,
reconsidered.
Reflective, human and expressive. For editorial statements and the voice of the brand.
Archivo / Headlines
A WIDER
WORLD.
Direct and confident. For the news, clear hierarchy and moments that demand attention.
DM Sans / Reading & detail
Good ideas deserve
to be understood.
Open and readable. For supporting copy, navigation, captions and everyday communication.
04 / Voice & care
Curious. Clear.
Never condescending.
Ask real questions. Explain without talking down. Welcome disagreement without turning it into spectacle. Be precise about what is known, what is argued, and what remains uncertain.
Give it space
Leave at least half the symbol’s width around the logo. Keep the full logo at least 180 px wide and the symbol at least 32 px. Use clear, high-contrast backgrounds.
Keep it intact
Don’t stretch, rotate, add shadows or separate the lettering. Don’t place it over a busy photograph or imply an endorsement without agreement.
For collaborators