Brand Styleguide

Hreysti — Icelandic for fitness. A single geometric mark, one typeface, four colors. Built for a vertical-video, AI-coached bodyweight training product: disciplined but warm, powerful but calm.

Color Palette

Fjord

#0B3D6B

Primary. Backgrounds, app icon base, horizontal logo accents.

Aurora

#2FD6A3

The only accent. Reserved for the mark on dark/Fjord grounds.

Basalt

#14171C

Near-black. Dark backgrounds and wordmark on light grounds.

Glacier

#F4F8FB

Near-white. Light backgrounds and mark/wordmark on dark grounds.

Rule: maximum two colors in any single asset. Aurora never appears on Glacier or with Basalt as a pair — it is paired with Fjord (app icon, favicon) or stands alone.

Typography

Wordmark

Hreysti

Typeface class: Geometric extended sans — Futura / Montserrat / DIN
Case: All caps, exact spelling H-R-E-Y-S-T-I
Weight: Bold
Letter-spacing: ≈ 8% of cap height
Tagline: none — the wordmark always stands alone

The Mark

Concept: Abstracted TYR rune (ᛏ) — figure with arms raised in a V of victory, standing on a single volcanic ridge line.
Geometry: Flat 2D, perfect bilateral symmetry about the vertical axis.
Stroke: Uniform width ≈ 12% of mark height. Rounded caps and joins throughout.
Arms: Two strokes at 45° from the spine, meeting at the shoulder point.
Ridge: One continuous line, apex well below shoulder height — never a sharp peak.
Never: letters, gradients, outlines, drop shadows, or shading inside the mark.
Minimum size: 16px digital, 6mm print. Below this, use the mark alone — never with the wordmark.
Clear space: Minimum 1× stroke-width of empty space on all sides.

Favicon

Aurora on Fjord

Glacier on Basalt

16px test — Aurora/Fjord

16px test — Glacier/Basalt

Corner radius ≈ 18% of tile width. Because the mark is vector, the 16×16 renders above are pixel-accurate — the figure-on-ground silhouette holds at true size.

App Icon

Shape: Continuous-corner squircle (iOS/Android standard), radius ≈ 22%.
Background: Fjord #0B3D6B → #0E4A7E, subtle vertical gradient — the only gradient in the system.
Mark: Aurora, centered, height ≈ 58% of canvas.
No text ever appears on the app icon.

Logo Lockups

Hreysti

Horizontal: mark left, wordmark right. Mark height = 1.25× wordmark cap height. Gap = 0.35× mark height. Basalt on Glacier.
Stacked: mark centered above wordmark. Gap = 0.3× mark height. Glacier on Basalt.
Never mix mark colors within one lockup — one color per lockup, on its designated background.

Usage Rules

✓ Flat fills only, razor-crisp vector edges
✓ Max two colors per asset
✓ Mark alone below 16px / without wordmark at small sizes
✓ One continuous ridge line, apex below shoulder height
✓ Gradient reserved solely for the app icon background

✗ No gradients, outlines, or shadows on the mark itself
✗ No stretching, skewing, or rotating the mark
✗ No Aurora + Basalt combination, and no Aurora on Glacier
✗ No tagline, no extra letters, no dropped letters in "HREYSTI"
✗ No horned helmets, beards, shields, or cartoon warrior imagery