Brand Identity System
Vol. 03 — 2025
Movement: Temporal Precision
Tricky Studio × AI
Identity System — Complete Edition
Chronos
Fine Watches & Accessories
Time, mastered to the thousandth of a second
01 — Logo System
The Wordmark
Chronos
Fine Watches
01 — Primary · Dark
Chronos Fine
Watches
02 — Horizontal · Dark
C
03 — Monogram
Chronos
Fine Watches
04 — On Steel Blue
Chronos
Fine Watches
05 — On Bronze
C
06 — Monogram · Inverted
02 — Color System
Palette Signature
C01
Obsidian
HEX #0D1117
RGB 13 / 17 / 23
Primary Background
C02
Titanium
HEX #C8C8C8
RGB 200 / 200 / 200
Primary Text
C03
Steel Blue
HEX #8AABB5
RGB 138 / 171 / 181
Accent / Signature
C04
Bronze
HEX #7A6A52
RGB 122 / 106 / 82
Heritage / Warmth
03 — Typography
Type System
Primary — Display
EB
Garamond
Typeface · Serif · Weight 400–500
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Secondary — Technical
Barlow
Typeface · Sans Serif · Weight 100–300
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Display 01
Chronos
Display 02
Time, mastered.
Heading
Temporal Precision
Body
Every mechanism refined to the thousandth of a second — the obsessive pursuit of precision that drives every decision, every specification, every component.
Caption
Swiss Movement · Sapphire Crystal · Est. 2025
04 — Stationery
Business Card
Chronos
Fine Watches & Accessories
Anh Nguyen — Head of Design
anh@chronos.watches
+84 90 000 0002
Front
Chronos
Fine Watches · Swiss Movement
Back
Format
85 × 55 mm
Stock
Metal Finish 500gsm
Finish
Brushed Steel Effect
Special
Laser Etched Marks
Edges
Chamfered / Polished
05 — Brand Pattern
The Dial Grid
C
Chronos
The Dial Pattern
Watchface Grid
Derived directly from the engineering of a Swiss watch dial — the geometry of measurement itself. Each module contains a complete watch face with 12 major hour markers and 8 minor divisions. The pattern speaks the language of precision engineering: tick marks calculated to exact angular increments, concentric circles tracking time across scales. This is not decoration. It is a system diagram of the brand's core promise: measurable perfection.
Watch box interior lining
Packaging tissue paper
Digital product pages (8% opacity)
Technical documentation headers
Store environment applications
06 — Usage Rules
Clear Space & Protection
× cap height
× cap height
× cap
× cap
Minimum Size — Print
The wordmark must never appear smaller than 25mm wide. In engraving or embossing applications, increase minimum to 40mm due to material depth requirements.
Minimum Size — Digital
On screen, minimum is 110px wide. For watch face or dial applications, the monogram C in a circle is the approved reduced mark.
Letter Spacing
The 0.35em tracking of the wordmark is non-negotiable. It references the space between markers on a watch dial and must never be compressed or expanded.
07 — Digital Templates
Social Media System
08 — Guidelines
Do's & Don'ts
Do
✓
Always maintain the 0.35em letter-spacing of the wordmark — it is technically derived from watch dial geometry
✓
Use Obsidian as the default background — all Chronos communication begins in darkness and precision
✓
Use Steel Blue (#8AABB5) exclusively as the accent — it references brushed grade-5 titanium under light
✓
Photography should reference the tactile — metal, crystal, leather, the texture of precision engineering
✓
The watchface/dial pattern may be used as background only — never over text or imagery
Don't
✕
Never use warm tones (amber, orange, red) — they conflict with the cool technical palette
✕
Never apply gradients to the wordmark — it should always appear on flat, clean fields
✕
Never compress the letter-spacing — this single detail defines the brand's technical character
✕
Never use the dial pattern at more than 20% opacity in any digital application
✕
Never place Bronze (#7A6A52) in direct contact with Steel Blue — they compete; use Titanium as a separator