Brand manual · v1.0
One mark, one wordmark, white on black only. Everything else is space. Use this document as the single reference for anything carrying the UFOUND name.
01 — The name
U — you
The collector, the guest, the person who spots the work first.
U — unknown
The artist nobody has named yet. The value nobody has set yet.
Foundation
A funding body that backs the work, not a gallery that resells it.
The mark is a complete U fused with a F — a single vessel that holds what is found and the letter that begins “found”, “fund”, “foundation”. The U is whole: left post, bowl and right post are connected. The left post is also the stem of the F, with its two bars growing into the bowl, so the form reads both as U and as UF in one gesture.
02 — Lockups
Horizontal · stacked · mark only, shown on paper and inverted
03 — Clear space & size
Keep clear space on all sides equal to the height of the mark. Nothing enters that margin.
Minimum sizes: mark 16px, horizontal lockup 96px wide, stacked lockup 64px wide. Below that, use the mark alone.
04 — Misuse
05 — Colour
Black
#000000
Primary background. Solid black canvas across the whole hero screen.
Off-black
#111111
Cards, panels, raised blocks.
White
#FFFFFF
Slogans, headlines, logo, buttons, active states.
Muted
#B3B3B3
Secondary text, labels, captions.
Ratio discipline: roughly 80% black, 15% white, 5% muted. The palette is one colour family — contrast and scale carry the brand instead of extra hues.
06 — Typography
Slogan · Big Shoulders · light · lowercase · urban condensed
Unknown until found
Body · Space Grotesk Regular · 1.65 line height
Body copy stays short and factual. Sentences carry one idea. No exclamation marks, no superlatives, no words the artist would not use themselves.
Label · 11px · +22% tracking · uppercase
Lot 14 · Untitled · Stoneware
07 — Voice
We say
Unknown until found. Bidding starts at zero. The artist pays nothing.
We never say
Exclusive. Revolutionary. Unmissable. Hidden gems. Game-changing.
The tone is calm, precise and a little austere — a house that takes unknown art seriously. Short declarative sentences. Numbers instead of adjectives.
08 — Motion
move at different speeds
Motion is kinetic and layered: oversized U fragments, cropped words and artwork travel in opposing directions as the page scrolls. The pace can feel energetic, but essential copy and controls always remain clear. Reduced-motion preferences remove the depth effects.
09 — Files
