Brand centre

The Pulse identity,
in one place.

Three marks, the full set behind them, both backgrounds, the palette and the type. Take what the work in front of you needs, or take the whole set.

DOWNLOAD EVERYTHING THE LOGO

The logo

The mark, the English lockup and the Chinese lockup, each in the two colours it ships in. Nothing sits behind them.

PULSE The mark alone. Five letters, nothing else.SVG PNG

PULSE BRANDING The English lockup, two lines.SVG PNG

PULSE 品牌策划 The Chinese lockup, descriptor inline.SVG PNG

PULSE The mark alone. Five letters, nothing else.SVG PNG

PULSE BRANDING The English lockup, two lines.SVG PNG

PULSE 品牌策划 The Chinese lockup, descriptor inline.SVG PNG

The complete set

The other seventeen artboards, for the work that needs a tagline, a service line, one ink, or the gradient plate.

On navy

PULSE 品牌策划Primary, inlineSVG PNG

PULSE · 科学赋能品牌蜕变TaglineSVG PNG

PULSE · 用科学赋能品牌蜕变，以意义护航品牌成长Long promiseSVG PNG

PULSE · 品牌策划 | 品牌设计 | 平台开发 | 社媒营销Service linesSVG PNG

PULSE · 从0到1品牌启航，全案陪伴共赴增长Journey lineSVG PNG

PULSE 品牌策划Inline, two linesSVG PNG

On paper

PULSE BRANDINGPrimary on paperSVG PNG

PULSE · EVOLVING BRANDS WITH SCIENCETagline, EnglishSVG PNG

One colour

PULSE 品牌策划One-colour, inlineSVG PNG

PULSE · 科学赋能品牌蜕变One-colour taglineSVG PNG

PULSE · 用科学赋能品牌蜕变，以意义护航品牌成长One-colour promiseSVG PNG

PULSE · 品牌策划 | 品牌设计 | 平台开发 | 社媒营销One-colour servicesSVG PNG

PULSE · 从0到1品牌启航，全案陪伴共赴增长One-colour journeySVG PNG

PULSE 品牌策划One-colour, two linesSVG PNG

On the wash

PULSEThe mark aloneSVG PNG

PULSE BRANDINGStackedSVG PNG

PULSE · EVOLVING BRANDS WITH SCIENCEEnglish taglineSVG PNG

PULSE 品牌策划Chinese, inlineSVG PNG

PULSE · 科学赋能品牌蜕变Chinese taglineSVG PNG

PULSE · 用科学赋能品牌蜕变，以意义护航品牌成长Long promiseSVG PNG

PULSE · 品牌策划 | 品牌设计 | 平台开发 | 社媒营销Service linesSVG PNG

PULSE · 从0到1品牌启航，全案陪伴共赴增长Journey lineSVG PNG

PULSE 品牌策划Inline, with service linesSVG PNG

Four rules, so it stays the same logo

These are the ones people break. Everything else follows from them.

Clear space

One P-height on every side. Nothing enters that space: no rule, no image edge, no second logo. The descriptor sits inside the lockup, so it is never re-set beside it.

Smallest size

19px tall in a header, 15px in a footer. Below that the descriptor stops reading, and a lockup nobody can read is worse than the mark alone.

Never re-letter

The wordmark is drawn, not typed. Do not set PULSE in a font, do not add a full stop, do not open the C, do not move the dot out of the counter.

Never a substitute

White goes on navy, navy goes on paper. No black recoloured to pass as navy, and no older PNG standing in for the 2025 lockup.

The background

Two grounds, both built in the browser. The site composes its own from nine blurred circles in two groups, a veiled base ramp and a grain plate; the rebuild runs the aurora canvas. Neither is a single gradient. The plate below is the site's ground rebuilt in CSS, not a picture of it.

pulse-branding.com Rebuilt in the browser, not a picture: five colour fields over navy, blurred, with the site's grain plate on top.

/* the ground */
background: #0A1931;
filter: blur(8.33cqw);            /* 120px at 1440 */

.bg-1  #56C4C4   -14% -55%  72% x 100%   .90
.bg-2  #2163AF    10% -25%  55% x  80%   .60
.bg-3  #291C53    30%  38%  95% x 110%   .95
.bg-4  #0E1122    55%  25%  75% x 100%   .95
.bg-5  #291C53   -18%  52%  60% x  80%   .90

/* then noise.png at 30%, tiled */

test.pulse-branding.com The hero aurora, on the same island the rebuild's own hero mounts.

/* fallback: four fields, not one ramp */
background:
  radial-gradient(60% 70% at 18% 12%, rgba(46,168,174,.55), transparent 60%),
  radial-gradient(55% 65% at 72% 28%, rgba(33,99,175,.55), transparent 62%),
  radial-gradient(70% 80% at 88% 76%, rgba(41,28,83,.85), transparent 70%),
  radial-gradient(50% 60% at 40% 90%, rgba(87,199,194,.35), transparent 65%),
  #0A1931;

Cyan field18% 12%Top left

Blue field72% 28%The body of the colour

Violet field88% 76%The settle, lower right

Aqua trace40% 90%The low glow behind the fold

Behind the white mark

Both plates are grounds for the mark. The white lockup sits in the dark half, never across the cyan corner.

Never under body copy

Text sits on navy or on paper. A wash behind a paragraph is a contrast problem dressed as a mood.

Pick one, per scene

The wash for section grounds and full-bleed blocks; the aurora for a hero. Never both in the same view.

Colour

Navy holds the work, ice carries the words on it, and the two accents do the pointing.

Ink navy#0A1931Ground for the white mark

Deep navy#001D2ANav and closing bands

Pulse blue#2163AFActions and links

Aqua#2EA8AEAccent, rules, focus

Violet#291C53The wash's settle

Ice#E1EEF0Text on navy

Paper#F0F4F4The page ground

Ink#111C29Text on paper

Type

Three faces, each with one job. All three are self-hosted, so nothing depends on a network font and the pages never shift while they load.

MontserratDisplay, 600self-hosted .woff2

Evolving brands with science.

InterBody, 400self-hosted .woff2

We build brands that hold up under contact with a real market.

Noto Serif DisplayAccent, italic 400self-hosted .woff2

one line of feeling

Montserrat Inter Noto Serif Display

Voice

How the studio writes, on any surface, in either language.

Direct

Say the thing first. If a sentence needs a second sentence to survive, delete the first one.

Concrete

Numbers, names, dates and places. An adjective is a place where a fact was meant to be.

Quiet

The work is the argument. Confidence is a short sentence, not a loud one.

Never the consultant vocabulary. If a sentence still works with the adjective taken out, the adjective was doing nothing.

Everything, in one file: all twenty-three 2025 artboards as SVG and PNG, the six marks on this page, and the three typefaces.

DOWNLOAD EVERYTHING ASK A QUESTION

The Pulse identity,in one place.