THE BRAND SYSTEM

A doctrine, not a deck.

The reference page for KINGSHIFT — for ventures, partners, and press who inherit the mark. The same visual system that carries the homepage, the symbol page, and the opening letter. Read it like a doctrine: every section is a rule, not a suggestion.

KINGSHIFT two-headed-lion mark

Five chapters · the mark · the wordmarks · the type · the palette · the voice

§1 · THE MARK

Two heads. One mark.

The mark reads as a single crest. It carries two heads, two hearts, one frame. Inheriting it is inheriting the spine of the brand — and the rules that protect it.

PRIMARY MARK

KINGSHIFT mark — primary

The metallic gradient is part of the mark — never recolor, never flatten.

CLEAR SPACE

One X unit on every side.

Keep at least one "X" unit (= height of the mark's lion eye) of clear space on every side. The eye sits at the top third of the crest — measure from there.

MINIMUM SIZE

Don't shrink it past 32px.

32px on screen · 12mm in print.

32PX
48PX
72PX

DON'T · RECOLORED

Applies an arbitrary brand tint to the gold ramp.

The metallic gold is gradient-locked. A flat tint flattens the crest into a sticker.

DON'T · STRETCHED

Squashes the mark inside a non-square frame.

The two heads are mirror-referenced — distorting the aspect ratio breaks the symmetry that reads as "two hearts".

DON'T · DROP-SHADOWED

Stacks a tinted drop-shadow under the SVG.

The mark already holds its own luminosity. A filter duplicates the glow and reads as plastic.

  • Onyx / canvas (#08070a – #0a0807) or warm neutral (#f3eadb).
  • Never on saturated yellows or reds · never over busy photography.
  • Scale proportionally. Force the height and width to the same ratio — never stretch.
  • Never separate the two heads. The pair is the mark; the split is internal (ember/gold), not external (two halves).
  • Avoid additive drop-shadows. The cinematic glow is provided by the page, not by stacking filters on the SVG.
  • Do not pair with another mark inside the same gestalt. The crest is the only mark on a KINGSHIFT surface.

§2 · WORDMARKS

Lockups & subsidiary formula.

One lockup formula carries the brand — Bodoni Moda uppercase, letter-spaced, with a hairline rule below at the rule's full phrase width. The crest lives on the left (or above, when stacked), the wordmark on the right. Apply the same rule to any subsidiary name — RESTRIKE is the first.

WORDMARK · 01

KINGSHIFT — Primary Lockup

Mark at left (or on top) · Bodoni Moda uppercase · 0.14em letter-spacing · hairline rule below, full phrase width, drawn in gold accent.

Download SVG

WORDMARK · 02

KINGSHIFT — Gold-on-Dark

Same geometry as the primary lockup. Applied as a dark-background export where the metallic gold-on-onyx is the intended surface.

Download SVG
RESTRIKESubsidiary of Kingshift

WORDMARK · 03

RESTRIKE — Subsidiary Wordmark

No separate mark — apply the KINGSHIFT lockup formula verbatim (Bodoni Moda uppercase, 0.14em tracking, hairline rule below) to the subsidiary name. Keep the crest as the parent brand when both appear in the same line.

ASSET LIBRARY

Download the canonical SVGs.

Every file in /public/brand/ ships ready for print and screen. The static mark files mirror the live SVG geometry used by the page.

§3 · TYPOGRAPHY

Bodoni Moda carries the chrome.
Manrope carries the body.

Two type families. The display family is self-hosted Bodoni Moda (next/font) — a high-contrast serif that earns its weight on the headlines, the lockups, the mark of a sentence. The body family is Manrope — modern, neutral, and quiet enough to do the long declaratives without borrowing decoration.

DISPLAY · BODONI MODA

Weights 400 / 600 / 700 / 800 · casing always uppercase with 0.06em – 0.32em tracking.

Two heads.

Pain on file. Hustle in motion.

The doctrine of voice. The spine of the brand.

BODY · MANROPE

Weights 400 / 500 / 600 / 700 · sentence case for paragraphs.

The body type reads as confident, neutral, and quiet. It carries the long declaratives without borrowing decoration, so the headlines stay loud.

Restrike is the first venture under the Kingshift parent. It is a recovery shop — not destruction in disguise, but the kind of work that turns a stuck record back into motion.

Eyebrow / caption · 0.32em

  1. text-display

    Two heads. One mark.

    62px · 720 · -0.022em
  2. text-h1

    Pain on file. Hustle in motion.

    49px · 700 · -0.02em
  3. text-h2

    Cinematic without dilution.

    39px · 680 · -0.016em
  4. text-h3

    The doctrine of voice.

    31px · 640 · default
  5. text-h4

    What partners inherit.

    25px · 600 · default
  6. text-body-lg

    Every KINGSHIFT begins in a wound someone tried to hide. The mark keeps it on file — not as a verdict, but as a witness.

    20px · 400 · default
  7. text-body

    The body type reads as confident, neutral, and quiet. It carries the long declaratives without borrowing decoration.

    16px · 400 · default
  8. text-small

    Smaller notes, footnotes, table rows.

    14px · 400 · default
  9. text-caption

    EYEBROW · METADATA · UPPERCASE

    12.5px · 400 · 0.01em

§4 · PALETTE

The palette is a doctrine too.

Gold is glass under stage light. Onyx is the stage. Bone is the audience. Crimson is the pain; the chrome is the unspoken. The full swatch list below names the hex, the role, and the file that owns it.

GOLDhighlight

Gold Highlight

#fbe1a1

Source · mark.tsx → gold gradient stop (0%)

GOLDmid-tone

Gold Mid

#d3a352

Source · mark.tsx → gold gradient stop (28%)

GOLDdeep-tone

Gold Deep

#8c611e

Source · mark.tsx → gold gradient stop (60%)

GOLDshadow

Gold Shadow

#5b3f12

Source · mark.tsx → gold gradient stop (100%)

NEUTRALforeground

Ash-Gold

#e8d29a

Source · brand.ts → brandVisual.og.foreground

NEUTRALforeground

Bone

#f3eadb

Source · symbol-experience.tsx → main text

NEUTRALsurface

Onyx

#0a0807

Source · brand.ts → brandVisual.backgroundColor

NEUTRALsurface

Canvas

#08070a

Source · symbol-experience.tsx → bg

NEUTRALshadow

Edge

#050405

Source · symbol-experience.tsx → radial falloff

CHROMEaccent

Chrome

#a8762d

Source · brand.ts → brandVisual.themeColor (= brand-500)

EMBERaccent

Crimson

#7a1d18

oklch(0.5 0.18 28)

Source · globals.css → --brand-crimson (rendered close)

CHROMEaccent

Steel

#5a6573

oklch(0.42 0.012 250)

Source · globals.css → --brand-steel (rendered close)

§5 · VOICE

Two-headed-lion voice.

The voice is the brand's sound before anyone sees the visual system. Raw where it has to be, precise where it has to be, never careless. Partners inherit it the same way staff do.

PILLAR · 01

Cinematic without dilution

Every line reads as if it could survive a slow camera push.

PILLAR · 02

Defiant without recklessness

The mark is loud; the voice is precise — never careless.

PILLAR · 03

Premium without apology

We name the chrome, the gold, the frame. The work earns it.

PILLAR · 04

No generic corporate dilution

If the line would fit on any deck in any category, rewrite it.

DO

We do not destroy. We restore.

The correct line commits to an action and answers to it.

DON'T

Empowering a paradigm shift of next-generation, best-in-class solutions.

The correct line commits to an action and answers to it. The dilution borrows a stack of hedges and answers to nothing.

CORRECT SAMPLE LINES

  • Two hearts. One mark.

  • Pain on file. Hustle in motion.

  • The voice that speaks volumes.

  • Still fucking here.

RULES

  • Short declaratives in present tense.
  • No hedge stacking ("very unique", "best-in-class", "truly one-of-a-kind").
  • No fearmongering, no call-to-action begging, no passive corporate safe-talk.
  • No capital-c "Empower" metaphors. The brand acts; it does not preach.
  • Names, dates, places, doors — keep the specifics. Concrete beats abstract.

BANNED PHRASES

Every phrase below is a corporate dilution. If a partner draft needs one of these, it needs a different sentence.

  • synergy
  • solutions
  • leverage
  • best-in-class
  • next-generation
  • disrupt(ive)
  • empower
  • stakeholder
  • ecosystem
  • move the needle

PRESS · PARTNERSHIPS · INHERITANCE

Carry the chrome. Pass it on.

kingshift@polsia.app
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