Amoret
A compact identity system designed for digital storytelling. Amoret needed a mark that could hold its own at favicon scale while anchoring a lightweight editorial system for long-form content.
The Idea
An identity that disappears into content.
Amoret is a digital storytelling platform, a place where long-form writing and visual essays sit side by side. The brand needed to feel editorial without competing with the stories it frames.
That meant building an identity small enough to live as a favicon, flexible enough to anchor a full reading experience, and quiet enough to let the content lead.
Built for Small Spaces
Most identity work starts at billboard scale and shrinks down. Amoret started at 16 × 16 pixels. The favicon was the client’s non-negotiable: the iconmark had to be instantly recognisable at the smallest size a browser allows.
Two final candidates survived the reduction test: both held their shape, contrast, and character at favicon scale before being validated at larger sizes.
Process
Sketching 50+ different ideas
Branding and colour pairs explorationA System for Stories
The typography hierarchy was set around a 34 px body size, large enough for comfortable long-form reading at arm’s length, paired with a restrained colour palette that stays out of the content’s way.
Every element, from weights and spacing to accent colour, was chosen to support the editorial grid without introducing visual noise. The system scales from single-story cards to full-length articles.
A grid-based story layout built around the 34 px body rule, structured for comfortable reading and clean visual hierarchy.
Reading Experience
How the identity system translates into digital reading contexts.
Desktop Reading View
Full-width editorial layout optimised for long-form articles on desktop screens.
Mobile Story Screens
Condensed story cards and reading views adapted for vertical mobile browsing.
Editorial Card System
Modular content cards for story previews, featured articles, and curated collections.
Sharing Stories
Assets designed for content distribution across social platforms.
Social Story Assets
Story-format templates for sharing excerpts, quotes, and visual teasers on social media.
Article Preview Cards
Open Graph and link-preview cards that maintain brand presence when articles are shared.
Identity in Motion
Exploring how the iconmark behaves in animated digital contexts.
Brand Motion
A lightweight iconmark animation for loading states, transitions, and digital brand moments.
A compact identity built for digital. One iconmark, one wordmark, one system that holds at any scale.
Distinctive at favicon scale. Credible at full size.