This is Modern Stoicism's brand guidelines and assets
designed by Ersel Musmul.
This document outlines the foundational guidelines for effectively implementing Modern Stoicism's brand identity. It provides a practical, flexible framework to maintain global consistency while leaving room for creativity and initiative.
Contents
0.0 Intro
Modern Stoicism is a non-profit organization dedicated to making the ancient philosophy of Stoicism accessible, practical, and relevant for today’s world. Rooted in evidence-based research and guided by core values like inclusivity, wisdom and harmony, they empower individuals to navigate life’s challenges with clarity, resilience, and purpose.
Our new brand identity offers a fresh, modern look that moves away from clichés like statues and overly traditional visuals. New identity bridges the timeless elegance of Stoicism’s origins with a contemporary aesthetic, ensuring a clear, consistent, and inspiring representation of who we are. By fostering trust, accessibility, and connection, it helps us resonate with diverse audiences and communicate Stoicism’s relevance, empowering a global community to embrace its transformative power.
1.0
Logo
1.1
Primary Logo
The logo mark of modern Stoicism is inspired by the architectural beauty and geometric precision of ancient structures.
The three quadrants form the initials ‘MS’ (Modern Stoicism), reflecting the journey of Stoicism: a lifelong search for wisdom, balance and purpose amidst the chaos of life.
1.2
Logo Structure
1.3
Correct Logo Usage
Logo Usage Guidelines:
- Maintain proper spacing around the logo.
- Ensure the logo is legible by using it against backgrounds with adequate contrast.
- Although the logo should always be used in the brand colours, white can be preferred to boost contrast when used over the image.
1.4
Clear space
It is important to maintain proper spacing around the logo to avoid overcrowding. Also the use of white space keeps the brand feeling clean.
There should always be an x-length space around the logo. This is equal to half the length of the logomark, i.e. the length of one of the quarter circles in the logomark.
1.5
Logo Placement &
Common Sizes
Place the logo in the bottom right corner as the default position, unless the layout requires an alternative placement.
The logo should be prominent on the page while maintaining a subtle and balanced presence. Use the guide below to determine the appropriate sizing for various common paper sizes:
A3 - 35mm
A4 - 25mm
A5 - 17mm
1.6
Logo Misuse
The logo must not be altered in any way under any circumstances. Always use the official logo or approved versions and formats provided in these guidelines.
2.0
TYPOGRAPHY
2.1
Primary Typeface
Our primary typeface is Filson Pro.
Filson Pro is a modern sans-serif typeface that embodies the essence of Modern Stoicism’s values: balance, clarity, and inclusivity. Its design strikes a harmonious chord between neutral elegance and human warmth, making it an ideal choice for both print and digital communication.
The typeface’s minimalist aesthetic conveys sophistication without feeling cold or mechanical. Humanist touches, such as gentle curves and carefully balanced spacing, ensure optimal readability while adding a subtle sense of approachability and connection.
Use Case: Headers, Subheadings, Call-outs.
Filson Pro
Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Filson Pro
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Filson Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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2.2
Secondary Typeface
Our secondary typeface is Open Sans.
Open Sans is a humanist sans-serif typeface, offering versatility and exceptional readability across various mediums. Optimized for print, web, and mobile interfaces, it provides a seamless reading experience, ensuring the message remains clear and accessible.
The typeface’s balanced proportions and open letterforms enhance legibility, making it a perfect choice for body text. Its clean, neutral design pairs harmoniously with more prominent display typefaces, such as Filson Pro, while maintaining a subtle, supportive presence.
Use Case: Subtitles, Body Copy, Large Pieces of Text.
Open Sans Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Open Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Open Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
2.3
Type Hierarchy & Setting
Ensuring proper proportions in text sections is crucial for a well-balanced design. Headings, subheadings, and body text should follow an approximate 1:2 ratio in size.
In headings and subheadings, line spacing should be set to 0.9x. So if text size is 10, leading should be 9.
In body texts, line spacing should be set to 1.1x. So if the text size is 10, leading should be 11.
This hierarchy and settings are illustrated on the right side for reference.
3.0
COLOR
Ink Blue
Marble White
Deep Charcoal
Ink Blue represents trust, clarity, and intellect, reflecting Modern Stoicism’s academic and evidence-based foundation.
Its bold vibrancy brings a sense of modernity and energy to the visual identity, steering clear of the overly somber tone associated with darker blues. This dynamic shade symbolizes the balance between thoughtful contemplation and forward momentum.
Marble white represents simplicity, humility, and resilience, core tenets of Stoicism.
It subtly pays homage to the legacy of the Stoic philosophers, which used to be represented by classical sculptural imagery in Modern Stoicism’s design system. While the new identity moves away from these traditional visuals, this soft, neutral tone bridges past and present.
Deep Charcoal has been chosen as a refined alternative to pure black. While pure black can feel harsh and overpowering, Charcoal offers a softer, more sophisticated tone that blends beautifully with the other colours in the palette. Its subtle depth allows for versatility and harmony in the overall design system, while providing a sense of calm and balance that harmonises perfectly with the ethos of Modern Stoicism.
3.2
Neutral Colors
Off White
Off Black
3.3 Color Usage
The official Modern Stoicism colors are Ink Blue (#4141e1) and Marble White (#F2F1E9), which serve as the primary colors for all branding, publications, and external communications.
Deep Charcoal (#2b2d42) is primarily used for text on light backgrounds to ensure readability. However, it can also be utilized as a secondary color for backgrounds or design elements when necessary, complementing the overall palette and maintaining a cohesive design system.
Black and white should only be used when absolutely necessary, such as in areas where standard monochrome colors are required or to provide contrast in specific contexts. This ensures the integrity of the brand’s visual identity while maintaining versatility.
Please see the applications in this guidelines to better understand the use of colour.
4.0
VISUAL
SYSTEM
4.1
Introduction
Modern Stoicism's visual system is inspired by arches and columns, key elements of classical design in ancient greek architecture. This approach bridges the timeless elegance of antiquity with a contemporary perspective, reflecting the enduring relevance of Stoicism in modern life.
4.2
Graphic Elements
The graphic elements in the Modern Stoicism visual system are rooted in the use of the quarter-circle motif, a fundamental component of the brand’s design language.
The main graphic elements are mainly used to create canvas for various materials. However, it can also be used as a super graphic to mask one or multiple images.
Secondary graphic elements are used as frames for full page images such as social media posts.
Main Graphic Elements
Secondary Graphic Elements
4.3
Canvas
The Canvas is a distinctive component, specially designed to integrate structure and harmony into any layout. It is an important part of the unique visual identity of Modern Stoicism.
The Canvas is defined by four quarter-circular graphic elements placed at the corners of the composition, creating a subtle but distinctive frame.
This structure creates two separate columns, one vertical and one horizontal, and these columns are not used except for logo placement.
Canvas Structure
In the creation of the canvas, a square grid is used to achieve a balanced and consistent look.
Side and bottom margin sizes (columns outside the canvas) may vary depending on the type of application. However, they should be at least 10% and at most 20% of the short edge of the original canvas.
Certain graphic elements have been designed specifically for use in Modern Stoicism content, while others can be freely applied across various materials. Three of these graphic elements function as sub-brands and are tailored for specific purposes:
4.4
Frames
Secondary graphic elements mainly consist of the white space of a quadrant-which is the main component of the visual system. These elements take the curved form of a quarter circle and are used to create dynamic frames within the design.
These frames can be rotated in any way according to the image used. This flexibility allows to emphasise the content.
5.0
Imagery
5.1
Overview
Our approach to imagery is designed to emphasise the human side of Modern Stoicism, focusing on individuals and their states of mind.
Close-up portraits are at the centre of our visual language, showing people in moments of calm, peace and reflection. This focus is in line with the Stoic emphasis on inner balance and personal development, drawing attention to the emotional and intellectual depth that can be seen in people's expressions.
5.2
Considerations
- When selecting imagery, choose natural portraits with soft lighting that feels authentic and relatable. Avoid overly staged or posed setups and prioritize diversity in every aspect.
- Ensure the imagery represents a broad range of ages, ethnicities, genders, and backgrounds. This reflects the inclusive nature of Modern Stoicism and its aim to resonate with a global community.
- While the brand is inspired by Stoic philosophy’s classical roots, imagery should avoid overused visuals of statues/sculptures.
- To maintain authenticity and relatability, avoid using AI-generated visuals. Prioritize real photography that captures genuine human emotions and experiences.
- Avoid visuals that are abstract or ambiguous, as they may confuse the message or tone.
- While nature is welcome, it should complement the human-centric focus rather than dominate the visual narrative.
6.0
Application
Examples
5.1
Website Homepage
5.2
Brochure Covers
5.3
Linkedin Profile
Linkedin Posts
5.4
Banner
5.5
Books
5.6
Billboard
5.7
STOICON Badge
Ersel Musmul © 2025