_the logo
our logo reflects our minimalistic outlook towards our brand
we aim to foster creativity, connectivity & collaboration and embrace change to evolve over time
_the palette
CATW stands for simplicity, elegance, modernism, disruption and a hint of mysticism
our primary palette is black and white, colors representing substance, sophistication and clarity, yet to epitomize our energetic, imaginative, and innovative sensibilities, our extended palette is dynamic with a mix of bold and vibrant colors — rouge, violet and emerald green, with a mix of pastels — blush and bleu
glacial indifference // a sans serif font
VEVEY // a refined sans serif font
_typeface
throughout our digital platforms, we use glacial indifference, inspired by bauhaus geometric fonts
… and occasionally we use VEVEY, a dreamy and refined interface created by vanessa lam, inspired by a vintage travel poster in the swiss riviera
_tone // voice
we speak in a way that reflects our brand and community - inclusive and welcoming, open to sharing and debating ideas, ready to challenge and collaborate
our tone is direct and conversational. we generally write in the active voice so as to communicate in a direct yet approachable fashion
we write predominantly in lowercase to exude an informal and casual vibe. we do not stress about full sentences, preferring to use simple breaks like _ and // to be more concise, more snappy, maybe even more quirky
_ //
_isometrics
our graphics have been designed in an isometric format - thinking about this visual direction usually takes us back to old school video games or beautiful illustrations seen in our favorite design magazines. that's one of our favorite things about isometric work; while it might be deliberately limited in terms of its grid, the applications themselves can be broad, interesting, and unique
_the cow
the source of energy and creativity, a herd animal with a strong individual presence the cow is a gentle animal, emblematic of fertility, abundance and rebirth - serving as the base spirit for creativity, connection and collaboration
in a state of eternal calm, the cow represents earth and sky, and patience and holiness, in Vedic literature, the cow is also a lunar symbol, aligning itself with feminine (yin) qualities among the Chinese yin-yang energies, signifying nourishment, potential, possibility and provision