syntax. Rebranding

The project’s original visual language was inspired by the appearance of keys on vintage typewriters.

The metaphor is based on the image of book spines lined up on a shelf, resembling an urban landscape. The overall style is rooted in the use of simple geometric forms and contrasting colors.

Next, I defined the color palette using the Adobe Color service.

A logo was subsequently created using ChatGPT.

Wordmark logo, the word «syntax.» in lowercase letters only, set in a bold, extended neo-grotesque sans-serif typeface with tight letter spacing; deep ultramarine blue letters on a flat cream background, the final period rendered as a solid vermilion red square. Centered, flat vector, with no outlines, gradients, shadows, or extraneous elements.

Using the website myfonts.com, I identified the font that the neural network employed. The AI generated the logo based on the Helvetica Now Pro Text Black typeface.

1. Poster, 3:4, strictly flat 2D vector illustration, deep ultramarine background #1F3FBF.COMPOSITION: The entire poster is a massive bookcase facade viewed straight on—a grid of 4 columns and 5 rows of compartments separated by thin cream horizontal shelves and thin vertical dividers; the grid extends beyond the edges of the poster. Each compartment holds two to four upright vertical book spines on the shelf, each spine featuring two thin horizontal bands near the top and bottom. The spines vary in height, width, and color: cream, light sky blue, and vermilion #E4472B. A few compartments hold a small circle instead of books (planets), while two or three compartments are empty. Exactly three spines in different compartments lean at precisely 45 degrees, resting against a neighboring spine—these are rendered as flat, rotated rectangles with the same two bands. The focal point is one tall vermilion spine in a central compartment, taller than the others, its top overlapping the shelf board above it as a flat shape. The bottom sixth of the poster is empty ultramarine, devoid of books.TEXT: The only text on the poster is the headline «every voice gets a spine» located in the bottom left, spanning three lines. It is cream, lowercase, in a bold extended neo-grotesque sans-serif font with standard word spacing so each word is clearly separated and spelled exactly as written. The wordmark «syntax.» is positioned top left in cream letters; the period is a solid vermilion square. A small caption, «intergalactic publishing house, ” is situated to the right of the wordmark in cream, using the same typeface and spelled exactly as written. No other words.Use the attached poster exactly as shown as the printed artwork: maintaining the same composition, colors, text, and wordmark. Do not redraw, crop, mirror, restyle, or retype anything on it; preserve its original proportions.Realistic photo, 16:9, 1920×1080: A thin black frame hanging on a plain light gray wall in a minimalist interior setting; straight front view, featuring a small wooden shelf with a vase underneath, and ample empty wall space on the right for text. Utilize realistic materials, soft natural lighting, subtle natural shadows, and a slight paper or vinyl texture only on the surface. The artwork itself must remain flat—no added gloss, no embossing, and no 3D effect. The poster fills the frame area of the medium without distortion. No extra text, no extra logos, and no other posters.

2. Poster, 3:4, flat vector. COMPOSITION: A single, enormous ultramarine book-spine rectangle stands vertically in the center, very tall, featuring two thin horizontal bands near its top and bottom; directly below it is a solid vermilion square, together forming a giant exclamation point and a period. The background is cream with significant negative space. TEXT: The only text on the poster is the headline «a full stop begins a chapter, ” placed in the upper left across three lines, in ultramarine, spelled exactly as written, with no other words. LOGO: A small wordmark, „syntax.“, in the bottom-left corner, using the same typeface—the period is a solid vermilion square. STYLE: A flat, geometric vector poster built exclusively from vertical rectangles resembling book spines (each featuring two thin horizontal bands near the top and bottom) and a few circles representing planets and moons. Strict palette: ultramarine 1F3FBF, vermilion E4472B, cream #F2EBDD, and a rare near-black accent. No gradients, no shadows, no outlines, no textures, no 3D. Swiss graphic design—bold, minimal, and generous with negative space. A bold, extended neo-grotesque sans-serif typeface, lowercase only, with tight letter spacing.

Poster, 3:4, flat vector, cream background #F2EBDD.COMPOSITION: the top third is an empty cream sky featuring one vermilion circle (a planet) in the upper right. Below it is a dense skyline composed of vertical book-spine rectangles of highly varied heights and widths—ultramarine 1F3FBF, interspersed with a few vermilion E4472B ones. There are two or three tall towers, each spine marked with two thin horizontal bands near the top and bottom, and two tiny circles serve as moons above the towers. The spines rest upon a full-width ultramarine shelf band positioned at the very bottom of the poster.TEXT: The only text on the poster is the headline «books for every galaxy» in the top left, spanning three lines. It is rendered in lowercase, bold extended neo-grotesque sans-serif typeface in ultramarine with tight letter spacing, spelled exactly as written. The wordmark «syntax.» appears to the left of the bottom shelf band, in cream letters; the period is a solid vermilion square. Additionally, the small caption «intergalactic publishing house» is placed to the right of the shelf band, in cream and the same typeface, spelled exactly as written. No other words are present.STYLE: The palette is strictly limited to ultramarine, vermilion, cream, and a rare near-black. There are no gradients, shadows, outlines, textures, or 3D effects. The aesthetic is Swiss graphic design—bold, minimal, and generous with negative space. Use the attached poster exactly as shown for the printed artwork: maintain the same composition, colors, text, and wordmark. Do not redraw, crop, mirror, restyle, or retype any element; preserve its original proportions.Realistic photo, 16:9, 1920×1080: A back-lit city light poster displayed inside a glass bus stop shelter during the evening. The poster emits a subtle internal glow, with a blurred street scene visible in the background, captured at a slight angle. The poster is printed flat onto the surface, fully visible and in sharp focus, ensuring its text is legible. Utilize realistic materials, soft natural lighting, subtle natural shadows, and only a slight paper or vinyl texture on the surface—the artwork itself must remain flat, with no added gloss, embossing, or 3D effects. The poster should fill the frame area of the medium without distortion. No extraneous text, no extra logos, and no other posters should appear.

1. FORMAT: horizontal 16:9 slide, 1920×1080, with one product as the hero, centered or on the left third, leaving a large, empty background space on the right for text.

PRINT GRAPHIC: flat 2D vector print created solely from vertical book-spine rectangles (each featuring two thin horizontal bands near the top and bottom) and a few circles representing planets. Solid fills only—no gradients, no shadows, no 3D effects, no outlines. Palette: ultramarine #1F3FBF, vermilion #E4472B, cream #F2EBDD, light sky blue #8FBFFF.

PHOTO: realistic studio product mockup, featuring soft, even lighting, sharp focus, a flat solid-color seamless background, a subtle natural fabric or material texture applied only to the product, and a minimal, soft contact shadow beneath the product.

LOGO: use the attached «syntax.» wordmark exactly as provided; do not redraw or alter the letters. If no reference is attached: use a lowercase bold extended neo-grotesque wordmark «syntax.» with a solid vermilion square period.

Five paper bookmarks fanned out like cards, set against an ultramarine seamless background. Each bookmark is a tall rectangle in a different solid color (cream, sky blue, vermilion) and features two thin horizontal bands, resembling a book spine; one bookmark displays the wordmark «syntax.» vertically.

2. Use the attached bookmark exactly as shown: the cream bookmark with two thin ultramarine bands near the top and bottom, and the vertical wordmark «syntax.» centered with a vermilion square period. Do not redraw, alter, or mirror the wordmark; it reads vertically from bottom to top, as in the reference.

Realistic studio product photo, 16:9, 1920×1080. A closed hardcover book lies flat, viewed from a slightly elevated and slightly rotated angle; the cover is plain dark charcoal cloth, devoid of any print, title, logo, or decoration. The cream bookmark is inserted between the pages, protruding from the top edge of the book at a slight angle, with approximately two-thirds of its length visible so that the entire wordmark is clearly readable and in sharp focus. The lower third is obscured between the pages, and the edges of the page block are visible. The background is a plain, solid ultramarine #1F3FBF seamless field. The scene is illuminated by soft, even studio light, featuring a subtle natural contact shadow under the book and bookmark, and exhibiting realistic cloth and paper textures. The book is positioned on the left third of the frame, leaving a large, empty ultramarine space on the right for text.

FORMAT: horizontal 16:9 slide, 1920×1080, one product as the hero, centered or on the left third, with a large empty background space on the right for text.

PRINT GRAPHIC: flat 2D vector print made only from vertical book-spine rectangles (each with two thin horizontal bands near the top and bottom) and a few circles as planets. Solid fills only—no gradients, no shadows, no 3D, no outlines. Palette: ultramarine #1F3FBF, vermilion #E4472B, cream #F2EBDD, light sky blue #8FBFFF.

PHOTO: realistic studio product mockup, soft even light, sharp focus, flat solid-color seamless background, subtle natural fabric or material texture on the product only, minimal soft contact shadow beneath the product.

LOGO: use the attached «syntax.» wordmark exactly; do not redraw or alter the letters. If no reference is attached: lowercase bold extended neo-grotesque wordmark «syntax.» with a solid vermilion square period.

Hardcover notebook with an elastic band, slightly angled top view, on a vermilion seamless background. Cream cover featuring a 3×3 grid of spine cells—one empty, one containing a circle—and the wordmark «syntax.» positioned in the top left of the cover.

1. FORMAT: horizontal 16:9 slide, 1920×1080, one product as the hero, centered or on the left third, large empty background space on the right for text.PRINT GRAPHIC: flat 2D vector print composed solely of vertical book-spine rectangles (each featuring two thin horizontal bands near the top and bottom) and a few circles representing planets. Solid fills only—no gradients, no shadows, no 3D effects, no outlines. Palette: ultramarine 1F3FBF, vermilion E4472B, cream F2EBDD, light sky blue 8FBFFF.PHOTO: realistic studio product mockup, soft even lighting, sharp focus, flat solid-color seamless background, subtle natural fabric or material texture on the product only, minimal soft contact shadow beneath the product.LOGO: use the attached «syntax.» wordmark exactly; do not redraw or alter the letters. If no reference is attached: lowercase bold extended neo-grotesque wordmark «syntax.» with a solid vermilion square period.A cream cotton tote bag hanging straight on an ultramarine seamless background. A 3×4 grid of small bookcase cells with spines of varying heights, two spines angled at 45 degrees, and one circle planet, printed on the lower two-thirds of the bag; the wordmark «syntax.» is small in the top left corner of the print.2. FORMAT: horizontal 16:9 slide, 1920×1080, one product as the hero, centered or on the left third, large empty background space on the right for text.PRINT GRAPHIC: flat 2D vector print composed solely of vertical book-spine rectangles (each featuring two thin horizontal bands near the top and bottom) and a few circles representing planets. Solid fills only—no gradients, no shadows, no 3D effects, no outlines. Palette: ultramarine 1F3FBF, vermilion E4472B, cream F2EBDD, light sky blue 8FBFFF.PHOTO: realistic studio product mockup, soft even lighting, sharp focus, flat solid-color seamless background, subtle natural fabric or material texture on the product only, minimal soft contact shadow beneath the product.LOGO: use the attached «syntax.» wordmark exactly; do not redraw or alter the letters. If no reference is attached: lowercase bold extended neo-grotesque wordmark «syntax.» with a solid vermilion square period.A cream cotton tote bag hanging straight on an ultramarine seamless background. [PRINT GRAPHIC] A 3×4 grid of small bookcase cells with spines of different heights, two spines leaning at 45 degrees, and one circle planet.

1. FORMAT: horizontal 16:9 slide, 1920×1080, with one product as the hero, centered or on the left third, leaving a large empty background space on the right for text.

PRINT GRAPHIC: a flat 2D vector print composed solely of vertical book-spine rectangles (each featuring two thin horizontal bands near the top and bottom) and a few circles representing planets. Solid fills only—no gradients, no shadows, no 3D effects, and no outlines. Palette: ultramarine 1F3FBF, vermilion E4472B, cream F2EBDD, light sky blue 8FBFFF.

PHOTO: a realistic studio product mockup, featuring soft, even lighting, sharp focus, a flat solid-color seamless background, and a subtle natural fabric or material texture applied only to the product. Include a minimal soft contact shadow beneath the product.

LOGO: use the attached «syntax.» wordmark exactly; do not redraw or alter the letters. If no reference is attached: use a lowercase bold extended neo-grotesque wordmark «syntax.» with a solid vermilion square period. Depict a folded cream t-shirt, top view, against an ultramarine seamless background. Place a small horizontal skyline of vertical book spines, in ultramarine and vermilion, centered on the chest, with the wordmark «syntax.» beneath it; feature only the vermilion square on the collar label.

2. Use the t-shirt exactly as shown: the same cream cotton fabric, the same cut, and the same flat print of a small horizontal skyline of book spines with the wordmark «syntax.» beneath it on the chest, including the same collar label. Do not redraw, change, resize, or simplify the print.

Create a realistic lifestyle photo, 16:9, 1920×1080: a person shown from the waist up, cropped just below the chin so the face is not visible, standing straight and facing the camera, arms relaxed at the sides, wearing this t-shirt in a regular, relaxed fit. The chest print must be centered, fully visible, in sharp focus, and clearly readable; the fabric should exhibit natural soft folds and fall naturally over the shoulders and chest. The person should wear plain dark trousers without logos, and no jacket or other layers covering the shirt. Use a plain, solid ultramarine seamless studio background, soft even daylight, shallow natural shadows, and realistic cotton texture. Position the person in the left third of the frame, leaving a large empty background space on the right for text.

The print must remain perfectly flat, like screen printing; it should not appear raised or embossed. No additional text, no extra logos, and no other garments featuring graphics.

Use the attached «syntax.» wordmark exactly as shown on the flash drive; do not redraw, mirror, or retype it. The period is a solid vermilion square.Realistic macro product photograph, 16:9, 1920×1080, shallow depth of field, the object fills most of the frame. A slim ultramarine 1F3FBF USB flash drive with a smooth matte plastic body and a silver metal connector lies diagonally across the frame, the wordmark «syntax.» printed on the body in cream, lowercase, bold extended neo-grotesque sans-serif. A thin silver ring attached to the end of the drive holds a small flat acrylic keychain charm shaped like a book spine: a vermilion E4472B vertical rectangle with two thin cream horizontal bands near the top and bottom, rounded corners, a small hole at the top with a short silver chain. Next to it, a tiny cream round charm like a planet on the same ring. The charms are flat solid-color acrylic with a clean glossy edge—no 3D graphics, no engraved relief.Plain solid cream #F2EBDD seamless background. Soft, even studio light, realistic contact shadows, natural material texture, sharp focus on the wordmark and the charm. The objects sit on the left two-thirds of the frame, empty cream space on the right for text. The print stays flat like pad printing. No extra text, no extra logos, no other objects.

Realistic photo of a rooftop billboard atop a modern building against a clear, pale blue daytime sky, shot from a slightly low angle, 16:9, 1920×1080. The billboard dominates most of the frame, illuminated by soft, natural daylight, featuring a realistic metal frame and spotlights.BILLBOARD ARTWORK: Strictly flat 2D vector, solid fills only: a deep ultramarine (1F3FBF) background. In the bottom left, three upright cream and light sky blue book-spine rectangles rest on a thin cream shelf line; each has two thin horizontal bands near the top and bottom. From these, a diagonal trail of six more book spines rises toward the upper right, rotated exactly 45 degrees. Each subsequent spine is slightly smaller than the one before it, colored cream, light sky blue, and vermilion (E4472B), as if in motion. In the upper right, a huge vermilion circle (a planet), cropped by the edge of the billboard, is featured, along with two small cream circles acting as moons. The upper left section is a large expanse of empty ultramarine.TEXT ON THE BILLBOARD: The sole text is the headline, «your books fly to other galaxies, ” placed in the upper left across three lines. This text is cream, lowercase, bold extended neo-grotesque sans-serif, with normal word spacing, and spelled exactly as written. In the bottom right corner, contained within a small cream block, is the wordmark „syntax.“ in ultramarine; the period is a solid vermilion square, and underneath it, the caption „intergalactic publishing house“ is written in ultramarine using the same typeface, spelled exactly as written. No other words are present.The artwork maintains a perfectly flat aesthetic, like a printed vinyl poster: there is no 3D effect, no depth, no perspective within the artwork, no drop shadows, no gradients, no glow, and no textures. Palette: ultramarine, vermilion, cream, light sky blue. Swiss graphic design, bold, minimalist.