Avatar introduction

Summary

The avatar reveal: a single large black circular mark centred on a white panel, introduced as the quieter alternative to the full logo.

Visual description

Standard layout: cream left column with section number "2.4 Avatar" and one short line of body copy ("Our avatar was created for moments where we want our brand to feel quieter."); navigation list lower-left with Avatar bolded. The white content panel is otherwise empty, holding one large black circular avatar mark centred slightly right of middle. The mark is a solid black disc carved by white negative-space cuts into abstract interlocking shapes (a bar across the top, an L-form and leaf-like wedge below), derived from but distinct from the angular hcma logotype. The cream footer carries copyright, document title, and "Version 01".

Key takeaway

The single-asset reveal page: after a colour divider, the new mark gets one quiet white page to itself, oversized and alone, with one sentence of rationale. The discipline of showing the mark once, large, with nothing competing, lets it register before any rules follow. The mark itself is a smart move: an avatar that echoes the logo's geometry without being a circular crop of it.

Reuse notes

A reusable reveal pattern for any secondary brand mark, app icon, or favicon. The "one big mark, one sentence, lots of white" formula needs only a strong mark to work. Best placed right after the section divider and before the construction and clear-space pages that explain it (slides 43 onward). Pairs naturally with a dark-on-light and light-on-dark variant page.