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A graphics page introducing the squircle, a 4:3 rounded-rectangle brand shape, shown as a white squircle on black beside a diagram of how it shapes the logo curves.
Summary
A graphics page introducing the squircle as a core 4:3 brand shape, shown as a single white squircle on a black field alongside a diagram of how the same curve defines the logo.
Visual description
Warm cream background, section number "2.8.6 Squircle" top-left on a hairline rule. The left text column explains that the squircle is important to the brand, shares the logo's 4:3 aspect ratio, defines some of the logo's internal curves, and can be used as a framing device for images or graphics. The right two-thirds is a white panel with two elements: on the left a black rectangle containing a centred white squircle labelled "4:3", isolating the shape; on the right a light grey rendering of the full hcma logo with soft cream squircle shapes overlaid to show how the squircle's curvature generates the logo's rounded forms. The persistent left-rail section index (Graphics in bold with an arrow) and the standard footer sit on hairline rules.
Key takeaway
Naming and isolating a single derived shape, the squircle, as a reusable brand primitive and proving its lineage by overlaying it on the logo construction. Giving a custom rounded rectangle a name turns an incidental curve into an ownable asset.
Reuse notes
A neat device for identities that want a signature container shape for avatars, image masks and UI. Pairs with the squircle-in-motion page that follows. Most useful when the shape genuinely derives from the logo geometry, as shown here, rather than being an arbitrary rounded box.
From this deck: The squircle 4:3 brand shape
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