Brand System
Our
Identity.
The standards behind every project we produce. These exist so that every piece of work carrying the Zynopsis name meets the same standard, whether it is a single photograph or a full campaign.
01
Brand Identity
Logo, mark, placement
02
Colour
Palette & accessibility
03
Typography
Typefaces & hierarchy
04
Photography
Style, framing, crops
05
Video
Grades, assets, framing
06
Motion
Easing & animation
07
Verbal
Tone, voice, copy
08
Marketing
Campaigns, social, ads
09
In Practice
Case study: applied
10
Brand Kit
Download assets
01
Brand Identity
The mark.
How to use it.
How to use it.
Our logo is the first thing people see. These rules protect it — so it always appears at its best, in every context, at every size.
Primary Marks
Z
Zynopsis
Primary — Light on Dark
Z
Zynopsis
Primary — Dark on Light
Z
Standalone Symbol
Clear Space
1× the height of the Z symbol on all sides
Nothing enters this zone — no text, no imagery, no graphic elements. This applies everywhere: digital, print, signage, motion.
Z
Minimum Size
Below these sizes, use only the Z symbol
Digital: Symbol 24px · Full mark 100px wide
Print: Symbol 8mm · Full mark 32mm wide
Environmental: Proportional to viewing distance
Below these thresholds the wordmark becomes illegible. Drop it. The Z symbol carries the identity on its own.
Print: Symbol 8mm · Full mark 32mm wide
Environmental: Proportional to viewing distance
Below these thresholds the wordmark becomes illegible. Drop it. The Z symbol carries the identity on its own.
Logo Placement Guide
Preferred positions for the logo across marketing materials, video end cards, and print collateral. The outer dashed line marks the minimum margin. The inner dashed line is the safe area for placement.
Z
Preferred
Print / Web header
Print / Web header
Z
Secondary
Video end card
Video end card
Z
Centred
Standalone / Favicon
Standalone / Favicon
Print & Collateral
Top-left preferred. Maintain minimum 8% margin from any edge. Always on solid background or approved scrim overlay. Never over busy photography without darkening.
Digital / Website
Top-left in navigation bar. Z symbol + wordmark at nav scale. For favicons and app icons: standalone Z symbol centred within frame.
Video / Film
End card only — centred on Void background. 3-second hold minimum. Never watermarked over footage. Lower-thirds do not include the logo.
✓ Always
Use primary on dark backgrounds. Reversed on light above #E0E0E0. Centre or left-align. Maintain clear space. Use vector formats for print.
✕ Never
Never rotate, stretch, add effects, change colours, place on busy imagery without a scrim, use as a watermark, or recreate in different typefaces.
02
Colour
One accent.
Absolute restraint.
Absolute restraint.
Our palette is built around darkness, depth, and a single warm accent. Brass draws the eye. Everything else recedes to support the work.
Primary Palette
Void
#08070B
--void
--void
Surface
#0F0E14
--surface
--surface
Subtle
#14131A
--subtle
--subtle
Line
#1E1D28
--line
--line
Accent & Secondary
Brass
#C9A96E
--brass
--brass
Brass Soft
#D4B87A
--brass-s
--brass-s
Ivory
#EDE8DC
--ivory
--ivory
Mist
#9B9693
--mist
--mist
Ghost
#5C5859
--ghost
--ghost
Signal
#C94E4E
Errors only
Errors only
Accessibility — WCAG 2.1
Ivory on Void: 15.2:1 — AAA. Brass on Void: 7.8:1 — AAA. Mist on Void: 5.1:1 — AA body. Ghost on Void: 3.2:1 — Large text only. All primary combinations meet or exceed WCAG 2.1 AA.
✓ Usage
Brass for labels, buttons, active states, data highlights. Ivory for primary text. Mist for body. Ghost for metadata. Dark tones create depth through layering.
✕ Never
No Brass for large fills. No additional accent colours. No Ghost for primary text. Never flatten the dark palette to a single black.
03
Typography
Three typefaces.
No exceptions.
No exceptions.
Display, interface, and data. Each has a defined role. They do not substitute for each other. This discipline gives the system its clarity.
Architectural photography
and cinematic film.
and cinematic film.
- Family
- Cormorant Garamond
- Role
- Display & Headlines
- Weights
- 300, 400, 500 + Italic
- Token
- --fd
For developers, architects, and hospitality brands. Helsinki. Every image is produced for where it needs to work.
Production
- Family
- Satoshi
- Role
- UI, Body & Labels
- Weights
- 400, 500, 700
- Token
- --fu
92%
15+ YEARS · 200+ PROJECTS · 96% RETENTION
- Family
- JetBrains Mono
- Role
- Data, Metrics & Code
- Weights
- 400, 500
- Token
- --fm
04
Photography
How we see.
How we frame.
How we frame.
Every photograph follows a consistent visual language. These are standards, not suggestions. The camera is where every project begins.
Composition & Framing
Composition
Rule of Thirds
Primary subjects on intersecting third lines. Architectural edges aligned to vertical thirds. Horizon never centred.
Composition
Central Symmetry
Reserved for architectural facades and interiors with strong symmetry. Perfect vertical alignment. Used sparingly.
Composition
Negative Space
Minimum 30% of the frame as breathing room. Lets architecture speak. Never crowd the edges.
Crop & Aspect Ratios
Hero
16:9
Website heroes, campaign headers, social covers.
Editorial
4:5
Instagram feed, portrait layouts, print.
Square
1:1
Profiles, grid thumbs, icon usage.
Cinematic
2.39:1
Film stills, letterbox, panoramic shots.
Lighting Philosophy
Our Approach to Light
Natural light first. Always. Then a subtle, invisible touch of flash to reveal what the eye already wanted to see.
We work primarily with natural light — golden hour for exteriors, controlled window light for interiors. Flash is used only as a subtle fill to bring out texture, material detail, and depth that natural light alone would leave in shadow. The key word is invisible. If a viewer can tell flash was used, it was used wrong. No harsh shadows, no artificial highlights, no competing light sources. The supplementary light should feel like the room simply had better windows.
Golden Hour
Primary Exterior Window
Warm directional light. Long shadows that reveal architectural form. Scheduled 60–90 min around sunrise/sunset. Non-negotiable for hero exteriors.
Blue Hour
Interior/Exterior Crossover
Balanced ambient sky with interior warmth glowing through windows. Creates the "inhabited luxury" feel. 20-minute window — requires pre-staging.
Subtle Fill Flash
Invisible Supplementary Light
Bounced or diffused flash at -2 to -3 stops below ambient. Reveals texture in stone, wood grain, fabric weave. Never creates its own shadows. Colour-matched to ambient temperature.
✓ Standards
Verticals corrected. Horizons level. Desaturated warmth. High dynamic range, low contrast. Flash as invisible fill only. Clean sight lines. Sharp details at full resolution.
✕ Never
No HDR glow. No heavy filters. No tilted horizons. No wide-angle distortion. No composited skies. No visible flash shadows. No harsh on-camera flash. No watermarks on deliverables.
05
Video & Film
Moving image.
Cinematic standard.
Cinematic standard.
Every frame is composed, every movement is intentional. Our video meets broadcast specification and carries the same discipline as our photography.
Framing & On-Screen Assets
Aspect Ratio
2.39:1 Anamorphic
Default for hero films. Cinematic letterbox. Communicates production value before the first frame moves.
Project Name
LOCATION · 2026
Lower Third
Minimal Data Strip
Satoshi 500 for name, JetBrains Mono for metadata. 1px Brass underline. Left-aligned, bottom-left.
Z
End Card
Logo — Centred, 3s Hold
Z symbol fades in at 0.8s. Holds 1.5s. Wordmark fades beneath at 1.2s. Ambient audio carries through.
Colour Grade
Desaturated Warmth, Cool Highlights
Shadows: Warm amber undertone, never orange.
Highlights: Slight cool pull for depth.
Saturation: -15% to -20% from camera native.
Contrast: Moderate. Blacks lifted to 5–8 IRE.
Highlights: Slight cool pull for depth.
Saturation: -15% to -20% from camera native.
Contrast: Moderate. Blacks lifted to 5–8 IRE.
Camera & Movement
24fps · Gimbal or Slider Only
Movement: Gimbal or motorised slider. No handheld.
Pacing: Hold shots 4–6 seconds minimum.
Focus: Rack focus sparingly. No autofocus.
Slow-mo: 60fps capture only when intended.
Pacing: Hold shots 4–6 seconds minimum.
Focus: Rack focus sparingly. No autofocus.
Slow-mo: 60fps capture only when intended.
Transitions
Primary: Hard cut — 90% of all transitions.
Secondary: 12-frame dissolve for time-lapse only.
Tertiary: Black dip for chapter breaks.
Never: Wipes, zooms, spins, light leaks, lens flares.
Secondary: 12-frame dissolve for time-lapse only.
Tertiary: Black dip for chapter breaks.
Never: Wipes, zooms, spins, light leaks, lens flares.
Titles in Film
Cormorant Garamond 300 Italic in Ivory or Brass. Fade in 16 frames, hold, fade out 12 frames. Metadata in JetBrains Mono at 60% opacity. No motion graphics or kinetic type.
Ownership
Raw and graded footage remains studio property until settlement. Clients receive perpetual usage rights for agreed deliverables upon final payment. Masters delivered in ProRes 422 HQ + H.265 web. Original negatives archived 5 years.
06
Motion System
How things move.
And when they don't.
And when they don't.
Motion is deliberate and unhurried. It mirrors the brand: measured authority, not performative energy.
Animation Examples — Autoplay
Z
Logo Sting
Fade + Scale · 4s
Selected Work
Content Reveal
Fade + Slide · 3.5s
Accent Line
Wipe Right · 3s
Counter
Vertical Reveal · 3s
Production
Text Slide
Horizontal · 4s
Background
Grid + Orbs · 6s
Cubic-Bezier Curves — Interactive
Drag the control points. The dot loops continuously to show the feel.
--eo · Ease Out
cubic-bezier(0.16, 1, 0.3, 1)
Primary — scroll reveals, entrances
Fast start, gentle settle. Default for anything entering the viewport.
--es · Ease Standard
cubic-bezier(0.4, 0, 0.2, 1)
Utility — hovers, state changes
Balanced and predictable. For direct user interactions.
--ei · Ease In
cubic-bezier(0.7, 0, 0.84, 0)
Exits — modals, dismissals
Slow start, accelerating exit. For content leaving.
--eb · Ease Bounce
cubic-bezier(0.34, 1.56, 0.64, 1)
Emphasis — sparingly
Slight overshoot. Success states, badges. Max once per viewport.
Component Demos
Primary
Ghost
Tags
Real EstateFilm
07
Verbal Identity
How we speak.
How we write.
How we write.
Every word under the Zynopsis name follows these standards. The voice is the brand — it does not shift based on who is writing.
Tone
Write like a high-end architecture publication. Short sentences. No buzzwords. Founder-led confidence.
Institutional precision paired with human warmth. It sounds like a senior professional speaking plainly about their craft. Sentences are short. Paragraphs stay under four lines. Every word earns its place.
Messaging Pillars
01
Camera First
Every message reinforces that photography and film are the origin.
02
Commercial Proof
Claims are metric-backed. Pre-sales, inquiry lift, ADR.
03
Selective Scarcity
We take on fewer projects per quarter than most studios take on per month. Access is limited by design, not by accident.
04
Single System
One team, one standard, one point of accountability.
Approved Phrases
"Photography first. Strategy always."
"Every image is produced for where it needs to work."
"The camera is the starting point."
"One team. One standard."
"Every image is produced for where it needs to work."
"The camera is the starting point."
"One team. One standard."
Banned Language
"Innovative" / "cutting-edge"
"Solutions" / "synergy"
"World-class" / "passionate"
"Stunning" / "breathtaking"
"We bring ideas to life"
Emojis in professional contexts
"Solutions" / "synergy"
"World-class" / "passionate"
"Stunning" / "breathtaking"
"We bring ideas to life"
Emojis in professional contexts
CTAs
Use: "Selected Work" · "Get in Touch" · "All Projects"
Never: "Learn More" · "Click Here" · "Get Started"
Never: "Learn More" · "Click Here" · "Get Started"
Elevator Pitch
Zynopsis is a photography and film studio based in Helsinki. We work with developers, architects, and hospitality brands across the EU and GCC. Architectural photography, cinematic film, and aerial production. Brand systems and market activation for select clients. One team. One standard.
08
Marketing & Campaigns
How the work
reaches the market.
reaches the market.
Visual authority means nothing if it stays on a hard drive. These standards govern how we extend our photography and film into campaigns, social content, advertising, and demand generation.
Campaign Architecture
Phased Activation, Not Batch Publishing
Every campaign follows a three-phase structure: Pre-launch (teaser content, anticipation, scarcity signals), Launch (hero assets, press kit, full media deployment), and Sustain (ongoing content cadence, retargeting assets, performance optimisation). Content is never published all at once. Timing is the strategy.
Content Hierarchy
Hero → Supporting → Derivative
Hero assets (1–3 per project): Campaign-defining images/films. Maximum production value. Used in press, website heroes, and paid media.
Supporting (8–15): Detail shots, process imagery, secondary angles. Social and editorial use.
Derivative (20+): Crops, formats, motion variants. Platform-native adaptations from hero and supporting assets.
Supporting (8–15): Detail shots, process imagery, secondary angles. Social and editorial use.
Derivative (20+): Crops, formats, motion variants. Platform-native adaptations from hero and supporting assets.
Social Media Standards
Instagram
Feed: 4:5 portrait preferred. Desaturated warm grade matching portfolio. Maximum 3 posts per week. No text overlays except data points in JetBrains Mono.
Stories: 9:16 with branded lower-third template. Brass accent line at base.
Reels: 15–30s hero excerpts. Hard cuts only. Ambient audio or subtle score.
Stories: 9:16 with branded lower-third template. Brass accent line at base.
Reels: 15–30s hero excerpts. Hard cuts only. Ambient audio or subtle score.
LinkedIn
Format: 16:9 for articles, 1:1 for feed posts. Studio voice — first-person plural.
Copy: Lead with the insight, not the project name. 3-line hook. Data in the first sentence.
Frequency: 2–3 per week. No hashtag overload — maximum 3, relevant, lowercase.
Copy: Lead with the insight, not the project name. 3-line hook. Data in the first sentence.
Frequency: 2–3 per week. No hashtag overload — maximum 3, relevant, lowercase.
Vimeo / YouTube
Thumbnail: Custom frame from the film, not auto-generated. Cormorant Garamond title overlay optional.
Description: Project brief in 2 sentences. Client name. Location. Services delivered.
End card: Standard logo sting. Subscribe/follow overlay in final 5 seconds only.
Description: Project brief in 2 sentences. Client name. Location. Services delivered.
End card: Standard logo sting. Subscribe/follow overlay in final 5 seconds only.
Social Media Templates
The standards above, applied. Every platform receives purpose-built content at the correct dimensions, in the correct voice, with the correct typography. No resizing, no repurposing, no black bars.
Instagram · Feed · Story · Reel · Data Post
LinkedIn · Post · Article Hero
X (Twitter) · Post Image
YouTube · Vimeo · Thumbnail · End Card
Typography: Cormorant Garamond headlines. Satoshi body. JetBrains Mono data. No substitutions.
Colour: Brass accent sparingly. One data point or one headline word per post. Never as background.
Photography: Desaturated warm grade matching portfolio. Replace placeholders with production stills.
Dimensions: Every platform gets its own format. No resizing. Every placement purpose-built.
Advertising & Paid Media
Display Ads
Photography-Led, Not Graphic-Led
Every ad leads with a photograph — never a graphic or illustration. Void background with single image. Cormorant headline (max 8 words). Satoshi CTA button in Brass. Logo bottom-right, small. No borders, no gradients, no stock graphics. The image is the ad.
Paid Social
Native Format, Not Repurposed
Each platform gets its own format. No resizing a 16:9 hero into a 1:1 square with black bars. Every paid placement receives a purpose-built crop. Carousel ads use a consistent grade across all frames. Video ads: first 3 seconds must hook without sound.
Email Campaigns
Template: Void background. Single-column. Hero image full-width. Cormorant headline. Satoshi body at 15px. Brass CTA button. Logo in footer only.
Tone: Brief, direct, value-first. No "Dear" or "Hope this finds you." Open with the image or the insight.
Tone: Brief, direct, value-first. No "Dear" or "Hope this finds you." Open with the image or the insight.
Print Advertising
Full-page: Image fills the page. White text overlay in safe area only. Logo bottom-left or bottom-right within margin guide.
Half-page: Image top, copy below on Void. Never split the image with text blocks.
Always: QR codes styled — rounded corners, Brass accent, never default black-and-white.
Half-page: Image top, copy below on Void. Never split the image with text blocks.
Always: QR codes styled — rounded corners, Brass accent, never default black-and-white.
Presentations & Pitch Decks
Template: 16:9 slides. Void background. One idea per slide. Photography as full-bleed backgrounds with scrim overlay. Data in JetBrains Mono. No clip art, no stock illustrations, no SmartArt.
Typography: Cormorant Garamond for titles, Satoshi for body. Brass accent for key figures.
Typography: Cormorant Garamond for titles, Satoshi for body. Brass accent for key figures.
Demand Generation
Landing pages: Single CTA. Hero image above fold. 3-step qualification form. Social proof visible without scrolling.
Lead magnets: PDF lookbooks using brand system standards. No generic "10 Tips" content.
Retargeting: Show the work — portfolio images outperform generic brand messaging 4:1.
Lead magnets: PDF lookbooks using brand system standards. No generic "10 Tips" content.
Retargeting: Show the work — portfolio images outperform generic brand messaging 4:1.
09
In Practice
Brand system
applied.
applied.
Theory is nothing without execution. This case study shows how every standard in this document comes together on a single project.
Case Study
Airbnb × Lapland
Santa Claus’ Post Office · Rovaniemi · Hospitality · Editorial
Airbnb commissioned us to photograph Santa Claus’ Post Office in Finnish Lapland for their global platform. The brief: capture the experience at the Arctic Circle with editorial quality strong enough to carry international press coverage.
Photography
Exterior at Blue Hour
World-first framing. Natural light, desaturated warm grade.
Photography
The Human Element
Environmental portrait. Invisible fill flash, no harsh shadows.
Photography
Heritage Detail
Fill flash at -3 stops. Wood grain, paper texture, red pigment.
Visual Framework Applied
01
World
Exterior at blue hour. Snow, warm glow, Arctic silence. Sets the destination before showing a room.
02
Heritage
Red postal shelves, Arctic Circle postmarks, 40 years of operations photographed as brand assets.
03
Human
The Chief Elf portrait. Turns a listing from “interesting cabin” into “story I want to join.”
04
Experience
Interior photography last. Fireplace, heritage furniture, Lapland textiles. Every frame answers: what will I feel?
Results
50+
Publications
12M
Impressions
CNN
Featured
Forbes
Featured
Photography Standards Applied
Natural light first. Golden hour and blue hour exterior windows scheduled around Arctic December light (3.5 hours of usable twilight). Subtle fill flash for interiors, invisible, colour-matched to ambient. Verticals corrected. Desaturated warm grade consistent with portfolio standard. All deliverables at full resolution, no watermarks.
Brand Application
Images delivered for Airbnb platform listing, global press kit, and editorial distribution. Coverage across CNN, Forbes, Smithsonian, and 50+ international publications. The visual framework developed on this project (World → Heritage → Human → Experience) now drives every hospitality commission at the studio.
10
Brand Kit
Download
our assets.
our assets.
Everything you need to represent Zynopsis correctly. Use these files for press, partnerships, event materials, and co-branded collateral. If in doubt, reach out before publishing.
Logo Package
Primary mark, reversed mark, standalone Z symbol. All colourways. Print and digital variants.
SVG · PNG · EPS · PDF
Download Logos →
Colour Swatches
Complete palette files for Adobe, Figma, and Sketch. Includes CMYK values for print production.
ASE · CLR · Figma · Sketch
Download Colours →
Typography Kit
Font files, licence information, and usage specimens for Cormorant Garamond, Satoshi, and JetBrains Mono.
OTF · WOFF2 · Specimen PDF
Download Fonts →
Photography Presets
Lightroom and Capture One presets matching our colour grade. Desaturated warmth, lifted blacks, cool highlights.
XMP · COP · DNG
Download Presets →
Brand System PDF
This complete document in print-ready PDF format. 48 pages. Suitable for partner distribution and internal reference.
PDF · 48pp · 18MB
Download PDF →
Motion Templates
After Effects and Premiere Pro templates for lower-thirds, end cards, logo stings, and title sequences.
AEP · MOGRT · PRPROJ
Download Templates →
Usage Terms
These assets are provided for approved use only — press coverage, partnership materials, event collateral, and co-branded campaigns. Do not modify the logo, alter colour values, or use assets in contexts that misrepresent Zynopsis Visuals or its services. For usage questions or custom asset requests, contact brand@zynopsis.studio.