We believe in radical transparency. So yes, this is our complete Corporate Identity manual.

Text reading 'ALAN' and 'FRE' separated by a green slash.
RGB
CMYK
Comparison of A and F with a division slash between, in black and green.
A black background with a green diagonal line followed by white slash and black letters 'AF'.

Favicon 2

Favicon 1

RGB
A person's hand holding a shiny, metallic key on a black background.
RGB
CMYK
Text-based logo with the names 'Alan' and 'Frei' separated by a green slash.
RGB
CMYK
Text reading 'ALAN/FRE' on a black background.
RGB
CMYK
Text reading 'Noah Light'
Text reading 'Noah Medium' in black font on a white background.
Text reading 'Noah Extra Bold' in black on a white background
Text displaying the phrase 'Noah Bold' in black font.
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Main Colors

Black Green

HEX: #112114

RGB: 17 | 34 | 20

CMYK: 49 | 27 | 98 | 79

Pantone: 5535 U

Black Green 80%

HEX: #414D43

RGB: 65 | 77 | 67

CMYK: 70 | 52 | 66 | 41

Black Green 60%

HEX: #707A72

RGB: 112 | 122 | 114

CMYK: 58 | 42 | 51 | 12

Black Green 40%

HEX: #A0A6A1

RGB: 160 | 166 | 161

CMYK: 40 | 29 | 34 | 0

Black Green 20%

HEX: #CFD3D1

RGB: 207 | 211 | 209

CMYK: 18 | 11 | 14 | 0

secondary Colors

Green

HEX: #06B909

RGB: 6 | 185 | 9

CMYK: 78 | 0 | 100 | 0

Pantone: 2423 U

ADDITIONAL Colors

Gray

HEX: #E8E8E8

RGB: 232 | 232 | 232

CMYK: 8 | 6 | 6 | 0

Product Images

Close-up of a black wristwatch with a dark dial, silver hour and minute hands, a red second hand, three smaller sub-dials, and a date window showing the 18th, on a black textured surface.

1

Example of handling sharpness

Close-up of a black wristwatch with a dark face, gold hour markers, and a textured strap.

2 (AI-Generated)

Example of texture in the background

Close-up of a black leather backpack with textured surface and seam detail.

3

Example of light-dark contrast

Close-up of a modern, textured silver suitcase with a black handle against a black background.

4

Example of lighting setup

Mood:

  • The product is shown in a partial view.

  • The background should feel tactile.

Color combinations / Light:

  • Monochrome – product color matches the background color.

  • Light-dark contrast.

  • The light should be a spotlight, highlighting only the product.

Editing:

  • Focus is on the product. Blurs around are okay.

  • The product should have strong shading and highlights need to stand out.

  • The image is about the accents and details.

Young woman with blonde hair in a ponytail, wearing a white t-shirt, black pants, and a backpack, standing against a gray wall with her hands in her pockets.

1 (AI-Generated)

Example of Naturalness

A person with short curly hair wearing a black jacket and a large black backpack, standing outdoors with a blurred light-colored wooden background.

2

Example of matching clothing and product colors.

A man dressed in white casual clothes with a backpack standing against a dark background.

3 (AI-Generated)

Example of spotlight in studio setting

A young woman with long dark hair sitting on a black crate against a dark gray wall and wooden fence, wearing a black crop top, black shorts, a black blazer, and sneakers.

4

Example of creating space and using the background.

Mood:

  • The picture has a foreground and middle ground. For calm areas, it's okay to also create a background. (Example 4)

  • The model is in a natural pose and interacts with the product. It should show ease and simplicity.

Color combinations / Light:

  • The pictures are slightly desaturated and in white, black, and shades of gray. Only organic materials are shown in natural colors (skin tones, leaves -> see example in picture 4).

  • The product color matches the clothing color.

  • Bright-dark contrast or complementary contrast for person with product and background.

  • Natural lighting in a city setting.

  • Spotlight in a studio setting (like product shots).