brand guidelines :: edition 01 :: july 2026
amofii
a fashion brand for every body. one wardrobe, no aisles — pieces designed to be shared, swapped and re-worn.
01 :: the brand
two letters, side by side.
amofii starts with amo — “i love” — and ends in ii: two identical letters standing together, equal height, equal weight. that pair is the whole idea. we make clothes for people, not categories — cut to fit real bodies and built to move between them.
every body first
one fit logic, graded across all bodies. no his aisle, no hers aisle — just sizes.
less, better
fewer pieces, higher standards. every seam, fabric and gram earns its place.
quiet confidence
the wearer is the statement. amofii stays in the background and holds its shape.
made to mix
every piece pairs with every other piece. the palette guarantees it.
for people who want fewer, better clothes without gendered rules, amofii makes unisex essentials designed to be shared — because good design fits everyone.
positioning statement :: internal use, never printed on productthe tagline is always lowercase and always ends with the period — it’s a statement, not a slogan. never pair it with exclamation marks or additional taglines.
02 :: wordmark
the wordmark is the logo.
no symbol competes with the name. it is set in archivo expanded black, all lowercase, tracked to −3%. the double-i is the signature — its two dots, called the pair, can be lifted out as a standalone mark.
clearspace: keep a margin of x on all sides, where x = the height of the lowercase “o”.
minimum size: 96px wide on screen, 22mm in print. below that, use the pair alone.
the double-i may be set in ultramarine in hero and campaign lock-ups; in the standard wordmark it stays one color.
always lowercase. the wordmark is never capitalised, spaced out, or abbreviated to “amo”.
03 :: color
neutrals do the work.
ultramarine does the talking.
a small palette, held tightly. warm-grey neutrals carry every surface; ink carries every word; ultramarine appears rarely — and that’s exactly why it works. tap any hex to copy it.
calico
the default ground. web and print backgrounds, lookbook seamless.
rgb 244 243 238
stone
panels, packaging interiors, secondary surfaces.
rgb 231 228 220
milk
cards on calico, garment labels, anything that needs to lift gently.
rgb 251 251 248
ink
type, the wordmark, buttons. never pure black — always ink.
rgb 22 22 19
graphite
captions, secondary copy, quiet ui. never for headlines.
rgb 111 110 102
ultramarine
the 5%: links, drops, the pair, one accent per surface — maximum.
rgb 43 63 214
| combination | ratio | use for | wcag |
|---|---|---|---|
| ink on calico | 16.3 : 1 | all text, all sizes | aaa |
| graphite on calico | 4.6 : 1 | body text 14px and up | aa |
| ultramarine on calico | 6.8 : 1 | links, labels, accents | aa+ |
| milk on ink | 17 : 1 | reversed text on ink | aaa |
04 :: typography
three voices, clearly cast.
a wide grotesque for headlines, a clean sans for reading, a mono for precision. each face has one job — nothing quietly does double duty.
| role | size / leading / tracking | sample |
|---|---|---|
| display-xl | 96 / 0.95 / −3% | amofii |
| h1 | 56 / 1.05 / −2% | the winter drop |
| h2 | 32 / 1.15 / −1% | heavyweight tees |
| body | 17 / 1.6 / 0 | Cut generous through the shoulder, straight through the body. |
| caption | 13 / 1.5 / +4% | fig. 01 :: lookbook, spring 2026 |
headlines are lowercase. no exceptions, no title case, ever.
never justify text; rag right, and keep lines under 70 characters.
numerals that carry data — prices, gsm, dates — are always set in plex mono.
maximum two faces per surface. display + text, or text + mono.
05 :: voice & tone
say less. mean it.
amofii speaks the way it dresses: plainly, warmly, without noise. short sentences. concrete nouns. no hype, no hard sell, no winking.
say less
cut every adjective that isn’t earning its place. if a sentence works without a word, the word goes.
warm, not cute
friendly is good; whimsy is not. no puns, no emoji storms, no jokes on garments people paid for.
plain about the facts
state what it is, what it’s made of, what it costs and how to care for it. clarity is respect.
boxy tee. heavy 220 gsm cotton. cut to share.
Unleash your inner icon with our FAB new boxy tee!!!
new drop friday. 40 pieces, then gone.
🔥 HUGE MEGA DROP INCOMING — don’t miss out!!! 🔥
runs true. between sizes? size up.
Flatters every figure and hides all your problem areas ;)
06 :: imagery
natural light, honest bodies.
photography carries the “for every body” promise. neutral grounds, soft daylight, mixed ages and sizes in the same frame — never split into gendered sets. frames below are placeholders showing tone and crop.
always
- shoot on calico or stone seamless, in natural or soft daylight
- cast mixed bodies, ages and genders — together, in the same frame
- favor movement over poses; catch the in-between moment
- default crop 3:4 portrait; product flat-lays shot top-down
never
- heavy color grading, film grain filters or vignettes
- props or sets that upstage the garment
- gendered styling splits — no blue side / pink side
- retouching bodies; skin texture and real fit stay in
07 :: graphic elements
the pair, and not much else.
amofii’s graphic language is deliberately small: one mark, one pattern, two shapes. restraint is the system.
the pair as punctuation
the double dot separates items in menus, dates, footers and captions. it replaces slashes, pipes and bullets everywhere.
dot grid pattern
pairs of dots on a 34px grid. tissue paper, packaging interiors, mailer linings — never behind text.
shape rules
surfaces are square — cards and images take 0 radius. interactive things are round — pill buttons, circular icons. nothing in between.
iconography
1.6px stroke, rounded caps and joins, drawn on a 24px grid. always ink — icons never take ultramarine.
08 :: in use
how it comes together.
the system applied — buttons, tags, tiles and cards. build from these, not from scratch.
organic cotton
wash cold :: hang dry
made to share