Motore.
A film studio for launches and events, and a studio of Keope Labs Ltd. This page holds everything needed to keep the brand consistent: name, logo, colour, type, voice and the handful of motifs that make it recognisable.
Motore!
On an Italian film set the director calls Motore! to roll camera. It is also the Italian word for engine. The name holds the whole offer: a film crew's instinct, and an engine built for speed. Say it the Italian way, mo-TOH-reh; nobody will mind if a client says motor.
The call is the first line of a sequence every Italian crew knows, and the brand borrows the whole sequence for subtitles, buttons and sign-offs.
The record dot
The wordmark is Archivo at its widest (125) and ExtraBold (800), set in capitals. The first O carries a rosso dot: the record light on a camera, a lens, an eye. It is the whole identity in one glyph, and it works alone as the symbol and the favicon. The dot may breathe slowly on screen, like a tally light. Never recolour the letters rosso, never outline the wordmark, never set it over busy footage without a dark scrim.
On ink
On bone
Symbol
Icon / favicon
Ink, bone, rosso
A dark cinema with one light on. Ink carries most surfaces, bone carries type and the occasional light section, and rosso is kept for the things that act: the record dot, the playhead, the button that starts the brief, one full-bleed section per page at most. Rosso sits close to Italian racing red, pushed a touch brighter so it glows on a dark screen.
Grounds, 70%
Type, light sections
Action only
Alternate light
Labels, captions
Wide, italic, mono
All five are free under the SIL Open Font License, served by Google Fonts.
Plain, quick, a little cheeky
Talk like a director
Short sentences, concrete nouns, the language of a set: cut, take, notes, premiere. Show the film, then talk about it.
Say the number
Price and timing appear early and plainly. 999 for up to ninety seconds; a first cut in five working days.
British English
Colour, organise, centre. Spaced hyphens where a pause is needed; never an em dash.
No flip sentences
State what something is. Skip the "it is not X, it is Y" shape and the triple negation.
One joke per section
A bigger logo note, zero stock handshakes, a CEO with goosebumps. Wit comes from real production life.
Italian as seasoning
The set calls in Italian, always with the English beside them. One phrase at a time.
Things that move
Viewfinder corners
Four thin corners frame any film or preview. They appear on hover, like a camera finding focus.
The playhead
A rosso line with a pentagon head. It scrubs the process timeline and the pricing runtime.
Set-call subtitles
Italian line in Archivo, English beneath in Instrument Serif italic, swapping every few seconds.
Countdown leader
The 8 to 3 film leader marks anything sealed, unreleased or coming soon.
Grain
A faint animated film grain over every page, never above 8% opacity.
The slate
A clapperboard that fills in as a client writes the brief, and claps when it is sent.