Never forgets.
Elephants remember for decades. Good AI systems should too: keeping the right context and passing it on is most of the job.
The mark
Two letters make the mark. Turn the elephant back a quarter and the trunk reads as a J, the body as an F. First drawn in 2019, redrawn here on a strict grid in the colours of the new fryauf.com.
Why an elephant
The elephant was a happy accident of two letters. It turned out to describe the work quite well.
Elephants remember for decades. Good AI systems should too: keeping the right context and passing it on is most of the job.
A raised trunk is a sign of good luck and good spirits. This one points up and forward, the way a project should feel in week one.
A herd follows the one who knows the way to water. Leading designers and developers through a product is the same job.
Construction
Trunk, tusk, legs and the gap between the legs share one unit. The trunk is a 135° slice of a ring with radii of 1u and 2u, centred 1u above the head.
Colour
Ember is the only accent. Spend it once per view: the trunk, a link, a live dot. For small ember text on paper, use Ember Ink.
15.6 : 1 paper on ink 6.2 : 1 ember on ink 5.3 : 1 ash on ink 4.8 : 1 ember ink on paper
Variants
Use the primary whenever you can. Mono versions are for single-colour print, embroidery and engraving.
Lockups
The name is drawn on the mark's own grid, at the mark's own scale. Its J and F are the elephant's own letters, 5u tall; the lowercase runs at 3u, and the name stands on the elephant's feet. Keep 1u between mark and name.
New ideas
Six ways to put the mark to work, each one built from the same geometry.
Loading context…
Trunk loaderThe trunk is already an arc. Spin it and it becomes the loading indicator for every product.
Node elephantThe mark drawn in the graph language of fryauf.com: edges, nodes and a token travelling up the trunk.
StickerA 60 mm die-cut circle. The turning ring text matches the "how I work" button on the site.
The herdOne elephant in colour leads, the rest follow in ash. A pattern for slide footers, team pages and merch.
App icon & faviconInk tile with a 22% corner radius, shown at real pixel sizes. The tusk still reads at 16 px.
Tap the card to turn it over
Business card · 90 × 50 mmFront: the mark alone on ink. Back: the person, on paper. The website is the same card, full screen.
Type
A serif that talks like a person, a mono that talks like a machine. Nothing else.
Display. Regular and Italic. Headlines and one italic accent per view. The name itself is the drawn wordmark.
I design and build software — and the AI workflows that build it.
Utility. 400 and 500. Labels, data and code; uppercase labels get +8% tracking.
Prague 20:34 — probably shipping