NeumaRadio homepage · breathing animation (Inhale 5s / Exhale 5s) and animated golden spiral
How we built from scratch the visual and verbal identity of an emerging radio-platform. Logo, brand system, website with motion signature, tone of voice. An identity-from-scratch project bringing together brand design, motion design and narrative.
NeumaRadio homepage · breathing animation (Inhale 5s / Exhale 5s) and animated golden spiral
The digital-radio landscape is crowded with brands that all look the same: soundwave logos, loud colors, a knowing tone of voice, a homepage with a player and "on-air now". NeumaRadio came to us with a strong name — a reference to breath as the primordial act of listening — and a simple request: "Make sure that when people land on the site, they instantly understand they're not on just any radio."
The brief contained three constraints we treated as opportunities:
The real challenge underneath all of this: build an identity that wouldn't shout to be noticed. In the world of sound branding, deliberate silence is the rarest gesture.
An identity isn't born from the logo. It's born from the central concept it wants to make visible. Ours was: listening is breathing together.
Conceptual brand map: neuma (ancient musical notation), breath, deep listening, tribe, slow time. Every subsequent choice would be measured against this map.
Typographic logo with a custom "u" (eye-breath), a warm desaturated palette (balsamic green, dusty gold, warm ink), typography built on contrasts between grotesque sans and expressive serif.
The visual heart of the site: a circle that pulses to a breathing rhythm (5s in, 5s out) and a golden spiral animated in the background. No "audio wave": something the web hasn't already seen a thousand times.
Copy built on slow verbs (breathe, listen, enter), sentences as short as heartbeats, a shared glossary with the client (e.g. "Neumian" for the user, "enTRAre" for onboarding). The tone runs through site, social, podcast intros.
"We didn't want a logo. We wanted a posture. NeumaRadio doesn't shout, doesn't wink, doesn't chase you with notifications: it sits next to you and breathes."
— Internal creative direction notes
The output of an identity project isn't "the logo". It's the brand's operating system: everything the people who apply it after us need, every day, without calling us.
Primary logo, secondary mark, monogram, palette (HEX/RGB/CMYK), typography with licenses, custom iconography, graphic patterns.
Home with intro splash (animated curtains), hero with the breathing motion signature, integrated player, persistent mini-player, thematic pages.
The breathing animation exported as animated SVG + Lottie: usable on site, podcast video intros, social reels.
Lexicon, key phrases, sample copy for social/newsletter/podcast intros, shared glossary (Neumian, enTRAre, etc.).
Podcast episode covers (Figma/Canva), square posts and 9:16 reels, newsletter artwork, email signature, partner deck.
Navigable PDF + source Figma file. Usage rules, contexts, applications, things to never do.
NeumaRadio was born from our Brand Reframing / Identity from scratch service. 4-phase method, 6-8 week timing, deliverables transferred to your cloud with 100% ownership.
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