Everything press needs.In one place.
Logos, rules, colours, motion, founder photos and approved copy. Free for editorial use.
01 About
The short version.
Use as written.
One line
The Variant is a Dubai-based PR, media, events and AI firm.
Boilerplate
The Variant is a Dubai-based team of producers, strategists and engineers working across PR, media production, marketing, events, Web3 and AI implementation. Founded by Hutch Azcarraga, the firm is headquartered in Dubai with representatives in Los Angeles, Madrid, London and Mexico City. Its production and AI work is powered by partners AIM Previz and AIM World.
- Name
- The Variant
- Founded by
- Hutch Azcarraga
- Headquarters
- Dubai, UAE
- Represented in
- Los Angeles · Madrid · London · Mexico City
- Disciplines
- PR, media, production, marketing, events, Web3, AI
- Partners
- AIM Previz · AIM World
- Press contact
- Contact form — reply within one business day
02 Logos
The Aperture.
A square with a V cut in.
A solid tile with a V-shaped notch taken from the top edge. The V is the space, not the shape. It reads at any size.
03 Usage
Simple rules.
Keep it sharp.
Clear space
x = depth of the notch. Nothing enters this space.
Do
- +Use the spectrum icon on dark backgrounds.
- +Use the white or black mono version on photos and single-colour print.
- +Keep clear space equal to the notch depth on all sides.
- +Keep the icon at 16 px or larger on screen, 6 mm in print.
Don't
- −Don't recolour, rotate or add effects to the mark.
- −Don't round the corners. The square stays sharp.
- −Don't place the spectrum icon on busy or colourful photos.
- −Don't stretch the lockup or change the spacing of the wordmark.
64 px
32 px
20 px
16 px · minimum
04 Colour
Four colours.
One spectrum.
Violet to amber, always in that order, always at 135°. Ink and white carry everything else. Click a swatch to copy its hex.
05 Typography
Two typefaces.
Nothing else.
Display & body — Inter Light
Aa
We fill rooms. Every week.
Headlines in two lines. The second line takes the spectrum.
Labels — Geist Mono
Aa
01 — Services · Dubai
Small, uppercase, widely spaced. For eyebrows, labels and data.
06 Motion
Calm, precise.
Never bouncy.
One easing curve everywhere: cubic-bezier(0.22, 1, 0.36, 1). Movements are short and settle softly.
Intro
Tile rises from the base. Notch drops in. 1.6 s.
Loader
Notch breathes in a 1.8 s loop. Use for loading states.
Hover
Gradient shifts on hover. 0.6 s, ease-out.
07 Founder
Hutch Azcarraga.
Founder, The Variant.
Thirty-plus years across broadcast, film, streaming, XR and AI. Partner and Executive Director at AIM World. Approved photos below; credit The Variant.
On the night — private event, Dubai
jpg
Full kit
One file.
Everything in it.
All logos in SVG and PNG, colour values and every founder photo. Questions and interview requests go through the contact form.