Brand proposal · Unmapped · October 2026
How much of who I believe I am is actually who I am, and how much is simply how I have learned to be?
That is the question beneath everything. On this page you can see how Unmapped can look and sound. First the basics: the idea, the voice, the colors and the journey. Then Contour: the logo, the type, the imagery and six real applications.
All brand copy is in English, like the brand itself. The text in between is my explanation.
The basics
The idea
Core idea
From the day we are born, we draw a map. Of the world, and of ourselves.
Our senses draw some of the lines. Our parents, our language, our culture draw the rest. We chose almost none of them.
Slowly, the map becomes a mask: the way we learned to be.
Unmapped is about the ground beyond it.
The promise
We won’t tell you who you are. Nobody can. We’ll help you see how you learned to be, so you can meet whoever is underneath. No right or wrong. Only an honest answer.
In one sentence
For people who sense they are more than the roles they play, Unmapped is a guided journey of self-discovery that takes us from thinking, to seeing that we think, to questioning what we think.
Why this works. Everyone understands a map at once, with no psychological jargon. And the name already says where we are heading: to what has not been drawn yet.
Of roughly 117 billion people who have ever lived, there has never been another you.
Knowing about yourself is not the same as knowing yourself.
There is no right or wrong. Only an honest answer.
Looking at what we’d rather not see is not failure. It’s discovery.
Tagline
Beyond the map you were given.
Our choice. Short and visual. The word given carries both sides: what you were born with, and what you were taught.
Start where the map ends.
More active. Strong on a button or in a campaign.
There has never been another you.
Warm and personal. Fits social, and the thought of 117 billion people.
Knowing yourself, not just about yourself.
Closest to your own sentence. Strong in running text, weaker as a slogan.
Observe. Question. Experience. Again.
The rhythm of the journey as a sentence. A good closer under every module.
The basics
The voice
Unmapped talks the way you write: like someone who walks next to the reader, not ahead of them. Five principles, each with an example.
We walk alongside.
We say we and let’s. We travel along, we don’t teach.
Let’s start small. Let’s notice what we are thinking, right now.
Questions before answers.
We ask more than we tell, and sometimes simply leave a question open.
Who taught you that? And do you still agree?
Leave room.
Short sentences. A pause now and then, so something can land.
Think about that for a moment.
No right, no wrong.
We don’t judge, not even fear, jealousy or contradiction. Everything is discovery.
There is no right answer here. Only an honest one.
Feet on the ground.
Concrete and everyday. No spiritual words, no big promises.
Notice the voice that says you’re not good enough. Whose voice is it?
What we never say
Become the best version of yourself.
Unmapped is not self-improvement.
Let’s meet the version that’s already here.
Unlock your full potential in 30 days.
No promises we can’t keep.
Take your time. There is no finish line.
Align your energy with your higher self.
Never vague.
Notice what your body does when you say no.
You need to stop overthinking.
Never preachy. No you need, you should, you must.
Let’s look at what we’re thinking.
Let go of your toxic patterns.
No judgment about what we find.
What might this pattern be protecting?
The basics
Color: black, white and four grays
No accent color. Gray does the work here that color does elsewhere: it shows the difference between what you think and what you see. Purely neutral, with no warm or cool tint. Everything that isn’t real comes off.
Ink
#111111
Text, logo, solid areas.
18.9 : 1 on white
Graphite
#4A4A4A
Running text on gray, second level.
8.9 : 1 on white · 7.9 : 1 on Paper
Stone
#767676
Captions and the observed thought. On white only.
4.5 : 1 on white
Mist
#D9D9D9
Lines and steps still to come. On black: second text color.
never text on white · 13.4 : 1 on Ink
Paper
#F2F2F2
Calm background areas.
background
White
#FFFFFF
Space. The most important color.
background
Never do
Don’t add an accent color, not even a little one.
No mood photos of mountain peaks, sunsets or people in lotus pose.
Don’t distort it, don’t rotate it, no shadow, no gradient, no frame around it.
The basics
The journey: eight steps
The eight steps and the rhythm beneath them. Under imagery you can see how Contour marks them.
Step 1
Awakening
Noticing that we think.
Step 2
Awareness
Learning to watch ourselves.
Step 3
Our Story
Our life, in chapters of seven years.
Step 4
Our Conditioning
What is natural, and what has only become familiar.
Step 5
Our Being
Experiencing before naming.
Step 6
Our Shadow
The parts we’d rather not see.
Step 7
Our Values
What our actions say we care about.
Step 8
Integration
Living from what we discover.
Observe. Question. Experience. Again.
The rhythm beneath every step. The word Again turns it into a loop: you are never done, and that is fine.
The direction
Contour
The map idea, shown with restraint: contour lines that look like a fingerprint. Everyone draws a map, and no two are the same. Where the lines stop, Unmapped begins.
Logo and wordmark
The symbol is a topographic map and a fingerprint at once. The rings are the layers we were given, the dot in the middle is you. The outer ring is open: the map is never finished. The wordmark beside it is calm and plainly legible, so the symbol can tell the story.
Favicon: three rings and the dot. Works in one color, positive and negative.
Typography
Two typefaces, each with its own job, as on a map. Instrument Sans for everything we say: clear, friendly, without frills. Fragment Mono for everything we measure: step numbers, ages, the figure of 117 billion. Names and numbers, nothing more.
Instrument Sans + Fragment Mono · both SIL Open Font License, free via Google Fonts · scale ×1.25
HeadingInstrument Sans Medium 500 · −3%
Beyond the map you were given.
TextInstrument Sans Regular 400 · 17 / 26
From the day we’re born, we draw a map. Of the world, and of ourselves. Most of the lines, we never chose. Let’s find out what lies beyond them.
MeasureFragment Mono · capitals · +5%
Module 03 / 08 · Age 14–21 · Lat ? Lon ?
NumberFragment Mono · large
117,000,000,000
Imagery and the eight steps
Contour lines that look like a fingerprint. They are calculated from a single number, so every module, every workbook and even every business card can get its own pattern: recognizable as a family, never the same twice. The lines always stop abruptly somewhere. That is where the map ends.
For the eight steps: seven rings and the dot. With each step a ring lights up, from the outside in. At step eight it is the dot itself.
No. 0001
No. 0002
No. 0003
No. 0004
01 / 08Awakening
02 / 08Awareness
03 / 08Our Story
04 / 08Our Conditioning
05 / 08Our Being
06 / 08Our Shadow
07 / 08Our Values
08 / 08Integration
Applications
Click an application to view it larger.
A guided journey of self-discovery
Beyond the map you were given.
From the day we’re born, we draw a map. Of the world, and of ourselves. Most of the lines, we never chose. Let’s find out what lies beyond them.
Website hero
The lines fill the right half and then stop abruptly. On the left the white, with the promise. In the middle of the lines stands one word: you.
04 / 08 · Our Conditioning
Which of these lines did you draw yourself?
UnmappedSocial post · 4:5
The question points to the image above it. Whoever looks starts searching for themselves.
Module 01 / 08
Awakening
Noticing that we think.
Module cover · A4
Every module gets its own terrain: recognizable as a series, yet each one different. The black cover shows that the brand also works in negative.
117,000,000,000
people have lived. Not one of them was you.
Isn’t that one person worth getting to know?
Poster · A2
The number is the image. The fingerprint above it says the same without words: nobody else has this one.
The seven-year map
Let’s divide our life into chapters of seven years. For each chapter, write down one memory that still carries weight. Don’t choose the important ones. Choose the ones that come.
Workbook exercise page · A4
Our Story, in years of seven. The mono type for the ages works as a legend for your own life map.
Location: still exploring
Benny Glas
Founder & guide
Business card · 85 × 55 mm
The pattern is calculated from the name of whoever carries the card. Every guide gets their own map.