FirstPrinciples is a non-profit organization established by Ildar Shar (formerly StackAdapt), the foundation is dedicated to advancing knowledge, fostering innovation, and leveraging technology and data to drive scientific progress. By encouraging unconventional approaches and groundbreaking ideas, FirstPrinciples aims to push the boundaries of what is possible in science and technology, shaping a brighter future for all.

The visual identity was completed by Frontier Design Studio in 2024, providing them with a brand that reflects their positioning and helps differentiate them from others within theoretical physics, technology and non-profit space.

Services - Visual Identity, Website Design, Digital Production

Client - Ildar Shar, FirstPrinciples

Created at Frontier Design Studio

The brief when developing the FirstPrinciples visual identity was simple, develop two visual identity design directions with the goal of reflecting FP’s positioning and help differentiate themselves from others.

It was important at the start to get acquainted with the concept of first principles and the organization's mission. The idea, in simple terms, means, “starting with the most basic, foundational truths of physics and building up from there.” By researching, celebrating and valuing the building blocks of theoretical physics, FirstPrinciples aims to catalyze technologies for the benefit of all humanity.

We focused primarily on the development of a logo, colour palette, typography and iconography set and secondarily set our sites on a brand pattern, but it was lower on the list of priorities to start.

Our research and discovery into the world of theoretical physics allowed us to come to the idea of “the spark”. As first principles are the building blocks of knowledge and theory and they are a catalyst for technological and theoretical advancements, so is FirstPrinciples. An idea, a spark, a catalyst, an important discovery, a life changing conversation, are all at the core of the mission of this organization.




This concept started from the spark, an icon which is symmetrical and repeatable that captured so much of what the brand was about. We quickly realized a brand pattern would become a primary storytelling and graphic device that could be manipulated to show our interpretations of the shifts and flows of the fabric of reality, a theme in quantum computing.

The Visual Identity

The visual identity consists of a logo, colour palette, typography and iconography set and brand patterns.

The logo is paired with a custom wordmark which borrows angles and qualities from the spark icon. Letterforms like the lowercase ‘r’ and ‘l’ were modified to better reflect and mimic the icon to make these elements exist in the same visual continuum. Small modifications like this allowed us to create a logo and wordmark that are immediately ownable and impactful.

The colour palette is steeped in the world of science with navy, black and white, while creating intrigue and surprise with vibrant colours like mint and purple. Creating high contrast combinations, the palette feels modern, vibrant, ambitious and aspirational, yet still establishes a sense of authority and grounding.



Space Grotesk was an easy font choice. The sleek font with geometric letterforms that capture precision and modernity, mirrored the structured elegance of first principles, and the form of the spark. Its slightly futuristic aesthetic also aligns with the exploration of space, time, and the unknown, making it an ideal choice for a forward-thinking organization like FirstPrinciples.



Bespoke icons including the brand icon were crafted to align with the identity’s thematic pillars, ensuring a cohesive system. Early on we established the core role a brand pattern would have in this identity. We warped and skewed the pattern to create compositions around the shaping of the fabric of reality, coming up with a system of four patterns that expanded, contracted and moved. These are a dynamic branded element which bring an innovative touch to the brand.

The FirstPrinciples visual identity was rounded out by a presentation template, website design and branded merchandise design. Now interacting with photography, the brand came to life in these real-world applications.