Naming and art directionאוסמוז · OSMOZ

OSM-2026-0418 · 25 August 2026

The name, what it says, and the rules that keep the brand intact on a van door as much as on a mission report.

← Back to the launch dossier

1The name

אוסמוזOSMOZ★★★★★primary lockup

אוסמוזOSMOZ★★★★★blue on white

אוסמוזOSMOZ★★★★★white on black

אוסמוזOSMOZ★★★★★black on lime

אוסמוז · OSMOZ — pronounced [os-MOZ], identically in Hebrew, French and English. Four versions of the lockup, not one more.

The name says the method, not the machine. Osmosis is the only genuinely technical part of the service: water stripped of its minerals, which dries with no squeegee, no detergent and no marks. Naming the drone would have locked the company into its means of access and closed the door on ground-level pressure washing — which keeps the company alive from the third to the seventh month while the flight file is being processed, and then fills the days when the wind grounds the aircraft.

What the name solves	Why it matters here
It reads the same in all three languages	Nothing to transliterate, nothing to spell out on the phone. For a company run in French on a Hebrew-speaking market, that is one friction less on every call, every quote, every file submitted.
It describes without promising	A name that announces cleanliness turns against you on the first disputed job — and our customer acquisition rests on client reviews. A name that describes a process cannot be contradicted by a deep balcony or ingrained moss.
It leaves room for the planned extensions	Solar panels, thermography, moss treatment and water repellent: none of them contradicts the name. A brand built on “cleaning” or on “drone” would have had to change.
Laboratory register, not building-site register	It serves two audiences at once: the building committee, which buys a method rather than a team, and the Civil Aviation Authority, before which an operator has to present itself.

The Hebrew spelling, and why it is not the dictionary word. In Hebrew, osmosis is written אוסמוזה. Removing the final letter ה — the silent ending that marks it as an ordinary noun — gives אוסמוז: five letters, a brand name rather than a common word. Its last letter, ז, is the exact Hebrew counterpart of the Latin Z, so both alphabets end the name on the same sound and the same sign. The alternative spelling אוסמוס ends in ס instead, reads as “osmos”, and is rejected: it breaks the match between the two alphabets.

2The lockup — the five rules

№	Composition rule
1	The Hebrew carries the main size, in Heebo 900. It is what the eye reads first, at every scale.
2	The Latin is 38% of the Hebrew size, in Archivo 500, letter-spaced at 0.14 em. Never bold: two heavy weights fight each other for the reading.
3	The Latin sits under the Hebrew and to the left, in its own reading direction. The Latin line never exceeds the width of the Hebrew word.
4	The five stars are 55% of the Latin size, in the same colour, and close the line on the right-hand edge of the Hebrew word. This is not an ornament: client reviews are our first acquisition channel, and the line announces them before we have them.
5	Below 60 px of total height, the Latin and the stars are dropped. The Hebrew stands alone rather than with an unreadable line under it.

Every medium stays monolingual. The Hebrew website shows only אוסמוז, the English presentation shows only OSMOZ. The two alphabets locked together are used on vehicles, stationery and the trade mark filing only — where the brand has to be recognised by both audiences at the same time.

3The emblem

A rotor seen from above, set inside a ring graduated in 72 notches. The ring says control and measurement; the thin line, never a solid fill, says technical work. Everything is built on a circular grid — nothing is drawn freehand. The lime aperture at the centre is the camera: it is the only solid colour allowed.

Size step	What stays visible
≥ 60 px	Full emblem: graduated ring, cardinal marks, double circle around the rotors.
32 to 60 px	The graduation drops out. Solid ring, rotors as single circles.
≤ 32 px	The ring disappears. Only the rotor and the central square remain — favicon, stamp, helmet.

Four prohibitions. Filling the rotors with solid colour. Placing the emblem on a busy photograph without a blur halo. Thickening the line or tilting it at anything other than 45°. Using the red #EE3D5A on the emblem.

4The colours

Blue carries everything. Lime signs the brand and is used for accents only. Red is reserved for emergencies and alerts: never decorative.

OSMOZ blue#0249E1 · 45%

Black#111111 · 25%

White#FFFFFF · 20%

Lime — accent#DAFB71 · 7%

Light blue — backgrounds#80B0EC

Red — emergency#EE3D5A · 3%

5Typography

Heebo for all Hebrew, Archivo for all Latin. Both share the same geometric construction: a translated document keeps exactly the same look. JetBrains Mono for file numbers, dates, measurements and contact details.

Heebo — Hebrew · 900 headings, 400 body

חזיתות נקיות בלי פיגומים

רחפן מקצועי, טייס מוסמך, דוח לפני ואחרי תוך 24 שעות. כל התערבות מדווחת ומתועדת.

Archivo — Latin · 800 headings, 500 body

Clean façades, no scaffolding

Professional drone, certified pilot, before-and-after report within 24 hours. Every job is declared and documented.

JetBrains Mono — data

OSM-2026-0418 · 1 240 m² · 14:20 → 16:05 · 9 812 ₪

6The signature effect

A giant word in the background, a cut-out subject in the foreground, and a blur halo that erases the background all around it. The subject stays sharp, the setting dissolves: that is exactly what the cleaning does. The effect is produced in post-production on photographs and in real CSS on the website — it is the one running on every image in the dossier. The halo always starts at the subject’s head and follows the outline, never a rectangular blur.

7Photography direction

Clear blue sky, concrete and Jerusalem stone, clean and tidy equipment.
Always a person in the frame — that is what reassures a property management company. A drone alone on a black background sells nothing.
Coordinated uniforms visible, never a legible logo on demonstration images as long as the trade mark filing is not done.
No generic stock photography: every job produces its own images, and that is the marketing budget of the dossier.

8The uniforms

Blue dominant, lime trim, first name embroidered. The operator must be identifiable at thirty metres and legible at one metre.

Role	Uniform
Field	Blue polo shirt, lime hem, 45 mm emblem on the left chest, אוסמוז across the back at 25 cm.
Pilot	Black softshell, double retro-reflective lime stripe, licence badge on the sleeve.
Office	White shirt, blue band at the edge, 30 mm blue embroidered logo.

9The vehicle

Blue wrap over the whole body, bumpers and grille left as delivered, giant emblem in white outline cut off by the body edge, 6 cm retro-reflective lime band along the lower body all the way round. The vehicle is the brand’s first medium: it has to read at fifty metres while moving, and it is on the road from the first month, well before the first job.

Area	Treatment
Van sides	The large surface of the Transit: bilingual lockup, phone number and website. Kerb side in Hebrew — that is the side residents and property management companies see; driver side in Latin.
Bonnet	Solid blue, OSMOZ reversed at 12 cm, readable in the mirror of the vehicle in front.
Rear doors	Emblem in white outline at 90 cm, running off the top of the panel, phone number underneath.
Lower body	6 cm retro-reflective lime band, continuous from the front bumper to the rear light.
Roof	White kept as it is, 25 cm black fleet number — immediate identification from the drone and on the aerial photographs in the report.
Technical	3M IJ180 cast wrap with 8518 laminate, overlap application with no cutting on the seams, five years’ durability, residue-free removal. About 30 m² for a van.

The application plan still has to be reworked. It was drawn on a pickup template, before the decision in favour of the van over 3.5 tonnes. The surfaces change completely — one Transit side gives ten times the area of a pickup door. The proportions of the lockup and the exact position of the texts will be set on the body shop’s real templates, and nothing goes into production before the trade mark filing.

10The website and the documents

The website is in Hebrew, read right to left, with two flags at the top to switch to French and to English: the translated page is then entirely in that language, only the lockup stays bilingual. The mission report is the visible product of the promise “declared, checked, rated”: file number in mono, two before-and-after photographs, pilot’s signature.

11What remains open

Legal reservation, and it is a real one. OSMOZ describes a process — an examiner may find it descriptive at filing. It is the Z spelling rather than an S spelling, and the compulsory pairing with the Hebrew word, that make the whole thing registrable. To be confirmed by the lawyer at the same time as the prior-rights search at the Israeli trade marks registry and the availability of osmoz.co.il. The vehicle wrap and the uniform embroidery only go into production after the filing.

Prior-rights search at the Israeli trade marks registry — questions L1 to L9 put to the lawyer.
Reservation of osmoz.co.il, of the business listing and of the social accounts, before any communication.
Trade mark filing: classes to be settled with the lawyer — building cleaning, drone services, technical inspection.
Clean vector redraw of the emblem by a designer, from the construction described in point 3.
Body shop templates for the van, to freeze the application plan.