MARK of the BRAND

Top in Fiction (TIF) is emerging as the definitive curator of Substack’s fiction community, addressing the platform’s current lack of discovery and visibility for fiction writers and readers. By creating dedicated spaces for engagement and recognition, TIF strengthens the ecosystem for both established authors and new voices.

The branding project centers on a refined visual identity built around a monogram that merges T, I, and F. Its defining feature is the F’s interchangeable serif, which functions as a “genrecon” system—swappable symbols that represent different genres while preserving the mark’s core structure. This flexible system ensures consistent brand recognition across Substack’s digital environment, from avatars to publication banners, while allowing nuanced variation for diverse content and community spaces.