Identity usage rules
The logo, its versions, clear space, the palette with measured contrast ratios, and the type system. All downloadable, with the SVG ready to paste into any site.
Clear space and minimums
Keep clear, on all four sides, at least the width of the dot. It is the brand’s unit of measure: if the logo is 300 px wide, the dot is 24, and that is the minimum air.
Minimum sizes
- Wordmark
- 100 px
- Icon
- 16 px
- 25 mm
Below 100 px the dot drops under 8 px and stops reading as an element of its own.
Incorrect uses
Stretching or squashing. Always scale proportionally.
Recolouring. Only ink, bone and the red dot.
Rotating or slanting. The mark is always horizontal.
On textured or low-contrast backgrounds.
Blurred shadows. Shadows are solid, with no blur.
Rounding corners. Only the OS mask does that.
Palette
#fcf9f8Backgrounds#1c1b1bText, borders and shadows#ff3e3eThe dot and accents#bb0018Red text#fdd400Buttons and highlights#00c2baTags and fields| Combination | Contrast | Body text |
|---|---|---|
| Ink on bone | 16,40:1 | Passes AA |
| Bone on ink | 16,40:1 | Passes AA |
| Ink on yellow | 11,94:1 | Passes AA |
| Ink on teal | 7,71:1 | Passes AA |
| Primary red on bone | 6,41:1 | Passes AA |
| Electric red on bone | 3,33:1 | Fails |
Electric red #ff3e3e is never used for body text: it sits at 3.33:1 and misses AA. For red text use the primary #bb0018. The electric red is for surfaces, the dot and large accents.
Three families, three jobs
One icon per environment
Change the whole field, not the dot: at 16 px the dot is 2.7 px and cannot be told apart. And never red against yellow, because under deuteranopia they collapse (1.26:1).
The SVG, dependency-free
The text ships as outlined paths, not as <text>. Paste it into any third-party site and it renders identically even without Hanken Grotesk loaded. It weighs 5.5 KB and makes no network request.
For dark backgrounds swap #1c1b1b for #fcf9f8. Hanken Grotesk is released under the SIL Open Font License, which permits outlining glyphs inside a logotype.