03 — Logo

The logo, and how to give it room.

A fern mark and a lowercase wordmark set in Fraunces. Use the files from Downloads; never redraw or retype it.

Versions

Three versions, one for every surface.

Use the full logo wherever there is room. The mark on its own is for small square spaces: app icons, social avatars, embroidery and the swing tag.

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Primary — Pine on Paper

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Reversed — Paper on Pine

Mark — app icons and avatars

Clear space

Give it the height of the f on every side.

We call that height x. Nothing — text, edges, other logos — comes closer than x. On busy layouts, give it 2x.

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Dashed line = clear space (x on every side)

Minimum sizes

Small is fine. Too small is not.

Below these sizes the fronds fill in and the wordmark stops reading. Use the mark on its own instead.

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Screen — 24 px tall

Navigation bars, emails, favicons use the mark

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Print — 12 mm wide

Business cards, labels, receipts

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Embroidery — 18 mm wide

Caps, jacket chests, bag patches (new in v2.1)

Backgrounds

Pine on light, Paper on dark. That’s the rule.

On photos, place the Paper logo over a calm, dark area like sky, water or shade. If the area isn’t calm, use a solid bar of Pine behind it.

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✓

Paper background

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✓

Pine background

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✓

Calm photo area

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Clay is for accents, not logos

Misuse

Eight things we’ve seen, and never want to see again.

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Don’t rotate it

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Don’t recolour it

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Don’t rearrange the parts

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Don’t retype the wordmark

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Don’t place it on busy photos

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Don’t use low contrast

NEW SEASON

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Don’t crowd the clear space

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Don’t put it in a coloured box

04 — Next

Colour

Next chapter

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