Brand
A brand mark at working size

Identity

Logo

The mark and the wordmark: which version goes where.

The lockup is the default. The icon exists for the places a lockup cannot survive — a favicon, an avatar, the corner of a video — and nowhere else. Both are monochrome, because a mark that depends on two colours breaks the first time someone prints it.

Approved versions

Pick by the surface it sits on, then by the space available.

  • Cream lockup — Itqan Studio

    Cream lockup

    The default on plum and any dark section.

    ↓ SVG
  • Plum lockup — Itqan Studio

    Plum lockup

    Cream, white and any light surface — including other people’s decks.

    ↓ SVG
  • Mauve lockup — Itqan Studio

    Mauve lockup

    Dark surfaces where the mark should carry the accent rather than sit quiet. Never on light.

    ↓ SVG
  • Mauve icon — Itqan Studio

    Mauve icon

    Small spaces on dark: favicon, avatar, video corner.

    ↓ SVG
  • Plum icon — Itqan Studio

    Plum icon

    Small spaces on light.

    ↓ SVG

Which one, quickly

Dark background: cream, or mauve when the mark should carry the accent. Light background: plum, always. Smaller than about 120px wide: the icon rather than the lockup.

Rules

Do: Use the SVG wherever the medium allows it. It stays sharp at every size.

Do: Give the mark its clear space — the height of the icon on every side.

Do: Use one colour. The mark is monochrome by design.

Do: Switch to the icon before the lockup becomes unreadable, not after.

Do not: Do not recolour the mark outside the five approved cuts.

Do not: Do not add a shadow, glow, gradient or outline.

Do not: Do not stretch, rotate, skew or crop it.

Do not: Do not set the wordmark in Manrope by hand — it is drawn, not typed.

Worked examples of each failure are on Misuse.