Brand kit
Traced from the logo board into layered vectors. Every file here is generated by brand/tools in the repo. SVG and PNG are for screens; PDFs are vector with CMYK fills, and the cut PDFs add an eighth-inch bleed and a CutContour die line for sticker and decal printers.
Logos
Color
vanilla
Ground
- HEX
- #FBF5E6
- RGB
- 251 245 230
- CMYK
- C1 M3 Y10 K0
walnut
Ink
- HEX
- #2A1B12
- RGB
- 42 27 18
- CMYK
- C63 M70 Y73 K84
goldenrod
Signal
- HEX
- #F4B41A
- RGB
- 244 180 26
- CMYK
- C4 M32 Y100 K0
river
Deep ground
- HEX
- #1E5A66
- RGB
- 30 90 102
- CMYK
- C96 M55 Y50 K29
tomato
Alert, sparingly
- HEX
- #D8472B
- RGB
- 216 71 43
- CMYK
- C10 M91 Y100 K2
clover
Served, ok
- HEX
- #3F7D3A
- RGB
- 63 125 58
- CMYK
- C82 M30 Y100 K18
straw
Soft highlight
- HEX
- #FBE7B0
- RGB
- 251 231 176
- CMYK
- C2 M8 Y38 K0
sky
Soft ground
- HEX
- #DCEBEE
- RGB
- 220 235 238
- CMYK
- C12 M3 Y5 K0
CMYK builds come from a SWOP coated profile: good starting points, not gospel. Proof on the real stock before a run. palette.json
Type
Ted's Tacos is about 5 min out.
Barlow Condensed, 700–800, all caps, for anything that has to read from the curb.
Folks scan it once and get a pass in their Wallet. When you're close, they get a holler.
Barlow, 400–700, for everything else.
Using it
- Give it room: at least the arrow's height clear on every side.
- Primary logo no smaller than 1.25 in or 120 px wide. Smaller than that, use the compact lockup or the icon.
- The arrow is the apostrophe. Don't move it, flip it, or swap it for a plain one.
- Only the palette colors. No stretching, outlines, shadows, or gradients on the logo.