Brand kit

Keep clear space the height of the L on every side. The files already include it.

The logo reads down to 40px wide and the wordmark to 140px. Below that, use the mark.

The dot comes before the word.

The dot stays terracotta.

The letters stay in Bricolage Grotesque.

The logo keeps its proportions: no stretching, no re-spacing.

Terracotta is the only accent. Use it for one action, for links, and for where you are.

Text on the wash color uses deep terracotta, so it stays readable.

Stone is for small meta text, never for body copy.

Subject. An object, shot like a product: real things that stand for the idea, with one clear action.

Color. A near-white backdrop, charcoal and matte black objects, and terracotta as the only accent, on the thing the eye should land on.

Sets. A light set by default: a near-white studio in soft, even daylight. Or a dark set: a charcoal wall and desk with one warm lamp.

People. No characters and no faces. Hands or a forearm only when the idea needs a person.

Left out. Film grain, fog, golden-hour haze, cream or sepia casts, clutter, glowing brains, holograms, and purple or blue gradients.