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Identity · Version 1.0 · May 2026

The Logo System.

Three marks. One agent. The bar is non-negotiable — it's the part that says "case open."

01Primary mark

Two-tone wordmark, stacked. The default lockup for marketing, hero placements, packaging, and any time we have room to breathe.

Primary mark
On Navy · DefaultSVG / PNG
Primary mark on yellow
On Yellow · NegativeSVG / PNG

02Horizontal lockup

Inline variant for navigation, footers, email signatures, and tight bands.

Horizontal lockup
On Navy720 × 100
Horizontal lockup alt bg
On Navy 2720 × 100

03Icon & app mark

Square mark for the WhatsApp profile, app icon, favicon, social avatars. Yellow background by default; dark variant when adjacent UI is bright.

Icon yellow
Default1:1
Icon dark
Dark variant1:1
Favicon
Favicon · 641:1
Favicon small
Favicon · 321:1

04Monochrome

For print, embroidery, single-ink stamping, and anywhere full color isn't possible. The red bar collapses to the foreground color — the silhouette stays the same.

Mono cream
Mono · CreamDark BG
Mono navy
Mono · NavyLight BG
Mono yellow
Mono · YellowOne-ink

05Construction & colors

Specifications for reproduction — type stack, color values, proportions.

Type

  • Display familyOswald
  • Display weight700 Bold
  • Letter-spacing+2 (primary), +3 (horiz)
  • CaseAll caps
  • Fallback stackArial Black, Impact
  • Icon straplineDM Mono 500

Color

  • Cream — "Witness"#EAE0CC
  • Yellow — "Verdict"#FFD700
  • Fire — "Bar"#FF4500
  • Navy — "Ground"#0A0E14
  • Bar height22.5% of cap height
  • Bar y-positionCentered on x-height

06Clear space

Minimum breathing room around the mark — equal to the cap height of one letter (the "S").

Clear space demo
x
x
x
x

Minimum clear space = x

Where x is the cap height of a single letter in the primary mark. Nothing else — no type, edges, photo elements, or other logos — should enter that perimeter.

Minimum size

Primary mark: 120px wide on screen, 20mm in print. Below that, switch to the icon.

07Don't do this

The mark earns its tension from restraint. Don't add to it.

Skewed
Don't skew or rotate
The lockup is locked. No stretching, italicising, or tilting.
Bad bg
Don't background-noise
Place on solid navy, navy2, yellow, cream, or a calm photo. Not gradients or busy imagery.
Glow
Don't glow, shadow, or outline
The mark has no shadow, no outer stroke, no bevel. The bar is the only embellishment.

08File index

All variants — SVG for production, PNG for fallbacks. Right-click to save individual files.

Primary · Stacked
Transparent · 460 × 260 · Cream + Yellow + Fire
Default lockup for hero placements and marketing.
SVG PNG · 1024 PNG · 2048
Primary · On Navy
Padded · 600 × 340 · For drop-in usage
Pre-composed on the brand navy with safe padding.
SVG PNG · 1024 PNG · 2048
Primary · On Yellow
Padded · 600 × 340 · Negative on brand yellow
When the yellow needs to do the heavy lifting (stickers, packaging).
SVG PNG · 1024
Horizontal lockup
720 × 100 · Inline lockup with divider
Nav bars, footers, email signatures — anywhere height is the constraint.
SVG PNG · 1024 PNG · 2048
Icon · Yellow
Square · "SK" + bar + KITCHEN strapline · EST · 2026
App icon, social avatar, WhatsApp profile.
SVG 256 512 1024
Icon · Dark
Square · Navy ground with hairline border
Use when the icon sits among bright UI or photography.
SVG 256 512 1024
Favicon
Simplified · 64px optimised
Browser tabs, bookmarks, mobile homescreens.
SVG 64 192 512
Monochrome · Cream
Single ink · For dark backgrounds
Print, embroidery, debossing — when only one color is possible.
SVG PNG · 1024
Monochrome · Navy
Single ink · For light backgrounds
Stationery, light apparel, news-media reproduction.
SVG PNG · 1024
Monochrome · Yellow
Single ink · Brand-yellow only
Stickers, foil stamping, illuminated signs.
SVG PNG · 1024