Ink | #2A211D | Body text, dark bands, the mark on light grounds

Paper | #FAF9F6 | Page and print grounds, the mark on dark

Signal | #9F151E | One thing at a time. Never behind body text

Panel | #F2F2F2 | Quiet blocks, cards, table fills

Archivo | 500 and 600 | Everything — signage, menus, site, socials | Free on Google Fonts

The mark never appears smaller than 16px on screen or 12mm in print.

Leave clear space around the mark equal to the height of its own letterform.

One typeface. Two weights. No exceptions, including for a sale or a holiday.

Signal red appears once per surface. If it is doing two jobs, it is doing none.

Everything can change except the mark, the colours and the typeface.

Redrawing or tracing the mark instead of using the supplied file

Changing the colour of the mark for a season or an occasion

Stretching, rotating or adding a shadow, outline or gradient

Placing the mark on a busy photograph without the dark version

Substituting the typeface because the original was not installed