Ideal State. Brand book

./01

Strategy & Voice

2 disciplines

Brand Strategy

#brand-strategy

Knowledge architects for social-change organizations.

Voice & Messaging

#voice-messaging

Tone: Plainspoken, Ambitious, Warm.

/01Voice · character + tone

Plainspoken. Ambitious. Warm.

Tone

Plainspoken
Ambitious
Warm

Character traits

01Holistic
02Practical
03Empowering
04Ambitious
05Heartfelt
06Human-centered

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Brand & Identity

3 disciplines

Brand Identity

#brand-identity

10 brand colors carrying the system.

/01Palette · 10 tokens · click to copy hex

Typography Systems

#typography-systems

2 type roles across the family.

/01Typography · 2 cuts

primaryCartograph Sans CFCartograph Sans CF (Connary Fagen). The brand's workhorse face. Headlines, body, labels.

The quick brown fox jumps over the lazy dog.

monoCartograph Mono CFCartograph Mono CF. Captions, kickers, version stamps, and the path-notation logotype itself.

The quick brown fox jumps over the lazy dog.

Logo & Marks

#logo-marks

Marks, variants, and the sub-brand systems they anchor.

/01Marks · 4 families · 16 variants · hover to download

Stacked LogotypeThe primary logo. Two-line stack: Ideal / State. Use for the largest and most recognizable applications. Reads as the visual pronunciation key.

Stacked, Tangerine on Whitepng

Stacked, Reverse on Tangerinepng

Stacked, Reverse on Slatepng

Stacked, One Color on Whitepng

Horizontal LogotypeThe secondary lockup. One-line wordmark for narrow headers, business-card chips, and any application where the stacked mark would crowd the layout.

Horizontal, Tangerine on Whitepng

Horizontal, Reverse on Tangerinepng

Horizontal, Reverse on Slatepng

Horizontal, One Color on Whitepng

ID MonogramThe small-format mark. A bracketed 'Id' for favicons, app icons, business-card backs, and any spot under 50px where the wordmark would lose detail.

Monogram, Tangerine on Whitepng

Monogram, Reverse on Tangerinepng

Monogram, Reverse on Slatepng

Monogram, One Color on Whitepng

Bracketed MarkThe alternate badge. Stacked logotype inside the bracket-box used for the monogram. Substitutes for the stacked lockup on darker collateral, posters, and merchandise stamps.