Chapter 03 · Logos
Pick a brand. Its marks open as a spec sheet: how each one sits on light and dark, how small it can go, how much room it needs, and every file, one click away.
Three rules cover nearly every mistake we have made with a logo. They apply to the house mark and to every brand under it.
On-light artwork on cream and warm-white. On-dark artwork on navy and rust. A navy-text mark on a navy section disappears, which is exactly what the missing on-dark variants above are flagging.
Keep a margin around the mark equal to the height of its tallest letter, on every side. Nothing else lives inside that box: no text, no other marks, no photo edges.
Every mark lives under /assets/logos/<brand>/. PNG for slides, email, and social. SVG for print and the web, where it scales to any size. Copy URL gives an agent a link it can load.