Brand essentials — live demo

Logo

A bowl, a sprout, a shared name

Our logo combines a mark and a wordmark. The mark is a circle, the table everyone can join, with a bowl and a young sprout cut out of it. The wordmark is set in a tightened version of Newsreader. Together they say what we do in one glance: good food, grown nearby, shared.

Anatomy of the logo. The mark and wordmark have a fixed size relationship. Never redraw or rearrange them.

Versions

Logo versions

Use the primary logo wherever you can. The other versions exist for specific backgrounds, formats and production methods. Every version comes in three colour modes: switch between Digital and Print to get the right file.

For screens: websites, apps, social media, presentations and email.

Primary

SVGRGB · 755 B · 760 × 200 px

Reversed

SVGRGB · 755 B · 760 × 200 px

Mono (Ink)

SVGRGB · 755 B · 760 × 200 px

Stacked

SVGRGB · 753 B · 520 × 330 px

Mark

SVGRGB · 542 B · 220 × 220 px

Mark, reversed

SVGRGB · 542 B · 220 × 220 px

Primary and reversed

The default for almost everything: signage, website, posters, letters. Forest on Paper or Cream; Cream on Forest or on a calm, dark part of a photo.

Stacked

For square and upright spaces where the horizontal logo would get too small: tote bags, stickers, the end frame of a video, a shop window.

Mono

For one-colour production (stamps, receipts, newspaper ads, laser engraving) and on Sage or Clay, where Forest doesn't have enough contrast.

Mark

Only where the name is already clear or space is tiny: app icon, avatar, favicon, embroidery, jar lids. Never as a replacement on a first introduction.

Clear space

Give it room to breathe

Keep an area free of text, images and edges around the logo. The minimum is x: half the height of the mark. More is almost always better.

Clear space applies to every version. For the mark on its own, keep x = half its own height on every side.

Minimum size

Never smaller than this

Below these sizes the cut-outs in the mark close up and the wordmark loses its detail. Sizes are measured across the full width of the logo.

For embroidery and engraving, double the print minimum.

Backgrounds and misuse

Do's and don'ts

The logo is the most recognisable part of our brand. Keep it consistent: the same shapes, the same colours, always on a calm background.

Use the primary Forest logo on Paper, Cream or white, with plenty of space around it.
Use the reversed Cream logo on Forest, or on a calm, dark area of a photo or illustration.
Use the Ink version on Sage and Clay. Forest doesn't have enough contrast on those colours.

Don't

Don't stretch, squash or distort the logo. Always scale it proportionally.
Don't recolour the logo, not even in other brand colours. Only Forest, Cream, Ink or white.
Don't rotate the logo or set it on a curve.
Don't place the logo on busy patterns or photos where it can't be read.
Don't add shadows, outlines, gradients or other effects.
Don't rearrange the mark and wordmark or change their size relationship.

The mark in use

Small, crafted, everywhere

Where people already know they're at Common Ground, the mark is enough. It works as a stamp, a stitch or a label.

Volunteer apron: mark embroidered at 70 mm, Cream thread on Forest

Jar labels for our own preserves: stacked logo on Cream, mark on the lid

Good to know

Specifics

Digital or print: which file do I use?

Digital · RGB: websites, apps, social media, presentations and email. SVG stays sharp at every size. Print · CMYK: anything printed in full colour, such as flyers, posters, magazines and packaging. The colours are built from C80 M40 Y70 K45 (Forest). Print · Pantone: spot-colour jobs, such as signage, screen-printed tote bags, aprons and one- or two-colour stationery. Forest is Pantone 5535 C (5535 U on uncoated paper); the one-colour version is Pantone Black 3 C. The print files are previews of the print colour: your printer or layout program does the separation. Need a PNG for a tool that won't take SVG? Export at twice the size you need.

Where does the logo go on a page?

Top left or bottom left, aligned to the margin of the layout. On A4 and A3 the primary logo is 45 mm and 60 mm wide. On posters with a single message, bottom left keeps the headline in charge. Centre the logo only on symmetrical formats such as tote bags, stickers and end frames.

Co-branding with partners

Place partner logos to the right of ours, separated by a thin vertical line in Stone at 2x distance. Match the optical height of the wordmarks, not the width of the files. Our logo comes first on our own materials; for the partner's materials, follow their guidelines. Co-branded items always need approval from the brand manager.

Kitchen and neighbourhood names

Never add a neighbourhood to the logo itself. Set the name of the kitchen separately as a label in Inter Semibold caps, e.g. COMMON GROUND OOST, at least 2x away from the logo. This keeps one logo for the whole network.

Accessibility and alt text

Online, give the logo the alt text "Common Ground" and link it to the homepage. Don't add "logo" to the alt text. When the mark is used as an app icon or avatar, the name must appear next to it in text.