Can you spot UV on uncoated stock?

You can, but the varnish sinks into the fibre and loses most of its gloss. For a small detail like this, use a coated side or switch to a raised varnish.

How small can a logo detail be?

As a working rule, nothing smaller than a tenth of the x-height. Below that it stops resolving in print.

Why redraw the tittle rather than enlarge it?

Enlarging a complicated shape keeps the complication. Simplifying it solves the reduction and the print at once.

littleteeth

Pediatric Dental

Brand guidelines
Version 1.0
↓ scroll

01 — The idea

The dot on the i is a tooth. It had to be simplified until it survived a 20 mm reduction.

Client

A pediatric dental practice

Construction

Wedge serifs sharing one angle and length across every letter, with a single simple tooth silhouette as the tittle.

02 — Primary lockupStacked · symbol over wordmark

Pediatric Dental

03 — On light

Pediatric Dental

Ink on Mint

03 — On dark

Pediatric Dental

Coral on Ink

04 — One colourFor fax, engraving, foil dies and single-plate letterpress

05 — Clear space

Clear space equals the x-height on all four sides.
Minimum 20 mm wide. The tooth loses its crown below that.

06 — Scale

48 MM

24 MM

12 MM

FAVICON

Favicon: the tooth tittle alone. Below 12 mm the wordmark is dropped and the symbol stands alone.

07 — ColourPantone from the Solid Uncoated book

Ink#1E1E1CRGB 30 30 28CMYK 0 0 7 88

Mint#BFDDD0RGB 191 221 208CMYK 14 0 6 13

Coral#D9614ARGB 217 97 74CMYK 0 55 66 15

08 — Typography

Bricolage Grotesque · display

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

DM Sans · text

Body copy is set at 16–18 px on screen and 9.5–10.5 pt in print, sentence case, with a maximum measure of 66 characters. Never letter-space lowercase body text.

IBM Plex Mono · labels

Labels · captions · specification lines

09 — Do and do not

✓Keep no detail smaller than a tenth of the x-height

✓Draw both t's identically

✓Restrict the spot UV to the tittle

✕Never complicate the tittle with a second idea

✕Never let two letters touch

✕Never spot UV this on an uncoated side

10 — In application

A studio identity exercise. Mark, palette, type system and usage rules by the Print Peppermint design team.

Every identity we build ships with the file the press needs: vector mark, one-colour version, favicon set, Pantone Uncoated references and a guide like this one.

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A studio exercise. littleteeth, and every brand in this series, is invented — no client commissioned it and none of it was ever sold.