Is a percent sign too generic for a logo?

On its own, yes. Drawn with specific weight relationships and a fixed orientation, it becomes particular to one business.

Why is one counter solid and the other open?

It fixes the mark's orientation and stops it reading as a stock discount icon.

Does it scale to signage?

It was drawn for shelf edge first, which is the smallest and hardest condition. Signage is the easy end.

Percival

Members' Discount Grocer

Brand guidelines
Version 1.0
↓ scroll

01 — The idea

A percent sign drawn properly, as a letterform with real weight relationships.

Client

A members' discount grocer

Construction

An outline ring above a solid disc, divided by a heavy slash cut at an angle matching neither counter's axis.

02 — Primary lockupStacked · symbol over wordmark

Members' Discount Grocer

03 — On light

Members' Discount Grocer

Grocer Green on Chalk

03 — On dark

Members' Discount Grocer

Ochre on Grocer Green

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

05 — Clear space

Clear space equals the disc's diameter on all four sides.
Minimum 12 mm wide, drawn for shelf edge first.

06 — Scale

48 MM

24 MM

12 MM

FAVICON

Favicon: the solid disc and slash. Below 12 mm the wordmark is dropped and the symbol stands alone.

07 — ColourPantone from the Solid Uncoated book

Chalk#F1EDE2RGB 241 237 226CMYK 0 2 6 5

Grocer Green#3E6B4ARGB 62 107 74CMYK 42 0 31 58

Ochre#D8A32ERGB 216 163 46CMYK 0 25 79 15

08 — Typography

Chivo · display

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Public 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.

Spline Sans Mono · labels

Labels · captions · specification lines

09 — Do and do not

✓Keep one counter open and one solid

✓Draw for the shelf edge, then scale up

✓Hold the system to a single colour

✕Never make both counters the same

✕Never let the slash align to a counter's axis

✕Never add a second colour to the system

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