Why does a logo fill in at small sizes?

Because its white spaces are narrower than its black strokes. Ink spread closes the white first.

What is a safe minimum counter size?

Match it to the thinnest stroke in the mark. If the counter is thinner than the stroke, it will fail first.

Is silver foil on black difficult?

It is unforgiving of registration but very legible. Keep to one foil pass and avoid anything that needs to align to a second hit.

Tusk

Data Privacy

Brand guidelines
Version 1.0
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01 — The idea

One width governs every white element in the mark, so they close together or not at all.

Client

A data privacy company

Construction

A compact solid silhouette with the trunk curl opened until its counter matches the thinnest black stroke.

02 — Primary lockupStacked · symbol over wordmark

Data Privacy

03 — On light

Data Privacy

Ink on Chalk

03 — On dark

Data Privacy

Silver on Ink

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

05 — Clear space

Clear space equals the elephant's ear height on all four sides.
Minimum 12 mm wide.

06 — Scale

48 MM

24 MM

12 MM

FAVICON

Favicon: the head and trunk. Below 12 mm the wordmark is dropped and the symbol stands alone.

07 — ColourPantone from the Solid Uncoated book

Chalk#EFECE4RGB 239 236 228CMYK 0 1 5 6

Ink#141414RGB 20 20 20CMYK 0 0 0 92

Silver#BFC2C4RGB 191 194 196CMYK 3 1 0 23

08 — Typography

Archivo · display

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Archivo · 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.

Martian Mono · labels

Labels · captions · specification lines

09 — Do and do not

✓Match every counter to the thinnest stroke

✓Keep both leg arches identical

✓Hold the tusk attached as one continuous shape

✕Never let a counter go narrower than a stroke

✕Never float the tusk as a separate triangle

✕Never register a second pass to this mark on black

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