Doe identity
Brand assets.
Resources for using the Doe brand: the mark, the wordmark, the lockup, the palette, and the type.
Please don't modify the logos or use them in ways that suggest endorsement or partnership without permission.
The logo.
Dark mark on light
Light mark on dark
Keep clear space around the logo equal to the height of the dot mark, and don't let other elements crowd it.
The wordmark.
The wordmark is the logotype with the dot mark. Use it where the name needs to be spelled out.
Dark wordmark on light
Light wordmark on dark
The lockup.
The lockup pairs the mark with the wordmark. It's the default signature wherever there's room for both.
Dark lockup on light
Light lockup on dark
Black, white, and seven accents.
Black and white carry the brand; the greys give it hierarchy. The only colour comes from the sub-agent accents below, used where it means something: which model, which role, which source.
- 01BlackPrimary text and the mark on light surfaces#000000
- 02WhitePrimary text and the mark on dark surfaces#FFFFFF
- 03BackgroundPage background, light#F9F9F9
- 04Background darkPage background, dark#1A1A1A
- 05Mid emphasisSecondary textrgba(0, 0, 0, 0.64)
- 06Low emphasisTertiary text and captions#6F6F76
- 01NavyFirst accent. Sub-agent one; the leading item in a series.#002780
- 02SkySecond accent. Also the marker for Doe itself in diagrams.#4DB5FF
- 03LavenderThird accent. Fills only; too light for hairlines or small type.#D0BFFF
- 04CoralFourth accent. Also carries warnings and degraded states.#FF7F66
- 05PinkFifth accent. Fills only; too light for hairlines or small type.#F1AFE8
- 06CyanSixth accent.#27E8E8
- 07VioletSeventh accent.#8F68F6
Söhne, with one serif accent.
Doe sets everything in Söhne by Klim Type Foundry. Headlines carry a single italic phrase in Newsreader, and nothing else does.
- 01Söhne BuchBody, headlines, and UI copyAa Bb Cc 0123
- 02Söhne KräftigKickers, labels, and emphasisAa Bb Cc 0123
- 03Newsreader ItalicThe accent phrase inside headlinesAa Bb Cc 0123
A few rules.
- 01DoUse the logo as provided, without modification.
- 02DoKeep the minimum clear space around the mark.
- 03DoUse the dark mark on light surfaces and the light mark on dark.
- 04DoReference the brand palette when representing Doe.
- 05Don'tAlter the colors, proportions, or shape of the logo.
- 06Don'tPlace the logo on busy or low-contrast backgrounds.
- 07Don'tAdd shadows, gradients, or outlines.
- 08Don'tUse the logo to imply endorsement or partnership without permission.