The KUMORA mark, and how to use it.
Our own identity, documented the way we document a client's: the lock-up in vector, the monogram for small sizes, clear space, minimum size, colour, type and the few rules that keep it consistent.
Three versions, one mark.
K · U · M, interlocked.
The K shares its stem with the U, and the U's right arm becomes the M's first stem: three initials as one continuous form. Use the monogram alone where the full lock-up would be too small: favicons, social avatars, stamps and foils.
Wide-set Didone capitals.
The wordmark is a high-contrast serif set with wide tracking, with CREATIVE STUDIO beneath in a spaced grotesk. It is artwork, not live type: always use the files, never retype it.
Room equal to the height of the K.
Keep a margin around the lock-up at least equal to the cap height of the K in the wordmark, on every side. Nothing else, text or image, sits inside it.
xxSmall, but never smaller.
The full lock-up stays legible down to about 28 mm wide in print and 120 px on screen. Below that, use the monogram alone, down to 10 mm or 32 px.
Lock-up · 120 pxMonogram · 32 pxFavicon · 16 pxNavy, gold, ivory.
RGB 20 30 47
CMYK 85 70 40 35
RGB 10 16 32
Backgrounds
RGB 205 175 124
CMYK 20 28 58 0
RGB 232 213 174
Highlights
RGB 246 240 233
Paper, light pages
Gold is printed as a metallic or a foil where the budget allows; on standard print it is the CMYK mix above. The gold gradient used on screen runs from Gold light through Gold to #9A7B45.
A serif for the voice, a grotesk for the detail.
Weights 400 to 600, italic for emphasis. Tight leading, slightly negative tracking on large sizes.
Weight 300 for body, 600 to 700 for labels in small caps with wide letter-spacing.
Do, and do not.
Do
- Use the SVG files, gold on dark and navy on light
- Keep the clear space and the minimum sizes
- Place the mark on plain areas of photographs
- Use the monogram alone when space is tight
Do not
- Retype the wordmark or change its spacing
- Stretch, rotate, outline or add effects to the mark
- Place gold on a busy or light background
- Recolour the mark outside navy, gold and ivory
Send the reference. We match the expectation.
A link, a screenshot or a sample on WhatsApp, with a line about the project, is enough to get a quote.