Saltmarsh Inns brand kit
Three tide lines, one for each inn, inside one circle.
On Estuary, the logo reverses to Sea mist with a Buoy yellow tide line.
Files in this project
This page and five files live together in one project. Open a file to preview it here.
- saltmarsh-brand
- brand-kit.html this page You're here
Colour
Five colours, used in roughly these proportions. Estuary and Sea mist carry most pages; Buoy yellow is for the one thing you want people to notice. Click a colour to copy its hex code.
Type
Gloock for the things people remember: inn names, headlines, big numbers. Hanken Grotesk for everything they read. Type over the sample to try your own words.
Gloock
One weight, set large. Inn names, page titles, big numbers on signs. Tight but never touching: leave tracking at zero.
Hanken Grotesk
Regular for reading, Semibold for labels and buttons. 16 px minimum on screen, 9 pt in print. Sentence case everywhere.
Voice
We sound like the person behind the bar: warm, plain, and exact about the practical things. Switch each example to see what we avoid.
Specific beats superlative
Say what's there: the view, the distance, the time. Leave "stunning" to the guests.
Exact about the practical
Times, parking, dogs, tides. Guests plan around them, so we never round them off.
Always a next step
When the answer is no, offer the nearest yes: another night, another inn.
Launch
Everything that has to change before the new name goes up, timed from launch day. Tick things off as they're done; the tide rises with you.
6 of 14
done, 8 to go before launch