PRIMARY
Light background
Drawinginspiration from the original footprint of Black-Eyed Susie’s, our refreshed logo suite honors its architectural origins while introducing a renewed sense of identity. The illustrative building mark remains central—now thoughtfully reconceptualized to include the tree that anchors the visual story, nodding to place, growth, and longevity, while adding a sense of depth and organic balance to the overall composition. Slight adjustments have been made to the building itself, such as less contrast between the building and windows for a softer, more realistic feel, combined with updated sign typeface to create cohesion with the wordmark.
SECONDARY
VERTICAL
Further evolving the brand's presence, we’ve introduced multiple compositions—ranging from primary, secondary, and vertical compositions, including different subtext variations (these are all editable - we can create any versions you’d like), as well as brand marks—offering versatility across digital and print. The typography has been thoughtfully recomposed to a modern, all-caps typeface, customized with subtly rounded edges, softening the tone while preserving sophistication. These elements collectively provide a contemporary, welcoming, and enduring expression that supports the brand, now and into the future.
BRAND MARKS
LOGO PRESENTATIONS
Dark background
A line-drawn variation of the building mark has been developed for use on dark backgrounds, allowing the original black structure to remain visible through the light illustration lines—offering both visual clarity, continuity, and an elevated, artful touch.
PRIMARY
SECONDARY
KINGSTON, NEW YORK | SINCE 2013
VERTICAL
BRAND MARK
The headline font family that should be used in all marketing and communication materials for Black-Eyed Susie’s is Jost; clean and modern, providing a well-balanced presence combined with the artisitic elements of the brand. All-caps usage and thoughtful character spacing provide breath and personality to brand collateral. The Paragraph font family that should be used in materials for Black-Eyed Susie’s is Mulish. These families used in combination create a modern, clean, while inviting presence throughout Black-Eyed Susie’s brand materials.
TYPOGRAPHY IN USE EXAMPLE:
HEADLINE TWO
PRIMARY HEADLINE
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolorev magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse
TITLE CHARACTER STYLES:
Jost
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456890
Headline One
Jost, Title Case Tracking should be set to 0
SUBHEADLINE
Jost Regular - semi-bold. All caps. Tracking should be set between +150 and +250.
BODY CHARACTER STYLE:
Mulish
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456890 abcdefghijklmnopqrstuvwxyz
Paragraph
Mulish - Regular Tracking should be set to 0 and no more than +35.
COLOR
The Black-Eyed Susie’s color palette is rooted in the warm earth tones of its namesake fower, drawing inspiration from its natural richness and warmth. These hues are complemented by grounded neutrals, creating a balanced and uplifting visual language. The palette refects the brand’s approachable yet elevated spirit, and should be used consistently across all communications to ensure a cohesive and recognizable identity.
HEX: f9f8f7
R: 249 G: 248 B: 247
C:2 M:1 Y:2 K:0
HEX: eae7dd
R: 234 G: 231 B: 221 C:7 M:6 Y:12 K:0
HEX: f0b847
R: 240 G: 184 B: 71
C:5 M:29 Y:83 K:0
HEX: be7e2a
R: 190 G: 126 B: 42 C:23 M:53 Y:100 K:6
HEX: 733617
R: 115 G: 54 B: 23 C:34 M:79 Y:100 K:42
HEX: 56624c
R: 86 G: 98 B: 76 C:63 M:45 Y:70 K:29
HEX: 4e5552
R: 78 G: 85 B: 82 C:67 M:54 Y:58 K:33
HEX: 302e2b
R: 48 G: 46 B: 43
C:67 M:63 Y:66 K:64
