variants

The logo should not be scaled down without adjusting tracking for readability. It also should not be spaced out disproportionately. Each letter in the word mark should be the same color.

The voice and tone of Scape allow for many creative freedoms in the brand design. However, there are some dont’s that should never be done. Don’t use black. Don’t use white. Don’t make each letter a different color. Don’t scale down the logo without tracking. For the tagline don’t use uppercase, and please don’t track it out.

surface level stuff

Don’t write the tagline in Fit Wide. Use Brevia Black only.

SURFACE LEVEL STUFF

Headers using Brevia Black Italic should be in lowercase only. Headers should never be traked out.

brevia black italic

surface level stuff

Brevia regular

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Fit Wide is used for the logo. The word is tracked out by 50 pixels. After creating outlines, each inner letter line is spaced two pixels out to the left and right. Spacing out the letters like so allows the logo to be readable and identifiable from far away. Brevia Black Italic is used at 20pt when it is acting as a page header, and it is used at 9.5pt when it is a header for the body copy. It is always used in lowercase. Brevia Regular is used at 9.5pt as body copy. It is usually flush left to align with margins, but can rely on the grid to be placed elsewhere if the composition calls for a more creative type layout. In instances with no supporting imagery, Brevia Regular can be used at 20pt.

a A

Fit Wide, Brevia Black Italic, and Brevia Regular were selected as the Scape typefaces because of their playful contrast in weight and tone. Fit Wide is very structural and easily manipulatable which aids in creating the table image built into the logo. The Brevia font family has a tall x-height and very circular letters which is pleasing to the eye. They balance each other out.