# Brand

Charlie's mark, palette, typeface and usage rules, read from the design tokens the product ships with.

## Two marks

The lockup wherever there is room for it. The glyph alone when there is not: an avatar, a favicon, a tab. Never both in one place. The mark alone: https://usecharlie.ai/brand/mark.svg

## Clear space

Leave the height of the glyph on every side. It is a generous amount on purpose: the mark is small and quiet, and crowding is the one thing that makes it look cheap.

## What not to do to it

- Recolour the mark, including to match a layout or a dark background.
- Redraw, stretch, rotate, outline or add an effect to it.
- Set it on ink, on a photograph, or on any colour but white or stone.
- Crowd it. Nothing sits inside its clear space, including a rule.
- Rebuild the wordmark in another typeface, or letterspace it.

## Colour

| Name | Hex | Use |
|---|---|---|
| Brand green | #0E5747 | The mark, and nothing else |
| Ink | #16130F | All primary text |
| Stone | #F7F5F1 | The glyph, and a quiet band |
| Canvas | #FFFFFF | Page background |
| Muted | #6A645C | The one soft text tone |
| Hairline | #DCD7CF | Borders and rules |

## Type

Hanken Grotesk carries everything, at weights 400, 500 and 600. There is no bold anywhere in the system, and display sits at 400.