onshelf.01 — Logo System
Section 01
Logo system
The onshelf. wordmark is the primary brand identifier. The trailing period is non-negotiable — it's a declarative full stop. We built a shelf. We put brands on it. Period.
01 — Logo System08
Section 01
Logo system.
Eight pages. Everything a designer or vendor needs to reproduce the wordmark without asking.
Page 01 — Logo System · CoverOnshelf · Brand Guidelines · v1.0
Page 01 — Logo System · ConstructionOnshelf · Brand Guidelines · v1.0
onshelf.01 — Logo System
1.1 Construction
Primary wordmark
onshelf.
TypefaceInter Display
WeightBold · 700
Tracking-0.04em (-40)
CaseAll lowercase
Period color#C6FF3D
Shelf-line4px · #C6FF3D · 0°
Shelf radius2px end caps
Shelf width100–115% wordmark
Shelf offset4–6px below baseline
The shelf-line is a literal shelf — flat, level, lime. Never tilt it, never gradient it, never let it float far from the wordmark.
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Page 01 — Logo System · VariationsOnshelf · Brand Guidelines · v1.0
onshelf.01 — Logo System
1.2 Variations
Six lockups. No more.
01 · Full colour / White
onshelf.
02 · Full colour / Warm
onshelf.
03 · Reversed / Ink
onshelf.
04 · Reversed / Deep green
onshelf.
05 · Mono dark
onshelf.
06 · Mono light
onshelf.
Variations 01 & 02 are the default. 03 & 04 for dark surfaces. 05 & 06 only for single-channel print (foil, debossing, fax).
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Page 01 — Logo System · Shelf-lineOnshelf · Brand Guidelines · v1.0
onshelf.01 — Logo System
1.3 Shelf-line mark
4px. Flat. Lime.
onshelf.
4px height
4–6px gap
Height (display 48+)4 px
Height (body 20–36)3 px
Colour#C6FF3D
Angle0° — flat horizontal
Width100–115% wordmark
Gap below baseline4–6 px
End capsRounded · 2 px radius
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Page 01 — Logo System · Icon markOnshelf · Brand Guidelines · v1.0
onshelf.01 — Logo System
1.4 Icon mark / Favicon
The “o.”
Light variant16180 (apple-touch)
o
o.
32o.
Dark variant16
o
o.
32o.
512 (PWA)At 16×16px, the period renders as a 3×3px filled lime square. At 32×32px+, it renders as the character. Favicon background is always white (#FFFFFF) — never transparent.
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Page 01 — Logo System · Clear spaceOnshelf · Brand Guidelines · v1.0
onshelf.01 — Logo System
1.5 Clear space
Give it air.
onshelf.
1× o-heightMinimum1× o-height all sides
Preferred1.5× o-height
Wordmark min · digital80 px wide
Wordmark min · print20 mm wide
Icon min · digital16 × 16 px
Icon min · print5 × 5 mm
Don't place type, icons or other logos inside the clear-space box. Backgrounds and photography may extend into it — the wordmark stays clear.
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Page 01 — Logo System · Don'tsOnshelf · Brand Guidelines · v1.0
onshelf.01 — Logo System
1.6 Incorrect usage
Nine ways to break it.
Don't · Stretched
onshelf.
Don't · Capitalised
Onshelf.
Don't · Period removed
onshelf
Don't · Wrong period colour
onshelf.
Don't · Gradient text
onshelf.
Don't · Drop shadow
onshelf.
Don't · Loose tracking
onshelf.
Don't · Rotated
onshelf.
Don't · Partial recolour
onshelf.
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Page 01 — Logo System · On photographyOnshelf · Brand Guidelines · v1.0
onshelf.01 — Logo System
1.7 Logo on photography
Contrast first. Always.
onshelf.
onshelf.
If the background is mid-tone or busy, apply a semi-transparent overlay (black 40% or white 50%) behind the wordmark area before placing. The wordmark never fights the image for attention.
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Page 01 — Logo System · FormatsOnshelf · Brand Guidelines · v1.0
onshelf.01 — Logo System
1.8 File formats
What to ship to vendors.
FormatUse caseBackgroundNotes
SVGWeb, digital, appTransparentVector · primary
PNG @2xSlides, social, emailTransparentRaster
EPSPrint productionTransparentVector · CMYK
PDFVendor distributionWhite or transparentVector
.icoBrowser favicon (multi-res)White16/32/48 px
PNG 32 / 180 / 512Favicon, apple-touch, PWAWhiteRaster
Master fileonshelf-logo-v1.0.zip
Request from brand@onshelf.me01 — Logo System16
End of Section 01 · Up next: 02 — Color System.