The Mark
One press, and the shape is decided.
The Clayit mark is a thumbprint left in clay. It is the only thing on this site that is about us rather than about a client, which is why it has its own page.
- Construction
- Seven strokes, one weight
- Colour
- Coral #FF4C50
- Smallest tested
- 16 pixels
Seven strokes
Taken apart, in the order it is pressed.
Four arcs spiral in, the whorl closes at the centre, and two outer arcs carry the ridge that keeps the print from reading as a target.
It has to survive
The same shape at every size it is asked to hold.
A mark that only works large is a picture, not a mark. This one is drawn in one stroke weight so it thickens optically rather than breaking up as it shrinks.
Where coral is allowed
Measured, not preferred.
Coral is the identity, and it is also the one value in the palette that cannot carry small text on a light ground. These are the real contrast ratios, which is why coral appears on paper as the mark, a rule or an underline, and never as words.
Coral on paper
2.9:1Never words
Coral on ink
5.0:1Words allowed
Ink on paper
13.0:1Any text
Paper on ink
13.0:1Any text
The wordmark is a file
Placed as artwork. Never set in a typeface.
It is never redrawn to fit a layout. It is sized by its height so it sits level with whatever type is beside it, and it never goes on a coral ground.
Type
Serif for statements. Sans for anything with a job to do.
- Newsreader 300
- One press, and the shape is decided
- Newsreader 400
- Brand, event and editorial work
- Switzer 400
- Most of what we make gets printed, mounted, handed out or walked past.
- Switzer 500
- Brand / Event / Editorial
Both faces are self hosted. No fonts are fetched from a network.
The mark is ours. The work is theirs.
Everything else on this site belongs to a client. That is the correct ratio.