Logo & clearspace
The fox mark uses olive #696d57 and ink #20211c. Keep aspect ratio, never squash. Clearspace on all sides should be at least one-quarter of the mark’s height.
Minimum digital: 32px (favicon). Prefer ≥80px in product UI; home hero targets ~140 to 160px tall.
Lockups
Mark only
Wordmark
Horizontal
Stacked + tagline
Files: brand/fox-mark.svg, brand/lockups/, favicons in brand/favicon/, OG square brand/lockups/og-square.png.
Do / don’t
Do
- Use cream field, olive CTAs, Baskerville headlines
- Keep mark colours exact (olive + ink)
- Leave clearspace; use SVG when possible
- Write plain AU English, warm, specific
- Separate service work from upcoming Guides/SOPs in copy
- Prefer horizontal lockup in email headers
Don’t
- Don’t stretch, outline, or recolour the fox
- Don’t add drop shadows, neon, or gradients on the mark
- Don’t invent a second palette or dark-mode brand
- Don’t use hype metrics or fake testimonials
- Don’t sell Guides as if they were consults (or vice versa)
- Don’t put the fox on busy photos without a cream panel
Colour
Export: brand/colours.json · brand/tokens.css
Typography
Libre Baskerville · headlines
Calm AI automation for local businesses.
Libre Baskerville italic · quiet asides
quiet things stay · free 20-minute fit call
Inter · body / UI
We design quiet systems for shops and trades, so the busywork disappears.
Inter · micro label
Book a free call · Examples · Guides
Voice & tone
Plain professional. Calm. Specific to shops and trades. No growth-hacker hype, no invented metrics, no urgency theatre.
- Sound like: a careful operator explaining a clean system.
- Avoid: “10x”, “disrupt”, fake social proof, crypto/gambling adjacency.
- Locale: Australian English (organise, specialised, A$).
For clients · for partners
Clients (small teams), use the public site: workflow builds and upcoming guides. Calm, specific, no clutter.
Partners (contractors, referrers), same mark and voice; this guidelines page + brand kit. Don’t invent a second palette or sell Guides as if they were consults.
Partners (contractors, referrers), same mark and voice; this guidelines page + brand kit. Don’t invent a second palette or sell Guides as if they were consults.
Service work and Guides
- Free fit call (primary CTA), 20 minutes, via the enquiry page. Olive CTA. Hero and nav lead here. Corner Plan A$200 founding, Materials Pack A$99, Premade Installs, or Custom Build from A$800 follows only after a fixed scope and quote are agreed.
- Guides / SOPs (secondary), self-serve playbooks. Same brand colours; coming soon, with no checkout until published.
Email signature
Ben
Petrichor · AI automation studio
quiet things stay
hello@getpetrichor.com
Mark height ~28 to 36px. No animated GIFs. Soft tagline in Baskerville italic optional.
Social & avatar
- Avatar: square cream field, mark centred, use
brand/assets/avatar-512.png. Don’t crop into the silhouette. - Open Graph / link previews:
brand/lockups/og-square.png(1200×1200). - Favicon: SVG + 32 PNG; Apple touch 180.
Avatar crop
OG square
Assets
brand/fox-mark.svg, primary markbrand/lockups/, wordmark, horizontal, stacked, OGbrand/favicon/, favicon.svg, 32 PNG, apple-touch 180brand/assets/. PNG sizes + avatarbrand/colours.json,brand/tokens.css,brand/README.mdbrand/brand-kit.zip, downloadable pack