BRAND · CEJ VENTURES
The Vector.
Built, not inherited.
A seed and a direction. One line rises at forty-five degrees through the circle and keeps going to a small square: the destination. Every coordinate sits on a four-pixel grid.
MARKS
Lockup
Hero, letterhead, the press kit
ON INK
ON IVORY
MONO INK
MONO GRAPHITE
Mark
Navigation, avatars, anywhere the name is already present
ON INK
ON IVORY
MONO INK
MONO GRAPHITE
Favicon form
Circle and line only, for icons
ON INK
ON IVORY
MONO INK
MONO GRAPHITE
CONSTRUCTION
- Grid
- 4px; every coordinate an integer
- Seed
- Circle, radius 28, 1.25px
- Line
- 1.25px at 45°, from the lower left through the centre
- Reach
- 40.9% of the diameter past the rim
- Destination
- 4px square, centred on the end of the line
- CEJ
- Barlow Condensed 600, tracked 0.08em, from the top of the seed to its centre
- VENTURES
- Barlow Condensed 500, tracked 0.4em, half the size
- Accent
- Graphite line and square; the seed takes the type colour
SIZES
- MINIMUM · LOCKUP
- 160px wide
- MINIMUM · MARK
- 24px
- MINIMUM · FAVICON FORM
- 16px
CLEAR SPACE
The radius of the seed, clear on every side. Nothing else enters that field: no type, no rules, no other marks.
COLOUR
Ink
#0B0D10
Primary ground
ON INK 1.00 · ON IVORY 17.11
Ink 2
#121519
Raised surfaces, form fields
ON INK 1.06 · ON IVORY 16.10
Ivory
#F3F0EA
Type on dark; the one light section per page
ON INK 17.11 · ON IVORY 1.00
Steel
#8A9099
Secondary type and labels on dark, at full strength only
ON INK 6.05 · ON IVORY 2.83
Steel, on ivory
#5C6169
Secondary type and labels on ivory
ON INK 3.12 · ON IVORY 5.48
Hairline
#F3F0EA AT 12%
Rules and borders. Decorative only, never a field outline
ON INK 1.32
Graphite
#5C6670
The Ventures accent on ivory
ON INK 3.33 · ON IVORY 5.14
Graphite, lifted
#75808A
The accent on dark grounds
ON INK 4.83 · ON IVORY 3.54
Favicon ground
#1F2328
Ink with a quarter of graphite, under icons
ON INK 1.23 · ON IVORY 13.89
TYPE
DISPLAY · INSTRUMENT SERIF
Where the next one starts.
I · II · III · IV · V
Headlines, wordmarks, numerals. Italic for one or two words of a headline, never more.
LABELS · BARLOW CONDENSED
VENTURES · METHOD · NOTES · EARLY ACCESS · CONTACT
CEJ VENTURES
500 · CAPITALS · TRACKED 0.22–0.32EM · 11–13PX
BODY · INTER
Companies and products built from zero inside the house. Some become operating companies. Some become tools. All of them ship.
400 · 16–18PX · LINE HEIGHT 1.6 · IVORY AT 80%
SPACE
A four-pixel grid. Sections are separated by 96px on a phone and 160px on a desk. If a section feels full, cut content; never shrink the space.
USE
DO
DO
DO
DO
DO
DO
DON’T
DON’T
DON’T
DON’T
DON’T
DON’T
THE FAMILY
Three marks, one family. They share the type, the hairline and the ink; each has its own construction and only its own accent.
212PX BUILD · SVG AND PNG AT 1X, 2X AND 4X IN /BRAND/VENTURES/