Brand guidelines · v1.0 · Nov 2026
Wren Cargo Co.
Small bird. Big loads. The rules on one page.
1 Logo
- Clear space
- Keep one wheel diameter (13% of the mark’s height) clear on every side. Nothing enters it: not text, not photo edges, not other logos.
- Minimum size
- Horizontal 24 px / 8 mm tall. Stacked 56 px / 18 mm. Mark alone 16 px / 5 mm.
- Backgrounds
- Full colour on Oat or white. Reversed on Moss. Mono white on Brick or busy photography. Mono ink for one-colour print and fax-grade forms.
- Never
- Stretch, rotate, recolour, outline, add shadows, or rebuild the wordmark in another font. Use the supplied SVGs.
Full colourDefault
ReversedOn Moss
Mono inkSingle-colour print
Mono whiteOn photos & Brick
2 Colour
Moss 40 · Oat 32 · Ink 14 · Brick 9 · Signal 5. Brick is for one thing per layout. Signal only ever sits on Moss or Ink.
- Moss
- HEX
- #1E4636
- RGB
- 30 / 70 / 54
- CMYK
- 78 / 38 / 72 / 42
- Oat
- HEX
- #F2ECE1
- RGB
- 242 / 236 / 225
- CMYK
- 4 / 6 / 11 / 0
- Ink
- HEX
- #171715
- RGB
- 23 / 23 / 21
- CMYK
- 70 / 62 / 64 / 82
- Brick
- HEX
- #C0502F
- RGB
- 192 / 80 / 47
- CMYK
- 13 / 78 / 89 / 3
- Signal
- HEX
- #E4EE6B
- RGB
- 228 / 238 / 107
- CMYK
- 13 / 0 / 70 / 0
Contrast (WCAG 2.2)
- Moss / Oat9.0:1 AA
- Oat / Moss9.0:1 AA
- Ink / Oat15.3:1 AA
- Signal / Moss8.4:1 AA
- Brick / Oat4.0:1 large
- Signal / Ink14.3:1 AA
- Oat / Brick4.0:1 large
- Signal / Oat1.1:1 decor
3 Typography
| Typeface | Weights | Use |
|---|---|---|
| Bricolage Grotesque | 700–800 | Headlines, big numbers, the wordmark. Tight tracking (−2 to −3.5%). |
| Instrument Sans | 400–600 | Body copy, UI, forms. 16 px minimum on screen, 9 pt in print. |
| JetBrains Mono | 500–600 | Tracking IDs, times, distances, labels. Uppercase with +12% tracking for eyebrows. |
All three are open-source (SIL Open Font Licence) and free for any use.
4 Voice
- Specific Times, names, kilos. “11:40, signed by Marco.”
- Plain Short words. No “solutions”, no “leverage”.
- Owning it Late? Say so, say why, say sorry.