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Brand Signatures
Main Lockup
As the main lockup of 100 House, it is the highest in terms of usage hierarchy. It is the mark that best and most concisely captures the core of the brand.
Overview
The 100 House brand signature is inspired by house numbers, owing its inspiration to its location and history. As a place-based brand (being an American-era barn house located in Clark Parade Grounds), the brand can not be without its location and environment. The logo’s form is simple yet elegant, with a timelessness that should make the brand feel established.
100 House is a home for transformative movement.
Composition
The letter H in the main lockup is a custom-made letter inspired by classical reformer machines. The rest of the letters are typed with the font Marcellus SC Regular.
The descriptor of the brand is “Wellness & Movement” to capture the holistic health experience within the brand i.e. the café and other movement experiences like yoga.
Color Use
Color Combinations
Any color from the palette can be used on the main lockup but always ensure that there is always enough contrast among the colors.
Black & White
Clear Space & Minimum Size
Clear space is a space surrounding the logo set to ensure elements surrounding the logo will not overlap or obscure it. The clear space of the Main Lockup is equal to half the height of the wordmark.
The same clearspace recommendation applies to the main lockup with descriptor.
The minimum size of the Main Lockup is at a width of 0.5 inches. This is the smallest possible size that you can use this mark.
The minimum size of the Main Lockup with Descriptor is at a width of 1.5 inches. This is the smallest possible size that you can use this mark.
Misuse
These misuse guidelines apply for both lockups in this section.
Do not compress the logo when scaling.
Do not shear the logo.
Do not add any effects that skew the logos form or geometry.
Do not add any gradients to the logo. Even if the colors are on brand
Do not stretch the logo when scaling.
Do not slant the logo.
Do not use colors or color combinations that are off brand.
Do not add any embellishments to the logo such as drop shadows, bevels, glows, etc.
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