# SEAMOSS PURE — Logo Guidelines

**Version 2.0 · Locked 2026-07-23**

---

## Source of truth

**[`source/seamoss-pure-master.svg`](source/seamoss-pure-master.svg)** — the original vector artwork.

Every file in `svg/` and `png/` is composed from that one file by [`build-logo.py`](build-logo.py). The script reads the master, extracts its two paths (the mark and the wordmark), and lays out every lockup and colourway from them.

**Nobody redraws the logo.** Not by hand, not by tracing, not with AI. If the artwork changes, replace the file in `source/` and rebuild — every variant regenerates together and stays identical.

```bash
python build-logo.py           # rebuild all SVG from the master
node render.js svg png 1200    # rebuild all PNG
```

Rebuilding requires `svgelements` (Python) and `sharp` (Node).

---

## The mark

A droplet enclosing a seaweed frond. It reads three ways at once — water, a drop of essence, and a living plant — which is the whole product in one shape: something from the sea, concentrated, alive.

### Measured proportions

Taken from the master. These are the logo; they do not change.

| Property | Value |
|---|---|
| Mark | 88.72 × 139.27 units |
| Mark height ÷ width | 1.57 |
| Wordmark | 448.19 × 28.09 units |
| Mark height ÷ cap height | **4.96** |
| Gap between mark and wordmark (vertical lockup) | 26.89 units — 0.96 × cap height |

The vertical lockup is reproduced **exactly as drawn in the master**. Only the derived lockups (horizontal, avatar, favicon) are recomposed, and they follow fixed ratios in the script.

## The wordmark

In the master the type is already **converted to outlines**, so the logo does not depend on any font being installed and cannot be accidentally reset in another face.

> ⚠️ **Open item for S2:** we need to know which typeface the wordmark uses. The website headings should either match it or deliberately contrast with it, and that cannot be decided without the name. If the source file is available, the typeface is recorded in it; otherwise the designer who drew it will know.

---

## Lockups

| File | Use |
|---|---|
| `primary-*` | Default. Mark above, wordmark below, exactly as drawn. Use this unless there is a reason not to. |
| `horizontal-*` | Wide, short spaces: site header, email signature, letterhead. |
| `isotype-*` | The mark alone, where the name is already present. |
| `wordmark-*` | Type alone, where the mark would compete — narrow footers, dense documents. |
| `avatar-*` | Square, for social profiles. Mark sits at 50% of the canvas to survive circular cropping. |
| `favicon-*` | Solid droplet silhouette. **Required below 48px.** |

## Colourways

| Name | Mark | Type | Use |
|---|---|---|---|
| `olive` | `#55603F` | `#55603F` | Primary. One ink. |
| `two-ink` | `#55603F` | `#2B2B28` | Two-ink printing where a second plate is affordable. |
| `carbon` | `#2B2B28` | `#2B2B28` | Documents, invoices, anything neutral. |
| `black` | `#000000` | `#000000` | One-ink print, stamps, deboss dies. |
| `white` | `#FFFFFF` | `#FFFFFF` | Reverse on photography or dark surfaces. |
| `cream` | `#F5F1E8` | `#F5F1E8` | Reverse on olive or carbon. |

---

## 🔴 Minimum sizes — tested, not assumed

The mark was rendered at 16, 32 and 64px and inspected (`png/_test-legibilidad.png`). The results are not negotiable:

| Version | Minimum size | What happens below it |
|---|---|---|
| Line isotype | **48px / 14mm** | Strokes merge, the frond vanishes, the mark greys into a smudge |
| **Solid favicon** | **16px** | Holds cleanly. The only version that survives browser tabs and small app icons |
| Primary lockup | **120px / 32mm wide** | The wordmark closes up and stops being readable |
| Horizontal lockup | **180px / 48mm wide** | Same |

**Practical rule:** below 48px, use `favicon-*`. Never shrink the line version to fit.

Note that the favicon deliberately drops the frond. At 16px the frond is invisible anyway, and keeping it only turns the droplet into mush — the silhouette alone is stronger and still unmistakably ours.

## Clear space

Keep clear space equal to **the width of the droplet** on all four sides. Nothing enters that area — no text, no rules, no image edges, no other logos.

## Misuse

Do not:

- Redraw, trace, or regenerate the mark
- Change the proportions between mark and wordmark
- Reset the wordmark in another typeface, or alter its letterspacing
- Add effects: shadow, glow, bevel, gradient, outline
- Rotate, skew, or stretch it
- Recolour outside the six approved colourways
- Place the line version over a busy photograph — use a reverse colourway on a solid field
- Enclose the mark in an extra frame, badge, or container
- Use sage `#8A9B6E` as a logo ink. It fails contrast against cream and stone (2.66:1 and 2.01:1 against a 4.5:1 requirement). Sage is a surface colour, never an ink.

---

## Files

`source/` — the master artwork. **This is the file that matters.** Back it up.
`svg/` — generated masters. Use these for print, packaging, and anywhere quality matters.
`png/` — 1200px raster exports for quick use and previews.

For deboss dies, screen printing, or embroidery, send the supplier the **SVG** and specify a single ink. All paths in the generated files are filled outlines, not strokes, so they import cleanly into production software without stroke-scaling surprises.
