Identity · logo sheet
The wordmark.
Lowercase, one weight, two marks. A red plus replaces the dot of the i; a red minus replaces the period. Together they are the two blood signs, hidden in plain sight inside the company name.
Primary
Navy #1b2a4a · marks in red #c8202f
applı+ed science.
Anatomy
Why the marks sit where they sit
applı+ed science.
- +Plus, as the i-dotSits in the tittle's exact position, 0.5em, centerd on the stem. Rh positive.
- −Minus, as the periodSits low on the baseline where the full stop was, 0.30em wide. Rh negative.
- aaLowercase, alwaysNo caps, no title case. The name is set in Manrope 800, tracking −0.035em.
Size ladder
The marks hold from hero to favicon; below 16px the minus may be dropped
64 pxapplı+ed science.
40 pxapplı+ed science.
24 pxapplı+ed science.
18 pxapplı+ed science.
14 pxapplı+ed science.
Colorways
Four approved lockups
applı+ed science.On paper
applı+ed science.On white
applı+ed science.Reversed
applı+ed science.One color
App tile & favicon
The initials carry the plus when the full wordmark will not fit
as+
128
as+
64
as+
32
Clearspace & use
Keep one lowercase "a" of space on every side
applı+ed science.
Do
- Keep the plus and minus red, even when the word is reversed
- Set lowercase, in Manrope 800
- Use the one-color version on the red or on photography
- Give it a full "a" of clearspace
Don't
- Capitalise, or set it in title case
- Restore a round dot or a full stop
- Recolor the marks to anything but red or white
- Stretch, outline, or add a drop shadow