Brand Guidelines
This page explains how the ChemiArtClick brand should be used. It is open to press, partners and designers working with us — download the files and follow the rules below.
Our purpose
To offer an experience where trust, engineering and quality meet.
Three words are easy to say; here each one has something behind it. The rest of this page is about keeping it that way.
- TrustWe say when we do not know. We will not publish a number we have not measured — every figure on this site comes from a measurement.
- EngineeringWe measure first, then touch. A change with no measurable gain gets reverted.
- QualityWork is finished when it is verified live, not when it is deployed.
The logo
The mark is an open C arc with a bronze dot resting in its mouth. The letter carries the name; the dot carries the “Click”. One stroke and one circle, so it still reads at small sizes.
Clear space and minimum size
Leave clear space on every side equal to at least the diameter of the dot. No text, rule or other logo enters that space.
- Smallest on screen: mark 16 px, lockup 96 px wide.
- Smallest in print: mark 6 mm, lockup 28 mm wide.
- Over photography, use the dark tile rather than the transparent mark.
What not to do
- Do not distortNo stretching or squashing. Keep the aspect ratio when scaling.
- Do not recolourThe dot is bronze, the arc is ink. Where single-colour printing is required, use it all black or all white.
- Do not rotateThe dot always sits in the mouth of the arc, on the right, on the horizontal.
- Do not add effectsNo shadow, outline, gradient or skew.
- Do not reset the wordmarkTyping “ChemiArtClick” in another typeface is not the logo; use the supplied file.
- Do not place it on busy groundsLegibility drops over dense pattern or photography — switch to the dark tile.
Colours
The palette is deliberately narrow: one ink, one accent and neutrals. Bronze is used sparingly — it carries weight because there is little of it.
| Colour | Value | Use |
|---|---|---|
| Ink | #1d1d1f--text | Headings, body text, the logo stroke. |
| Bronze | #a9762c--accent | Accent: the logo dot, links, the word “Art”. |
| Deep bronze | #86601f--accent-ink | Hover state, and bronze in print. |
| Grey | #6e6e73--muted | Secondary text, captions, labels. |
| Off-white | #f5f5f7--bg-alt | Section backgrounds. |
| Line | #d9d9de--line | Borders and dividers. |
| White | #ffffff--bg | The page ground. |
Typography
The site uses the system font stack: SF Pro on macOS and iOS, Segoe UI on Windows, Roboto on Android. Nothing is downloaded, so pages open faster and text is readable on the first frame. We do not license a brand typeface; the speed is worth more.
| Headings | 600 weight, tight tracking (-0.02em) |
| Body | 400 weight, 16–17 px, line height 1.65 |
| Labels | 600 weight, 12–13 px, uppercase, wide tracking |
Voice
We describe ourselves as a digital product studio. We do not oversell; if we quote a number we measured it; and we say when we do not know. We make technical things plain without watering them down.
| How we write | How we do not |
|---|---|
| We took the cart page from 2.9 seconds to 0.95. | We will make your site fly! |
| This may not apply to your case; let us measure first. | Guaranteed results, 100% satisfaction. |
| We do not know — we will look and come back. | We do everything. |
Writing the name
- The name is one word carrying three capitals inside: ChemiArtClick.
- Do not use “Chemiartclick”, “Chemi Art Click”, “CAC” or “ChemiArt”.
- It is capitalised in a sentence; it is never set in all caps.
Downloads
All of these come from one drawing; do not scale one up to make another.
