The wordmark.
ALIX is a custom logotype. It is the one place the brand speaks in capitals, and the one element that must never be redrawn. These are the rules for reproducing the supplied artwork.
- Format
- Master vector artwork / SVG
- Proportion
- 120 × 28 (≈30:7)
- Minimum
- 96px / 25mm wide
- Colourways
- Navy · White · Black
Elements
The identity is a single element: the ALIX wordmark. There is no separate symbol or monogram. The wordmark carries the brand at every size, so reproduce it as one locked unit.
Construction
The wordmark is drawn on a fixed grid at a 120 × 28 ratio. The letterforms, spacing, and proportions are locked. Reproduce only from the supplied SVG. Never reset it in a font, respace it, or rebuild it.
Clear space
Keep a minimum exclusion zone of 1x on every side, where x is the cap-height of the wordmark. Nothing may enter that zone: not type, imagery, rules, or another mark. More space is always acceptable; less is not.
Scaling
The wordmark holds its form at any size. At large scale it reads as a bold, architectural statement; at small scale it stays a quiet identifier. Always scale proportionally.
Minimum size
Below these widths the letterforms close up and legibility drops. Hold the minimums; if the space is smaller, give the mark more room rather than shrinking it.
Scaling with type
Set beside a headline, scale the wordmark to the cap-height of the type. To protect the hierarchy, never let the mark grow larger than the headline it sits with.
Colour
The mark is monotone. Reproduce it in brand navy on light surfaces, white on dark or photographic surfaces, and solid black only where colour is unavailable. Never gold, never two-tone, never a gradient.
Placement
Placement sets the role. In a corner, aligned to the margin, the mark is a quiet identifier. At the left edge, vertically centred on the page, it becomes the expressive anchor. That is the preferred placement. It may sit in any corner; it is never centred horizontally.
On imagery
Over photography, reverse the mark to white at the left edge, vertically centred, on a calm region of the image. Where the image is busy or light, add a gradient scrim to protect contrast. Legibility comes first.
Alignment
When the mark sits in a row with type, align the type's baseline and cap-height to the wordmark. Keep the optical relationship tight and intentional. Avoid indecisive gaps.
Misuse
The mark is fixed. The most common violations redraw, distort, or weaken it. If a treatment is not shown as approved above, treat it as misuse.