# Identity.

> Markdown twin of [/brand/identity](/brand/identity).

The wordmark is the name set in serif, finished with an orange full stop — the
mark of a sentence that ends on something concrete. Everything else is derived
from it.

## Wordmark

[/brand/wordmark.svg](/brand/wordmark.svg)

Serif (Georgia family), wood-800 ink, orange-500 stop. The stop is part of the
mark: it is never dropped, never recolored, never a different glyph. Use the
SVG from [Assets](/brand/assets.md) — never retype it.

## Monogram

- [/brand/monogram.svg](/brand/monogram.svg) — DS. on cream
- [/brand/monogram-reversed.svg](/brand/monogram-reversed.svg) — DS. reversed

**When to use which:** wordmark whenever it fits at ≥140px wide. Below that —
favicons, avatars, stamps — the monogram takes over. Reversed monogram only on
wood-800 or darker.

## Clearspace & floor

Keep the cap-height of the **D** clear on all sides. Nothing enters it: no
text, no rules, no other marks.

## Misuse

Each of these has actually been attempted. All are banned.

- × stretched — never stretch or condense
- × sans face — never set the wordmark in a sans face
- × foreign hue — never recolor the stop to any hue but orange-500
- × busy ground — never place it over busy imagery
- × taglines — never attach a tagline to the mark