FOXGLOVE PAPER · BRAND SYSTEM
How it is drawn
01
The signature
A line of Inter caps, then a rule. All ten tiles open this way, so the shape reads as Foxglove before a word is read. The eyebrow sets in Inter 500 at 0.2em, the rule sits 32px under it and measures 88 by 4.
One rule width, 88px, from any edge of the canvas. Story tiles push the top inset to 200px so the platform chrome cannot land on it.
The rule is coral on blush. When the whole frame turns coral, the rule turns ink instead, because coral on coral is a rule nobody can see.
The studio name is always Inter caps in the eyebrow slot. Cormorant carries what the post says, never who is saying it.
FOXGLOVE PAPER
LAST CALL FOR JUNE
Inter 600 tracked 0.2em. The tracking is what makes a short name hold a wide line.
Untracked, the name reads as a caption, and it stops matching the nine other tiles.
Cormorant Garamond 300 carries the message.
The studio name set as a display line. Foxglove has no drawn logo on purpose: the lockup is the signature, so a name at poster scale competes with the only thing a tile has to say.
02
The palette
| Pairing | Drawn | Ratio | Where it is allowed |
|---|---|---|---|
| Ink on blush | Aa | 14.35 to 1 | Every line of type on every tile |
| Ink on white | Aa | 15.86 to 1 | Type on a card surface, such as a poll option |
| Ink on coral | Aa | 5.03 to 1 | Type on the last call ground |
| Ink on peach | Aa | 9.49 to 1 | Type inside a peach tint |
| Coral on blush | Aa | 2.85 to 1 | Never type. Pills, rules and underlines only |
| Blush on coral | Aa | 2.85 to 1 | Never type. Blush is the pill fill on coral, and the label stays ink |
| Peach on blush | Aa | 1.51 to 1 | Never type. Hairlines, frame edges and guides only |
Coral is a shape: the 4px rule, a 2px pill border, a 2px underline, one filled frame.
Coral as type measures 2.85 to 1 on blush and fails the 4.5 to 1 bar. The last call gets its urgency from a coral ground under ink type, not from coral letters.
ILLUSTRATION PALETTE
- Pine 193c35
- Olive 7e813c
- Marigold e5ba2b
- Poppy ec4f22
- Sage c6d7d0
- Peach f6bba4
- Line 092a49
A locked set, separate from the brand palette and used only inside the drawings. Poppy sits beside coral and is never swapped for it.
03
The type
garden wedding
Cormorant Garamond for display and headings, italic for couple names. Inter for labels, dates, body and every control. Nothing else is added.
Cormorant is drawn at 300 only. The face was picked for the thin cut; at 500 it fills in and stops looking engraved.
Labels 0.2em, body 0.03em, display -0.01em on the tiles. The label tracking is the loudest tell in the system, so it never varies.
On the 1080px board: eyebrow 30px, support copy 32px to 46px, display 144px to 250px. The display size is set by how few words the tile carries, not by how important it is.
Nothing renders below 16px, on a tile or on the web.
Cormorant 300, the weight every tile uses.
The same line at 500. The strokes thicken, the counters close, and it reads like a different studio.
04
The controls
999px, a 2px coral border, an ink label in sentence case, no fill. One shape, every tile.
When the frame is coral the pill inverts: blush fill, ink label. It is the only fill the CTA ever takes.
White, a 2px peach border, a liner swatch, and a noun for a label. Deliberately not a button: it belongs to the poll sticker, so it never takes a verb.
Sentence case, a verb, and the coral outline that marks every click in the campaign.
A coral fill forces a blush label at 2.85 to 1. The outline is the CTA on blush; the fill belongs to the frame.
05
The canvas
1080 by 1350. Type sits inside 88px sides and 96px top and foot.
1080 by 1920. Copy starts at 200px from the top inside 96px sides, and nothing that must read falls below 1364px, which is where the last call pill ends. The bottom of a story belongs to the platform and to the illustration.
One 1200px sheet, centered, 40px gutters. Under 1024px every post stacks and the tile takes the width of the column.
88px sides
96px top and foot
96px sides
200px top
type stops at 1364px
06
The illustration
Flat shapes over line work. No gradient, no shadow, no texture, on any surface in the system.
A drawing enters from an edge and leaves the frame. A shape that stops short inside the canvas reads as a sticker, and the campaign has none.
One corner per tile, opposite the copy. Two corners only when the canvas is wide enough to keep them apart.
Type never sits on the drawing. The copy holds its own field of blush, which is why the corners are corners.
07
The bans
- No colour outside the palette, and no black. Ink navy is the darkest value in the system.
- No gradients and no shadows, on a tile, on a pill, or on a card.
- No em dashes, en dashes or curly quotes, anywhere the reader can see them.
- No period at the end of a heading or a display line. The line ends because it is finished.
- No type below 16px.
- No pixel dimensions, file names or export notes on a tile. The frame is the only thing a reader sees.
Spec work by Ryan Allen | all demo concepts