Weaver Street Market’s logo family is a unique system that distinguishes our organization from all others. Use of the logo, typography, and color should follow the guidelines within this document so that we present a consistent image to our various audiences.
Letterforms
The Weaver Street Market logo family has been typeset to optically retain symmetry amongst the letterforms. Do not try to recreate the logo with a different type setting or adjust the letterform spacing.
Full Logo
The full logo is the primary lockup for the Weaver Street Market brand. It uses the organic container with stacked typography in Weaver Purple.
Purple Full Logo
The full logo should primarily be used in its 1-color (purple) format when the background color is white or a light color.
Black Full Logo
If the full logo can only be in black and white, an all-black version is available.
White Full Logo
If the background color is dark or black, an all-white version of the full logo is available.
Letterform Logo
The letterform logo is an alternative to the full logo. Moments where it visually makes sense to remove the organic container based on the medium, when space is limited, or when the logo needs to be scaled to a very small size (see size minimums below) are all opportunities to use this logo. The letterform logo should always be used in a stacked format to keep brand consistency. However, a horizontal logo is available for scenarios where a horizontal logo are necessary—i.e. websites or store signage with limited space.
Purple Letterform Logo
The letterform logo should primarily be used in its 1-color (purple) format when the background color is white or a light color.
Black Letterform Logo
If the letterform logo can only be in black and white, an all-black version is available.
White Letterform Logo
If the background color is dark or black, an all-white version of the letterform logo is available.
Horizontal Purple Letterform Logo
A horizontal letterform logo is available for scenarios where the use of a horizontal logo is necessary. The horizontal version of the letterform logo follows the same guidelines as the stacked letterform logo above.
Thumbprint Mark
The thumbprint mark is a visual representation of Weaver Street Market: community, inclusive, and nourish. It uses elements from the full logo—the sprouting ‘W’—but in an abbreviated format, along with the seed. The thumbprint mark works best in situations where we need an abbreviated brand voice, such as a profile image on social media, or used as a closing signature, such as at the bottom of an email or at the bottom of the Weaver Street Market website. The thumbprint mark should always be used in context of the larger Weaver Street Market brand.
Purple Thumbprint Mark
The thumbprint mark should primarily be used in its 1-color (purple) format when the background color is white or a light color.
Black Thumbprint Mark
If the thumbprint mark can only be in black and white, an all-black version is available.
White Thumbprint Mark
If the background color is dark or black, an all-white version of the thumbprint mark is available.
Clearspace
When we place other design elements too close to the logo family it can sometimes suggest a relationship between them. Think of the logo family as our signature. The more we keep it intact, the more recognizable and valuable it will be. To maintain the integrity of the Weaver Street Market identity, keep a fixed amount of open space around each logo to help it stand out.
An appropriate clearspace for the full logo is equal to the negative space at the top of the organic container and proportional to the size of the logo being used. An appropriate clearspace for the letterform logo and thumbprint mark is equal to the size of the ‘W’ and proportional to the size of the logo being used.
Minimum Size
Weaver Street Market logos should be viewed as a responsive system.
For readability, do not size the full logo below 1.25 in. Once the full logo hits 1.25 in, the letterform logo can be used. Do not size the letterform logo below .75 in. For any materials below that size, use the thumbprint mark. Do not size the thumbprint mark below .35 in.
