The Brand Kit
Every mark below was redrawn as vector from the printed card — the globe in its laurel, the wordmark with its gold 2, the five stars. Nothing here is a traced screenshot, which is why it stays sharp at sixteen pixels.
The marks
Right-click any mark to save it, or use the download link. All are SVG; the icon also ships as PNG for platforms that still insist.
How to use them
Write the name with a space
“Born Between 2 Generals”, never “2Generals”. The printed logo compresses it; running text never should.
Give the mark air
Clear space on every side equal to the height of the wreath's topmost leaf. The wreath is the silhouette — crowding it turns the globe into a blob.
Below 48px, drop the wreath
Use globe-plain.svg or the navy icon.svg. The leaves stop resolving and start looking like noise.
Never recolour the gold
The foil gradient is the mark. A flat gold fill reads as cheap; a silver or red one reads as a different company. On dark backgrounds the same gradient still works — that is what it was built for.
Never regenerate a logo with an image model
They garble letterforms and invent leaves. Every mark here is deterministic vector output from scripts/gen-brand.mjs — change the script, re-run it, and every mark updates together.
The voices
- Display
- CINZEL — the monumental caps of the wordmark
- Lede
- Cormorant Garamond — the editorial sentence
- Body
- Inter — everything a person reads at length
- Data
- IBM Plex Mono — numbers, hosts, code
All four are self-hosted here as latin-subset woff2 — 380 kB for the set, no third-party request, no font blocked by a privacy extension.
On both fields
The same mark, on the two backgrounds it will actually meet.
The mono wordmark takes its colour from the page — when it is inlined. wordmark-mono.svg is drawn in currentColor, so one file covers gold on navy, ink on parchment and white on red with no variants to keep in sync. It only works inlined: an <img> is its own document and inherits nothing from the page around it. The gold wordmark above is inlined; use wordmark.svg when you need a linked image.