Identity
The Frazier & Co. mark.
A geometric F in ink, followed by three ascending bars in blue — the campaign curve the firm is hired to produce. The mark reads at 16px in a browser tab and at billboard scale without redrawing.
Primary lockup — light backgrounds. logo-lockup-light.svg
Reversed lockup — ink, photography, video. logo-lockup-dark.svg
Monogram — solid and outline tiles, 88 / 64 / 40 / 16px. logo-mark-solid.svg, logo-mark.svg, favicon.svg
Palette
White, ink, one blue.
White carries the layout, ink navy carries the words, and a single blue marks the things that matter — numbers, actions and the growth curve in the logo. No second accent colour.
Do
- Keep clear space around the lockup equal to the height of the monogram
- Use the reversed lockup on ink, photography and video
- Use the solid monogram tile for avatars, favicons and app icons
- Keep blue for accents — it should never carry body copy
Don't
- Recolour, rotate or stretch the mark
- Place the reversed lockup on a light or busy image without a scrim
- Set the wordmark below 120px wide — use the monogram instead
- Add effects: drop shadows, outlines, gradients over the type
Type
Fraunces for voice, Inter for clarity.
Headlines are set in Fraunces — a serif with enough character to read as a firm with a history. Everything operational is Inter: interface, tables, dashboards and long copy.
Fraunces 600
Headlines and statistics. Tight tracking (-0.015em to -0.025em), italic reserved for emphasis and the ampersand.
Inter 400 / 500 / 600
The wordmark, body copy, navigation, forms, labels and every number that appears in a report. Uppercase with 0.14em tracking for eyebrows and labels.