Brand guidelines
One mark, used properly
Everything below is generated from a single master file. The site renders the identity from the same geometry these downloads are cut from, so nothing on this page can drift out of step with what ships.
The mark
A dial, two hands at ten past ten, and a sweep arc leaving the case. Built from one radius, so it rebuilds at any size.
Geometry
- Disc radius
R, struck from the artboard centre. - Arc centreline at
1.31R, stroke0.23R, running 12 to 3 o'clock with round caps. - Hands at
0.17R, minute to 2 o'clock, hour just shy of 10 - the pose a watch is always photographed in. - Pivot dot
0.14R.
Clear space
Minimum clear space on every side is 0.25R. The supplied artboard already contains it, so the rule in practice is simple: place the file as supplied and never crop inside its bounds.
Minimum size
The mark holds down to 16px. Below 24px use the mark alone - the wordmark closes up and stops being legible before the dial does.
Rendered at true size
16px
32px
48px
64px
128px
Colourways
Five sanctioned versions, and a rule for which ground each one belongs on. Pick a ground below and the sheet will only offer what is cleared for it.
Primary
Light grounds
Inverse
Dark grounds
Mono / Ink
Light grounds
Mono / Ivory
Dark grounds
Mono / Signal
Dark grounds
Horizontal - the working lockup
Stacked - the ceremonial lockup
Palette
Four colours, sampled from the master artwork rather than approximated. Orange carries a job, not a mood.
Matte Black
The ground. Used for almost every surface, and for the disc of the mark.
Signal Orange
Action only. Buttons, links, the hands of the mark. Never a background for body copy, never decoration.
Ember
The sweep arc, and nothing else. It exists to give the mark its second note.
Ivory
The light ground and all reversed type. Warmer than white, which keeps large fields from glaring.
The restraint is the point. Because orange appears nowhere except where the user is meant to act, it never has to compete for attention - a single warm mark on a black page is impossible to miss.
Typography
A geometric sans that shares the wordmark's skeleton, a serif for editorial moments, and a mono reserved for anything a customer might read back to us.
Timeless by Design
Outfit
Headlines, navigation, body
More Than Time
Instrument Serif
Editorial emphasis, set in italic
WL-0114 · 41mm · £12,850
JetBrains Mono
References, specifications, prices, telephone
Eyebrow / label style
Currently in the vault
Uppercase, mono, 0.24em tracking. Borrowed straight from the packaging, where every label is set this way.
Application
How the identity behaves once it leaves the screen.
Use the lockup files in /brand for every printed or physical application, so the wordmark always reads Wristly.
Misuse
The mark survives most things. These are the ones it does not.
Full colour on black
Single colour where print demands it
Never stretch or squash
Never rotate the mark
- Do not recolour the hands or the arc outside the sanctioned colourways.
- Do not add a drop shadow, outline, gradient or bevel to the mark.
- Do not place the full-colour mark on a mid-tone photograph - use a mono colourway.
- Do not rebuild the wordmark in a substitute typeface. Use the supplied file.
- Do not crop inside the supplied artboard.
- Do not set the wordmark below 24px - drop to the mark alone.