Three approved forms: the standalone F icon for avatars, favicons and anywhere too tight for type, the stacked primary lockup, and the secondary lockup for site headers and email signatures. Use a lockup wherever there is room; let the icon stand alone only when there is not. HoverTap any logo to download it.
Icon, Arugula
Icon, Cream
Primary lockup, Arugula
Primary lockup, Cream
Secondary lockup, Arugula
Secondary lockup, Cream
02 | Color
Five colors. One calm room.
Arugula is the brand. Down Pour carries labels, links, and quiet structure. Bee is the only color that asks for a click, so it stays on buttons and highlights. Porcelain Mist and Coral Island are supporting fields, never the lead. Cream is the page itself, the warm off-white everything else sits on. ClickTap any swatch to copy its HEX.
Arugula
Primary
#42603C
RGB 66, 96, 60
CMYK 56, 0, 38, 62
Down Pour
Supporting
#43718B
RGB 67, 113, 139
CMYK 52, 19, 0, 45
Bee
Warm accent
#F1BA55
RGB 241, 186, 85
CMYK 0, 23, 65, 5
Porcelain Mist
Light neutral
#D8DCE4
RGB 216, 220, 228
CMYK 5, 4, 0, 11
Coral Island
Soft accent
#CE9382
RGB 206, 147, 130
CMYK 0, 29, 37, 19
Cream
Page field
#F8F2E7
RGB 248, 242, 231
CMYK 0, 2, 7, 3
Text colors: the palette above covers brand surfaces. Type runs on two neutrals that live outside it, the same two the website uses: body copy is a deep blue-grey, #25323A, never pure black, and secondary copy steps back to #586167. Pure white, #FFFFFF, is reserved for cards and panels that need to lift off the Cream page.
03 | Typography
Two typefaces. Four jobs.
Abril Display carries the name and the headlines; its italic handles short, human phrases. Inter does everything functional underneath: body copy, labels, navigation, and buttons. Nothing else is needed.
Primary display
Abril Display, Regular
Licensed Adobe typeface
Use for: headlines, names, and major statements. Never for long paragraphs.
Editorial accent
Abril Display, Italic
Licensed Adobe typeface
Use for: short phrases, pull quotes, and the emotional half of a headline.
Functional typeface
Inter Regular · SemiBold
Inter, Regular & SemiBold
Open source · embedded in this guide
Use for: clear structure in body copy, navigation, captions, and clinical information.
Display
Abril Display Regular
Headlines, names, major statements
Emphasis
Abril Display Italic
Short phrases, pull quotes, emotional detail
Body
Inter Regular
Paragraphs and long-form information
Utility
Inter SemiBold
Labels, navigation, calls to action
About the specimens above:Freudian and Slipcovers are drawn from the logo file itself, so what you see is the exact letterform, every curve and every join, not a rendering of an installed font. Abril Display is a licensed Adobe typeface, which means it cannot be embedded in a file meant to be shared: to set new type in it you need Abril active through Adobe Fonts. Inter is open source and is embedded in this guide, so it renders correctly for anyone who opens the page. The logo files are never affected either way, because the lettering in every lockup is already converted to outlines.
04 | In Use
How it looks in the real world.
Real placements built from the approved files, so the identity holds together everywhere it shows up: the website, social channels, print, and everything after that.
Simple rules to keep the Freudian Slipcovers mark sharp and consistent everywhere it shows up.
Do this
Use the approved lockups only
Keep clear space around the mark, at least the width of the F
Reverse to Cream on Arugula backgrounds
Use the secondary lockup in site headers and signatures
Save Bee for buttons and things worth clicking
Let the icon stand alone for avatars and favicons
Not this
Stretch, rotate, or distort the mark
Place the Arugula logo on dark or busy fields
Recolor outside the approved palette
Add shadows, gradients, or outlines
Retype the wordmark in a substitute serif
Rebuild or redraw the F icon
06 | Files
Everything you need, ready to use.
Each asset is previewed below. Grab any logo as a PNG (for web and quick use) or an SVG (vector, scales infinitely). HoverTap a format to download it, or take the whole bundle in one go.
Note: Abril Display is a licensed Adobe typeface. Font files are not redistributed as part of this asset package. License it through Adobe Fonts for your own use. Inter is open source under the SIL Open Font License.
