01 | Logo
One joint,
drawn once.
The mark is a through dovetail seen from above: two boards, one joint, the joint that is on every piece he builds. Three forms, in that order of preference: the two color mark wherever there is room for color, the reversed mark on Ink, and the one color mark for a stamp, an engraving, or anything printed in a single ink. Use a lockup wherever there is room for type. HoverTap any logo to download it.
The two rules the lockup is built on: the mark is exactly as tall as the two lines of type together, from the top of the W to the foot of CUSTOM FURNITURE, and CUSTOM FURNITURE is tracked out until its ink is exactly as wide as the name above it. Both hold at any size in the supplied files. If the name or the size ever changes, the tracking has to be solved again rather than guessed. The mark holds down to 20px, which is a favicon; the full lockup wants 140px of width before the second line starts to close up.
02 | Color
Six colors,
sampled off the wood.
Every color here was taken out of a photograph of the cherry dresser rather than picked on screen, which is why a page never fights the furniture sitting on it. Ink and Paper do almost all the work. Cherry carries labels, links and small marks; Shellac is its counterpart reversed out of Ink. Neither is ever a large field. ClickTap any swatch to copy its HEX.
Ink
Primary
#2A1B12
RGB 42, 27, 18
CMYK 0, 36, 57, 84
Cherry
Accent
#9C4F24
RGB 156, 79, 36
CMYK 0, 49, 77, 39
Shellac
Accent on dark
#C87A43
RGB 200, 122, 67
CMYK 0, 39, 66, 22
Paper
The page
#F4F0E9
RGB 244, 240, 233
CMYK 0, 2, 5, 4
Wall
Section field
#E9E3D9
RGB 233, 227, 217
CMYK 0, 3, 7, 9
Muted
Secondary text
#6B5B4C
RGB 107, 91, 76
CMYK 0, 15, 29, 58
One more, and it is not a brand color: hairlines and dividers use #DCD2C3, a single step darker than Wall. It exists so a rule can be seen without being read as a line of type. Cherry darkens as it ages, so the palette is deliberately warmer than the wood looks on delivery day: in ten years the furniture will have moved toward it.
03 | Typography
Two typefaces.
Four jobs.
Instrument Serif carries the name and the headlines. Geist does everything functional underneath: body copy, labels, navigation, buttons, and CUSTOM FURNITURE itself. Both are open licensed and embedded in this guide, so a printer or a developer can set new type without buying anything.
Primary display
W. J. Lawrence
Instrument Serif, Regular
Open source · embedded in this guide
Use for: the name, headlines, and the number on a drawer stamp. Never for body copy.
Functional typeface
Geist Regular · Medium
Geist, Regular & Medium
Open source · embedded in this guide
Use for: body copy, labels, buttons, captions, and forms.
Display
Instrument Serif Regular
The name, headlines, drawer numbers
Body
Geist Regular
Paragraphs and long-form information
Utility
Geist Medium
Labels, navigation, calls to action
Second line
Geist Regular, tracked
CUSTOM FURNITURE, to the width of the name above it
About the supplied files: the wordmark in every lockup is already converted to outlines, so the SVGs open correctly on a machine with neither font installed. Nothing you are handed depends on a font being active.
04 | In Use
How it looks
in the real world.
Real placements built from the files in this guide: the avatar, the website, a card, and the stamp that goes in the bottom of a drawer.
![Mark]()
No. 152Maker’s mark
Drawer stamp
05 | Guidelines
A few rules
worth keeping.
Simple rules to keep the W. J. Lawrence mark sharp and consistent everywhere it shows up.
Do this
- Use the supplied lockups only
- Keep clear space of one mark height on every side
- Reverse to Paper and Shellac on Ink
- Let the mark stand alone for avatars, favicons and stamps
- Keep CUSTOM FURNITURE the width of the name above it
- Let the photographs carry the color
Not this
- Stretch, rotate, outline or add effects to the mark
- Put the two color mark on a dark ground
- Re-letter the wordmark in another serif
- Fill large areas with Cherry or Shellac
- Crowd the lockup against a photograph edge
- Redraw the joint, or change the number of tails
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.
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Brand Identity Guide
Brand Identity Guide · PDF
A clean, print-ready PDF of this full guide for vendors, printers, and partners. Downloads instantly.
Download all assets
One ZIP, organized into PNG and SVG folders: all three marks, both lockups, both wordmarks, the profile asset, and the color palette.
Download ZIP
Share this guide
Opens an email draft. Attach the downloaded HTML or PDF of this guide so the recipient gets the full interactive version.
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Note: Instrument Serif and Geist are both open source and are embedded in this guide, so it renders correctly for anyone who opens it. The lettering in every supplied lockup is converted to outlines, so the files do not depend on either font being installed.