Brand

The word, lowercase, followed by a full stop. A fact, stated, then nothing more. The stop is the only colour.

Everything on this page may be downloaded and used to refer to Zad. Questions about the mark: info@wolk.com.au.

The mark

Every file is an SVG with outlined letters, so it needs no font and scales to any size. Use the black version on light grounds and the white version on dark grounds. Do not set the wordmark smaller than 24 pixels tall, and leave it the clear space already built into the file.

Wordmark on light grounds. SVG PNG

Wordmark, reverse on dark grounds. SVG PNG

Mark where the word does not fit. SVG Reverse SVG

Tiles for app icons and social avatars. Dark SVG Light SVG PNG 512 Favicon

Lock-up with the descriptive line, for a header, an email footer or a page where the name cannot explain itself. SVG Reverse SVG

A one-colour version, zad-wordmark-mono.svg, inherits the current text colour when inlined. In one colour the stop takes the ink and the mark is simply zad.

Colour

Black, white and one accent. Ember sits in the stop and in small accents such as bullets and counters, and nowhere else. Black, orange and white are WOLK's colours; Zad wears the house palette. Ember is a burnt orange chosen to sit well away from the Amazon Web Services orange, because a dark ground with a bright orange accent reads as theirs.

Ink#000000Dark mode: #ffffff. The word, body text.
Paper#ffffffDark mode: #000000. The ground.
Ember#e0873fThe stop, and only the stop.
Ember ink#b8551aDark mode: #e0873f. Link text; passes contrast on white.
Muted#5c6873Dark mode: #96a2ad. Secondary text.
Line#d9dde2Dark mode: #2a2f34. Rules and borders.
Surface#f6f7f8Dark mode: #0f1113. Panels.

Never colour the letters ember.
Never add a second accent colour.
Never set the mark on a blue or blue-black ground.
Never redraw the mark or set it in live type; use the files.

Type

Two typefaces, both variable, both under the SIL Open Font License. Space Grotesk carries the wordmark and headings. DM Sans carries text and interface labels. This page self-hosts them to show them; the rest of zad.com.au sets system fonts so it loads nothing but its own files.

Articles people are already looking for.

From facts you can stand behind.

Nothing goes out without a person saying yes.

Space Grotesk, weight 300 to 700. Shown at 700, 500 and 300. Designed by Florian Karsten.

Zad watches what your customers are reacting to right now, writes your brand's own take from your own facts and stories, checks every line, and once you have said yes, posts it to your chosen channels and watches what happens.

Every number is checked against where it came from. Every claim carries its source.

Approve, or send it back with a line on what to change. That takes two minutes.

DM Sans, weight 100 to 1000 with an optical size axis from 9 to 40. Shown at 400, 700 and 300. Designed by Colophon Foundry.

Files

Two files carry the whole system for another project: a stylesheet with the tokens and font declarations, and the same values as JSON for tools that read settings. Link to them here or copy the folder and keep its layout.

File	What it is
zad.css	Custom properties for the palette in light and dark, `@font-face` for both typefaces, and two classes: `.zad-display` and `.zad-text`.
brand.json	Colours, type, wordmark construction and the file list as JSON.
README.md	The pack guide in plain text: files, colour, type, construction, how to use the pack elsewhere.
SpaceGrotesk-var.woff2 · ttf	Space Grotesk variable font. Licence.
DMSans-var.woff2 · ttf	DM Sans variable font. Licence.

The wordmark is built from Space Grotesk Bold at -0.04 em tracking. The stop is a circle 22/128 em across, its lower edge 6/128 em above the baseline, set 1.2/128 em after the d. The files are generated from those numbers and copied here unchanged.