The Halcyon logo is made up of the logomark and the wordmark. The Halcyon logomark represents the sun, its warmth, and the levels of protection that Halcyon provides.
The Halcyon wordmark is designed to be ageless, intelligent, and nostalgic. Never use the wordmark without the logomark, although at small sizes, you can use the logomark alone.
Maintaining proper proportions is essential to displaying the Halcyon brand properly.
As a quick reference, Halcyon’s letter “h” can be used as a guide to determining a “safe zone” around the full logo. When using only the logomark, maintain a margin of 50% of its width on all sides.
The horizontal logo should be considered the default wherever Halcyon’s brand is represented.When needed, use the vertical logo, or the logomark alone.
Careful use of the different Halcyon logo options helps present the brand in the strongest form possible.
Pay close attention to how much contrast the logo has against different colored backgrounds.
What to stay away from when using our logo.
Our primary color palette stems from the warm emotions that radiate from sunsets.
These colors are used to provide warmth, cohesion, and joy throughout all brand communications.
Our secondary palette pulls uses the cool tones that underlie a warm sunset. The secondary colors give vibrancy and variety to the brand, and should be applied sparingly to accent select parts of your piece.
They should be used to support our primary color palette so only use minimally in brand communications.
Our greyscale palette pulls from the cool tones of nature that provide balance to a warm sunset. Greys can be used for illustrations or patterns that require tone-on-tone pairings and product designs that require variations of tone and opacity.
Our greyscale can also be used for backgrounds, borders, and shadows to emphasize certain areas or set them apart.
Our color palette incorporates special use of linear and freeform mesh gradients. These gradients are inspired by the overall desire to demonstrate warmth, nostalgia, and portray a melting sunset.
Cabinet Grotesk and Morion have been carefully chosen to balance professionalism and visual interest.
Cabinet is the most used, as it is highly legible and works well at all sizes, but is still a bit unique.
Morion is an unique geometric serif typeface that combines sharp details and smooth curves, giving it a contemporary, digital tone. Use it with care, as it may be difficult to read at smaller sizes. Morion Semibold is the preferred weight.
It is important to consistently use these specific type pairings. Following these allows for clarity, consistency and strong hierarchy across all brand communications.
Understanding typography in terms of a hierarchical system can help with clear, consistent communication across the brand. Here are a few examples of how headline, subhead and body copy might interact.