SS-GALLERY · Minimalist Luxury

01

The direction

What this identity claims, and where it stops working.

This direction treats sport photography the way a jeweller treats a display case: almost nothing on the surface, and everything in the quality of the object. The mark is a high-contrast Didone monogram — hairlines against heavy stems — set with the kind of letter-spacing that only works when there is room to spare.

Restrained
Precise
Timeless
Quiet

Tone of voice

Short sentences. Full stops, not exclamation marks.
Name the discipline, the venue and the date. Let those carry the weight.
Never “amazing”, “epic”, “insane”. The images make the claim.
First person singular when it is one photographer. Never “we” for a team of one.

Use this direction for

Equestrian, sailing, golf, tennis, alpine
Private clubs and member events
Luxury sponsor activations
Print sales, framed editions, portfolio books

Do not use it for

Youth leagues and grassroots tournaments
High-tempo social content with heavy captions
Anything needing a loud, legible-at-40-metres mark

02

The logo

Four arrangements of one mark. Everything else is a variation of these.

Primary lockup, on the brand surface. This is the default.

Primary lockup, on paper. Identical geometry, inverted values.

Horizontal lockup — for wide, shallow spaces: headers, signatures, banners.

Monogram — avatars, favicons, watermarks, embroidery, stamps.

03

Construction & clear space

The geometry the mark is built on, and the space it needs to hold.

Construction grid. The module is X/2, where X is a quarter of the monogram height. Every terminal, gap and rule lands on this grid.

Clear space. X on every side, measured from the outermost point of the mark — not from the edge of an export file.

Measurement	Definition	Value in this mark
X	Monogram height ÷ 4	58.1 units at the drawn size
Clear space	X on all four sides	25% of mark height
Monogram ratio	Width : height	1.24 : 1
Optical centre	Vertical placement in a square	52% from the top, not 50%

Nothing enters the clear-space box: no type, no rule, no image edge, no other logo. When the mark sits in a corner, the box defines the margin.

04

Versions

One file per situation. Pick by surface and by reproduction method.

Full colour · darkDefault. Brand surface or photography.

Full colour · lightPaper, white UI, light photography.

One colour · whiteSingle-ink print, embroidery, etching, video overlay.

One colour · blackFax-grade reproduction, newsprint, stamps, legal documents.

Monogram · darkAvatar, favicon, watermark, badge.

Monogram · one colourFoil, deboss, laser, single-needle embroidery.

05

Minimum sizes

The point where each asset stops reproducing, and what replaces it.

Primary lockup

260 px — comfortable

170 px — minimum digital

120 px — below minimum, descriptor must be dropped

Monogram

96 px

48 px

32 px — minimum

Asset	Minimum digital	Minimum print	Below that
Primary lockup	170 px wide	32 mm wide	Use the horizontal lockup
Horizontal lockup	200 px wide	40 mm wide	Use the monogram
Monogram	32 px	10 mm	Nothing. Do not go smaller.
Embroidery	—	30 mm	Single-colour monogram only

06

Backgrounds

Approved surfaces, and the contrast floor every placement must clear.

Brand surfaceyes

Paperyes

Brand colourwhite only

Pure blackwhite only

Over photography: place the mark only where the underlying image is even in tone. If it is not, add a scrim rather than moving to a second colour.

Contrast floor

Every placement must clear 4.5:1. Measured in this system:

Ink on brand surface	17.1 : 1
Ink on paper	17.1 : 1
White on brand colour	6.0 : 1

The descriptor line is the first thing to fail. When it does, drop it rather than enlarging it.

07

Misuse

Eight things that will happen if this page is not read.

Do not stretchScale proportionally. Hold Shift.

Do not squashVertical distortion breaks the stroke contrast.

Do not rotateThe lockup sits on the horizontal. Always.

Do not recolourOnly the palette on the colour page is approved.

Do not add effectsNo shadows, bevels, glows or gradients on the mark.

Do not redrawNever hollow it, thicken it or thin it. Use the supplied file.

SPONSOR

Do not crowdRespect the clear space. Nothing enters the box.

Do not drop contrastMinimum 4.5:1 against its background.

08

Colour

Five colours, fixed values, and the proportion they hold across a campaign.

Onyx Primary surface. Every hero frame starts here.

HEX: #0E100F
RGB: 14, 16, 15
CMYK: 12, 0, 6, 94
Pantone: Black 6 C

Ivory Primary ink on dark. Never pure white.

HEX: #F4F2ED
RGB: 244, 242, 237
CMYK: 0, 1, 3, 4
Pantone: 11-0602 TCX

Sage Forest The brand colour. Rules, descriptors, the second S.

HEX: #4C6B4F
RGB: 76, 107, 79
CMYK: 29, 0, 26, 58
Pantone: 5535 C

Stone Secondary text, captions, metadata.

HEX: #8C8C84
RGB: 140, 140, 132
CMYK: 0, 0, 6, 45
Pantone: Warm Gray 8 C

Champagne Print-only accent: foil, edge paint, invitations.

HEX: #C8B79A
RGB: 200, 183, 154
CMYK: 0, 8, 23, 22
Pantone: 4535 C

Proportion

Hold these ratios across a full campaign, not inside a single frame.

Onyx 45%
Ivory 25%
Sage Forest 18%
Stone 8%
Champagne 4%

CMYK values are an uncoated-stock starting point converted from RGB without an ICC profile, and the Pantone entries are nearest visual matches — approve both against a printed proof before any production run.

09

Typography

Two families, both open-licensed, with the scale that ties them together.

Display

Aa

Bodoni Moda

Variable Didone, optical size 11 for sturdier hairlines at small sizes.

SIL Open Font Licence 1.1 — free for commercial use, embeddable in apps and documents, redistributable with the licence file.

Text

Aa

Jost

Geometric sans. Light and Regular only — never Bold in this direction.

SIL Open Font Licence 1.1 — free for commercial use, embeddable in apps and documents, redistributable with the licence file.

Type scale

Role	Family	Size / line	Tracking	Case
Display	Bodoni Moda	72 / 76 px	−0.01em	Sentence
Heading 1	Bodoni Moda	44 / 50 px	0	Sentence
Heading 2	Jost	26 / 34 px	0.02em	Sentence
Standing label	Jost	12 / 16 px	0.28em	Uppercase
Body	Jost	16 / 27 px	0	Sentence
Caption	Jost	13 / 20 px	0.01em	Sentence

Frame the moment

SPORTS EVENT PHOTOGRAPHY

Two hundred frames from the second half, culled to eleven, graded overnight and delivered before the morning briefing. The archive holds every match since the club's first season, catalogued by fixture, minute and shirt number.

Baku · 14 March · 1/2000s at f/2.8, 400 mm

10

Photography

The look the mark was designed to sit on.

Grade	Low saturation, lifted blacks, warm highlights. Green channel pulled toward sage.
Framing	Single subject, generous negative space, horizon or rail as the only strong line.
Moment	The pause, not the peak. Between events rather than mid-action.
Crop	3:2 and 4:5 only. No square unless the platform forces it.

Watermark

Bottom-right, monogram only, Ivory at 40% opacity, clear space respected.

A watermark is a signature, not a security device. If an image genuinely must be protected, deliver it at a lower resolution instead.

The tiles above are grading targets, not photographs — match real frames to these tonal ranges before they enter the brand library.

11

Applications

The mark in the places it will actually be used.

Social avatarMonogram only, centred optically at 52% from the top. 1024 × 1024 px master.

Business card, face85 × 55 mm. Lockup at 40 mm, clear space held on all sides.

Studio

hello@ss-gallery.com

ss-gallery.com

Business card, reverseContact set in the text face, monogram bottom-right at 10 mm.

Delivered frameWatermark placement on a client gallery image. One placement only — never repeated across the frame.

Backdrop / accreditation wallMark repeated on a grid of 4X, staggered by half a step on alternate rows.

12

Asset index

Everything in this folder, and what each file is for.

Vector — `logo/`

Outlined paths, no font dependency. Use these for print, signage, cutting, embroidery digitising and anything that will be scaled.

Raster — `export/`

Ready-made sizes for platforms that will not take SVG.

The typefaces sit in the fonts/ folder alongside this one, each with its SIL Open Font Licence. Send that folder to any collaborator who needs to set type in the brand.