SS-GALLERY · Unique Concept · Brand Guidelines

01

The direction

What this identity claims, and where it stops working.

Two outlined S held inside viewfinder corners. The corners are not decoration — they are the system: detached from the letters they become a crop mark, a highlight frame, a UI selection state, a video overlay. It is the only one of the four directions where the brand can appear without the letters and still be recognised.

Inventive
Modular
Technical
Playful

Tone of voice

Process-open. Show the settings, the crop, the frame you did not pick.
Direct and conversational, without slang that dates.
Technical detail is a feature: focal length, shutter, body.
Ask questions in captions. Invite the reply.

Use this direction for

Digital-first delivery: web galleries, apps, client portals
Behind-the-scenes and process content
Mixed sport and event work under one roof
Younger audiences and platform-native formats

Do not use it for

Formal print for conservative institutions
Contexts where the corners collide with an existing frame or border
Embroidery below 30 mm — the outline strokes close up

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	63.0 units at the drawn size
Clear space	X on all four sides	25% of mark height
Monogram ratio	Width : height	1.16 : 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	16.1 : 1
Ink on paper	16.1 : 1
White on brand colour	4.6 : 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.

Charcoal Primary surface, cooler than a true black.

HEX: #15171A
RGB: 21, 23, 26
CMYK: 19, 12, 0, 90
Pantone: 426 C

Ivory The front S and the frame. Primary ink.

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

Viewfinder Green The brand colour. The rear S.

HEX: #4F8055
RGB: 79, 128, 85
CMYK: 38, 0, 34, 50
Pantone: 5545 C

Slate Grid lines, secondary UI, disabled states.

HEX: #5C6660
RGB: 92, 102, 96
CMYK: 10, 0, 6, 60
Pantone: 444 C

Frame White Viewfinder corners at small sizes only.

HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
Pantone: White

Proportion

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

Charcoal 38%
Ivory 26%
Viewfinder Green 20%
Slate 10%
Frame White 6%

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

Jost

Geometric sans, Regular 400, converted to outline strokes for the mark.

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

Text

Aa

Space Grotesk

Technical companion for data, EXIF, timestamps and interface labels.

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	Jost	72 / 76 px	−0.01em	Sentence
Heading 1	Jost	44 / 50 px	0	Sentence
Heading 2	Space Grotesk	26 / 34 px	0.02em	Sentence
Standing label	Space Grotesk	12 / 16 px	0.28em	Uppercase
Body	Space Grotesk	16 / 27 px	0	Sentence
Caption	Space Grotesk	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	Clean and neutral. True blacks, accurate skin, one green accent in frame.
Framing	Frame-within-frame. Use doorways, rails, screens and the corners themselves.
Moment	The setup and the aftermath as often as the action.
Crop	Any ratio, but always show the crop marks when the crop is the point.

Watermark

Viewfinder corners at the image edge, Ivory at 50%. Letters optional.

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.