Brand Identity
Guidelines
Launch Industries LLC · Seattle, WA
Four shapes, four colors,
one square.
Launch Industries is a Seattle-based small-business consulting social enterprise. The mark is a 2×2 quadrant of stylized shapes — yellow, red, green, teal, each fixed to its position. The wordmark is heavy black sans with one deliberate detail: the tittle on the lowercase i in Industries is red. That single colored dot is load-bearing brand DNA.
Logo usage
Minimum clear space: the height of the lowercase n on every side of the mark.
Minimum sizes: Wordmark at 120 px / 1.25 in · Icon at 24 px / 0.25 in
- Use only the provided logo files
- Maintain original proportions at all times
- Respect minimum clear space on every side
- Use the reversed version on dark surfaces
- Apply the icon-only version for small contexts
- Recolor the wordmark or icon
- Stretch, skew, or distort in any direction
- Add drop shadows, glows, or outlines
- Use on busy backgrounds without sufficient contrast
- Redraw or recreate from memory
Five hues, one rule
Never use all four brand colors together outside the logo. Pick one or two per surface, plus ink and paper.
#FBF9F4
#F4EFE4
White for product UI. Warm paper (#FBF9F4) for marketing. Ink for one full-bleed dark moment per page.
PP Formula, plus the supporting hands
Extrabold for headlines. Regular for body. Narrow Semibold for eyebrows and labels.
Hero headlines and posters. Black weight only. Uppercase. Never use at body size.
The canonical "together" lockup only. One word per surface. Never for body copy or navigation.
Google Docs, Slides, forms — anywhere PP Formula can't go. Free via Google Fonts.
| Style | Face | Size | Weight |
|---|---|---|---|
| Display | PP Formula Compressed | 80–112px | 900 |
| H1 | PP Formula | 64px | 800 |
| H2 | PP Formula | 48px | 800 |
| H3 | PP Formula | 28px | 800 |
| Eyebrow | PP Formula Narrow | 13px | 600, +0.12em, UPPERCASE |
| Lede | PP Formula | 20px | 300 |
| Body | PP Formula | 16px | 400 |
| Caption | PP Formula | 12px | 500 |
The details that carry the brand
The tittle on the i in Industries. Two acceptable placements only: replacing a dot over a lowercase i, or as the period ending one declarative headline per page.
Never use as a bullet, separator, or decorative accent.
Always above the text it introduces. Always Signal Red. Use it wherever you'd reach for a horizontal rule — never beneath text or as a divider between unrelated sections.
Each shape is fixed to its color and position within the 2×2 grid. Never redistribute, recolor, or use the shapes independently of their assigned color.
Plainspoken. Confident.
One wink.
- Sentence case for all headlines and body copy
- "You" first — speak to the reader, not at them
- Oxford comma, always
- Numerals in headlines (7, not seven)
- One exclamation point per page max
- Short sentences. Strong verbs. No hedging.
- One piece of warmth or wit per piece
- "Empowering," "world-class," "next-gen," "synergy"
- Question headlines (Answer the question instead)
- Emoji in polished, client-facing copy
- Stacked adjectives (great, innovative, award-winning…)
- Passive voice as a default
- Jargon the reader would have to Google
- More than one bold or italic emphasis per paragraph