Brand assets
Download the logo kit
SVG, PNG and favicon files for Canva, slide decks, social profiles, print and merch. Everything is transparent where it should be, sized where it matters.
Primary mark
Favicon package
Multi-resolution .ico plus PNGs for modern browsers, Apple touch icons and PWA manifests.
Phase 1
Brand audit
What the identity was doing before this system, why each item mattered, and what replaced it.
Logo
high- Observed
- The identity ran on a typeset wordmark alone — no symbol, no icon, nothing that survives a 32px avatar or an embroidered hat.
- Why
- A wordmark cannot scale down and cannot stand alone in a feed. Recognition at small sizes is the whole job of a mark.
- Resolved
- The Aisle Arch: an SVG mark family that inherits colour from tokens, with six sanctioned lockups.
Logo system
high- Observed
- A single inline wordmark component was reused for the header, the OG card, the PDF exports and the favicon.
- Why
- One asset stretched across every surface improvises at each one — and improvisation is what makes a brand read as generic.
- Resolved
- Mark, wordmark, horizontal, stacked, app icon and monogram — each with clear-space and minimum-size rules.
Colour
medium- Observed
- Warm Sand core plus six status hues, all declared at the same level of importance in the token file.
- Why
- If every colour carries meaning, no colour carries signal. Premium identities restrict the everyday palette.
- Resolved
- Three tiers — Core, Signal, Domain — so status colours survive but stop competing.
Typography
medium- Observed
- Cormorant Garamond and Karla are the right pairing, but heading sizes were declared per page.
- Why
- An inconsistent scale reads as unfinished even when each page looks fine on its own.
- Resolved
- A locked eight-step scale with paired leading and tracking.
Iconography
medium- Observed
- Lucide icons appeared at mixed sizes and default stroke weights across dashboard and marketing.
- Why
- Mixed stroke weight is the most common tell of an assembled rather than a designed interface.
- Resolved
- One stroke weight, a four-step size ramp, one permanent icon per product area.
Illustration
low- Observed
- Empty states used a tinted Lucide icon inside a rounded square.
- Why
- Correct restraint, but no brand signature — the same block ships in thousands of shadcn apps.
- Resolved
- Structured gallery-preview wireframes plus arch geometry as a quiet watermark. No stock couples, no confetti.
Social
high- Observed
- Posts inherited page colour but shared no fixed frame, corner mark or typographic signature.
- Why
- Recognition without a logo comes from a repeated frame, not a repeated colour.
- Resolved
- One post frame: field, arch corner mark, serif statement, hairline rule, fixed handle footer.
Product UI
medium- Observed
- Radius, elevation and border treatment drifted between marketing pages and the creator dashboard.
- Why
- Creators cross that seam every day; it is felt even when it is not consciously seen.
- Resolved
- One elevation ladder and one radius scale, applied to both.
Phase 2
Brand personality
The fixed positions every piece of copy is written from.
Mission
Give wedding content creators back the hours that admin, transfer and delivery take — without ever taking away their eye.
Vision
The default workspace of the wedding content profession — adopted by creators long before it is expected by venues.
Promise
Every wedding leaves Aisle looking like the couple's best day, delivered before the night ends.
Positioning
For wedding content creators who shoot all day and edit all night, Aisle is the studio that captures, edits, delivers and bills in one place — because it was built for wedding days, not adapted from a photo gallery.
Archetype
The Creator · The Caregiver
Craft offered as steady support. Never the Magician — we do not perform tricks. Never the Hero — the creator is the hero, and the couple is the reason.
Values
The creator owns the work
Aisle drafts, sorts and delivers. The creator decides what ships. We never imply the software has taste.
Speed is the product
Same-night delivery is not a feature list item. It is the reason the category exists.
Premium without precious
Editorial restraint, never ceremony. Fewer choices, quieter surfaces, less decoration.
Built for wedding days
Bad venue wifi, one free hand, twelve hours on feet. Every screen is designed for that day, not for a desk.
Finish, don't dazzle
We are measured by weddings delivered, not features shipped.
Voice
- Creator-to-creator, never vendor-to-buyer.
- Concrete nouns over abstractions: teaser reel, gallery link, invoice — not 'content'.
- Name the timeline. Same night, next morning, 48 hours.
- Couples are 'the couple', never 'clients' in couple-facing copy.
- No AI tells — never delve, unlock, seamless, revolutionize, game-changing.
- Plain English first: what it does, then what it saves.
Tone by context
Wedding content creators do not need another gallery. They need the night to end with the teaser already posted, the couple already delighted, and the invoice already sent. Aisle began from that one night — the one every creator recognises — and it is built the way that night asks for it to be built: fast, warm, quiet, and always handing the final cut back to the creator.
Phase 3
Logo system
The Aisle Arch — a ceremonial arch drawn in one stroke, with the aisle runner rising through it as a gold keystone. Wedding-specific, no rings, no hearts, no camera icons.
Primary mark
Horizontal lockup
Stacked lockup
App icon
Monogram
Wordmark
Light field
Dark field
Monochrome · print · merch
Clear space
Clear space on all four sides equals the height of the gold keystone (roughly 45% of the mark's height). Nothing enters this field — not rules, not text, not container edges.
Minimum sizes
- Digital mark
- 20 px
- Horizontal lockup
- 140 px wide
- Stacked lockup
- 96 px wide
- Favicon / monogram
- 16 px
- Print mark
- 8 mm
- Embroidery
- 22 mm — monochrome mark
Never
- Rotating the arch out of its fixed orientation.
- Adding a drop shadow, glow, bevel or gradient fill.
- Recolouring the keystone to a Signal or Domain colour.
- Placing the ink mark on a dark field — use the reversed mark.
- Re-setting the wordmark in another typeface or spacing it manually.
- Enclosing the horizontal lockup in a circle or badge.
Phase 4
Colour system
Three tiers. Core carries the interface, Signal is reserved for action and state, Domain colours never leave their product area.
Core
Carries 90% of every surface. If a design can be made from these alone, it should be.
Ink #2d2417
--ink / --foreground
Headings, primary buttons, the mark, ink-field sections.
Cream #faf8f5
--cream / --background
Default page field. Warm, never pure white.
Card #ffffff
--card
Raised surfaces against Cream.
Sand #efeae0
--sand / --secondary
Recessed panels, previews, alternating bands.
Rule #e8e1d6
--border
Hairlines only. Never as a fill.
Quiet #7a6f5d
--muted-foreground
Secondary text, captions, metadata.
Signal
Reserved for action and state. Never decorative.
Gold
--accent
One accent per view: the runner in the mark, an underline, a single rule.
Success
--success
Delivered, published, paid.
Warning
--warning
Storage limits, expiring share links.
Failed
--failed
Upload failures and destructive confirmations only.
Uploading
--uploading
In-flight transfer state only.
Live
--live
A gallery currently open to the couple.
Domain
Fixed meanings inside a product area. Never reused outside it.
Delivered
--delivered
Gallery lifecycle states. Never used in marketing.
Founding gold
--gold-ink
Founding-member badges and pricing only.
Academy
--sand-deep
Academy progress and lesson chrome only.
Phase 5
Typography
Cormorant Garamond for statements, Karla for instruction. Both are self-hosted already — the system is the scale, not the fonts.
| Step | Font | Size | Leading | Usage |
|---|---|---|---|---|
| Display | Cormorant Garamond · 400 italic | clamp(2.75rem, 2rem + 3vw, 4.5rem) | 1.02 | Campaign heroes and covers only. |
| H1 | Cormorant Garamond · 400 | clamp(2rem, 1.5rem + 1.8vw, 3rem) | 1.1 | One per page. |
| H2 | Cormorant Garamond · 400 | clamp(1.5rem, 1.2rem + 0.9vw, 2rem) | 1.18 | Section headings. |
| H3 | Karla · 600 | 1.0625rem | 1.35 | Card and subsection titles. |
| Body | Karla · 400 | 1rem | 1.65 | Default reading text. Max 68 characters per line. |
| Small | Karla · 400 | 0.875rem | 1.55 | Dense dashboard surfaces, table cells. |
| Caption | Karla · 500 | 0.75rem | 1.45 | Metadata, timestamps, disclaimers. |
| Eyebrow | Karla · 500 | 0.7rem | 1.3 | Uppercase section labels. Four words maximum. |
- Serif for statements, sans for instruction. A heading that gives an instruction is sans.
- Italic Cormorant is reserved for the wordmark and Display statements — never for body copy.
- Never set body text below 0.875rem, and never below 1rem on marketing pages.
- Measure caps at 68 characters; editorial long-form caps at 74.
- Two weights maximum in any single composition.
- Numerals are tabular in tables, counts and any figure that changes in place.
- Body text meets 4.5:1; large text and UI edges meet 3:1. No exceptions for brand colour.
Phase 6
Iconography
One icon per product area, permanently, at one stroke weight. An icon here is a name, not a decoration.
- Stroke width 1.5 at every size — never Lucide's 2 default.
- Sizes step 14 / 16 / 20 / 24 only.
- Rounded caps and joins.
- Icons carry meaning or are aria-hidden. Never both decorative and labelled.
- One icon per product area, permanently. An icon is a name, not a decoration.
Phase 7
Illustration system
We illustrate the artefact, never the person making it. No stock couples, no clip art, no mascots.
Structure over people
Show the artefact — a gallery grid, a delivery card — not a person making it.
Wireframe truth
Preview blocks use the real proportions of the real output, so they teach while they decorate.
Two tones plus ink
Cream, Sand and Ink, with at most one Signal accent.
Geometry from the mark
Ambient shapes derive from the arch curve at low opacity, never as a focal element.
No stock weddings
No stock couples, no confetti, no ring-on-a-book photography, no mascots.
Sanctioned treatment
Preview blocks mirror the real proportions of the gallery they represent, so an empty state teaches the shape of the result before the creator uploads a single clip.
Phase 8
Social media system
Recognition without a logo comes from a repeated frame. Every asset on every platform uses the same 6% margin, corner mark, hairline rule and footer.
Same-night delivery is now the default.
aisle.studio
Announcement
6.5 hrs
Saved per wedding, median across Aisle creators.
aisle.studio
Statistic
- 1. Cut the teaser before dinner.
- 2. Post while the room is loud.
- 3. Send the gallery at midnight.
aisle.studio
Creator tip
Template library
Invariants
- The frame never changes: 6% margin, hairline rule, mark in a fixed corner.
- One idea per asset. If it needs two, it is two assets.
- Serif for the statement, sans for everything else — on every platform.
- Never place text over a couple's photograph without their written permission.
- The handle sits in the same position on every asset, at Caption size.
Applies identically to Instagram, TikTok, Facebook, LinkedIn, YouTube, Threads, X and Pinterest. Only the crop changes.
Phase 9 & 10
Application and guidelines
The rules that keep every page, modal, empty state, chart and tooltip speaking the same language.
Do
- Give the mark clear space equal to the height of the arch keystone on all four sides.
- Use one accent colour per screen.
- Let sections breathe at the section rhythm rather than filling space.
- State ownership and licensing of couple footage in plain sentences.
- Name the delivery timeline you are promising.
Don't
- Do not recolour, rotate, outline, or add effects to the mark.
- Do not place the mark on a busy photograph or on a Signal colour.
- Do not stretch the lockup or re-typeset the wordmark.
- Do not use Domain colours as general UI accents.
- Do not use stock wedding photography of people who are not Aisle creators or their couples.
- Do not use a venue's, planner's or competitor's logo without written permission.
Phase 11
Deliverables
Every element of this system ships as code, so the manual and the product can never disagree.
Logo family (SVG)
src/components/brand/logo.tsx
Mark, wordmark, horizontal, stacked, app icon, monogram — all token-coloured.
Downloadable kit
public/brand/
SVG, PNG, ICO and social starter files for Canva, decks and print.
Design tokens (CSS)
src/styles.css
Core, Signal and Domain custom properties plus motion easing.
Marketing components
src/components/aisle/
CTA, badge, quote, feature card and share-frame primitives.
Visual standard
/visual-standard
The mandatory ten-asset graphics system every article must satisfy.
Brand manual
/brand
This living manual, rendered from the same tokens the product uses.
Continue with