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Brand

Logo use

The mark wears the seed's colour, so it only has contrast on neutral grounds. On colour, a photo or the aura, switch to the white or ink knockout. The eyes never change; only the fill does.

Choose the mark by its background

Do: Neutral dark → the full-colour mark.
Do: Neutral light → the full-colour mark.
Do: Any colour, photo or aura → the white knockout.
Do: A pale colour where white is too faint → ink.

Do

ECH
Do: White lockup on a saturated brand ground.
ECH
Do: Full-colour lockup on neutral dark.
Do: The white knockout stays legible on busy grain.

Don’t

Don’t: Don’t put the colour mark on colour — it vanishes.
Don’t: Don’t leave it full-colour on a busy ground.
Don’t: Don’t recolour the mark to another hue.
Don’t: Don’t stretch or distort it.
Don’t: Don’t rotate the mark.
Don’t: Don’t add shadows, glows or outlines.

Rules

  • Neutral grounds onlyFull colour lives on neutral dark or light. On colour, a photo or the aura: white — ink on pale colours.
  • The eyes are the markNever recolour or remove them. In mono they knock out so they stay legible.
  • Size and spaceKeep 0.5·H of clear space. Below 24px use the Micro tier — solid, no eyes.
  • One canonical EchoNever rotate, stretch, add effects, or redraw the mark.