The Scale Thesis mark.
A T that folds into an S: the top bar is the thesis, the ribbon underneath is the scale. One idea turning over into momentum. This page covers the logo, colours and usage rules, and links to the full asset pack.
Emblem and wordmark.
Use the horizontal lockup by default: site header, email signature, decks, documents. Use the stacked version where the space is square: event signage, merch, a cover page.
The mark on its own.
Once people know the brand, the emblem can stand alone: avatars, favicons, social posts, slide footers. Keep the gradient version wherever colour is available.
Built to survive 16 pixels.
Rounded-square icons for LinkedIn, app stores and browser tabs. The pack includes favicon.ico, favicon.svg, apple-touch-icon and Android icons.
Give it room.
Keep clear space of at least x on every side, where x is the height of the emblem's top bar. Below 24px, drop the wordmark and use the emblem alone.
Electric to signal blue.
The emblem runs a single gradient. The website keeps a lighter highlighter blue for buttons and highlights, which sits at the cyan end of the same range.
Geist, upright into italic.
"Scale" is Geist Bold, "Thesis" is Geist Bold Italic, both tracked in slightly. The logo files have the letters converted to outlines, so they render identically everywhere.
Do and don't.
- Use the colour lockup on white, ivory or deep navy
- Use the mono white version on photos, video or brand-blue backgrounds
- Use the mono ink version for single-colour print and embossing
- Scale proportionally from the SVG or PDF masters
- Stretch, rotate, outline or add shadows and glows
- Recolour the gradient or reverse its direction
- Retype the wordmark in another font, or set both words upright
- Place the colour emblem on mid-blue or busy backgrounds