Logo
The CX mark is handwritten — not as style, as intent. The system is disciplined; the mark stays human.
Primary lockup
PRIMARYDefault application: white mark on ink. This is the "always right" choice for dark backgrounds.
Clear space
Keep a generous exclusion zone around the mark. Rule of thumb: no text or objects within a distance equal to the height of the "C" stroke.
- Give it air. Let the black do the work.
- Place on a solid field when the background is busy.
- Use one accent as signal, not palette.
- Don’t crowd it with type.
- Don’t place over noisy imagery without a field.
- Don’t turn it into a pattern wallpaper.
Minimum size
Use the thin mark for large-scale, cinematic negative space. If the mark must be tiny (social icon / favicon-like), consider a thicker variant or give it its own field.
- On dark backgrounds: thin is preferred when there’s space.
- For small placements: choose the most legible variant, then increase clear space.
Never
- Add drop shadows, glows, bevels, blur, or outlines.
- Stretch, skew, rotate, or warp the mark.
- Use low-contrast placement (gray-on-black). This brand is high contrast.
Variants
Variants are valid — as long as they remain hand-made and expressive — but they’re not the default.
Event reinterpretations
The mark may be re-drawn for event-specific moments (still handwritten) as long as it remains recognizably “CX” and preserves the ritual of the hand.