One bought · one given · every time
The system, in public.
Rendered from the components the site ships, so this page can’t drift from the product. Take the files if you need them.
The 1:1 mark
Two bars of identical length and weight, stacked — which is also an equals sign. Two snacks, one bought and one given; equal, because the give matches the purchase exactly.
- Grid
- 18 × 4 on 24, pill ends
- Minimum
- 12px
- Clear space
- One bar height
The wordmark
Fraunces at display optical size, tracked and optically kerned, then flattened to outlines — because a logo has to be one fixed shape. As live text it changed width whenever the webfont was slow.
The masthead
One bought · one given · every time
The wordmark between paired rules. It closes every page and heads the ledger. The line beneath states the rule the company runs on — never a record of something that hasn’t happened.
On pine
The second bar changes ink with the ground it sits on. On light it is Muted Oat; on dark, Oat Dim. Using the wrong one drops it to 1.3:1 and a one-for-one mark shows one bar.
Grounds
| Pine#17342A | The dominant brand field. Nav, hero, footer, the capture band. | — | |
| Pine Deep#0F241D | The second dark ground. 1.21:1 against Pine — too weak to carry a boundary on its own, so it always ships with a hairline. | — | |
| Oat#E9E1CE | Paper. The default page ground. | — | |
| Ledger#F2ECDD | Raised surfaces on Oat. 1.10:1 — it is elevation, never a boundary. | — |
Inks
| Ink#241C15 | Body text. | 12.88:1 on Oat | |
| Muted Oat#5C5240 | Secondary text on light grounds. | 5.89:1 on Oat | |
| Amber Ink#7E520F | Amber as text. Links and emphasis on light grounds. | 5.20:1 on Oat | |
| Clay Ink#9E4630 | Notices and cautions as text. | 4.78:1 on Oat |
Every ratio is computed against its named ground. Amber and Oat Dim are absent here on purpose: at 1.72:1 and 1.29:1 on Oat they are decorative on light grounds and must never carry text.
Signals
| Amber#E0A22B | The signal. Primary buttons, the mark's first bar, highlights. Used sparingly. | 6.00:1 on Pine | |
| Oat Dim#D3C7AC | Rules and borders on light. The mark's second bar on dark. | 8.03:1 on Pine | |
| Clay#B5533A | Alert grounds only. As text it must be Clay Ink. | — |
Type
| FrauncesDisplay | Headlines and the wordmark. A soft, slightly wonky serif — warm and food-forward without the luxury-magazine cliché. The wordmark is set at opsz 144, SOFT 100, WONK 1, weight 700, and shipped as outlines. |
| InterBody | Running text. Chosen to disappear. |
| Space MonoUtility and data | Prices, nutrition figures, the ledger, micro-labels. The mono face is doing real work: it signals auditable wherever the give is quantified. |
Using it
| Keep the two bars identical in length and weight. | Don't make one bigger. Their sameness is the whole argument. |
| Ink the second bar for the ground it sits on. | Don't use Oat Dim on a light ground — it drops to 1.29:1 and the mark shows one bar instead of two. |
| Use the mark at 12px and above. | Don't go smaller. The gap closes and it becomes a smudge. |
| Leave clear space equal to one bar height on all four sides. | Don't let type, rules or an image edge inside it. |
| Use the flat wordmark outlines as supplied. | Don't outline, shadow, gradient, rotate or re-letterspace them. |
| Let the masthead descriptor state the rule — one bought, one given. | Don't put a past-tense claim there. Nothing has been verified yet. |
Files
Where this stands
FEEDER is pre-launch. The identity is built and in use, but the name and the mark are not trademarked, there are no Pantone or CMYK equivalents yet, and nothing here has been through a print proof. The wordmark is set in Fraunces, licensed under the SIL Open Font License.