Brand
Identity
The year, as a mark
Twelve dashes, one per month, one per M. The ring is the year. Everything here can be downloaded and used as is.
The mark
Wordmarks
One rule produces every product name: MILLION DOLLAR in ink, the following word in gold.
Colours
Ink
#12100E
RGB 18 16 14
Text on paper, and the dark ground
Paper
#FBFAF8
RGB 251 250 248
Light ground
Gold
#CFA05A
RGB 207 160 90
Display only: the one dash, the following word, numbers
Light ink
#F5F2EC
RGB 245 242 236
Text on the dark ground
Muted
#6B6459
RGB 107 100 89
Secondary text on paper
Muted, dark
#9A9184
RGB 154 145 132
Secondary text on ink
Rule
#E6E1D8
RGB 230 225 216
Lines and borders on paper
Rule, dark
#2A2622
RGB 42 38 34
Lines and borders on ink
Typefaces
Wordmark and headlines
Jost, free on Google Fonts
Million Dollar Year
Running text
Instrument Sans, free on Google Fonts
Fewer, better clients. Profit counted by the year.
Labels and anything in a column
IBM Plex Mono, free on Google Fonts
PERIOD 01 · SIMPLIFY
Headline numbers
Atkinson Hyperlegible Mono, free on Google Fonts
$22.6M+ 300+ 8
Rules
- 01Twelve dashes at exact 30 degree intervals, one gold and longer. Never re-weight it, drop dashes or redraw it.
- 02MILLION DOLLAR stays in ink. Only the following word is gold. Always uppercase, letterspaced 0.18em, weight 400.
- 03Gold on paper measures 2.28:1, so on light grounds it is display only, never body text or the only carrier of meaning.
- 04Gold on ink measures 7.98:1 and passes. When gold must carry weight, set ink on a gold ground.
- 05No em dashes, anywhere. Use commas, colons and periods.