The complete identity
Every standard, every rule, every decision that defines wygetarts. Held to an uncompromising measure.
What we believe, why we exist, and the values that govern every decision made under this name.
Origin
wygetarts began with a refusal, the refusal to separate strategy from beauty. Most agencies offer one at the expense of the other. We exist to demonstrate that the two are inseparable, and that the intersection is where the most important work happens.
Mission
Every brief arrives as a challenge: how do we make this impossible to ignore? Not through volume, or novelty, or trend, but through precision. The right thing in the right place with nothing wasted. That is the wygetarts standard.
The discipline to remove. To say nothing when silence is more powerful than words. Restraint is not absence, it is the highest form of control.
The refusal to hedge. A position held completely or not at all. We do not offer options, we offer answers.
Exact intent. Not approximate. Not near-enough. Every detail is engineered, not hoped for. The margin for ambiguity is zero.
Manifesto
The wygetarts Manifesto
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Brand Position
Where wygetarts Stands
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Founding belief
Strategy without beauty is a memo.
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The wordmark is the primary expression of wygetarts identity. It must always appear exactly as defined.
Typeface
Playfair Display Bold Italic. The contrast between thick and thin strokes is central to the brand's character. No substitutions are permitted.
Case
Always entirely lowercase. This is not a stylistic accident, it is a deliberate act of restraint. Never capitalise any letter, including at the start of a sentence.
Exclusion Zone
Minimum clear space equal to the cap-height on all sides. No other graphic element may intrude upon this space.
Minimum Size
Print: 28mm wide. Digital: 160px wide. Below these thresholds, use the single 'w' icon mark only.
Responsive Logo System, Four Stages
Stage 01
Primary
Full wordmark + tagline + credits. Print, billboard, credentials.
Stage 02
Standard
Wordmark only. Website, email, slide decks, digital.
Stage 03
Compact
Abbreviated to 'wy'. Mobile headers, small banners, constrained UI.
Stage 04
Icon
Single 'w' on crimson. App icon, favicon, social avatar, embossed.
Colour Variants
Approved colourways
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Never Do
Logo misuse rules
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Weight & Spacing
Spacing system
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Built around a single point of conviction. One dominant red, two neutrals, and nothing superfluous.
Proportion Rule
Crimson: maximum 15–20% of any composition. White: dominant. Noir: type and structure only. The more a colour appears, the less authority it carries.
Accessibility
White on Crimson: WCAG AA (large text). White on Noir: AAA. Noir on White: AAA. Never compromise legibility for aesthetics.
Three typefaces. Each has a purpose. None is interchangeable with another.
Display
Playfair Display
Bold / Bold Italic
Headlines · Wordmark · Hero Text
Editorial
Cormorant Garamond
Light Italic / Regular
Subheadings · Taglines · Captions
Body
DM Sans
Light / Regular
Body Copy · UI Labels · Navigation
Display
Playfair Display
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Editorial
Cormorant Garamond
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Body
DM Sans
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wygetarts communicates with the quiet authority of a brand that has never needed to raise its voice.
Tone 01
Deliberate
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Tone 02
Precise
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Tone 03
Restrained
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Tone 04
Authoritative
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Do
What we write
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Never
What we avoid
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We write like this
We never write like this
Every image must earn its place. If the image can be removed without losing meaning, it should be removed.
Principle 01
Environment
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Principle 02
Restraint
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Principle 03
Texture
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Permitted
Approved imagery
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Prohibited
What to avoid
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Motion
Animation rules
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Standard Transitions
400–600ms
Ease Out always. Cubic-bezier(0.16, 1, 0.3, 1). No linear transitions in brand contexts.
Staggered Reveals
80–120ms
Per element in a sequence. Never decorative, every motion must serve a function.
Structure is not constraint. It is the invisible architecture that makes restraint possible.
Desktop Grid
12 Columns · 80px Margins
16px gutters. Max content width 1280px at 1440px viewport.
Mobile Grid
4 Columns · 24px Margins
16px gutters. The grid adapts. The brand does not.
Spacing Scale, All measurements multiples of 4
The interface is not separate from the brand. It is one of its most used expressions.
Buttons
No border-radius. Square corners. Four variants.
Navigation
DM Sans 11px Uppercase
Active: crimson underline 1px, 8px below baseline.
Form Fields
1px borders · Crimson focus
Labels: uppercase 9px, 3px tracking. No border-radius.
Cards
No radius · No shadow
Depth through background contrast only.
Accessibility & Contrast
Large text only · 4.51:1 ratio
All sizes · 18.1:1 ratio
All sizes · 18.1:1 ratio
The brand in the world. Physical, digital, environmental. Every surface held to the same standard.
Letterhead System
15 September 2025
The Commissioners
Brand Strategy Review
To whom it may concern,
We believe that a brand is not what a company says it is. It is what remains when everything unnecessary has been removed. wygetarts exists to find that remainder and to make it impossible to ignore.
We do not build campaigns. We build positions. We do not write copy. We write conviction. We do not design logos. We design recognition.
Stationery
Business Card & Envelope
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Merchandise
Brand Gear & Gifts
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Environmental
Signage & Office
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Vehicle
Fleet & Uniform
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Packaging
Gift Box & Print
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Co-Branding
Partnership Rules
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Co-Brand Format
wygetarts left · same size or larger · 1px vertical rule separator
Dark background · all co-brand rules apply equally
Sonic branding, pattern systems, gradients, and iconography, the full vocabulary of wygetarts.
Sound 01
The Sound Mark
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Sound 02
Motion Sequence
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Rule
Into Silence Only
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Pattern 01
Icon Repeat
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Pattern 02
Fine Diagonal
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Icons
Iconography Rules
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Social
Media
The same standards. Compressed into a smaller frame. The brand does not simplify for the algorithm.
Featured Work
Square
1:1 Post
Portrait
Story
4:5 Format
Light Mode
Cream
Editorial
Permitted
Approved colour grounds only. Wordmark at correct sizes. DM Sans captions. Brand-consistent photography. Minimal copy, one idea per post.
Prohibited
No filters altering brand colours. No stock imagery. No decorative emoji. No off-brand gradients. No distortion of the wordmark at any size.