Brand

Download Reasonable Company brand assets and learn more about its design.

Reasonable Company is a design and creative practice. Its brand is built to reflect its values. All of the marks are designed to work in a variety of circumstances, sizes, and colors. Everything was designed internally by our lone and thus most-qualified employee.

Here, find details about its two brand marks: a durable, flexible birdmark and a clear, legible wordmark.

Birdmark

The primary company logomark is called the birdmark. It's built on a single shape (a quarter-circle, or sector) of 4 different sizes comprising a shape that resembles a small, abstract bird on a circle background.

The Reasonable Company birdmark. Download the birdmark as ↓ svg or ↓ png.

Birdmark Variants

The birdmark is designed to be flexible and adapt to different uses.

Floating Birdmark

The birdmark can sometimes be used without its contrasting circle background, this called the floating birdmark.

The Reasonable Company floating birdmark, without the solid circle background.

Pixel Birdmark

There is also a pixely version of the birdmark, this is called the pixel birdmark.

The Reasonable Company pixel birdmark, a pixely version built entirely from squares.

Floating Pixel Birdmark

The pixel birdmark can also be used without its contrasting circle background, this called the floating pixel birdmark.

The Reasonable Company floating pixel birdmark, a pixely version built entirely from squares, without the solid circle background.

Wordmark

The primary company wordmark is set in iA Writer Quattro. The wordmark is always capitalized and can be used, as below, independently and without the birdmark.

The Reasonable Company wordmark.

Typography

The Reasonable Company wordmark is set in a modified version of iA Writer Quattro, a lovely, free font from the folks at iA. The iA typeface is based on IBM's equally lovely and equally free Plex.

The typeface is not-quite-monospaced, which allows it to feel predictable and consistent while providing more legible character spacing for narrower and wider letterforms.

The wordmark uses, essentially, stock iA Writer Quattro with some tighter kerning. The letterforms are unmodified with two exceptions: the b character ascender and the p character descender, which both now use the same quarter-circle sector shape that that comprises the Reasonable Company birdmark.

The Reasonable Company wordmark using color to highlight the letterform detail on the b and p characters.

The sector shapes are added in service of two goals. First, the slopes soften these two letterforms, giving the monospace type a more humanist feel. Second, the sector shape provides some design consistency with the birdmark.

Birdword

When used together, the two marks are called the birdword or the birdmark wordmark (this is often described by professionals as a horizontal lockup, but that doesn't even rhyme).

The birdmark wordmark can contain other variants of the birdmark, particularly the birdmark-float (without the dark background circle) depending on need.

The Reasonable Company birdword (or birdmark wordmark, the horizontal lockup).

Birdword Variants

The Reasonable Company birdword (or birdmark wordmark) using floating birdmark variant.

The Reasonable Company birdword (or birdmark wordmark) using floating pixel birdmark variant.

Color

The brand was designed to look its best with simple, accessible colors.

For general use, the birdmark and wordmark are both Reasonable Black when used on light backgrounds and white when used on dark backgrounds.

The birdmark can, alternatively, be set in Reasonable Violet.

Reasonable Black

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Reasonable Violet

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