05 / Mapu brand system
Logo system
The current proposed logo for Mapu: a soft disc, two forms rising from it at different rates, and the name set open beneath. Shown here exactly as supplied, in the three versions delivered.
Status
This is the current proposed direction, not a finalised production system. Three SVG files exist — primary, reversed and grayscale. Everything shown on this page uses those files unmodified. Still outstanding: optical corrections at small sizes, a horizontal lockup for wide spaces, a standalone symbol for favicons and avatars, and a fixed minimum size verified in print.
Master logo
The square stacked lockup. Symbol, wordmark and descriptor are one asset and are never separated or re-spaced.
Format
SVG, 1:1 square artwork. Scales without loss to any size.
Composition
Symbol above the wordmark, descriptor locked beneath. Fixed relationship.
Descriptor
FAMILY DEVELOPMENT is part of the artwork. It sets the practical floor for how small the logo can go.
Placement
Always sized by width inside a container that preserves the square ratio; the file is never stretched to fill a rectangle.
Symbol and meaning
How the mark is read. Written to be said out loud in a room, not decoded.
- 01The circleA soft, pale disc behind the form — a horizon, a shared ground, the family the rest of the mark rests on.
- 02Two ascending formsTwo shapes rising from the same base at different weights: the parent and the young person, moving on the same slope but not at the same pace.
- 03The opening between themThe negative space widens as the forms rise. The distance is deliberate: it is the room the system is built to create.
- 04The wordmarkMAPU set wide and light in capitals, with FAMILY DEVELOPMENT locked beneath it. Open letterspacing keeps the name calm rather than assertive.
The reading above is the agreed interpretation for stage one. It is not embedded in the artwork and should be tested with parents and teenagers before it is used publicly.
Versions
Three supplied files. No other colourway may be produced.
Full colour on white, the cool neutral and Light Blue.
Supplied with its own deep-blue plate. Place it as a panel; do not knock the plate out.
Single-process print, scanned documents, engraving.
Backgrounds
Tested on the four grounds the brand actually appears on.
Cool neutral — default
Light Blue surfaces — print and home
Reversed file on Mapu Deep Blue
The reversed file sits as its own panel over a 45% Deep Blue scrim. Never place the primary file directly on an image.
Clear space and minimum size
Clear space equals one quarter of the logo width (x/4) on every side, measured from the edge of the square artwork. Nothing — type, rule, image edge or fold — enters it.
96 px — minimum
64 px — descriptor loses legibility
40 px — do not use
Minimum 96 px on screen and 25 mm in print, set by the descriptor rather than the symbol. A separate symbol-only file is needed for favicons, avatars and anything below this floor — it does not exist yet.
First usage examples
Early applications, shown to test the artwork in context.
Start together
Two people, one agreement. You can change it whenever it stops fitting.
I already have an inviteLogo centred at 112 px, one action, no competing colour.
Family agreement
Our agreement
Evenings
Phones out of bedrooms from 22:30.
Study
Ana decides when. We check in on Sundays.
Parent
Ana
Top left at 80 px, one clear-space unit from both edges.
Mapu
Interim only. The reversed plate stands in until a symbol-only icon is drawn.
Incorrect usage
Do
- Use the supplied SVG file, scaled by width
- Keep x/4 clear space on all four sides of the square artwork
- Switch to the reversed file on any dark or photographic ground
- Use grayscale where colour cannot be reproduced faithfully
Don’t
- Separate the symbol from the wordmark, or re-typeset the name
- Place the logo below 96 px, where the descriptor stops reading
- Knock the plate out of the reversed file or recolour any version
- Set the logo inside an additional badge, circle or drop shadow