Brand system / 2026

A precise identity with one living signal.

The Kroonen identity is a structured field of nodes interrupted by mint: calm, technical, and recognisable at every scale. Use this page as the source of truth.

Primary mark Dark square

Logo system / 01

One idea at three scales.

Lead with the full lockup. Move to the standalone mark when space is constrained, and use the dedicated favicon only at interface-icon sizes.

Dark-background lockup

The primary digital expression.

SVG ↓

Light-background lockup

For white, Cloud, and pale surfaces.

SVG ↓

Mark / compact contexts

Mark / light contexts

Favicon / small digital use

Color / 02

Quiet neutrals. One clear signal.

Mint is an interruption, not a wash. Let Night and Cloud carry the composition; reserve green for the node, actions, links, and focus.

Core palette

Supporting palette

Dark canvas

Pair Night with Cloud type and Signal Mint details. This is the primary brand expression.

Accessible actions

Use dark text on mint-filled controls. The pairing reaches 13.1:1 contrast; white on mint does not.

Light canvas

Use Night for type, Deep Green in the logo, and Action Green for small interactive copy.

Usage / 03

Protect the pattern.

The identity works because its rhythm is consistent. Choose the correct supplied asset instead of rebuilding or adapting it.

Minimum clear space Kroonen mark shown with the required clear space

Keep at least one outer dot diameter clear on every side. Minimum digital sizes: 140 px wide for the lockup, 32 px for the mark.

Keep it consistent

Keep every dot, gap, and wordmark proportion unchanged.
Give the mark clear space equal to at least one outer dot diameter.
Use the dark-background artwork on Night or similarly dark surfaces.
Use the light-background artwork on Cloud, white, or similarly light surfaces.

Avoid alterations

Do not stretch, rotate, crop, outline, or redraw the mark.
Do not recolor individual logo dots or substitute another green inside the artwork.
Do not add shadows, glows, gradients, or effects to the artwork.
Do not place the full-color mark over busy imagery or low-contrast colors.

Monochrome

When color is unavailable.

Use the supplied pure black or pure white mark for one-color printing, engraving, embossing, or constrained partner systems.

Asset library / 04

Approved files, ready to use.

SVG is preferred for websites, print, and any scalable application. Use PNG only when the destination cannot accept vector artwork.

Lockups

Use the complete wordmark whenever horizontal space allows.

Marks

For avatars, product chrome, co-branding, and compact placements.

App icons

Use the purpose-built favicon for very small digital contexts.

Need another format?

For press, partnerships, or production questions, contact the studio.

[email protected]