Thanks for dropping by!

Here you’ll find the must-haves that make up our lovely world – colours, fonts, layouts, you name it. We want to help you create the best work you can, so all we ask is that you follow our toolkit that we’ve put together below when using these assets.

If you're missing anything or have a burning question? Let us know via email!

See you on the other side!!

WORDMARK & LOGO

The Short Supply logo takes inspiration from it’s former logo of a brick. We’ve thrown this out and started afresh; hence the smash shape.

Wherever possible, the primary logo should be used. If space or layout doesn’t allow this then the secondary logo can be used. The tertiary logo is to be used when the logo needs to be at a very small scale such as a website favicon.

Primary Logo

Secondary Logo

Tertiary Logo

Clear Spacing

Please make note of proper clear space and minimum size requirements.

Partners & Sponsors

We’ll default to the Primary Wordmark in partnership link ups - unless space is restricted then we'll use the Secondary Logo.

For spacing, keep the distance at two Heavyweight O's between the Short Supply wordmark and the plus sign, then between the plus sign and the partnership logo.

Things to avoid

There’s a few things that you can’t do with the logo. Whilst we want whoever uses this tool kit to have some creative freedom, there’s just some things you don’t do. If you want to use it differently, check this with us!

Don’t stretch the logo out of shape.

Don’t make the logo all one colour. The smash must be a different colour to the type.

Don’t change the opacity/transparency.

Scaling up or down of the logo must be uniform.

Scaling up or down of the logo must be uniform.

Don’t cover up the logo with other design assets- try and keep it clear.

Don’t change the composition of the logo.

Don’t make the logo too small. Think- can I comfortably read this? Ideally you want the primary logo to be a minimum of 2cm wide for print.

Don’t place the logo on a background that results in losing visibility. Make sure there’s enough contrast between the background and logo colours .You can change the colour of the smash and type if needed.

COLOUR PALETTE

Ideally, primary colours should be used heavily, whilst secondary colours offer variation or ‘highlight’ colours. Alternatively, collaborators can use whatever colours fit best with their existing work.

Hex: dbd9bf

R:219 G:217 B:191

C:17 M:11 Y:29 K:0

Pantone: 7527C

Hex: f2f2eb

R:242 G:242 B:235

C:6 M:4 Y:10 K:0

Pantone: 663C

Hex: 2e302e

R:46 G:48 B:46

C:70 M:58 Y:59 K:68

Pantone: 412C

Hex: f7b017

R:247 G:176 B:23

C:1 M:35 Y:92 K:0

Pantone: 1235C

Hex: eb5c33

R:235 G:92 B:51

C:0 M:75 Y:83 K:0

Pantone: 2026C

Hex: 5473b5

R:84 G:115 B:181

C:73 M:53 Y:1 K:0

Pantone: 4150C

Hex: 66549c

R:102 G:84 B:156

C:71 M:72 Y:4 K:0

Pantone: 2096C

Hex: f296b5

R:242 G:150 B:181

C:0 M:53 Y:9 K:0

Pantone: 1905C

TYPEFACE

The typefaces used for Short Supply are Champion Gothic and Recoleta in the selected weights shown opposite.

 

Champion Gothic is a bolder typeface, and is to be used for headlines or titles.

When possible, use upper-case when using Champion Gothic Heavyweight. Featherweight can be used in upper-case or title-case.

Recoleta offers a more subtle and gentler alternative, and is to be used for less important information or large amounts of body copy text. This works well for smaller text. Use title case for Recoleta

Champion Gothic Heavyweight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Champion Gothic Heavyweight

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Recoleta Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Recoleta Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Recoleta Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Here's an example of our typeface in use:

WE READ THIS TITLE

THEN PROBABLY THIS HEADLINE

And then we read all this lovely jubbly body copy text.

By using type carefully we can control what people read first.

This depends on the size, colour, and weight of the typeface.

NOTES FROM LEGAL

The “Short Supply” Wordmark and the "Smash" Logo (together, the “Short Supply Marks”) are Copyrighted by Short Supply, UK. 

We ask that you:

  • Use the Short Supply Brand fairly. You are always allowed to use the Short Supply Marks to inform people that you are a Short Supply supporter and that you have permission to promote Short Supply collaborations.

  • Always follow these Brand Guidelines when using the Short Supply Marks.

  • Always spell the Short Supply Marks properly.

We do not allow the following uses:

  • Incorporating the Short Supply Marks or a confusingly similar mark into the name of your brand, organization, event, or trademark - without Directors permission.

  • Using any trademarks, trade dress or logos that are confusingly similar to the Short Supply Marks.

  • Altering, distorting or modifying the Short Supply Marks in violation of our Brand Guidelines, including adding other terms to the Short Supply Marks to create new words.

  • Using the Short Supply Marks in a manner that is in Short Supply's sole opinion misleading, unfair, defamatory, infringing, libelous, disparaging, tarnishing, obscene or otherwise objectionable to Short Supply.