Brand Printed clean
Hardpan is the compacted layer below the topsoil: the ground a cultivator breaks. The brand borrows from old price lists and tool catalogues: heavy frames, double rules, banners, a sharp wedge serif and several colours without shame. The structure is old; the printing is new. No worn edges, no yellowing, no starbursts.
Logo
Eight versions, each as SVG, PNG and PDF. Six of them below, each on the ground it is made for.
HARDPAN_Logo_Primary_Black
On Manila
HARDPAN_Logo_Plate_FullColour
Full colour, on Manila
HARDPAN_Logo_Primary_Creme
On Enamel Blue
HARDPAN_Logo_Compact_Black
On white, no descriptor
HARDPAN_Symbol_FullColour
The H plate
HARDPAN_Wordmark_Creme
On Oxide Red
- Clear space
- The height of the rule × 3 on all sides.
- Minimum size
- Primary lockup 45 mm wide. Compact (no subtitle) 22 mm. Symbol 8 mm.
- Use
- The rule is always exactly as wide as the wordmark. The mustard drop shadow belongs to large headlines on light paper; it is not part of the logo.
Colour
Six colours, each with its job. Contrast is measured against Manila.
Black
#171310
RGB 23 19 16
Text and lines. 15.2:1 on Manila
Oxide Red
#A32A21
RGB 163 42 33
Text and panels. 6.03:1
Enamel Blue
#1B4A6B
RGB 27 74 107
Banners. 7.84:1
Mustard
#D8A128
RGB 216 161 40
Panels and the rule on the plate. Never text (1.94:1)
Manila
#F2EAD9
RGB 242 234 217
Paper
Creme
#F7F1E4
RGB 247 241 228
Text cut out of coloured fields
Type
Charis SIL
Wordmark and headlines (Bold)
SIL Open Font License
Alegreya Sans
Running text, 400, 500, 700
SIL Open Font License
Liberation Sans Narrow
Labels, table heads, article numbers, dimensions (Bold)
Liberation Fonts 1.07 (GPL with font exception)
Charis SIL carries Bitstream Charter’s letterforms under an open licence. No monospace anywhere.
Voice
- Hardware-store plain: what it is, what it fits, what it weighs.
- The load-bearing caveat stays in, stated once: what is not included and what the machine must have.
- Written as HARDPAN. HARDPAN is a brand of Lionparts LLP; never add ® or “registered trademark”.
Icon
The H plate: Creme H on black with the Mustard rule. Used for the favicon, the app icons and the social avatar.