Brand
What Probably Late looks like, for anyone writing about it or putting it next to their own work. The rules are few and the app itself is the reference.
The wordmark
The name is set in the script face, two words, capital P and L, ivy on paper or paper on ivy. It is never stretched, outlined, or set in another typeface. One logo per layout: the wordmark or the running-man mark, never both.
Colours
- Aged Paper
#EEE9D9 - Ivy Green
#344936 - Night Forest
#06211A - Burnt Tangerine
#E5682E - Oxblood
#56131C - Faded Pool Blue
#A9CBC8
Aged Paper #EEE9D9 | The paper everything sits on; text on dark. |
Ivy Green #344936 | Ink on paper, buttons, the brand surface. |
Night Forest #06211A | Deep ink, dark surfaces. |
Burnt Tangerine #E5682E | Accent, sparingly: the Plus badge, seals. |
Oxblood #56131C | Handwritten headlines. |
Faded Pool Blue #A9CBC8 | Secondary accent, rare tints. |
Those six are the only colours. Tints are the same colours at lower opacity; white and black appear only as shadows and hairlines. Tangerine stays rare so it means something when it appears.
Type
Nothing You Could Do is the handwriting: the wordmark, captions on prints, the clock, serials, a headline now and then. It is a voice, not a body face, so it is never used for a paragraph.
Schibsted Grotesk is everything else: semibold headlines with tight tracking, regular body, and small uppercase labels with wide tracking. On iOS the app renders the same hierarchy with the system font; on the web the real face is loaded.
The polaroid
better late than forgotten
The print is the core object and the only container the brand has: a white frame, a square picture inset, a wide chin with a handwritten line, a slight tilt, a soft shadow. It is the same shape on the wall, in the viewer, on a share card, in a widget and on this site. Screenshots of the app should show prints, not chrome.
Do and don’t
Do
- Set the name in the script face, or write “Probably Late” in your own type.
- Use paper and ivy; add tangerine only as a single accent.
- Show real prints with a handwritten line under them.
- Keep copy lower-case, short and a little wry.
Don’t
- Recolour, outline, rotate or add effects to the wordmark.
- Put the wordmark and the running-man mark together.
- Introduce a seventh colour or a gradient.
- Call it a social network, a feed, or a filter app.
- Imply endorsement or partnership without asking.
Assets
The wordmark, the mark, the app icon and a few prints are available on request for press and partners. Write to info.probablylate@gmail.com and say where they will appear.