The brand.
A carrot is the thing you chase. Everything Carroted makes helps people get to something: a place, an answer, a story. One mark, one colour, one voice for Maps, Data, Flows and Media.
The logo.
Pick the version by the background, never by taste.
Orange carrot, white leaves, on black. Use almost everywhere.
Leaves turn black so they still show.
All white. Never orange on orange.
One stroke. One ratio.
Drawn on a 64-unit square. The body is a 36 × 40 triangle, tip down like a map pin. Every cut is one 3.2 stroke. The stripes are 10 and 10/φ, set 40/φ³ apart. The leaves sit exactly one stroke above the body. The cuts are holes: the ground shows through.
Same carrot. Different cargo.
The body and the leaves are the brand, so they never change. Only the cut-out changes, built from measures the mark already has.
Two stripes, 10 and 10/φ. The master brand.
A pin, tip down like the carrot: head 10 wide, 10 × φ tall, a ring of one stroke.
Three bars, 10/φ², 10/φ and 10: a chart in the logo's own proportions.
A check: one stroke, the same 3.2, set on the stripes' centre line.
Play: the carrot's own triangle turned to point forward.
One orange.
Blaze is used once per view, as the loudest thing, with white text. Everything else is warm black, warm grey and bone.
Blaze
The one brand colour. Logo, primary buttons, highlights. White text on it only at 21px bold or larger.
Launch black
Main background, text on orange.
Graphite
Cards and surfaces on dark.
Bone
Light surfaces and paper.
Blaze deep
Orange text on white, for contrast.
Three typefaces.
- Archivo Expanded Black Italic
- Headlines, product names, buttons and the wordmark. Always capitals.
- Archivo
- Body text and interface. 400 for text, 600 for emphasis.
- Martian Mono
- Labels, eyebrows and data, in capitals with wide tracking.
Do this. Not that.
Do
- Keep the mark upright, always
- Use the file that matches the background
- Leave clear space of one fifth of the mark's height
- Put white text on Blaze, bold and 21px or larger
- Write it as Carroted: one word, capital C only
Don't
- Rotate, stretch, outline or recolour the mark
- Put a photo inside the logo
- Put dark text on Blaze
- Use orange on orange
- Go below 24px on screen
Logo files.
Always use these files. Never retype, trace or adjust the mark.
- All logo files
- Mark for dark backgrounds
- Mark for light backgrounds
- Mark on orange
- Wordmark for dark backgrounds
- Wordmark for light backgrounds
- Wordmark, all white
- Wordmark, all black
- Wordmark, all Blaze
- Logo with mark, dark
- Logo with mark, light
- Carrot pattern, dark
- Carrot pattern, light
- Carrot pattern, on Blaze
- Carrot pattern, HD
- Carrot pattern, square
- Carrot pattern tile
- Animated logo, all files
- Animated mark, infinite loop
- Animated logo, infinite loop
- App icon
- Construction drawing
- Wallpapers
Writing
about us?
Products are Carroted Maps, Carroted Data, Carroted Flows and Carroted Media, always with the brand name first.