Visual identity: mark, app icon, wordmark, colour and type. Pace is the mechanism — watching in measured stretches, with a break between them. Fox is the guide who keeps the pace and knows when to move. The brush on the pause bar is where the two meet.
Two upright pause bars, 12 × 44 units on a 64-unit grid, fully rounded, 10 units apart. The left bar keeps its shape to 79% of its height, then its foot sweeps down and to the left into a brush. The swept part carries the second colour. The right bar is never altered.
Construction. Bar width 12, height 44, corner radius 6 (a full pill). Gap 10. The left bar’s edges leave the vertical at y 46.8; the brush tip lands 2.6 units past the left edge and 2.5 below the right bar’s foot. The mark is drawn once and never redrawn — always place the supplied vector.
Two colours, one rule. The bars take the ink colour: Oat on dark grounds, Bark on light. The brush tip is Tomato wherever the ground allows it, and Bark only on the Tomato app tile, where Tomato would vanish.
Optical centre. With the tail on, the pair is placed 1 unit right and 4.5 units up of the true centre of its frame so the mark reads centred.
The icon is the mark on a Tomato tile with a 23% corner radius and 8% padding. Tomato is the colour of the break itself, so the icon is literally the app’s one action. iOS and Android apply their own masks — supply the full-bleed square and let the platform clip.
Below 32 px the brush tip merges with the bar; that is acceptable — the silhouette still reads as a pause with a swept foot. Never thicken or simplify the tail for small sizes.
For stamps, embroidery, favicons and any one-colour reproduction the whole left bar — tail included — is filled in the single ink. The tip colour is dropped, never outlined.
pacefox-mark.svg — the mark alone, Oat bars and Tomato tip, 64-unit viewBox. pacefox-app-icon.svg — the Tomato tile with the Bark-tip mark, ready to rasterise at 1024, 512, 192, 180 and 120 px.
The wordmark is one word in Outfit: Pace in Bold, Fox in Regular, tracked −2%. The weight change marks the two ideas without a space or a colour change. It is always typeset, never redrawn, and never split over two lines.
Mark height is 1.55 × the wordmark’s point size (40 px mark for a 26 px word). The gap between mark and word is 30% of the mark’s height. The wordmark aligns to the vertical centre of the mark, not to the bars’ feet.
For square placements — splash screens, social avatars, store listing headers. Mark 64, word 30, gap 12; everything centred on the mark’s optical centre.
Three colours carry the brand; two more do the quiet work inside the product. Tomato is reserved: it is the break, the mark’s tip, and the one action colour. It is never a background for text-heavy screens and never used decoratively.
Tomato text only on Oat or white, and only at 18 px and above. Never Tomato on Bark for text. Fern is a state colour, not a brand colour: it never appears in the lockup or the icon. Stone never carries a primary action. No gradients, no tints, no transparency on brand colours — the palette is flat by design.
Both typefaces are open-source (SIL Open Font License 1.1) via Google Fonts and may be embedded in the apps. Outfit is geometric — the same compass as the mark. Karla is a grotesque with enough irregularity to keep long schedule lists from feeling clinical.
| Role | Face · weight | Size / line | Use |
|---|---|---|---|
| Display | Outfit 700 | 44 / 44 | Break screen headline, onboarding |
| Title | Outfit 600 | 26 / 30 | Screen titles, section heads |
| Wordmark | Outfit 700 + 400 | any | Pace bold, Fox regular, −2% |
| Body | Karla 400 | 15 / 24 | Explanations, settings copy |
| Label | Karla 600 | 13 / 18 | Buttons, list titles, tabs |
| Caption | Karla 400 | 11 / 16 | Timestamps, helper text |
| Data | IBM Plex Mono 500 | 12 / 16 | Timers, minute counts (tabular) |
Clear space around the mark equals the bar width — one sixth of the mark’s height — on all sides, measured from the brush tip on the left and bottom. Nothing enters this zone: no text, no other marks, no edges.
Mark alone: 24 px on screen, 8 mm in print. Lockup: mark no smaller than 20 px, wordmark no smaller than 13 px. Below these, use the wordmark on its own.