grow trust,
one pocket at a time.
An identity is built like a house. There is a fixed structure that never moves: three primitives, nine forms, one grid, one wordmark, one palette. This guide sets that structure down.
On top of it sits a dimmer. The same structure can be shown solid and black and white, or full colour, or layered over photography. Every setting stays on the same grid.
Use this guide as the floor. Anything made for a festival, a funder or a partner starts here. Items marked proposal are new and still need sign-off.
Primitives
The system rests on three primitives: circle, triangle, square. Each of the nine steps is built by cutting, rotating, or combining them. Transformation carries the meaning. Decoration does not.
Cut into halves and quarters.
Mirrored and rotated.
Whole, turned, or carved away.
Marks Grow only. It sits outside the three primitives, since Grow is the step where the language exceeds itself.
The nine steps
One form per step of the festival journey. The forms always keep this order.
Read across, then down
The mark is the nine steps in reading order. Each row of the grid is one phase of three steps.
Step names end with a full stop
Listen. Gather. Align. The full stop makes each step a complete act. Set them in Medium.
A form stands for its step
Use a single form on its own to mark a step in a programme, a slide or a signpost.
The mark
Nine forms on a 3 × 3 grid. It exists in two fixed versions.
One cell is x
Every measurement in the identity is a multiple of x: the size of one cell of the mark. Half-cells (0.5x) are the smallest step.
Forms meet edge to edge
Arcs have a radius of 0.5x or 1x and are centred on cell corners or edge midpoints. No gaps between cells, no overlaps.
Clear space: 0.5x proposal
Keep half a cell free on all sides, shown in red. This follows the 0.5x margins already used on the posters.
Minimum size proposal
Colour mark 24 mm / 96 px wide. Below that, use the solid mark, down to 10 mm / 40 px.
Wordmark and lockups
Lowercase, Helvetica Neue Bold. “trust” is set at twice the size of “festival of”.
Always lowercase
“festival of trust” is never capitalised inside the wordmark. In running text, write Festival of Trust.
Ink, white, or nothing
The wordmark is ink #191818 or white. It does not take a palette colour.
Use the artwork
Never retype the wordmark. Spacing and the 1:2 size step are drawn, not typed.
Colour
Each of the nine forms carries its own colour in the mark. Seven colours, on cream or white, with ink for words.
Ground for the colour identity
Wordmark, text, solid mark
Calm ground, reversed type
RGB 251 180 168
Listen · Grow
RGB 251 172 15
Align · Connect
RGB 251 47 74
Harvest
RGB 109 86 135
Invite
RGB 78 76 159
Host
RGB 52 142 172
Gather · tagline
RGB 12 123 75
Design · dates
Colour names are working names proposal. Hex values are taken from the identity artwork. CMYK and Pantone references still need to be set with the printer.
The spectrum and its blends
The seven colours form one warm-to-cool spectrum. A blend only runs between neighbours, and only on a flat field or a photograph, never inside one of the nine forms.
Typography
One family: Helvetica Neue. Hierarchy comes from weight and size, never from a second typeface.
Bold · 1 : 2 · leading 0.86
Bold + Light · Lagoon on cream
one pocket at a time.
Bold · tight · sentence case
and the picture is not that grim.
Medium · full stop · three lines per x
Gather.
Align.
Regular or Light · 9–11 pt in print
Somewhere, a promise gets kept between two relatives. A neighbour shows up without being asked. A stranger returns a wallet, cash still inside. Trust still quietly holds.
Bold · caps for place · DD.MM.YYYY
On screens where Helvetica Neue is not installed, the fallback is Helvetica, then Arial proposal.
Grid
The grid is derived from the nine steps: nine cells, three rows of three, one row per phase.
Build the page from x
Margins are 0.5x. Columns are 1x. The steps column sits 0.5x away from the mark. On this format: 0.5 · 1 · 1 · 1 · 0.5 · 1 · 0.5 across, 0.5 · 1 · 1 · 1 · 1 · 1 · 0.5 down.
Intuition proposes, the grid returns order
Size and position can follow intuition while creating, but always fall back into the grid's structure. Every composition still answers to the same underlying structure.
Three lines per cell
Step lists are set so three steps fill one cell. That keeps text and forms on the same rhythm.
The dimmer
One structure, five settings. Turn it down for calm and authority, up for festival energy. The grid, forms and wordmark never change.
The identity is architecture, not decoration. The dimmer decides how much of it you light up: from solid black and white to full colour layered over life.
| Setting | Ground | Colour | Forms | Wordmark | Use it for |
|---|---|---|---|---|---|
| 1 Solid | White | Ink only | Whole mark, strict grid | Ink, standard | Partner logo walls, letters, certificates, stamps |
| 2 Quiet | Cream or white | Ink, one accent for text | Whole mark, strict grid | Ink, standard | Funder decks, reports, organisational festivals, email |
| 3 Full | Cream | Full palette, each form its own colour | Whole mark, strict grid | Ink, standard | Book cover, website, standard posters, merchandise |
| 4 Free | Cream | Full palette | Forms separate, rescale, stay on 0.5x | Ink, may grow large | Campaign posters, social, festival dressing |
| 5 Layered | Photography | White forms, one in colour | Free, overlapping the image | White, may step | Event posters, book spreads, festival screens |
The five settings and their names are a first proposal proposal, read from the posters, book and logo sheets in the identity file.
At every setting, never
In use
The book, the Playbook and the posters, sorted by dimmer setting. Made from the same nine forms and the same grid.
The cover runs at Full. Inside, a single marigold star sits on white, then the mark breaks open in white over a photograph. One object turns the dimmer from calm to wild, page by page.
The 150-page playbook for hosts is the identity at its wildest. Forms overlap and turn translucent, each phase opens on a full field of colour, step numbers run off the page in the form's colour. Underneath, the same nine forms on the same grid.
2 Quiet
3 Full
4 Free
5 Layered
Generator
Make a form of your own in the logo's grammar: a connected cluster, one anchor, a trailing tail.
Slide from the nine grid towards breakout. Click a tile to open and edit it, tick to pick, then export as SVG. Saved forms stay in this browser.