TJ DESIGN — BRAND ASSETS
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tjdesign.co.nz/brand   ·   contact@tjdesign.co.nz
Updated September 2026

Free to use for anyone working with us — printers, sign writers, suppliers,
directories and press. No permission needed.

PICK BY BACKGROUND
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tj-design-logo-horizontal        Dark backgrounds. The default.
tj-design-logo-horizontal-light  White / off-white. Print on paper.
tj-design-logo-horizontal-dark   Has its own black panel — works anywhere.
tj-design-profile                Square avatar: Google, Facebook, LinkedIn.
tj-design-facebook-cover         Facebook cover photo.
favicon.svg                      Browser tab icon, the two bars alone.
og-image.png                     Preview card when a link is shared.

Use SVG wherever it is accepted — it stays sharp at any size. PNG is the
fallback for software that will not take SVG.

COLOUR
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Ink        #080808   The background.
Bone       #f0ede6   Primary type and the logo's tall bar.
Lime       #c8ff00   The accent. ONE thing at a time. Never body text.
Bar grey   #2e2e2e   The logo's back bar and hairlines. Decorative only.
Grey       #7a7a7a   Small uppercase labels.
Paper      #f5f2ec   Light sections, with #0a0a0a type.

HARD RULE: never put lime type on paper. It measures 1.06:1 — effectively
invisible, and it fails accessibility badly. On light backgrounds lime can be
a block of colour behind dark type, never the type itself.

TYPE
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'Helvetica Neue', Helvetica, Arial, sans-serif. No webfont to install.
  900  Headlines and the wordmark, tight tracking (about -0.03em)
  400  Body, line-height around 1.7
  700  Small labels, uppercase, wide tracking 0.16-0.2em
  300  Logo subtitle, uppercase, very wide tracking

CLEAR SPACE AND SIZE
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Clear space on all sides = the height of the tall (bone) bar.
Minimum width  120 px on screen, 30 mm in print.
Minimum square mark 48 px.

DON'T
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Recolour it (including all-white or all-black yourself).
Stretch, squash, rotate or skew it.
Add shadows, outlines, glows or gradients.
Rebuild the wordmark in a different font.
Move the bars or separate them from the type.
Put the transparent version on a light background.

OUR NAME
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Correct:  TJ Design      Not:  TJDesign, tj design, T.J. Design
Location: Kapiti Coast, New Zealand - written Kapiti with a macron on the a
Website:  tjdesign.co.nz

Need a format that is not here - EPS, PDF, one-colour, embroidery? Just ask.
