Brand resources. Logos, colours and icons.
Writing about RootWright LMS, or listing it on your site? Use these versions of the logo, the colour codes and the icons. Each one comes as a PNG and as an SVG.
Guidelines
Start here: how the mark is built, the lockups, colours, type, backgrounds and what not to do, in 13 pages.
Brand guidelines
PDF · 13 pages · 1.8 MB
Brand one-pager
PDF · A4 · 200 KB
Logos
Use the horizontal logo by default, the stacked one where space is square or tall, and the one-colour versions only where printing or the medium limits colour.
Horizontal, on light
The primary logo, for Paper, Cream or white.
Horizontal, on dark
The primary logo for Ink, with the name in Cream.
Stacked, on light
For square or tall spaces.
Stacked, on dark
For square or tall spaces on Ink.
One colour, black
Where only one colour prints. The symbol is cut out of the plate.
One colour, white
One colour on dark grounds.
The mark
The plate, the radical and three books. Use it alone where the name is already present.
Full colour
The default, on light or dark.
Flat
No gradient, for embroidery, spot print and UI fills.
One colour, ink
For one-colour print on light grounds.
Brand colours
Greens, cream and ink. The button under each colour copies its code. CMYK values are direct conversions; check them against your printer’s profile before a print run.
Root gradient
The mark’s plate only, at 135°. Not for large backgrounds.
From #2E9865
To #0D5450
CSS linear-gradient(135deg, #2E9865, #0D5450)
Root Green
Gradient start. Primary brand green.
HEX #2E9865
RGB 46 152 101
CMYK 70 0 34 40
Deep Teal
Gradient end. Dark accents, theme colour.
HEX #0D5450
RGB 13 84 80
CMYK 85 0 5 67
Root Green Flat
Single-colour plate when a gradient can't be used (embroidery, spot print, UI fills).
HEX #1E765B
RGB 30 118 91
CMYK 75 0 23 54
Moss
Links, small accent text on light backgrounds.
HEX #1F6F4A
RGB 31 111 74
CMYK 72 0 33 56
Cream
Mark symbol colour. Light surfaces.
HEX #F6F3EC
RGB 246 243 236
CMYK 0 1 4 4
Paper
Default light background.
HEX #EDE9DF
RGB 237 233 223
CMYK 0 2 6 7
Ink
Primary text. Default dark background.
HEX #14231E
RGB 20 35 30
CMYK 43 0 14 86
Slate
Secondary text on light backgrounds.
HEX #4E5C55
RGB 78 92 85
CMYK 15 0 8 64
Sage
Secondary text on dark backgrounds.
HEX #9FB3A8
RGB 159 179 168
CMYK 11 0 6 30
The palette for your tools:
Icons
Square versions for app stores, plugin directories and browser tabs.
App icon
For app stores and home screens.
Plugin icon
As it appears on WordPress.org.
Favicon
For the browser tab.
Motion
For videos about RootWright LMS: the animated logo to open or close them, a corner watermark, and a lower third for names.
Animated logo, on light
Four and a half seconds, ending on the logo and the tagline. Silent, for intros and outros.
Animated logo, on dark
The same intro on Ink.
Video watermark
For a corner of the frame. Use the white one over footage.
Lower third
A name bar for interviews and demos. The SVGs have live text to edit (install the brand fonts first).
Type
Three typefaces, all free under the SIL Open Font License. The wordmark is Familjen Grotesk: “RootWright” in SemiBold, “LMS” in Regular.
Aa
Familjen GroteskDisplay · SemiBold. Headlines, the wordmark, numbers that need weight.
Using the logo
Use the supplied files and keep the mark as supplied.
- Keep clear space equal to a quarter of the mark’s width on every side.
- Minimum sizes: the mark 16px (6mm), the horizontal logo 120px (30mm), the stacked logo 64px (18mm).
- Place it on Paper, Cream, white or Ink. Not on brand green, and not on loud or busy backgrounds.
- Don’t stretch, rotate, mirror or rearrange it, recolour or outline the plate, add shadows or effects, or retype the wordmark.
Need another format or size? Write to [[email protected]].