TYPOGRAPHIC LOGO + TAGLINE

DESIGN BRIEF

PROJECT OVERVIEW

I am commissioning a purely typographic logo and accompanying tagline treatment for a reading-first website and related digital and print materials.

There should be no icons, symbols, backgrounds, containers, or illustrations. The name itself must carry the full visual weight.

The website is editorial and contemplative in nature. The logo is not intended to function as a marketing device or brand statement in the conventional sense. It needs to sit quietly and comfortably within a text-led environment.

LOGO DIRECTION (PRIMARY MARK)

Logo text: ACIM Reader

The logo should be hand-rendered or hand-drawn in character. It should be calligraphic in nature, but not a script font, and not a novelty or decorative style.

The emphasis is on form, rhythm, and proportion rather than ornament.

The lettering should feel deliberate and carefully made rather than typeset or generated.

Formal qualities I am looking for include variation in stroke weight, elongated vertical movement, considered joins and ligatures, gentle asymmetry where appropriate, and deliberate terminals and endings.

Please avoid geometric precision, modern branding tropes, novelty “vintage” effects, excessive flourishes, or sign-painter and poster-style lettering.

This should feel drawn slowly and intentionally.

TAGLINE TREATMENT (SECONDARY ELEMENT)

Tagline: Teach only love.

The tagline should clearly belong to the same hand or typographic logic as the main logo, but it should be visibly quieter and more restrained.

It should prioritise legibility and calm over expression.

If the logo feels like a formal inscription, the tagline should feel like a sentence.

The tagline should not compete visually with the main wordmark and should not repeat its most expressive gestures.

COLOUR AND VARIATION REQUIREMENTS

No background shapes or containers are required. All logo files should be delivered on a transparent background.

Please provide flat-colour versions only. No gradients, metallic effects, bevels, shadows, textures, or simulated depth.

The following colour variations are required.

Primary charcoal set:
#1F1F1F (near-black charcoal)
#3A3A3A (secondary charcoal)
#6A6A6A (muted charcoal)

These are the default, everyday versions and should feel natural and unobtrusive.

Blue accent version:
#1E3A5F

This should feel calm and restrained rather than bold.

Gold accent version:
#D1B875

This should be treated as a flat structural colour only. No decorative or metallic treatment.

In all cases, the letterforms must stand on their own before colour is applied. Colour should not be used to compensate for weak structure. If a detail only works in one colour, it should be revised.

TECHNICAL REQUIREMENTS

I work in Affinity (Designer / Publisher), not Adobe.

Please supply fully editable vector source files. Affinity native files are preferred, but SVG is also acceptable.

All text should be outlined, with no font dependencies.

Please also provide clean exports in SVG, PDF, and transparent PNG format.

The logo must reproduce cleanly at small digital sizes as well as in print.

CONTEXT

This logo will live primarily on a quiet, text-led website focused on reading and contemplation. It will be seen repeatedly and should not fatigue the eye.

Subtlety, proportion, and balance matter more than boldness or personality.

DESIGNER FIT

I am looking for someone who is comfortable drawing letterforms rather than simply selecting fonts, who understands calligraphy and historical lettering practices, and who is willing to refine curves, spacing, and proportions until the mark feels balanced and intentional.