The Trace brand
Looking for a Trace logo, font, image, or any other brand asset? You’ve come to the right place.
- Logo Guidelines
Logo Overview
This is the Trace logo. The open spacing and lowercase letter forms speak to our friendliness and direct nature. More often than not, the logo should be featured on branded materials. This is the preferred expression of our brand and should be used whenever possible.
Logo Clearspace
Clear space is the minimum area around the logo, isolating it from text and supporting graphics. In most cases, it is recommended to give your logo more room, to ensure legibility and maximum impact. Our clear space is equal to half the height of the logo.
Logo Sizing
Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in application. The minimum height of the Trace logo is 0.25 inches in print and 18px when used in digital environments.
- Typography
Brand Typeface
The Trace Identity uses 1 typeface in a total of 4 weights. Atak is a nuanced grotesk font with subtle roundness that ties nicely to the Trace brand. We primarily use the Light weight, as it provides a technical and intelligent tone.
Scaling
Shown opposite are examples of type sizing. Note that Atak Light is always used at larger scales, while Atak Medium and semibold are only used at smaller scales. Do not use more than three type sizes per layout. Avoid using multiple sizes and weights within a single line or section of copy to reduce clutter and confusion.
Alternate Font
Inter should be used as an alternate to our brand typeface for use in Google Workspace, or by members of the team that do not have access to the brand font family. Inter can be found and downloaded at fonts.google.com for free.
