The Mammoth identity
Brand guidelines.
A clear identity. A consistent impression. The essentials that shape how Mammoth looks, feels and speaks.
01 / Wordmark
Mammoth. Full stop.
Our name is our mark. Keep the full word and its full stop together, with generous space around them.
Give it room. Keep the mark clear of surrounding text, imagery and edges.
Keep it intact. Preserve its proportions, letter spacing and punctuation.
Keep it clear. Use a calm, contrasting background without outlines or effects.
02 / Colour
Grounded in green.
Forest and ink give the identity its depth. Pale surfaces and mint accents bring light and space.
#174C3C#101D17#C2E8D5#F3F7F4#E9F1EC#FFFFFFUse ink on light surfaces and white on forest. Keep small text high in contrast; pale colours work best as backgrounds or accents.
03 / Typography
One voice. Inter.
Inter carries the identity from expressive headlines to practical details. Use size, weight and space to make the hierarchy clear.
Inter / Variable sans serif
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 & @ %
Headlines
Make the complex
feel clear.
Body copy
Write in plain language. Give each idea room to breathe. Lead with what matters, then add the detail people need to understand it.
Use sentence case, a comfortable reading width and a clear contrast between headings and supporting text.
04 / Imagery & voice
Considered in every detail.
Calm compositions. Purposeful objects. Words that make the next step understandable.
Depth, without distraction.
Emerald glass objects express connection, structure and progress. Give each object space and keep backgrounds quiet. London imagery provides a sense of place.
Clear and considered.
Explain the product, the people involved and the next step. Use direct language and precise claims. Keep motion restrained and respect reduced-motion preferences.
Talk to the teamQuestions, answered