#c42731Primary. All marks. Never tinted below 90%.
Brand guide · v3 · launch edition
A numeric mark, drawn with flow.
The 22uk mark (v3) is pure custom geometry — two elegant numerals drawn with smooth Bézier curves, paired across a deco diamond ligature. The earlier hard-slab primitives are retired. This revision is warmer, more flowing, and designed to carry a date: 22 April 2026 — the day the site opened to the public, chosen for commitment to the theme.
Launched 22 · 04 · 2026 · xxii · iv · mmxxvi ·
Palette
#1a1713Body text, wordmarks where red would vibrate.
#faf7f2Field. The paper. Always slightly warm, never paper-white.
#4a4038Meta, italics, rules between sections.
#9a251fPrint-only shade for mug wraps & leather deboss.
#e9dfcdBackground dot grid (22×22, 8% opacity).
Typography
Display
Georgia Black (fallback: Times New Roman, serif)
Wordmarks, page titles. Set at heavy weight, tight letter-spacing. Never italic.
Body
Georgia (serif) · 1.05rem · 1.6 line-height
Long-form. Measure capped at 44rem. Hyphens disabled.
Mono / meta
ui-monospace, ‘SF Mono’, Menlo, Consolas
Eyebrows, captions, file sizes, dates. All-caps + 0.14em tracking.
22Twenty-two at a time.
Rules
- DOUse post-box red (#c42731) for the mark. Alone. On cream or white.
- DOLeave clearspace of at least 0.5× the digit-width on every side.
- DOUse the roundel when you have a fixed round surface (pin, magnet, app tile).
- DON’TRecolour the mark. It is red or it is nothing.
- DON’TAdd interior filigree, shadows, or gradients to the glyph.
- DON’TUse at less than 18 mm print or 64 px screen width.
Downloads
Logotype (paired 22)
Primary mark. Use on posters, mugs, larger stickers. Single ink.
Full lockup (22uk)
Use where the audience doesn't already know the URL. Header cards, bags, t-shirts with room.
Roundel (magnet/pin)
Button pins, enamel badges, tote centrepieces, fridge magnets. 25mm–75mm.
Merch applications
| Item | Size | Mark | Notes |
|---|---|---|---|
| Button pin | 25mm / 32mm / 58mm | Roundel | Use dark red backing; at 25mm reads as a paired '22' dot. |
| Sticker (cut-to-mark) | 50mm / 75mm / 100mm | Logotype or Roundel | Matte vinyl. Dies cut to glyph outline for logotype. |
| Fridge magnet | 60mm round | Roundel | Same artwork as pin; magnetic backing. |
| T-shirt (front-left chest) | 8cm wide | Lockup | Single-colour screen print. Works on cream, charcoal, red. |
| T-shirt (large back) | 30cm wide | Logotype + 22 grid bg | Logotype centred, 22×22 dot grid behind at 40% opacity. |
| Tote bag | 28cm wide | Lockup | Two colours: logo in ink, descriptor line in accent red. |
| Mug | wrap | Roundel + URL | Roundel on one side, '22uk.uk' wordmark opposite. |
| Bumper sticker | 220mm × 55mm | Custom banner | 'TWENTY-TWO AT A TIME' knockout on red. |
Specs
- Primary red
- #d4423a
- Ink (body text)
- #1a1713
- Cream (paper)
- #faf7f2
- Clearspace
- 0.5× digit-width on every side
- Min print size
- 20mm wide (logotype); 18mm (roundel)
- Min screen size
- 64px wide; 48px (roundel)
- File formats
- SVG (master), PDF (print), PNG @ 2048px for merch partners
License
The 22uk logotype, roundel, and lockup are released under CC BY-NC-ND 4.0. Personal, non-commercial merch is welcome; commercial print runs require a note to us first so we can approve and (probably) cheer you on.