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Brand & Press Kit

The Aperture

One mark. Two colours. Nothing in between. Guidelines and source files for using the identity of The Silent Professional correctly.

Download the brand kit ZIP · 1.3 MB · 112 files
The values behind the brand
TSP aperture symbol

01The mark

Six blades, one opening.

The aperture is a hexagon cut by six straight gaps into six blades around a central hexagon. It has exact six-fold symmetry: every blade is the same shape, turned by 60°.

All artwork is generated from one construction, fitted to the original drawing. Never redraw, trace or approximate it. Always use the supplied files.

Outer hexagon
Circumradius R
Central hexagon
Apothem 0.27R
Gap width
0.085R
Micro cut (≤ 24px)
Gap 0.13R
Construction of the TSP aperture: a hexagon of circumradius R cut by six gaps of width 0.085R around a central hexagon of apothem 0.27R.Rg = 0.085Ra = 0.27Rcentre to gap6 × 60° rotational symmetry

02Logo system

Six lockups. Always black or white.

Every lockup exists in a black and a white version. Use black on white and white on black, never on a tint, a gradient or an unmanaged photograph.

  • The Silent Professional
    The Silent Professional

    Primary logo

    Headers, documents and most applications.

    SVG blackSVG white

  • The Silent Professional
    The Silent Professional

    Stacked logo

    Centred compositions: covers, signage, social cards.

    SVG blackSVG white

  • The Silent Professional
    The Silent Professional

    Full logo

    Footers and sign-offs: the monogram over the full name.

    SVG blackSVG white

  • TSP aperture symbol
    TSP aperture symbol

    Aperture symbol

    Avatars, favicons, small spaces and framing.

    SVG blackSVG white

  • TSP
    TSP

    Monogram

    Compact headers and tight horizontal spaces.

    SVG blackSVG white

  • TSP Media
    TSP Media

    TSP Media

    The publishing and broadcast identity.

    SVG blackSVG white

  • The Silent Professional
    The Silent Professional

    Wordmark

    Typographic sign-off where the symbol already appears.

    SVG blackSVG white

03Clear space & size

Give it room.

Keep a margin of at least half the hexagon’s vertical edge (½R) on every side. Nothing enters that space: no text, no edges, no images.

Minimum sizes
Symbol24px · 6mm16px with the micro cut
Primary logo120px · 30mmwide
Stacked logo96px · 24mmwide
Wordmark140px · 35mmwide
Clear space around the horizontal logo equals half the symbol’s vertical edge on every side.½R½R½R½R
16px
24px
32px
48px
64px

04Colour

Black.

HEX
#000000
RGB
0 0 0
CMYK
0 0 0 100

 

HEX
#FFFFFF
RGB
255 255 255
CMYK
0 0 0 0

That is the entire palette. No greys, tints, gradients, transparency or accent colours anywhere, including interface states, charts and email.

05Typography

Two typefaces.

Display · Archivo

Aa

Headlines, labels and the wordmark.

  • Sovereigntywdth 62
  • Sovereigntywdth 78
  • Sovereigntywdth 100
  • Sovereigntywdth 125

Text · Schibsted Grotesk

Aa

Body copy, essays and interface text.

Set long-form text at 17–19px with generous leading and a measure of 60–75 characters. Use weight and size for hierarchy, never a lighter colour.

Regular 400 · Medium 500 · Semibold 600 · Bold 700

  1. Hero: Manifesto headlinesPopular sovereignty
  2. Display: Page titlesPopular sovereignty
  3. Section: Section headingsPopular sovereignty
  4. Heading 3: Card and sub-section titlesPopular sovereignty
  5. Lead: IntroductionsPopular sovereignty
  6. Label: Navigation, tags, metadataPopular sovereignty

06Motifs

Derived from the mark, never a new symbol.

The blades can index content, frame a page or show progress. These motifs support the logo; they never replace it as the brand sign.

IndexOne blade filled marks a position in a sequence.
FrameAn outlined, cropped aperture as large-scale framing.
Loading
ProgressBlades step between filled and open. No fades, no greys.

07Misuse

Don’t.

  • Rotate the mark

  • Stretch or squash

  • THE SILENT
    PROFESSIONAL

    Rearrange a lockup

  • Use the outline motif as the logo

  • Don’t recolour it, tint it or set it in grey.
  • Don’t add shadows, glows, gradients, textures or 3D effects.
  • Don’t place it on photography without a solid black or white field.

08Applications

In use.

Open Graph share image: the headline ‘Is a 17th-century Parliament fit for its purpose in the 21st century?’ with the TSP logo and a large aperture.
Link preview · 1200 × 630
The Silent Professional
Favicon · 16 & 32px
App icon: white aperture on black.
App icon · 180px
Business card back: TSP logo, ‘TSP (The Silent Professional)’, ‘Political Economist and Strategic Analyst’ and the contact email.
Business card · 85 × 55mm
Membership card specimen: black card reading ‘Inner Circle’ and ‘Member’, with a blank member number.
Membership card · specimen
Email header: black TSP logo on white.
Email header · 600px @2x

09Downloads

Every file.

Full kit · ZIP · 1.3 MB
Symbol6 files
Logos12 files
PNG exports60 files
Favicons & app icons10 files
Social12 files
Email6 files
Print4 files

Press and partnership requests: enquiries@tspmedia.org.uk. Typefaces: Archivo and Schibsted Grotesk, both under the SIL Open Font License 1.1.