Trustworthy
We hold contracts, budgets and rigging loads. Nothing about the brand may look casual about that.
Why a penguin, and what it commits us to.
Emperor penguins are monogamous. Two of them meet, and that is the decision made — they return to the same partner across thousands of miles and years of open ocean. That is the whole brand in one fact.
It gives us a tagline that is a promise rather than a slogan: software that stays with you. It gives us a mark that is warm without being soft. And it sets the bar for how the company behaves — Quiggy handles money, contracts, legal exposure and physical safety. A brand built on staying power has to be right the first time, every time.
We hold contracts, budgets and rigging loads. Nothing about the brand may look casual about that.
Everything is built on a grid, measured, and specified. Precision is the baseline, not the flourish.
Boldness comes from confident simplicity — one mark, one accent, generous space. Never from noise.
The penguin carries the warmth so the language never has to strain for it. We can be plain and still be liked.
Fixed artwork. It is never redrawn, retraced or restyled.
| Clear space | 0.5 × mark height, all four sides |
|---|---|
| Minimum, screen | 32 px tall |
| Minimum, print | 9 mm tall |
| Proportion | 1 : 1.532 — never altered |
| Master file | quiggy-mark.svg · 5.6 KB |
| Paths | #body · #belly · #facets |
Below about 32 px the white seams between facets stop resolving and he reads as a silhouette. That is the floor, not a suggestion. For favicons and app tiles he goes on a white or very light plate — on a navy plate his body is the same colour as the ground and the shape collapses.
On a navy ground the master loses exactly one thing: its outer edge. The belly, the seams and the facets are already light, so nothing else is missing. That means the fix is not an inversion — it is a white keyline. A ten-unit halo sits behind the silhouette and restores the edge, and every fill inside stays exactly as drawn. He is still himself, still navy, and the eye is still a white dot where it always was.
The halo is built as a separate white shape underneath rather
than a stroke with paint-order, because some print RIPs and older versions of
Illustrator ignore that property and would draw the keyline inward, eating ten units off his edge.
Drawn this way it cannot misrender anywhere. Below about 28 px the halo stops resolving, which is
where the solid form takes over; single-ink work on dark uses the masked knockout, since a keyline
needs two inks.
Two forms for light grounds, three for dark. Five files, one drawing — every one of them is the same three paths, so nothing can drift out of sync.
Measured off the mark's height, so they hold at any size.
| Wordmark | Prata 400, −1.2% tracking |
|---|---|
| Cap height | 0.42 × mark height |
| Gap, mark to word | 0.25 × mark height |
| Tagline | Archivo 500, +20% tracking, uppercase |
| Tagline size | 0.18 × wordmark size |
| Baseline | wordmark baseline aligns to 0.68 × mark height |
Keep it on covers, first slides, banners, booth panels and email signatures — anywhere a reader meets the brand cold. Drop it in product chrome, favicons, footers and anywhere the lockup sits below about 40 px tall, where it becomes texture rather than words.
The mark carries the brand on its own in app icons, favicons, avatars, loading states, and as an oversized watermark. It never needs the word to be recognised twice on the same screen.
Twelve products, five suites, one mark.
One mark, one wordmark, one system. The product name is a modifier in the sans, not a second brand — so a new product drops in without new artwork.
Hospitality agencies — quoting, contracts, delivery
Aurora 1 · #E982C7Exhibition floor plans, stands, supplier marketplace
Glacier 1 · #04BBF4DXF room and stage design, deep inventory, crew
Glacier 2 · #09A5E8Labour pools, matching, booking, check-in, payroll
Glacier 3 · #228ED9Stand games that pull traffic and teach the product
Glacier 4 · #2E78C7Moving people around the event provisional
Glacier 5 · #3462B5Freight, load-in and load-out provisional
Glacier 6 · #374DA1Signage and graphic installation planning
Twilight 1 · #8B7EDFBrand assets, templates and approvals provisional
Twilight 2 · #8569C5Campaigns and go-to-market provisional
Twilight 3 · #7D55AAPersonal email, projects, boards and Gantt
Solstice 1 · #FE974BTraining, coaching and knowledge provisional
Solstice 2 · #E4880AAI bookkeeping and audit for regulated firms
Moraine 1 · #B59589Dive operations and certification
Kelp 1 · #62A671Membership, classes and floor scheduling
Kelp 2 · #409575Mark, then Quiggy in Prata in Abyss, then the product name in Archivo Medium in that product's own 700 step. Optically aligned to the serif baseline, never vertically centred.
A screen carries the house cyan or one product accent, never both. Cyan says Quiggy; the accent says which product you are inside.
It has no accent, no lockup and no cover template until it exists. Do not pre-allocate a colour to a product that has not shipped.
Partnership, endorsement and sponsorship are three different things.
Three relationships, three treatments. The difference matters legally, not just visually — a sponsor is not a partner and neither is an endorsement.
Divider is a 1 px hairline at the wordmark's cap height. Clear space either side of the divider is one full mark width. Match optical weight, not bounding boxes — a tall partner mark scales to our cap height, a wide one to our total width, and a square one to whichever makes the two look equal.
Never place a partner mark inside our clear space. Never recolour a partner's mark to our palette, or ours to theirs. Never imply a partnership, certification or endorsement that is not contractually in place — including in mockups, pitch decks and screenshots.
Sampled from the artwork, not chosen beside it.
Every value descends from two colours measured inside the mark. Nothing here was picked to look nice next to the penguin — it was taken out of him.
--q-navy-*ink, ground, structure · 900 sampled from the mark--q-cyan-*the signature · 400 sampled from the mark--q-orange-*the warm counterpoint · a note, never a field--q-stone-*neutrals, hue-biased toward the navy#257B51
#AD7C0E
#A9443C
#1D8293
cyan 400 → navy 900
cyan 100 → cyan 400
navy 700 → navy 900
Krill 200 → Krill 600
Product accents are on the previous spread. Full ramps, contrast figures and
copyable values live in the colour system page; tokens ship as CSS custom properties, JSON and a
Tailwind config in 02 Colour.
A serif for the name, a grotesque for the work.
A high-contrast serif for the name and the one big line. A grotesque for everything that has to survive being read at twelve pixels inside a table of kilowatt loads.
Headlines, buttons, labels, navigation. No title case anywhere. All-caps only in the tracked label style.
Never below 24 px. The hairlines that make it beautiful are the hairlines that turn to mush.
A page gets one serif display line. Everything under it is sans, or the serif stops meaning anything.
Three shapes, so three moves. Under a second, once.
The mark is built from three shapes, so it arrives as three shapes: body rises, belly resolves, facets settle. Nothing spins, nothing overshoots, nothing springs. The whole thing is under a second and it happens once.
App loading, the first frame of a video, a site hero, the opening slide. Once per session, never on every route change.
150–220 ms, ease-out, opacity and 4–8 px of travel. Panels slide from the edge they belong to. Nothing scales on hover.
Same build for the intro sting, then hold. Cuts on the beat, no wipes, no 3D. The geometry does the work.
We sell to people who carry the blame. Write like it.
We sell to people who are responsible when something goes wrong — the organiser whose rigging point failed, the auditor who signed it off, the agency whose margin vanished. Write like you know that.
In copy as in type. It reads like a person, not a press release.
Not one. If the sentence needs it, the sentence is wrong.
You quote, you approve, you export. Not "users can".
"Double-booked", not "resource contention". The reader already knows the pain.
The whole system, applied. Every sample is live HTML, not a picture.
Certification is a legal claim, not an adjective.
SOC 2, ISO 27001 and GDPR certification are in progress and not yet held. Certification language is a legal claim, not a marketing adjective — and procurement at an audit firm is precisely the reader who will check. Until each one is issued, nothing we publish may carry a badge, a shield, or the word certified.
The compliance strip is built as a switch. On the day a certificate is issued, one token flips and every template shows the badge. Not a day before.
What exists today and where it lives.
| What | Where | Notes |
|---|---|---|
| Vector master | 01 Logo/Master mark/quiggy-mark.svg |
5.6 KB · three paths · traced from the approved artwork, 0.275% pixel deviation |
| One-ink master | 01 Logo/Master mark/quiggy-mark-oneink.svg |
facets merge to Abyss · embroidery, foil, laser, single-colour print |
| Keyline (dark grounds) | 01 Logo/Master mark/quiggy-mark-keyline.svg |
master fills untouched · 10-unit white halo behind the silhouette |
| Dark, one ink | …/quiggy-mark-reverse-oneink.svg |
masked knockout — belly, seams and eye take the ground behind them |
| Dark, solid | …/quiggy-mark-reverse-solid.svg |
one white shape · below 28 px, small embroidery |
| Raster set | 01 Logo/Master mark/png/ |
16 → 4000 px, transparent, generated from the vector |
| App icons and favicon | 01 Logo/App icons and favicons/ |
16–512 square, white and transparent plates, favicon.ico |
| Colour tokens | 02 Colour/quiggy-colour.css |
custom properties + dark-ground block |
| Colour, machine readable | 02 Colour/quiggy-colour.json |
every ramp, product accent and status value |
| Tailwind config | 02 Colour/quiggy-colour.tailwind.js |
paste under theme.extend.colors |
| Colour reference sheet | 02 Colour/quiggy-colour-system.png |
for anyone without the tokens |
| Source artwork | 00 Source (do not edit)/ |
the ImagineArt board and the 1024 export · never edited |
Still to come: product lockup files for all twelve, partner and sponsor lockup templates, the room-setup and in-product icon sets, LinkedIn and poster templates as editable files, the white paper cover template per product, and the PowerPoint and Google Slides masters.