The Ember

SteveBailey.me Brand Kit

The Ember, the palette, the type, and the rules for using them. Everything here is downloadable at the bottom.

Story

Steve Bailey builds things that take their time. A boutique marketing agency, grown slowly. A sourdough starter kept alive on the counter, a fire in the pizza oven, a live mix at church on a Sunday morning. He's 65 and in no particular hurry, and the work he cares about is all the same kind — patient, hands-on, and better for not being rushed. This brand is the label for all of it.

Fire is the thread that runs through everything: the campfire at the lake, the wood-fired oven, the part of the main site called Around the Fire, and faith at the center of it — tended, not forced. So the logo is fire. The Ember is a single flame over two logs. It reduces to a silhouette that still reads at sixteen pixels and in one colour, which is the only test a logo really has to pass.

The wider look borrows from the old National Park travel posters — the WPA idiom. Flat vector shapes, confident geometry, a warm and deliberately limited palette, and a fine grain laid over the top so the whole thing reads as printed rather than rendered. It should feel made by hand, because that's the point.

The line that travels

The good stuff stays handmade.

Two lines, two jobs. “The good stuff stays handmade” is the brand line — it goes on the logo lockup, the footer, business cards and social bios. “Nothing good gets rushed” is the site's hero headline and needs a page around it. Don't swap them.

Logos

Four shapes, each in four treatments. Use the colour versions wherever you can — monochrome exists for one-colour printing, embroidery and engraving, not as a style choice.

Primary

Mark, wordmark and tagline in a row. The default — website headers, letterheads, email signatures.

Primary logo, on light
On light
Primary logo, on dark
On dark
Primary logo, monochrome black
Monochrome black
Primary logo, monochrome white
Monochrome white

Square

Stacked into a square. Social profiles, book spines, merch, avatars.

Square logo, on light
On light
Square logo, on dark
On dark
Square logo, monochrome black
Monochrome black
Square logo, monochrome white
Monochrome white

Icon Mark

The ember alone. Favicons, watermarks, stamps — anywhere the name is already present.

Icon Mark logo, on light
On light
Icon Mark logo, on dark
On dark
Icon Mark logo, monochrome black
Monochrome black
Icon Mark logo, monochrome white
Monochrome white

Wordmark

Type only. Where the mark appears elsewhere on the same surface.

Wordmark logo, on light
On light
Wordmark logo, on dark
On dark
Wordmark logo, monochrome black
Monochrome black
Wordmark logo, monochrome white
Monochrome white
The type is outlined. Every letter is a vector path, so nobody needs Anton or Nunito installed to open, print or edit these, and no print shop can substitute a wrong font. The trade-off: the words can't be retyped. If the wordmark ever changes, the files get regenerated.

Colors

Cream is the default ground and navy is the anchor. Coral is the only true accent — used sparingly so it keeps its punch.

Ember Coral
HEX
#E9633C
RGB
233, 99, 60
CMYK
0, 58, 74, 9
Flame, the .ME, buttons and links
Late Sun
HEX
#FFC24D
RGB
255, 194, 77
CMYK
0, 24, 70, 0
Inner flame, highlights, accents on dark
Deep Navy
HEX
#16376B
RGB
22, 55, 107
CMYK
79, 49, 0, 58
Anchor. Hero, panels, the app tile
Navy Deep
HEX
#0F2650
RGB
15, 38, 80
CMYK
81, 52, 0, 69
Footer, deepest ground
Lake Blue
HEX
#2E86C8
RGB
46, 134, 200
CMYK
77, 33, 0, 22
Secondary blue, water
Paper Cream
HEX
#FCF5E7
RGB
252, 245, 231
CMYK
0, 3, 8, 1
The page. Preferred light ground
Pine
HEX
#1F6152
RGB
31, 97, 82
CMYK
68, 0, 15, 62
Scenery, foliage
Ink
HEX
#1B2A3A
RGB
27, 42, 58
CMYK
53, 28, 0, 77
Body text, wordmark on light
On the CMYK values: these are a straight arithmetic conversion, fine for office printing and digital proofs. For anything commercially printed, give your printer the HEX values and let them convert against the actual paper and press profile — especially for the coral, which sits outside a lot of coated CMYK gamuts and can print muddy if nobody's paying attention.

Typography

Two faces, three jobs. Both are free and available from Google Fonts.

Display — Anton, 400 (sentence case, never all caps)

Nothing good gets rushed.

Label — Nunito 800, uppercase, .2em tracking

Around the Fire — 01

Body — Nunito 400, capped at 64 characters per line

I'm Steve Bailey, 65, in no particular hurry. I'm a husband and a father. I love my church, family, and my friends.

Anton ships in a single weight. There is no bold. Asking a browser or a design app for Anton 700 gets you a synthesised fake that thickens the strokes unevenly and muddies the letterforms. Load and use 400 only.

Guidelines

Clear space: keep a margin equal to the height of the flame on all sides, and put nothing in it.
Minimum sizes: icon 16px / 8mm · primary 120px / 30mm · square 100px / 25mm · wordmark 140px / 35mm.

Do

  • Use the colour version whenever the background allows it
  • Switch to the white version on anything dark — never the colour or black one
  • Scale proportionally, always
  • Drop to the icon mark rather than shrinking a lockup past legibility
  • Place it on cream, navy or a plain photograph area with room to breathe

Don't

  • Recolour the flame outside the palette above
  • Add drop shadows, gradients, outlines, glows or bevels
  • Stretch, squash, skew or rotate
  • Rebuild the lockup by retyping the name next to the mark — the spacing is deliberate
  • Place it over a busy part of a photograph
  • Shrink the primary lockup below 120px; the tagline stops being legible and the whole thing reads as mud

Downloads

Three bundles. Take the SVG kit unless you have a specific reason not to — it's the master, it scales forever, and Illustrator opens it natively.

Asked for Illustrator files? Modern .ai files are PDFs underneath. Illustrator opens both the SVGs and the PDFs here natively, with fully live editable paths — no tracing, no quality loss. If a vendor insists on the literal extension, open the PDF and do File → Save As → Illustrator.