Brand Kit · 2026 Edition · Open to all

Build with our marks.

The SDTW identity kit — logos, colors, type system, and event illustrations. Use these to announce partnerships, cover the Week, or host side events under the SDTW banner.

Questions? Email us →
§ 01 — Logos2 marks · PNG

Logos.

Two marks. Use the primary (bone on charcoal) by default; switch to the black-on-light version for print and warm backgrounds.
SDTW primary mark
Primary — Stacked
Bone on charcoal · default
SDTW black mark
Black on Light
For print & parchment backgrounds

Clear Space & Minimum Size

Maintain clear space equal to the height of the "S" in SDTW on all sides. The primary mark should not appear smaller than 24px on screen or 0.5 in in print — smaller than that, use the lockup.

Approved Backgrounds

The primary mark sits on Charcoal or Ink. The lockup reverses out on Ink. The black mark sits on Bone, Chalk, or Parchment. Never place the mark on imagery unless the image has a solid dark area at least 1.5× the mark's height.

§ 02 — Color11 tokens · RGB / HEX

Color.

Click any swatch to copy its HEX. Charcoal, Ink, and Bone do 90% of the work. Parchment and Mist are accents. Rust and Moss are strictly for badges, warnings, and selective highlights.
§ 03 — Type3 families · Google Fonts

Type.

Oswald (display, caps), Baskervville (serif editorial), Plus Jakarta Sans (UI body). Free on Google Fonts. Oswald stands in for Klim Fixture Condensed — swap in if licensed.
Display
Oswald
Condensed sans · 400 / 500 / 700
SCALING
AMERICAN
INDUSTRY.
Caps only · Tracking −0.5% · Line-height 0.92
For H1–H3, section headers, CTAs, numerics
Serif · Editorial
Baskervville
Transitional serif · 400 + italic
Where breakthrough meets build-out.
Mixed case · Line-height 1.35 · For leads, pull-quotes, body on dark
Sans · UI / Body
Plus Jakarta Sans
Humanist sans · 400 / 500 / 600
Five days. Four summits. One coastline. The third edition of SDTW convenes in Long Beach.
Mixed case · Line-height 1.5 · For UI, forms, long-form copy
128 / 96
DISPLAY XL
Title slides
64
HERO HEADLINES
Landing pages
48 / 36
SECTION HEADS
H2 / H3
24
Lead paragraph copy.
Leads / pull-quotes
18 / 14
Body text & captions.
Body / UI
12
EYEBROW · METADATA · TAGS
Overlines
§ 04 — Imagery6 illustrations

Illustration System.

Editorial line illustrations anchor the program. Reserved for section openers, large moments, and partner decks. Use sparingly — the brand reads cleaner with type alone.
Builder illustration
Illus · Builder
Capitol illustration
Illus · Capitol
Narrative wing illustration
Illus · Narrative Wing
Nuclear reactor illustration
Illus · Nuclear Reactor
Robot arm illustration
Illus · Robot Arm
Wine bottle illustration
Illus · Wine Bottle
§ 05 — UsageGuidelines

Use it right.

These aren't suggestions. Misuse pulls the brand into the stock-deck category we worked hard to avoid.

Do

  • Use the primary mark on Charcoal, Ink, or approved dark photography with clear space around it.
  • Pair Oswald caps (display) with Baskervville italic (editorial flourish) — this is our signature move.
  • Keep Parchment and Mist to ≤10% of a composition. They're accents, not backgrounds.
  • Use the ■ square-bullet pattern (U+25A0) to tag dates, locations, and program threads.
  • Credit: "SoCal Deep Tech Week" (full name on first mention), then "SDTW."

Don't

  • Recolor the mark. If you need a one-color version, request it — don't generate one.
  • Stretch, skew, outline, drop-shadow, or apply gradients to the logo.
  • Use Rust or Moss for large fills. They're badge colors — small surfaces only.
  • Use system fonts (Arial, Helvetica, Times) in any first-party material.
  • Refer to us as "SoCal Deep Tech" or "SDTW Week." The name is SoCal Deep Tech Week / SDTW.

Need something else?

Custom event graphics, co-branded lockups, high-res printable versions, or anything that isn't covered here — write to partnerships and we'll get you sorted within 48 hours.

partnerships@socaldeeptech.com →
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