# Brand guidelines

The Etho mark, type, color, and imagery, and how to present them clearly and consistently.

[Download brand assets](https://etho.net/brand-assets/etho-brand-assets.zip)

## Naming

How to write our names in running text.

**Etho**

One word with a capital E. It names the company, never the product.

**Olympus**

Our product. One word with a capital O. Write “Olympus,” not “Etho Olympus.”

**Etho, Inc.**

The legal entity. Use it in contracts, legal notices, and copyright lines.

## Logo

The mark and wordmark together. Use it whenever there’s room; it’s the primary way to refer to Etho.

On light backgrounds

[Download On light backgrounds as SVG](https://etho.net/brand-assets/etho-logo-ink.svg) [Download On light backgrounds as PNG](https://etho.net/brand-assets/etho-logo-ink.png)

On dark backgrounds

[Download On dark backgrounds as SVG](https://etho.net/brand-assets/etho-logo-marble.svg) [Download On dark backgrounds as PNG](https://etho.net/brand-assets/etho-logo-marble.png)

## Mark and icon

The mark alone suits tight layouts and logo grids. The icon sets it on a rounded tile for avatars, app icons, and social profiles.

Mark

[Download Mark as SVG](https://etho.net/brand-assets/etho-mark.svg) [Download Mark as PNG](https://etho.net/brand-assets/etho-mark.png)

Icon

[Download Icon as SVG](https://etho.net/brand-assets/etho-icon.svg) [Download Icon as PNG](https://etho.net/brand-assets/etho-icon.png)

## Usage

Give the marks room to breathe and use them as supplied.

Clear space equals x, the height of the circle in the mark.

**Keep it whole**

Don’t stretch, rotate, outline, recolor, or add effects to any mark. Use ink on light grounds and marble on dark ones.

**Keep it vector**

Set the mark on top of artwork as a separate layer. Never bake it into a generated image.

**Ask first**

Don’t combine our marks with yours or imply partnership or endorsement without written permission from Etho.

“Etho,” “Olympus,” and “Innovate Impossible” are trademarks of Etho, Inc. For anything not covered here, write to [support@etho.net](mailto:support@etho.net).

## Color

Marble and Ink carry almost every surface. Verdigris is a small accent for focus, status, and progress. The imagery accents are sampled from our artwork; use them in illustration, charts, and grounds behind photography, never for text or controls.

### Core

- Marble color #F4F2EE
- Ink color #16181A
- Verdigris color #3E7A6B

### Neutrals

- Stone color #6B6E70
- Limestone color #E2DFD9
- Night color #0E0F0F

### Imagery accents

- Slate color #57616C
- Mist color #AEB3BD
- Dawn color #E5BA87
- Bronze color #896134

## Typography

A wide serif for what we say, a plain sans for how we explain it.

Aa*a*

### Reckless Wide S

Medium and Medium Italic. Headlines and buttons.

Aa

### Denim

Regular and Medium. Body copy, labels, and captions.

## Imagery

Surreal Greek stone, sea, clouds, and dawn light. Mythic, warm, and photographic, never cartoon or clip art.

**Text stays off**

Keep copy out of the artwork. When white type sits on an image, put a tonal scrim behind it.

**Small corners**

Images sit in frames with a 4px radius. Keep the intended crop; don’t round them into pills or circles.

## The Etho brand keeps evolving.

We update these guidelines as the brand grows. Grab the latest assets here, or write to [support@etho.net](mailto:support@etho.net) with questions.

[Download brand assets](https://etho.net/brand-assets/etho-brand-assets.zip)