EASTEAM Brand Bible — Logo System
The mark
she knows.
she knows.
The EASTEAM wordmark is the most visible expression of the brand. Built on Staatliches — bold, architectural, unapologetic. This is the complete logo system: every variation, every rule, every context.
The Wordmark
EASTEAM in
Staatliches.
The EASTEAM wordmark is set in Staatliches — a bold, condensed, geometric display typeface. Its tall, confident letterforms project authority without coldness. The natural tracking lets the bold geometric letterforms speak for themselves — tight, confident, undiluted.
EASTEAM
Primary WordmarkStaatliches · 0% letter-spacing · Blush on Jet Black
The wordmark is not a logo in the decorative sense. It is the brand's name spoken in its own voice — confident, composed, and unmistakable even at a whisper.
Why Staatliches
Bold without aggression
Staatliches has the weight and presence of a fashion house mark without the coldness of Didot or the hype energy of compressed streetwear fonts. It is bold and direct — a woman who walks into a room and doesn't need to explain herself.
Architectural geometry
The letterforms are built from clean geometric construction — tall verticals, consistent stroke width, controlled curves. This gives the mark structural authority at any size, from billboard to garment tag to favicon.
Contrast with Cormorant
Staatliches creates maximum contrast with Cormorant Garamond. The logo is the composed exterior — bold, structured, unwavering. The display type is the interior — delicate, emotional, fluid. Together they are her.
Scalability
The even stroke weight and open counters mean EASTEAM remains legible from 6px on a care label to 200px on a campaign hero. No detail is lost at small sizes. No awkwardness at massive scale.
Typographic specifications
| Property | Value | Notes |
|---|---|---|
| Font | Staatliches | Google Fonts (Free) · Single weight |
| Weight | 400 (Regular) | Only weight available — and the only one needed |
| Letter Spacing | 0 (normal) | Non-negotiable. No added spacing — the font's natural tracking defines the mark |
| Case | ALL CAPS | Always uppercase. The font is designed for all-caps use |
| Color (primary) | #F2D8DB | Blush Pink on dark backgrounds |
| Color (inverted) | #0A0A0A | Jet Black on light backgrounds |
Logo Variations
Every version
she needs.
Four official variations of the EASTEAM mark. Each serves a specific context. No others should be created.
01 — Full wordmark (Primary)
EASTEAM
Full WordmarkHero sections · Headers · Campaign · Print
02 — Wordmark + Tagline
EASTEAM
Made to Love You
Wordmark + TaglineAbout page · Packaging · Email footer · Press kit
03 — Compact
EASTEAM
Compact WordmarkNavigation bar · Mobile header · Social profile
04 — Monogram
E
Monogram — BorderedFavicon · App icon · Watermark
E
Monogram — FilledFavicon · Social avatar · Pattern element
Color Variations
On every
surface.
The EASTEAM wordmark has approved color treatments for dark, light, blush, and photographic backgrounds. Only these combinations are permitted.
Approved background treatments
EASTEAM
Blush on Jet BlackPrimary · Default
EASTEAM
Blush on CarbonCards · Overlays
EASTEAM
Jet Black on CreamProduct pages · Email
EASTEAM
Jet Black on BlushQuote cards · Accents
EASTEAM
Deep Rose on Ghost BlushTags · Badges · Soft contexts
EASTEAM
Semi-transparent on photoOver imagery · Video watermark
Monogram color treatments
E
Bordered · Dark bg
E
Filled · Dark bg
E
Filled · Light bg
Clear Space & Minimum Sizes
Room to
breathe.
The EASTEAM wordmark requires breathing room. Clear space ensures the mark maintains its authority and is never crowded by other elements.
Clear space rule
E-height
E-height
E-width
E-width
EASTEAM
The minimum clear space on all sides equals the height of the capital "E" in the wordmark at its rendered size.
Minimum sizes
| Context | Minimum Width | Notes |
|---|---|---|
25mm / 1 inch | Below this the letterforms compress and legibility drops | |
| Digital | 80px wide | At standard screen density (1x). Retina: 160px asset at 80px display |
| Favicon | 16×16px | Monogram "E" only — full wordmark never at this size |
| Social avatar | 110×110px | Monogram "E" filled — never attempt full wordmark in a circle crop |
| Garment tag | 15mm wide | Compact wordmark. Ensure print resolution is minimum 300dpi |
Placement zones
Website header
Top left. Compact wordmark at 18–24px. Vertically centered in the nav bar. The logo should feel anchored, not floating — align its baseline with the navigation text baseline.
Campaign hero
Center or top-center. Full wordmark at 48–72px. The mark should feel like a title card — cinematic, not decorative. Give it generous vertical space above and below.
Email header
Center-aligned. Compact wordmark at 20–28px. Followed by a 1px dusty rose divider, then the email content. The logo is the first thing she sees — it should feel calm and familiar.
Packaging
Centered on outer box. Wordmark + tagline lockup. Debossed, foil stamped, or printed in Blush on Jet Black. The logo on packaging is a physical artifact — it should feel worth touching.
Logo Lockups
Approved
combinations.
These are the only approved arrangements of the EASTEAM wordmark with the tagline, dividers, and supporting text. No other lockups should be created.
Lockup A — Stacked with tagline
EASTEAM
Made to Love You
Lockup A — StackedPackaging · About page · Press kit · Full-bleed contexts
Lockup B — Stacked minimal
EASTEAM
Made to Love You
Lockup B — MinimalEmail footer · Website footer · Invoices
Lockup C — Inline
EASTEAM
Made to Love You
Lockup C — InlineHorizontal headers · Social cover photos · Banners
Lockup D — Garment tag
EASTEAM
"She was completely falling
apart. You would never
have known."
apart. You would never
have known."
Lockup D — Garment TagPhysical tag inside garment with hidden quote
Logo Misuse
Never do
any of this.
These treatments are explicitly banned. Each one damages the brand's visual identity in a specific way. This list is non-negotiable.
EASTEAM
Never add letter-spacing
EASTEAM
Never stretch or distort
EASTEAM
Never set in a different font
EASTEAM
Never apply gradients
EASTEAM
Never add glow or shadow
EASTEAM
Never outline the text
EASTEAM
Never use off-brand colors
EASTEAM
Never rotate or angle
EASTEAM
Never use low-contrast pairings
Easteam
Never use mixed case
Additional rules
Never animate the wordmark
The EASTEAM logo does not fade in, slide, bounce, or pulse. It appears. Immediately, confidently, without performance. If the page loads — the logo is there. Animations belong in content, not identity.
Never crop letterforms
The full wordmark must always be visible in its entirety. No letter may be partially hidden by an edge, overlay, or mask. The monogram "E" is the only approved partial mark.
Never place over busy imagery
If the logo sits over photography, the image area behind the mark must be significantly darkened, blurred, or naturally clear. If the logo is competing with image detail for legibility — the placement is wrong.
Never pair with other logos at equal size
In co-branding situations, EASTEAM's wordmark should be visually dominant or clearly separated. Never stack two logos at equal size — it diminishes both. Use a vertical divider and give EASTEAM the left position.
File Formats
Every file
you need.
Complete file format guide for the EASTEAM logo across print, digital, and social contexts.
| File | Format | Use |
|---|---|---|
| EASTEAM-Wordmark-BlushOnBlack | .svg | Web, digital, scalable applications |
| EASTEAM-Wordmark-BlushOnBlack | .png @2x | Social media, presentations, email |
| EASTEAM-Wordmark-BlackOnWhite | .svg | Light background web contexts |
| EASTEAM-Wordmark-BlackOnWhite | .png @2x | Print-ready, product pages |
| EASTEAM-Lockup-A-Stacked | .svg / .png | Packaging, press kit, about page |
| EASTEAM-Lockup-B-Minimal | .svg / .png | Email footer, invoice, website footer |
| EASTEAM-Lockup-C-Inline | .svg / .png | Horizontal headers, banners |
| EASTEAM-Monogram-Bordered | .svg / .png / .ico | Favicon, watermark |
| EASTEAM-Monogram-Filled | .svg / .png | App icon, social avatar |
| EASTEAM-Logo-PrintCMYK | .ai / .eps | Professional print, packaging, signage |
File naming convention
All logo files follow the pattern:
Examples: EASTEAM-Wordmark-BlushOnBlack-2x.png · EASTEAM-Monogram-Filled-BlackOnCream.svg · EASTEAM-Lockup-A-BlushOnBlack.ai
EASTEAM-[Variation]-[ColorScheme]-[Size].[ext]Examples: EASTEAM-Wordmark-BlushOnBlack-2x.png · EASTEAM-Monogram-Filled-BlackOnCream.svg · EASTEAM-Lockup-A-BlushOnBlack.ai