CRAFTSMAN+

Identity

Logo

The CRAFTSMAN+ logo, the + mark, and the product marks for PLAY, PRISM, INTELLIGENCE, and ANALYTICS, in every approved variant.

View as markdown

The CRAFTSMAN+ logo is the primary identity. Because all CRAFTSMAN+ content is dark mode, it appears in STARLIGHT on MIDNIGHT or on NEBULA. It never takes a palette color or a gradient fill. The black version exists only for third-party surfaces we do not control, such as a partner’s light-mode deck or a printed form.

CRAFTSMAN+ logo in STARLIGHT on MIDNIGHT
CRAFTSMAN+ logo in STARLIGHT on NEBULA

Clear space and minimum size

Clear space on all sides equals one +: the width of the logo’s own plus. Nothing enters that zone: no copy, no icons, no other marks. Minimum width is 120px on screen and 30mm in print, measured on the letterforms themselves; the logo file carries no padding, so the file width is the logo width. Below that, use the + mark instead.

Clear space

CRAFTSMAN+ logo with clear space of one C-height on every side

The unit is the + itself: its width, measured on the logo artwork. Nothing enters the dashed zone: no copy, no icons, no other marks.

Minimum size

CRAFTSMAN+ logo at its 120 pixel minimum width

120px minimum on screen, 30mm in print. Below this, use the + mark.

The library

Every mark in every approved variant. The CRAFTSMAN+ logo and the + mark are black and white only. The product marks add a full-color version in their product palettes: PLAY in GARIBALDI and CORAL, INTELLIGENCE in its gradient, PRISM in ANEMONE, LAGOON, and REEF, ANALYTICS in KELP, SEAGRASS, and PLANKTON. Toggle a variant to preview it on its correct ground, then download the SVG.

CRAFTSMAN+ Logo

CRAFTSMAN+ Logo, White variant

The primary identity. Black and white only; the logo never takes color or gradient fills.

Download SVG

The + Mark

The + Mark, White variant

The compact identity for avatars, favicons, and placements under the logo's minimum size. Black and white only.

Download SVG

PLAY

PLAY, Full Color variant

The PLAY mark. Full color on dark grounds; white where color cannot carry.

Download SVG

PRISM

PRISM, Full Color variant

The PRISM mark, formerly CANVAS, drawn in ANEMONE, LAGOON, and REEF.

Download SVG

INTELLIGENCE

INTELLIGENCE, Full Color variant

The INTELLIGENCE mark, drawn in the INTELLIGENCE gradient. Full color only on AI surfaces.

Download SVG

ANALYTICS

ANALYTICS, Full Color variant

The ANALYTICS mark, drawn in KELP, SEAGRASS, and PLANKTON. Full color only on ANALYTICS surfaces.

Download SVG

Marks and product palettes

Each full-color product mark is drawn from its product palette, and the same boundary applies: a product’s colors, mark included, appear only on that product’s surfaces. Use the marks as supplied; never recolor one toward the core palette or toward another product.

Misuse

Each of these is a defect, not a style choice:

  • Recoloring any mark outside its approved variants, including palette colors and gradients
  • Applying the CRAFTSMAN+ GRADIENT as a fill on the logo or the + mark
  • Stretching, condensing, rotating, or outlining
  • Placing a mark on a busy photograph without a solid or gradient ground behind it
  • Adding shadows, glows, or bevels
  • Recreating the logo in type. The logo is drawn, not set
  • Using the retired CANVAS name or mark anywhere PRISM appears

Files

All variants on this page download individually as SVG. Master files live in the repo under src/brand/logos/; the generated set is also listed on Downloads.