Brand System · v1
Locals and community members of the Shenandoah Valley. A product of The Five Forty.
01 · Logo
Primary = stacked (DM Serif Display + tracked Space Grotesk). Use for square/vertical space, app icons, avatars, badges. Secondary = inline all-serif. Use for wide formats: nav bars, footers, email signatures. Never both in the same composition.
02 · Mark
Vertical hex, points on top and bottom, regular 86.6 × 100 ratio. Two contents only: the V monogram (compact, app icon, avatar) or the stacked Valley/PASS wordmark (partner badges, signage).
03 · Color
70 / 25 / 5 ratio rule — neutrals carry the weight; lemon is the spark.
Primary accent (CTAs, active states)
Light-safe
Hover state / lemon-on-light
Light-safe
Background — warm near-black
Foreground type
Light-safe
Secondary surface
Mid-tone, illustrations
Light-safe
Raised dark surface
Border on dark
Light surface
Light-safe
Muted text on light
Muted text on dark
Error / failure states
04 · Type
05 · Components
Field group
Voice
Unlock the Valley — by becoming a member.
Voice principles: local-first, plainspoken, never breathless. Lemon is the exclamation point — the prose should never need one.