The Altris wordmark is the primary identity asset. Set in Axia Black with +32% tracking, all-caps. The rules below cover clearspace, minimum sizes, sanctioned color variants, misuse, co-branding, and small-format use.
Status WIP
Lockup Wordmark v1
Owner studio · ext.
TypefaceAxia Black, 900
Tracking+320 (32%)
CaseAll uppercase
Height-to-cap1:1 with descender
Working premise. The wordmark is the anchor. Mark explorations sit beside it, never replace it. The wordmark alone is valid at any size; the mark alone is only valid as a favicon or app icon.
01 · Clearspace
The X rule
Clearspace equals the cap-height of the wordmark — "X". Keep that distance on all four sides. Nothing — text, imagery, partner logos, page edges — may enter the X-zone.
Guides in terracotta mark the clearspace boundary. Inner dashed rule marks the wordmark cap-height (X). Never reduce below X.
02 · Minimum sizes
Legibility thresholds
Below these sizes the tracked-out wordmark collapses. For anything smaller, use the mark on its own.
Preferred · Digital≥ 160 px wideor equivalent
Standard · Web120 px widenav + footer
Minimum · Digital80 px widenever smaller
Minimum · Print18 mm wideswitch to mark below
03 · Color variants
Four sanctioned variants
The wordmark renders in one of four combinations. No other color pairings are approved.
Primarydeep-70 / cream
Documentink / white
Brand surfacewhite / deep-70
Expressivewhite / ink
04 · Misuse
Don't
Six things that should never happen. All are automatic rejects in brand review.
· Don'tStretch or compress.
· Don'tRotate or tilt.
· Don'tUse unapproved colors.
· Don'tApply gradients or effects.
· Don'tUse below minimum size.
· Don'tOutline or hollow the mark.
05 · Co-branding
Partner lockups
Altris leads. Partner secondary. A single hairline rule separates the two marks, clearspace on both sides equals X.
Draslovka
Horizontal · 1:1 visual weight · X clearspace both sides.
Clarios · InoBat
Three-way · Altris always first · partners right, ordered by relationship depth.
Order of precedence. In any co-branded asset Altris produces, Altris leads. On partner-produced assets where Altris is the guest, follow the partner's lockup rules but insist on X clearspace and sanctioned color variants only.
06 · Favicon & app
Small formats
At 32×32 and below, switch from wordmark to mark. A single letter A, set in Axia Black on deep, centered with clearspace.