Dew caught on a flower at first light
Media kit

Dew forms overnight,
while nobody is watching.

A drop, drawn on the golden section, in a palette measured out of twelve photographs.

First light. The work already done.
01The making

Four facets, one seam, and it isn't approximate.

The drop was constructed, not sketched. Below are the actual working drawings, guides and all.

Construction drawing of the horizontal dewly lockup, showing the Fibonacci grid, the golden section seam and the clearspace boundary
Horizontal lockup
Construction drawing of the vertical dewly lockup, showing the module grid and the mark's own proportions
Vertical lockup
The seam
61.8%Measured off the shipped path, not eyeballed: the horizontal seam falls at the drop's height divided by 1.618. The module grid follows the Fibonacci construction underneath it.
Clearspace
½ the markAnd that same distance is the height of the drop's bottom quarter. The mark carries its own ruler, so placing the file at its own bounds satisfies the rule by construction.
Floor
16pxBelow that it stops being a dewly mark. Under 24px it swaps to the Prime colourway, because the lighter facets close up and the drop reads as one shape.
Where the name came from

A bead of dew is the smallest complete thing in a morning. It forms in the hours nobody is awake for, it is exact, and by the time anyone sees it the work is finished. That is the job, so that is the mark, and that is the name.

Light enters at the top left and settles around the gem in four steps, lightest to dark. The palette is the logo taken apart. The four middle teals in our ramp are literally those four facets, so every chip, link and icon in the product is made of the same material as the drop.

It is also glass. You see the world through it, changed slightly, which is why a panel floating over photography is the image we keep coming back to. The night is still there underneath. The work sits calmly on top of it.

A dandelion clock covered in dew at first light
LIGHT ENTERS HERE 61.8% THE SEAM 1.618 1 LIGHTEST · LIGHT · NORMAL · DARK
Prime Dew on glass, over photography
02Downloads

Download the logos.

Ten files, each one as SVG and PNG. Check the ground before you check the name.

Full lockupMark and wordmark. The default in almost every placement.
The DewLight backgrounds. If you take one file, take this one. SVG PNG
Prime DewLight backgrounds where the art will be reproduced small or flat. SVG PNG
Metal DewOne-colour grayscale. Engraving, embossing, foil, letterpress. SVG PNG
Silver DewGrayscale for dark stock and knockout on ink. SVG PNG
Mark aloneNo wordmark. For avatars, app tiles, favicons, or anywhere the name is already on the page.
The DewThe bare mark, at normal size. SVG PNG
Prime DewAnything under 24px. The lighter facets close up below that, so this one holds its shape. SVG PNG
Metal DewGrayscale, for print. SVG PNG
Silver DewGrayscale, for dark grounds. SVG PNG
Over photographyDrawn light, so it needs something dark behind it.
Heaven DewHero images, video end-frames, dark footers. Placing this on white makes it disappear. SVG PNG
Heaven Dew, mark aloneThe same, without the wordmark. SVG PNG

Need a format that is not here? Ask us and we will send it.

03Colour

Five values, and where they came from.

If you are placing our mark, the first row is all you need. The rest is provenance: the palette was measured out of twelve photographs rather than picked, and a picture of a mountain says nothing about a cancelled cleaner at 21:40.

Teal#22ABA6The brand. Fills, icons, the mark's own facets.
Teal deep#207572Links, hovers and any teal that has to carry text.
Sunrise#E8842FThe action, and only the action. One per view.
Ink#21201CText. The darkest value we use, and never pure black.
Paper#FDFDFCThe ground, on every page, outermost.

Those five will carry almost anything. Teal is the brand and sunrise is the action, so if something is meant to be pressed it is warm and everything else is teal or neutral. Below is where they came from.

Lit balconies against a dusk sky
Dusk gave the teal

One frame of balconies at dusk carries a single teal across seventy percent of its area. The four middle steps of this ramp are the four facets of the mark, which is why the brand and the logo are made of the same thing.

Grasses at sunrise
Dawn gave the warmth

Sunrise across the grasses, again about seventy percent of the frame. In our world teal is almost always the picture and warm is almost always the subject, so warm is reserved for the one thing you want pressed.

A yellow door
And the neutrals came out with them

Nature does not do pure white. Dawn light in the reference set measures around hue 43 to 50, so every neutral we use carries that same slight warmth. A cool grey beside these reads as a mistake rather than a variation.

04Type

Five faces, chosen by role, never by taste.

A face is picked by the job it is doing, not by the size it is set at or the tag it sits in. A 24px sub-heading is Figtree even though it is a heading. A 19px letter is Literata even though it is small.

Literatadisplay and long-form
Handled

Commissioned for long-form reading on screens, and the only face that both sets our headlines and carries a whole page of prose. The optical size axis genuinely redraws it, so the reading cut and the display cut are different drawings of the same family. Display weight is 400, and bolding it is the most common way to break this system.

Figtreeeverything between
Held for you

Marketing body, buttons, labels, any interface title under 26px. Never tracked.

Interproduct frames
Maple Court 3B

Text living inside the app, and nowhere else. It is an interface, not a page.

Fredokathe wordmark
dewly

A customised cut, redrawn. Never a text face, and never retyped where the artwork will go.

JetBrains Monocode
POST /v1/cases

Developer surfaces only. Not a label face, and not loaded on marketing pages.

05Usage

Do and don't.

Short, because it should be. If what you want to do is not on either list, write to us and we will almost certainly say yes.

Please do

  • Use the marks to refer truthfully to dewly and its products
  • Link to us
  • Show an integration, as long as it is clear the product is yours
  • Place the file at its own bounds. The SVG canvas is the clearspace
  • Write to us if what you need is not on this page

Please don't

  • Recolour, rotate, stretch, skew or outline the mark
  • Add a shadow, bevel, glow or stroke to it
  • Put anything inside the clearspace, including a tagline
  • Retype the wordmark in Fredoka where the artwork will go
  • Use Noon Dew or Midnight Dew, which mean something in our product
  • Use the marks in your own product, company or domain name

Bring us your worst night.

We’ll show you how it would have been handled.

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