Clause 2
The name
The business is Alpha Mart. Two words, capital A, capital M.
| Write | Not |
|---|---|
| Alpha Mart | AlphaMart · ALPHAMART · Alpha-Mart · Alta Mart |
| Alpha Mart, Padstow | Alpha Mart Padstow Pty Ltd |
| toko Indonesia | Asian supermarket · oriental grocer |
| sejak 2016 | established 2016 (in Indonesian copy) |
In full, on documents: Deustar Pty Ltd t/a Alpha Mart. In conversation, on air and in captions, it is just Alpha Mart.
The descriptor that sits under the mark reads INDONESIAN GROCERY SHOP · PADSTOW, SYDNEY. It is part of the artwork. Do not retype it, translate it or reword it.
Never append a descriptor to the business name itself — not on a sign, a listing, a caption or a lower third. The name is Alpha Mart and nothing else. "Alpha Mart Indonesian Grocery" is a breach, and on Google it is grounds for the listing being suspended.
Where the shop is named in speech — a voiceover, a reaction video, a piece to camera — say "Alpha Mart, Padstow" at least once, clearly. Nobody types a handle from a video. They search.
Clause 3
The mark
The mark is two rounded hexagon badges side by side. The left badge carries a four-point spark. The right badge carries the name, knocked out of a solid hexagon so it works on any ground. Beneath them sits a spark divider and the descriptor.
It was drawn by hand and traced to vector. It is not assembled from stock shapes and it cannot be rebuilt from a screenshot.
Choosing a version
| Situation | Use |
|---|---|
| Pale, plain background | Ink or orange |
| Busy background you control | Navy |
| Dark or orange ground | Cream, always |
| Background you do not control | Do not place the mark at all |
| Embroidery under 50 mm | Spark badge alone |
| Cut vinyl under 120 mm | Print it instead — the lettering's fine ends fall off in cut vinyl |
Never take the logo from a web page, a social profile, an email signature or a PDF. Screenshots carry compression, the wrong colour and a white box. Use the supplied vector files.
Never send a JPEG or PNG of the logo to a printer, signwriter or embroiderer. Send the whole vector pack from clause 16 and let them pick.
Other Alpha Mart marks exist in the wild — an old shop signboard reading "The One Place You Shop Rite", and a floral badge on retired material. Both are dead. If you find a logo that is not in the supplied pack, do not use it, and tell us where you found it.
Clause 4
Clear space and minimum size
Clear space is measured in X, where X is half the height of one badge. Keep X free on all four sides. Nothing enters that margin — no type, no rule, no other logo, no photograph edge.
Minimum sizes
Below each floor, step down to the simpler version rather than shrinking what you have.
| Version | Screen | Below that, use | |
|---|---|---|---|
| Full lockup | 45 mm | 200 px | Badge pair |
| Badge pair | 26 mm | 120 px | Script badge |
| Script badge | 15 mm | 64 px | Spark badge |
| Spark badge | 9 mm | 32 px | Nothing — leave it off |
All measurements are the width of the printed ink, not the width of the file or the placement box. The supplied files carry padding. Measure the artwork, not the frame.
Clause 5
Colour
Four colours. There is no fifth.
#F1541F sits close to the edge of the CMYK gamut and prints duller than it looks on screen. Always ask for a printed proof, and never approve the orange from a screen proof. For a long run, ask for a Pantone match. A faded awning is what happens when nobody does this.
Approved colourways
- Ink and navy on paper — the default
- Cream on navy
- Cream on orange
- All navy, one plate — the cheapest, and arguably the best looking
- Orange badges with a navy descriptor
- Orange badges with a cream descriptor on ink
Never introduce a fifth colour, a tint, a gradient or a duotone. Not for a season, not for a campaign, not to match a club's kit.
Where the mark is lit — a lightbox, a backlit sign, a stall — illuminate the cream, not white. White light makes the orange read fluorescent.
Clause 6
Typography
Never set the words "Alpha Mart" in a typeface. Not in a caption card, not in a lower third, not in a sign layout, not as a placeholder. The name is drawn artwork and only ever appears as the supplied file.
The descriptor is set in Liberation Sans Bold, all caps, roughly 5.5% letterspacing, centred, and it is already outlined in the supplied files. Liberation Sans is released under the SIL Open Font Licence, so it is free for commercial use.
For everything that is not the logo — captions on artwork, headings on a sign, body text in a document — use Liberation Sans, or Arial if that is what you have. They share metrics, so a layout built in one holds in the other. This page is set in Arimo, which is the same design under a different name.
If a piece needs a serif for running text, ask before choosing one. There is no approved serif yet and we would rather settle it once than find three in circulation.
Clause 7
Misuse
Each of these has happened to a real brand, usually on something already printed.
Never stretch, squash or scale one axis. Never rotate the mark off horizontal. Never skew it, arch it or wrap it around a shape.
Never add a drop shadow, glow, bevel, outline, stroke or transparency to the mark.
Never separate the two badges, reorder them, use one as a bullet or a pattern, or crop the mark so any part of it runs off an edge.
Never place the mark on a photograph. It sits on a flat, plain ground whose colour you control, or it does not appear.
Never place the mark on, beside or within material for alcohol, tobacco, vaping, gambling, political campaigning, therapeutic goods, or anything aimed at recruiting children.
Never animate the mark beyond a straight fade. No spinning, bouncing, assembling, glinting or particle effects.