Brand Guidelines · v1 · June 2026

The Fogline Post brand book.

One brand, many fogs. Everything here is built around a single idea: the moment the fog lifts and the light pours through — which is also what a great edit does to a RAW file.

01 · Logo System

Six variations, one voice.

A flexible system: the wordmark for most uses, marks for avatars and watermarks, and two San Francisco icon badges for merch, stamps, and local flavor. All geometry is rounded — no sharp corners anywhere in the brand.

FOGLINE POST

1 · Primary wordmark

The default. Amber sun-dot leads, FOGLINE carries the weight, POST sits lighter in amber-ink. Use on light backgrounds at 24px+ height.

Website headerEmailDocuments
FOGLINE POST

2 · Stacked lockup

Sun crossed by two fog lines — a direct evolution of the original Stimson sunset mark, simplified to brand geometry. For dark surfaces, intros, and end cards.

FooterVideo end cardSocial posts

3 · The Fogline mark

The sun behind three fog bands — the namesake moment reduced to five shapes. Works at 16px. This is the avatar, favicon, and watermark.

FaviconIG avatarWatermark
FOGLINE POST

4 · Coit Tower badge

Telegraph Hill's landmark wrapped in the fog line. The hometown stamp — unmistakably San Francisco without a bridge cliché.

Merch / stickersPackaging stampLocal marketing

5 · Gate & fog mark

The bridge above, the fog line rolling under the deck — the city's daily show. Reserved for hero moments and California-wide campaigns.

Campaign heroPrintSlide decks
FP

6 · FP monogram

The quiet one. Rounded keyline, two letters, one fog line. For app icons, file stamps, and anywhere the full name is overkill.

App iconExport stampEmbroidery

✓ Do

  • Give the logo clearspace equal to the height of the sun-dot on all sides
  • Use the Fogline mark alone once the brand is recognizable in context
  • Place logos on fog (#F5F4F1), white, ink (#16181D), or photography with a scrim
  • Keep the amber dot amber — it's the sun, not a bullet point

✗ Don't

  • Add gradients, shadows, or outlines to the wordmark
  • Set the wordmark in any face other than Space Grotesk
  • Sharpen the corners — rounded geometry is the brand
  • Use more than one SF icon badge per surface

02 · Color

Fog, ink, and golden hour.

A photographer's palette: neutral enough to never compete with the work, warm enough to never feel like software. Amber is precious — it appears where light breaks through, and nowhere else.

Ink#16181DPrimary text, dark surfaces, the wordmark. Never pure black.
Golden Hour#C98A4BThe accent. CTAs, the sun-dot, highlights. Use sparingly — it's the light, not the wall.
Amber Ink#9C6630Amber's readable sibling for text on light backgrounds, kickers, links.
Fog#F5F4F1Section backgrounds, cards, calm. The default canvas after white.
Fog 2#ECEBE6Deeper fog for borders-free separation and image placeholders.
Night#101319Footer, calculator, featured pricing — the dark room where work happens.
Muted#5D6168Secondary text. Reads quiet, never gray-on-gray illegible.
Cypress#4E7A5ASuccess states and confirmation moments only.

Ratio rule of thumb

≈ 60% white & fog · 25% ink & night · 10% photography · 5% golden hour. If a layout feels "brand-colored," there's too much amber — the photographs are the color of this brand.

03 · Typography

Three voices, strict jobs.

Poppins speaks, Inter explains, Space Grotesk counts. No face ever does another's job.

Display & headings — Poppins SemiBold (600)

The fog lifts. Your style shows.

Tight leading (1.05–1.12), slight negative tracking. Sentence case always — never all-caps headlines.

Body — Inter Regular (400) / Medium (500)

Fogline Post is a boutique editing studio run by working photographers. We cull, color, and deliver wedding galleries indistinguishable from your own hand — so you can book more weddings without living in Lightroom.

0.95–0.97rem at 1.6 line-height. Max measure ~64ch. Muted (#5D6168) for secondary passages.

Accent, numbers & wordmark — Space Grotesk Bold (700)

$1.23/image · 48hrs · FOGLINE POST

Stats, prices, kickers (uppercase, 0.18–0.22em tracking), and the wordmark itself. The only voice allowed in caps.

Shape language

Radii tokens: 36 / 28 / 22 / 14px + full pills. Cards never move on hover — shadows may deepen, images may breathe (scale ≤1.04), but layout is sacred. Spacing comes from a single rhythm: section gaps, card insets, and gutters share tokens. Margins are king.

04 · Voice

Confident, warm, photographer-to-photographer.

✓ Sounds like us

  • "If it's not indistinguishable from your work, ignore us forever."
  • "Moody, not muddy."
  • "Your style. Our hours."
  • Specific promises with numbers: 15 RAWs, 48 hours, 5 days

✗ Doesn't

  • "Leverage AI-powered solutions to optimize your workflow"
  • "Best-in-class editing services for creative professionals"
  • Exclamation marks doing the enthusiasm's job!
  • Anything a ShootDotEdit banner ad could also say