# Firestone Walker

Concept identity. Edition: September 22, 2026.

## Idea
Every beer has coordinates.

The flavor coordinate: A plotting axis carries one flavor point. The point may move in interactive contexts but never detaches from its frame in the identity lockup.

## Logo
Use the horizontal lockup when space allows, the stacked lockup on square panels and the symbol at small sizes. Keep at least one quarter of the symbol width clear on every side. Minimum symbol size: 24 px; icon exception: 16 px. Minimum horizontal lockup: 240 px. Never stretch, outline, bevel, rotate or add shadows. Use white reversed art on the brand ink background. Primary logo masters contain outlined lettering and need no fonts to display. Separate -editable.svg variants retain live text. Install the listed system font or substitute and check line fit before creating revised production outlines. No proprietary font binaries are included.

## Palette
Paper: #FFF4DE / RGB 255, 244, 222
Ink: #251A17 / RGB 37, 26, 23
Action: #DDA75A / RGB 221, 167, 90
Supporting: #80604B / RGB 128, 96, 75

Ink on paper contrast: 15.54:1. Action lettering #251A17 on action: 7.87:1. Supporting colors are decorative; use the tested ink/paper pair for body copy. Do not treat RGB or guessed CMYK values as a press standard. Ask the printer for an ICC-profile conversion and a proof.

## Type
Display: Georgia, serif. Body: Arial, sans-serif. These are system-font stacks, not bundled or licensed font files. Use sentence case for readable text and reserve capitals for short utility labels. Body copy: 16 px or greater on web, 10 pt or greater in print. Comfortable line spacing: 1.5 to 1.7.

## Layout
Editorial columns, generous leading, hairline rules and plotting space. Put the beer or place first and the navigation second.

## Voice
Curious, precise and rooted in place. Describe flavor with ordinary words, not a wall of tasting jargon.
Example: Find your next favorite. One flavor at a time.
Avoid: Health benefits, invented awards, alcohol aimed at minors, unsupported product availability.

## Photography
Ingredient textures, brewery architecture, labeled product photography and the Central Coast. Keep drink labels readable.

## Motion
Flavor markers travel for 180ms after an input. Field-note panels enter once in 300ms. Do not animate flavor values without visitor input. Under reduced motion show the settled state without transform or path travel. Keep keyboard focus stable. No scroll hijacking, flashing or perpetual motion.

## Application specifications
- Social square: 1080 x 1080. Story: 1080 x 1920; keep important copy between y=220 and y=1700. Landscape: 1200 x 630. Export to sRGB PNG for upload.
- Business card: 85 x 55 mm trim, 3 mm bleed all sides (91 x 61 mm artboard). Keep type 5 mm inside the trim. The back has editable name, contact and service fields; replace with verified details before output.
- Letterhead: A4 210 x 297 mm. Artwork is vector; set page size explicitly when exporting PDF. Keep body content within the ruled area.
- Vehicle side/rear: scalable layout artwork, not a vehicle-specific cutline. Obtain the exact year/model/body template and installer measurements. Keep marks and contacts off seams, windows, handles, plates, reflectors and required vehicle markings. Have an installer check visibility and material before production.
- Symbols and SVGs are vector. The downloadable ZIP includes all listed source artwork, tokens, this guide and a manifest. No stock photography, client list, private records or third-party font files are included.

## Provenance and production status
Concept identity, website and campaign artwork. Existing business names and trademarks belong to their owners. Geometric symbols and layouts were authored by SLOgrowth. Lettering uses the system typefaces listed above; outlined logo files preserve their shapes. No trademark clearance, fabrication approval or measured commercial result is asserted. Replace application fields, confirm rights and approve a production proof before printing or applying to a vehicle.