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Tender

Brand

Torn where the signal drops.

One idea runs through Tender: the perforation. It's a receipt's tear line and a dropped connection at once — because the whole point of the product is that the line breaks and the sale carries on.

The mark

  • The badge

A receipt: three lines of print and a total. The total is the only thing in colour, because it's the only thing anyone cares about at the end of a sale. On a dark ground the receipt turns paper-white and the total turns bright.

For app icons, avatars and anything small, use the badge — the receipt on its own ink tile, which holds together where the open mark would get lost.

The perforation

Dashed, never solid. The dashed line divides a page the way a tear line divides a till roll, and the torn edge finishes a receipt. Both are decoration, never meaning, and nothing else is invented to do their job.

Tender

Flat white × 2£6.40

Colour

  • Paper

    #FAF8F3

    The ground. Receipt paper, not white.

  • Paper, dimmed

    #F3EFE5

    Panels that sit on the ground.

  • Ink

    #131512

    Type, and the dark panels.

    17.3:1 on Paper

  • Ink, muted

    #4F5048

    Secondary copy on light grounds.

    7.7:1 on Paper

  • Tender

    #085B3B

    The accent, on light grounds.

    7.7:1 on Paper

  • Tender, lit

    #35D68A

    The same accent, on ink.

    9.7:1 on Ink

One green, two values. Which one you use is decided by the ground it sits on, never by taste. Every text pair clears 7:1, and a new meaning never gets a new colour — it gets a word and a shape instead.

Type

  • A till that keeps selling when the wifi doesn't.

    Display

    Fraunces

    Headlines and the wordmark. Bold, at the display end of its optical size, with tight tracking. Always sentence case.

  • A till that keeps selling when the wifi doesn't.

    Body

    Inter Tight

    Every paragraph, button and eyebrow.

  • £3.20 × 2 = £6.40

    Figures

    Geist Mono

    Money, quantities and code: anything that has to line up in a column, like a receipt.

Voice

  • Talk to the person behind the counter

    “You” and “your takings”, not “merchants” and “revenue”. The reader runs a café, a bar, a stall or a van.

  • Say what it does today

    Plain words over clever ones, and only what the till actually does. What's coming is called coming.

  • Keep it short

    Short sentences, sentence case, no jargon. Technical depth lives on its own pages, for the people who want it.

Assets

Everything here is generated from the vector masters by npm run brand:icons. Edit brand/*, never the exports.

Questions? tender@shutthegoatup.com