Brand book · 1.0 · October 2026

The M is the cat.

MASK is a design studio for wrap and print shops. This book says how the brand looks and sounds, so every screen, file and post reads as one studio. Everything here is built in MASK itself, and the app follows the same rules.

The mark

One letter, one animal. The M's two peaks are the cat's ears; its eyes look out from between the legs. That's all the drawing there is.

Ears at the peaks, eyes between the legs. The pupils look a little down, at the work.

Rules of the drawing

The mark is always drawn from the master file. It’s never retyped, traced or redrawn.
X is the width of one leg of the M. It sets the clear space and the minimum sizes.
In full color the pupils are charcoal. In one color they’re holes cut through the eyes, so the mark cuts cleanly from a single vinyl.
The cat can blink and look around as the loading animation. It never gets a mouth, whiskers or a tail.

On orange the mark turns charcoal with orange pupils. It’s the only time the colors swap.

Logo versions

Two lockups, each with a dark and a light version. Pick by space, not by taste.

Wordmark, on dark. The cat is the M of MASK. All orange on charcoal. Covers, posters, the first frame and the last frame of a video, vehicle graphics.

Wordmark, on light. The cat stays orange; the letters turn charcoal so they read on white.

Horizontal. The mark as an icon beside the full name. Headers, footers, watermarks on posts, anywhere tall space is short.

Horizontal, on light. Charcoal name, orange mark.

Clear space: X on every side. Nothing (text, edges, other logos) comes closer than one leg of the M.

16 px · 0.25 in

96 px wide · 1 in

Minimum sizes. Smaller than this, use the mark alone. Under 1 in wide in print, drop the “3D Studio” line.

The customer’s work comes first. MASK never puts its logo on a customer’s project, render, file or client link. Our logo is for our own posts, site and app.

Don’t

Don't stretch or squash it

Don't rotate it

Don't recolor it outside the palette

Don't add outlines, shadows or glows

Don't put orange on orange

Don't place it on a busy photo without a plate

Don't give the cat a face (mouth, whiskers) or move its eyes

MASK

Don't set the name in another font

Color

Three colors, nothing else. Mostly charcoal, some cream, a little orange. Tap a color to copy it.

Charcoal

HEX
RGB: 28 29 32
CMYK: 70 62 55 72 (approx., proof on the press)

Backgrounds, text on light, the body of every layout

Cream

HEX
RGB: 251 244 234
CMYK: 0 3 7 0 (approx., proof on the press)

Text on charcoal, quiet backgrounds

Orange

HEX
RGB: 242 154 56
CMYK: 0 45 85 0 (approx., proof on the press)

The mark, one accent per layout, calls to action

Cream on charcoal 15.4 : 1Any size

Orange on charcoal 7.6 : 1Any size

Orange on white 2.2 : 1Only the mark and big shapes, never text

The app adds a few grays between charcoal and white for its screens. They’re interface colors, not brand colors: never use them in a logo or a post. Green, purple and magenta are out (magenta stays only as the cut line in production files).

Type

Two free families, both on Google Fonts. Chakra Petch speaks; IBM Plex Sans explains.

Chakra Petch

Wrap it. See it. Print it.

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Titles, headlines, labels, the name. Semibold 600 and Bold 700. Tight leading (1.05–1.1). Labels in capitals with wide tracking.

IBM Plex Sans

Measure the vehicle with your phone, design on the real panels, and send the files to print.

Aa Bb Cc 0123456789 · Regular 400 · Medium 500 · Semibold 600

Body text, captions, buttons, numbers. Regular for reading, Semibold for emphasis. Leading 1.5.

Display56 / 64 pxThe M is the cat.

Headline36 pxFull wrap, approved in one visit

Title24 pxMeasure from photos

Body16 pxTape a printed square on the door, take one photo, tap the corners.

Label12 px · caps · +14%Vehicle wraps

Voice

We talk like the person at the shop who measures the van, designs the wrap and hands the client the keys.

We say

“Measure it with your phone.”
“Your client approves it in 3D before you print.”
“Print-ready panels, with bleed.”
Short sentences. Real numbers: inches, feet, minutes.
English first; the same voice in Spanish.

We don’t say

“Revolutionary AI-powered solution”
“Seamless synergy for your workflow”
Exclamation marks in a row, all caps sentences
Promises we can’t show in the app
Anything about a competitor

Posts

Every MASK post is made in MASK: a real design, a real render, a real export. If the app can't make it, we build the tool first.

Vehicle wraps

Approved in 3D before it’s printed.

Feed post · 1080 × 1350 Render on top, one headline, horizontal logo bottom left.

60 seconds

Photo → measurements → wrap.

Reel / Story · 1080 × 1920 Keep text inside the middle 1080 × 1420; the logo closes the video.

New in MASK

Measure from photos.

Tape the sheet on the door. One photo. Real inches.

Square · 1080 × 1080 For news and tips: cream background, no photo needed.

The grid

Margins: 64 px on 1080-wide posts (6%).
One headline, up to 7 words, Chakra Petch Bold. One supporting line at most.
One orange accent per post (the kicker, a highlighted word or the call to action).
Logo: horizontal, 44 px tall, bottom left. Wordmark only as the last frame of a video.
Captions: what it does, who it’s for, one call to action, link in bio. 3–5 hashtags.