Version 1.0 · November 24, 2026

Brand guidelines

How Spare Button looks and sounds.

For anyone who makes something with our name on it: the sign painter, the label weaver, whoever writes our posts. It takes five minutes to read. If your question isn’t answered here, ask before you print.

  • Indigo
  • Ecru
  • Red thread
  • Chalk
  • Ink
01

Logo

A four-hole button and our name. It is always one color, and it comes in three versions. Pick the first one that fits.

Indigo on light. First choice, on chalk or ecru.
Ecru on indigo. Signs, bags, the shop door.
The button alone. Stamps, woven labels, the profile picture. Anything under 30 mm wide.

Clear space

xxxx
Leave a margin of x on every side, where x is half the button’s height. No text, no other logo and no edge of the page goes inside it.

Smallest sizes

Full logo: 30 mm in print, 120 px on a screen. This is 120 px.
Button alone: 8 mm or 24 px. Any smaller and the four holes fill in.

Please don’t

Stretch or squash it.
Recolor it. Indigo or ecru only, never red thread.
Tilt it.
Add a shadow, an outline or a glow.
Set it on a pattern or a busy photo.
spare button
Retype the name. Use the files.
02

Color

Five colors, named after what’s on the workbench. The codes below are for screens. Press Copy to take one with you.

How much of each

50% Ecru30% Indigo12% Chalk5% Ink3% Red thread

Roughly, on any one piece. Once red thread covers more than a thumbnail’s worth, it has stopped being a detail.

What goes on what

AaIndigo on ecruContrast 10 : 1Any size. Our default.
AaEcru on indigoContrast 10 : 1Any size.
AaInk on chalkContrast 16 : 1Body text and small print.
AaRed thread on ecruContrast 5 : 1Prices and short lines, 18 px and up.
AaRed thread on indigoContrast 2 : 1Never. Nobody can read it.

Printers and sign painters: match the printed swatch card we send with every job, not your screen.

03

Type

Two typefaces, and both are already on your computer. There is nothing to buy or install.

Hems while you wait.

Georgia Bold. Headlines, prices, anything on a sign.

Bring it in by noon and it’s ready by five. We’ll text you when it’s done, and we’ll tell you the price before we start.

Your device’s own sans-serif. Everything else. In print, Arial.

HeadlineGeorgia Bold40 / 44 px
SubheadGeorgia Bold22 / 28 px
BodySans, regular17 / 27 px
LabelSans, bold, capitals, letters spaced 8%12 / 16 px
04

Voice

We sound like the person at the counter: plain, quick and a little dry. Say what it costs and when it’s ready.

Words we usefix, mend, repair, ready, yours, by Thursday

Words we leave to othersbespoke, artisan, solutions, garment care, pre-loved

05

In use

Four things we make every week, with the rules applied.

No. 0412

Ready Thursday

Jeans, hem · $18

Claim ticket. A chalk card, the button alone, and one line of red thread.

Hems while you wait.

$18

Window sign. Ecru on indigo, sentence case, a period. No red, because it can’t be read on indigo.
Woven label, 20 mm. Too small for the name, so it’s the button, sewn on with red thread at each end.

Moths got to it. We can reweave that.

Bring it in. We’ll tell you the price before we start.

A post. One headline in Georgia, one line under it, and the logo with its clear space.
06

Files and questions

In the folder sent with this link

  • spare-button-logo-indigo.svg
  • spare-button-logo-ecru.svg
  • spare-button-mark-indigo.svg
  • spare-button-mark-ecru.svg
  • png/ (each of the four, 2,000 px wide)

Use an SVG for anything printed, painted, cut or woven. Use a PNG only where an SVG won’t upload.

Before anything goes to print, send a proof to Lucja Nowak, who designed all of this. A two-minute look costs less than a reprint.

Approved by Dolores Abara, owner of Spare Button, on November 24, 2026.