Primary lockup
Default for print and screen on light backgrounds. Fern green mark, ink wordmark.
- Minimum width
- 120px
- Clear space
- Half the mark height on every side
Brand guidelines
Plants, pots and patient advice for city gardens.
Fernhollow is a neighbourhood nursery for people who garden on balconies, window ledges and awkward back yards. These guidelines keep the brand steady across signage, packaging, the shop website and the emails we send.
Treat this page as the source of truth. When something is not covered, choose the quieter option and ask before inventing a new element.
Logo
The mark is a single leaf held in a ring — the hollow. It pairs with the Fraunces wordmark in the primary lockup. Use the files here rather than redrawing or retyping the name.
Reversed lockup
For fern green, peat and photographic backgrounds. Everything in linen.
- Minimum width
- 120px
Mark
Stands alone on plant labels, favicons and social avatars where the wordmark would be too small.
- Minimum width
- 24px
- Clear space
- A quarter of the ring diameter
Mark on dark
Linen mark for peat and fern green surfaces.
Single-color lockup
For stamps, engraving and one-color print. Shown on a warm stone background to check it survives without green.
Color
Fern green leads. Linen and peat do the everyday work of backgrounds and text. Sage, shoot and clay appear in small doses — a label, a tag, an underline — never as a second hero color.
Core palette
Every surface starts here. Most layouts need nothing else.
- primary
Signage, hero surfaces, the mark.
Contrast against page background 8.69:1 - background
Paper stock, page backgrounds, reversed marks.
Contrast against page background 1.00:1 - text
Body text and the wordmark on light backgrounds.
Contrast against page background 15.70:1
Supporting palette
Accents for plant categories, seasonal notes and small interface details.
- secondary
Shade-loving plants, soft dividers.
Contrast against page background 2.01:1 - accent
New arrivals and highlights. Use sparingly.
Contrast against page background 1.30:1 - warningLow text contrast
Terracotta pots, care warnings. Check text contrast before use.
Contrast against page background 4.20:1
Typography
Two open-licensed families: Fraunces gives headlines their soft, slightly old-fashioned warmth; Inter keeps labels, prices and care instructions clear at small sizes.
Fraunces Display
Use the optical-size axis: display cuts above 48px, text cuts below. Avoid the Wonk axis in customer-facing material.
SIL Open Font License 1.1 — free to use, embed and redistribute under the OFL terms License details
Fraunces
Slow gardens, steady hands.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 !?&@#%()[]{}.,;:
- Light
- Regular
- Semibold
Inter Text
SIL Open Font License 1.1 License details
Inter
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 !?&@#%()[]{}.,;:
- Regular
- Medium
- Semibold
Voice
We sound like the person at the counter who has killed more plants than you and is happy to say so.
- Warm
- Talk to one person. Use their words for their problem before ours.
- Plain
- Short sentences, common names first, Latin names in brackets when they help.
- Patient
- Plants take time. So do people. Never rush a reader into a purchase.
- Say
This one is happy in a north-facing window and forgives a missed watering.
NotLow-light tolerant specimen, ideal for suboptimal luminance conditions.
- Say
If it struggles in the first month, bring it back and we will work out why together.
NotReturns accepted within 30 days subject to inspection.
- Say
New ferns arrived Thursday. Come and see them before the weekend crowd.
NotHUGE fern sale — don't miss out — limited stock!!!
Usage
A few rules keep the mark recognisable on a seed packet and a shopfront alike.
- Do
Keep the clear space around the lockup at least half the mark height.
- Do
Use the supplied SVG or PNG files; scale them as a whole.
- Do
Place the fern green mark on linen or white, and the linen mark on fern green or peat.
- Don’t
Do not stretch, rotate or add shadows and outlines to the mark.
- Don’t
Do not recolor the mark in sage, shoot or clay.
- Don’t
Do not retype the wordmark in another typeface or weight.
Imagery
Illustration and pattern take the place of stock photography. Flat leaf silhouettes, generous negative space and the core palette only.
Frond field — wrapping paper and shop window vinyl. 
Color field — seasonal posters and social covers. 
Linen grid — care cards and receipts.
Files
Everything a printer or partner needs, in one place.
Questions
Not sure whether something fits? Send it over before it goes to print.
Fernhollow brand guidelines