One file, mono or two-tone
Mono takes the color of whatever it sits in, so one file covers every ground in the palette without a second asset to keep in sync.
Two-tone sets DIGITAL apart, the way the concept board does. Still the same file, so the two can never drift: the second line just takes its own fill. Orange needs a ground it separates from, which is the creams and the ink. On navy it goes muddy, so the navy lockup takes yellow.
The full lockup holds to about 150px wide. Below that the tracked caps in DIGITAL start to close up, so use the mark on its own.
The ramp, and the grounds it sits on
Sampled off the source board, each one the mean of a locally flat region so the print grain averages out. The hex on every chip is set in the color you pair with it.
One typeface, the whole weight axis
Switzer, variable from 100 to 900. It stands in for Suisse Int’l, which the source board specifies but which is licensed; Switzer is the closest open Swiss grotesk. It is self-hosted, so no page here makes a third-party request to render its own type.
Four colors, one fixed order
Navy, olive, yellow, orange, cool to warm. That ramp turns the corner at the top of this page, steps across the dividers below, and repeats as the flock. The order is the pattern, so it does not get shuffled per section.
Below, the palette runs as twelve colorways. Every tile is one path in two colors: the face is a knockout in the badge rather than a second shape, so it always comes back as the ground the sheep is sitting on.
How the logo was made
The mark started as a concept. Nothing was traced from it: the badge was measured, then rebuilt from the geometry those measurements implied.
The badge is three numbers
Every scallop is one arc off a circle of radius r, centered
on a ring of radius R. Neighboring circles overlap and each
arc is cut where they cross. That crossing is the valley, Rv. Fix the outer
radius and the valley depth and the rest falls out of a quadratic. The whole outline is
one M and seventeen A commands.
- Outer ø
- 512 units (Ro = 256)
- N scallops
- 17
- R · bump ring
- 204.11
- r · bump radius
- 51.89
- Rv · valley
- 236.49
- Valley depth
- 7.62% of Ro
- Head width
- 103.0% of Ro
- Head height
- 76.9% of Ro
The ear sits in a scallop
The head sits right of center, and at seventeen scallops the right ear tip lands 0.79° off a scallop's center line, on a half-pitch of 10.59°. The ear tucks into the wool instead of hitting a valley.
It wasn't a lucky pick. In the concept the ear tip sits at 355.48° and a scallop peak at 355.60°, just 0.12° apart. No other count comes close:
The alignment depends on the badge's rotation: a bump sits at exact top center. Rotate the badge and the ear falls out of its scallop.
Two cuts, not one
The primary cut's shallow valleys close into a plain disc below about 32px, and its ears go sub-pixel. So there is a second cut: twelve deeper scallops, head centered and enlarged to 1.30×. It gives up the ear alignment, which is invisible at that size, to keep a legible silhouette.
Lockups, signage, merch, anything at display size.
Favicons, avatars, anything under about 32px.