Brand guidelines
Download the files ↓One person, one name, one mark. This page is for anyone who puts them on something: a conference slide, a partner page, a post, a credit line. It says what the mark is, which colours it uses, how the name is written, and what not to do. Everything on it can be downloaded below.
The mark
Four horizontal bars, solid at the left, breaking into particles toward the right. Read left to right it is a broadcast becoming data: a match, a feed, a season turned into the points a chart or a model works with. That is the work, sports media, digital and AI, in one gesture. It is also the solid present and the uncertain future, the edge where I have always worked: what we know on the left, what is still forming on the right.
The four colours come from the scarf in the photo on the home page. The scarf is an accident that stuck; the mark is not about it. The bars always run left to right, always in this order from the top: sand, turquoise, cobalt, red.
Versions
Four files cover every use. The tile is for browser tabs, app icons and avatars. The wide mark sits next to the name in a masthead or a credit line. The bare mark is the tile without its background, for a page that already has a dark or white ground. The stacked lockup puts the mark over the name, for squares, posts and slides.
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Tile
Favicon, app icon, avatar. Ink background, 7 px corner on 32. Works on light and dark tab bars.
agwas-mark-tile.svg -
Tile, paper
The same on white, for places that want a light tile.
agwas-mark-tile-paper.svg -
Wide mark
Next to the name at 20 to 28 px tall, or large on its own. The particles have room to dissolve.
agwas-mark-wide.svg -
Stacked lockup
Mark over the name, name set as outlines. For a square, a post, a slide. Dark and with-person versions below.
agwas-lockup-stacked.svg -
Bare mark
No tile. On white or on a dark ground, never on a photograph or a colour.
agwas-mark.svg -
Touch icon
Square, no rounding: iOS rounds it. Export to 180 px PNG.
agwas-touch-icon.svg
Size and space
16 · 32 · 64 · 128 px- Smallest tile
- 16 px. The bars still read; the particles become a frayed edge, which is fine.
- Smallest wide mark
- 20 px tall. Below that, use the tile.
- Clear space
- One bar height on every side. Nothing else sits inside it.
- Next to the name
- Mark first, then the name, on one baseline, a gap of half the mark's height.
- Stacked or side by side
- Side by side in mastheads and credit lines. Stacked where the space is square or the name must be large: posts, slides, the end of a video.
A Guy With A Scarf · Carlo De Marchis
A Guy With A Scarf · Carlo De Marchis
Colour
The four colours belong to the mark and to data. Text is ink on paper, or paper on night in the apps. Cobalt is the only one of the four that holds as a link colour on both grounds; the other three never carry text.
- Paper
#FFFFFFGround of the root site and the light hubs - Ink
#111111Text on paper; the tile - Night
#070910Ground of the sport apps - Mute
#6F6F6FSecondary text on paper - Sand
#E3A95FMark, data - Turquoise
#1FA6BDMark, data - Cobalt
#2D6FD2Mark, data, links - Red
#D7442BMark, data, sparingly
The name
A Guy With A Scarf · Carlo De Marchis
A Guy With A Scarf. Title case, every word, always complete. In a byline or a masthead it is followed by the person: A Guy With A Scarf · Carlo De Marchis, with the name in mute.
AGWAS is a file name and a way of talking, not a public mark. Never "a guy with a scarf" in lower case, never "Guy with a Scarf", never "AGWAS" in a title.
Type
Helvetica Neue 300Helvetica Neue 400Helvetica Neue 500Helvetica Neue 700
Helvetica Neue, with Helvetica and Arial as fallbacks. The name is set in weight 500. Headings are 300 or 400 with tight letter spacing; body text is 400. The sport apps keep their own faces inside; the name and the mark look the same everywhere.
Do not
- Mirror the mark or run the particles right to left.
- Recolour the bars, drop one, or reorder them.
- Stretch the tile or the wide mark; scale them as a block.
- Put the bare mark on a photograph, a gradient or a colour.
- Add a scarf, a letter or a sport pictogram to it.
- Set the name in lower case, in a serif, or as an acronym.
Download
SVG, which scales to any size. Export PNG from the SVG when a format needs it.
- agwas-mark-tile.svg Tile
- agwas-mark-tile-paper.svg Tile, paper
- agwas-mark-wide.svg Wide mark
- agwas-lockup-stacked.svg Stacked lockup
- agwas-mark.svg Bare mark
- agwas-touch-icon.svg Touch icon
- agwas-lockup-stacked-on-dark.svg Stacked lockup, on dark
- agwas-lockup-stacked-person.svg Stacked lockup with the person
- agwas-lockup-stacked-person-on-dark.svg Stacked lockup with the person, on dark
- agwas-colours.txt the eight colours as hex
Brand guidelines, first edition, 5 November 2026. Mark and page from the identity study of the same date.