Brand Assets

Category: identity Sources: trace_flat_assets_aligned/logo-assets (2026-08-01) Confidence: high Last Updated: 2026-08-01

Logo System

Trace's visual identity is built around the "Guiding Progress" mark — a bold, four-waypoint design representing the Trace PPE Pathway: Know the route → Move the product → Regain control → Build capability.

Design Principles

  • Flat, optical design — no shadows, glow, gradients, bevels or effects
  • Rounded-square construction — high contrast, purposeful engineering, scalable from favicon to hero
  • Optically centred wordmark — the lowercase "trace" wordmark (Manrope ExtraBold) is optically aligned to the icon using the x-height
  • No font dependency — SVG lockups use outlined vector letterforms, not font references

Colour Palette

  • Trace Yellow: #F1F252
  • Black: #000000
  • White: #FFFFFF

Asset Structure

All logo assets are organized by type → variant → format:

Icon Only (icon_only/)

Standalone mark in three colours:

  • trace-guiding-progress-mark-black.svg / .png (2400px)
  • trace-guiding-progress-mark-white.svg / .png (2400px)
  • trace-guiding-progress-mark-yellow.svg / .png (2400px)

Use when the icon needs to stand alone (favicon, app icon, social media profile, standalone brand mark).

Icon with Background (icon_background/)

Compact — reduced internal padding, icon-focused:

  • PNG: 512px, 1024px
  • SVG: vector (outline type)
  • Colours: black on transparent, white on transparent, yellow on transparent

Expanded — "Guiding Progress" tile, position-specific:

  • PNG: 2000px tiles
  • SVG: vector tiles
  • Colour combinations: black on white, black on yellow, white on black

Use Compact for small spaces, app tiles, and tight layouts. Use Expanded for hero sections, brand boards, and large-scale applications.

Lockup (lockup/)

Icon plus "trace" wordmark:

  • Black icon / white wordmark — primary for dark backgrounds
  • White icon / black wordmark — primary for light backgrounds
  • Yellow icon / black wordmark — accent for high-contrast applications

PNG sizes: 580×168px, 1160×336px (maintains aspect ratio for responsive use) SVG: outline vector letterforms, no font dependency

Usage Rules

Minimum sizes:

  • Icon only: 16px favicon
  • Lockup: 140px width (PNG 580×168 minimum)

Colour rules:

  • Prefer black or white for primary applications
  • Use yellow (#F1F252) as an accent or high-contrast secondary
  • Always maintain sufficient contrast against background

Spacing and padding:

  • Icon-only assets use reduced internal padding for technical confidence
  • Lockup wordmark is optically centred to the icon at x-height

Do not:

  • Stretch, distort, or change aspect ratio
  • Add effects (shadow, glow, gradient, bevel)
  • Combine with other logos or competing marks
  • Use other colours without explicit approval
  • Modify the wordmark or icon proportions

File Locations

All assets are in /assets/logo-assets/ in the repo, organized as described above. Use SVG formats for web and digital (no rendering/rasterization issues at any scale). Use PNG for email, presentations, and print where SVG cannot be embedded.

Related Articles