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Ash’s primary mark is the “Ash” wordmark, set in the brand serif. A circular badge — the wordmark inside a solid disc — is the compact, iconic lockup for tight spaces.

The wordmark

The wordmark is simply Ash, set in the brand’s warm classical serif (see Typography). It reads confident and book-like — more literary than techy, which is deliberate: Ash is a companion, not a gadget.
  • Default lockup is high-contrast and monochrome — white on black (as on the brand book cover) or black on a light surface.
  • Mixed case — capital A, lowercase sh. Never all-caps, never restyled in another face.
The Ash serif wordmark in black on a white slide

The primary mark, from the Brand Book's Marks chapter.

The badge

The circular badge places the wordmark inside a solid circle. Use it where a compact, iconic mark is needed — app icon, avatars, stamps, favicons — anywhere the full wordmark would be too wide.
Containers slide: the Ash wordmark inside a solid black circle, with auto-centered vs optically-centered comparisons

The circular badge. Note the book's rule: the wordmark is optically centered in its container, not auto-centered.

Containers slide: the Ash wordmark inside a solid black square

The same containment rules apply in square containers.

Clear space & size

Give the mark room to breathe. Reserve clear space of at least the wordmark’s own cap-height on every side, and never crowd it with other elements. Generous space is itself part of the brand — see Designing for Ash.
Scale slide: the wordmark on a construction grid next to a full-bleed black poster treatment

Scale guidance from the book — the wordmark sized against a poster grid, and at full bleed on black.

Usage

Don’t stretch or condense it, recolor it arbitrarily, add shadows/gradients/effects, set it in a different typeface, or place it on a busy or low-contrast background. Gratuitous effects are an anti-pattern.
The marks travel with one accent: the hand-drawn doodle flower, in the same monochrome line as the wordmark’s ground.
Accent slide: a single-line doodle flower shown black on white and white on black

The doodle-flower accent that accompanies the marks — one hand-drawn line, black on light or white on dark.

In the app

The wordmark ships as the AshLogo component (width-driven, theme-tinted). The brand’s flower and persona marks live in the AshIcons set. The canonical mark artwork lives in the Brand Book.