ALKMAAR Farms

Brand guide

Tulip & trace

The Alkmaar Farms LLC identity. We sell trees and write software, and the logo needs to represent both.

The mark

Concept

Four parts, one idea

  1. The tulip

    Three petals. The tulip stands for the family, and the rest of the mark is built around it.

  2. The stem as a circuit trace

    The stem runs like a trace on a board, with square elbows instead of a natural curve.

  3. A leaf on one branch

    The left branch ends in a leaf, for the tree nursery.

  4. A node on the other

    The right branch ends in a Delft blue solder point, for the software.

Both branches grow from the same stem.

Lockups

How the logo is used

Four approved forms. Use the stacked lockup wherever there is room; it is the primary. Always use the supplied files rather than rebuilding a lockup by hand.

Stacked Alkmaar Farms logo

Primary · stacked

Horizontal Alkmaar Farms logo

Horizontal · headers & signage

Alkmaar Farms logo on a dark background

Reversed · dark backgrounds

The Alkmaar Farms mark on its own

Mark alone · avatars, favicons, stamps

Clear space

Keep clear space around the logo equal to the height of the tulip head on all four sides. Keep text, photos and other logos out of this space.

Minimum size

Stacked lockup: 34 mm / 130 px wide. Horizontal: 40 mm / 150 px wide. Mark alone: 16 px. Below that, the node and leaf get too small to see, so use the mark on its own.

Color

Brand colors

The warm orchard colors make up most of the brand. Delft blue is used sparingly, only for software, so it stands out.

Tulip Orange#D95F2BPrimary accent. Buttons, links, eyebrows.
Tulip Red#B23A26Deep petal. Supporting accent, never body text.
Tulip Gold#E0A038Third petal. Highlights and warm detail.
Orchard Green#3E6B4AStem and soil line. The farming half.
Leaf Green#6E9B62Lighter growth. Icons and fills.
Delft Blue#23457CThe node. Software surfaces only.
Delft Deep#16294CDark backgrounds for software sections.
Linen#F7F0E1Warm ground. The default page feel.
Soil Ink#1F1B16Headlines, dark bands, footer.
Stone#5C5346Secondary text and quiet labels.

Typography

A serif for the farm, a sans for the screen

Aa

Persimmon & pawpaw

Fraunces · headlines, wordmark

Aa

Fruit trees from a small family farm

Inter · body copy, interface

Aa

SEASON 2026 · ZONE 7A

JetBrains Mono · labels, data, eyebrows

The monospace font is for data, regulations, season dates and other technical labels. Use it for short labels only, never for paragraphs.

Usage

Keeping it consistent

Do

  • Leave clear space around the logo.
  • Use the reversed lockup on dark backgrounds rather than a box behind the dark one.
  • Keep Delft blue for software contexts and the node.
  • Let the mark stand alone where the name is already present.
  • Write the legal name as Alkmaar Farms LLC in contracts and invoices.

Don’t

  • Recolor the tulip or the node outside the palette.
  • Stretch, skew, rotate or add effects to the logo.
  • Set the wordmark in a different typeface or re-space it by eye.
  • Place the logo on a busy photo without a calm area behind it.
  • Rebuild the wordmark and mark as a lockup by hand.

Files

Logo files

All files are vector SVGs, so they scale to any size without losing quality. Files live in assets/img/logo/.

logo-stacked.svg

Primary lockup. Mark above the wordmark.

Open file

logo-horizontal.svg

Wide lockup for headers, letterhead and signage.

Open file

logo-horizontal-light.svg

Reversed wide lockup for dark backgrounds.

Open file

mark.svg

Full-color mark on its own.

Open file

mark-mono.svg

Single-color mark for embroidery, stamps and engraving.

Open file

favicon.svg

Badged mark for browser tabs and app icons.

Open file

The wordmark in the SVG lockups references Fraunces and falls back to a serif when the font is unavailable. For print, ask for a copy with the type converted to outlines.