ALKMAAR Farms

Brand guide

Tulip & trace

The identity for Alkmaar Farms LLC as it stands today: a family company that grows trees and writes software. One mark has to carry both without pretending either half is a sideline.

The mark, at rest

Concept

Four parts, one idea

  1. The tulip

    Three petals, and the one element that is not up for negotiation. The tulip is the family; everything else in the mark was drawn 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. This is the whole idea of the rebrand in one line.

  3. A leaf on one branch

    The left branch ends organically. That is the orchard: trees, wholesale, the private rows.

  4. A node on the other

    The right branch ends in a soldered node in Delft blue. That is the software.

Both branches leave the same stem and the same soil line. Neither is a bolt-on.

Lockups

How the logo is used

Four approved forms. Use the stacked lockup wherever there is room; it is the primary. Never rebuild a lockup by hand — use the files.

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. Nothing — type, rules, photo edges, other logos — enters it.

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 stop reading — use the mark, not a shrunken lockup.

Colour

Warm ground, cool signal

Orchard colours carry most of the brand. Delft blue is used sparingly and only where the software side is speaking — that restraint is what makes it read as a signal rather than a second brand.

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

Wholesale bare-root stock

Inter · body copy, interface

Aa

SEASON 2026 · ZONE 7A

JetBrains Mono · labels, data, eyebrows

The mono face is the third voice and it does real work: it is how the brand signals data, regulation, seasons and anything machine-read. Use it for small labels, never for paragraphs.

Usage

Keeping it consistent

Do

  • Give the logo room — clear space is part of the design.
  • 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

  • Recolour 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 — use the supplied files.

Files

Logo files

Everything is vector SVG, so it scales to a business card or the side of a trailer without loss. 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-colour mark on its own.

Open file

mark-mono.svg

Single-colour 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.