Execution is thestrategy.

Carmal is a Web3 marketing agency. We plan, launch and run campaigns for token projects — from listing and trending to community, press and exchange listings.

Our line is simple: Execution is the strategy.

Four versions, six colorways. Use the horizontal lockup by default; switch to the icon when space is tight.

Always use the master files — never rebuild or retype the logo.

The mark is a ring around a keyhole — access, unlocked.

Proportions come from the master vector and are expressed in D, the width of the outer ring.

X = the cap height of the C (½ M in the horizontal lockup). Keep X clear on every side — no text, edges or other logos enter this zone. For the icon alone, X = ½ of its height.

Below the minimum sizes the logo stops reading. Switch to the icon instead.

Primary: black on white, white on black. Carmal Violet is allowed on white and black for emphasis.

On Carmal Violet the logo is black (white also passes). On gradients and photos: black or white only. One color per logo — never the accent on the accent.

Never recreate or reposition the parts of the logo, and never introduce new colors into the system.

Black and white do the work. Violet carries the emphasis.

Ratio guide: about 60% white or black, 30% the other, 10% violet. Tint and shade appear only inside gradients; grays are for UI lines, captions and backgrounds.

Body text is always black or white. Carmal Violet text on black: all sizes. On white: headlines only (24 px and up).

On Carmal Violet, text is black — white only for large text. Use violet for one or two words, never a whole paragraph.

Three gradients, all in one hue. Never mix violet with another color in a gradient. Logo on a gradient: black or white.

Orbit is the mark cropped large off the edge, as a background — never as the logo. Opacity: 90% on black, 30% white on gradients.

Plus Jakarta Sans for everything people read. JetBrains Mono for labels, numbers and data. Both are free on Google Fonts (OFL).

Sizes in px at 1×, line heights on a 4 px grid. Headlines tighten, body text stays at 0. Never use weights outside 400–800.

All spacing is a step on this scale — nothing in between. Base unit 4 px: use 8 and up for layout, 4 only inside components.

Lines: 1 px, Gray 100 on white, Gray 900 on black. Corners: 8, 16 or fully round. No other radii.

Fixed margins and logo sizes for the formats we use most. Logo top-left, headline bottom-left; the dashed line is the margin.

Logo M stays 48 px at 1080 and 1920 wide, so it reads the same everywhere. X header 1500×500: margin 48 px, logo M 40 px.

Nine service lockups, built exactly like the main logo: the service name replaces “Carmal”, and CARMAL replaces AGENCY.

Same ratios as the logo. Black or white only — never put a service name in violet.

Carmal first (left), partner second. Both logos at the same visual height M, a 1 px divider M tall, and 2X (= 1 M) on each side.

“Marketing partner” only with an active contract. “Powered by” for campaigns we ran — footer or end card, never the headline. Badges are always black or white.

Everything you need to produce Carmal work. Fonts are free on Google Fonts; logo text is outlined, so no font is needed to open the logo files.