01 OVERVIEW

A clear system for a brand built to endure.

Halden is a deliberate identity: direct in expression, generous in detail, and built for confident use across every surface.

10 CHAPTERS / ONE SYSTEM

EDITION

2.1

ISSUED

18 August 2026

CUSTODIAN

Brand Studio

ENQUIRIES

brand@halden.co

02 STORY

We make clarity feel human.

Halden is for thoughtful organisations and independent teams who want to show up with confidence, without creating unnecessary noise.

AUDIENCE - THOUGHTFUL TEAMS, LASTING AMBITION

Plain

not Blunt

Warm

not Sentimental

Exacting

not Fussy

Quiet

not Timid

03 LOGO

The mark.

Four approved forms. Always placed from the supplied files, never redrawn, retyped or recoloured.

HALDEN

PRIMARY LOCKUP

HALDEN

REVERSED ON BLACK

HALDEN

STACKED LOCKUP

SYMBOL ONLY

CLEAR SPACE

HALDEN

MINIMUM SIZE

HALDEN

96PX DIGITAL

HALDEN

25MM PRINT

04 MISUSE

Protect the clarity.

This is the page to send someone. Six things that happen most often, and none of them are permitted.

HALDEN

STRETCHED

HALDEN

ROTATED

HALDEN

RECOLOURED

HALDEN

BUSY GROUND

HALDEN

RETYPED

HALDEN

EFFECTS

05 COLOUR

A single, controlled interruption.

Click any swatch to copy its hex. Screen and print values are both given, so nothing is guessed at the printer.

Ink

HEX#211F1ERGB33 31 30CMYK0 6 9 87REFCHARCOAL-197

Paper

HEX#F2F0ECRGB242 240 236CMYK0 1 2 5REFSAND-018

Stone

HEX#747069RGB116 112 105CMYK0 3 9 55REFWARMGREY-147

Oxblood

HEX#48282ERGB72 40 46CMYK0 44 36 72REFBURGUNDY-210

PROPORTION · SIXTY THIRTY TEN

The oxblood appears on one element per view, usually the primary action. When everything is emphasised, nothing is.

APPROVED PAIRS · COMPUTED LIVE

14.42:1 · AAA

11.40:1 · AAA

EXPORT · EVERY TOKEN AS CODE

:root {
  --halden-ink: #211F1E;
  --halden-paper: #F2F0EC;
  --halden-stone: #747069;
  --halden-oxblood: #48282E;
  --halden-rule: #DEDEDB;
}

06 TYPE

Precision in every word.

Four faces, six roles. Scale carries the hierarchy, so the page stays calm.

MARK

HALDEN

ITALIANA · 400 · +16% TRACKING

DISPLAY

Handled once, kept for years

CLASH DISPLAY · 400 · 62PX

SUB

Sections and page titles

CLASH DISPLAY · 500 · 20PX

LEDE

Opening paragraphs and pull quotes

SWITZER · 400 · 19PX

BODY

Everything else. Set at sixteen, never below fourteen.

SWITZER · 400 · 16PX

ANNOTATION

SPECIFICATIONS · MEASUREMENTS · CODES

FRAGMENT MONO · 10PX · +22%

LICENSING

Italiana and Fragment Mono are SIL OFL. Clash Display and Switzer are ITF Free Font License. All four embed in web and print without a seat count.

FALLBACK

Switzer → Helvetica Neue → Arial → system-ui

07 IMAGERY

Quiet. Cropped. Observant.

FOCUS ON MATERIAL, LIGHT, AND HUMAN SCALE

DAYLIGHT, MATTE

REAL SPACE

SATURATED GRADES

No filters, no heavy grade, white balance slightly warm. People appear in roughly a third of images and are never looking at the camera.

08 VOICE

Say less. Mean more.

INSTEAD OF THIS

“We’re passionate about delivering exceptional solutions for every need.”

WRITE THIS

“Make the next step clear.”

Use concrete words.

Choose the useful noun over the abstract promise.

Keep sentences lean.

One thought per line is usually enough.

Leave room for people.

Be assured, never overfamiliar.

09 APPLICATIONS

Consistent in every context.

How the system behaves once it leaves this page.

HALDEN

CARD

HALDEN

SOCIAL

HALDEN

PACKAGING

10 ASSETS

Everything needed to keep it recognisable.

Always placed from these files. Never recreated from this page.

Logo pack

SVG · PNG · EPS · 2.4 MB

Typefaces

WOFF2 · OTF · LICENCE · 1.1 MB

Guidelines PDF

PDF · 28 PAGES · 6.8 MB

CUSTODIAN

Brand Studio · brand@halden.co

NEXT REVIEW

1 March 2027

EDGE CASES

Ask before improvising. We answer within a day.