LOGO
Main Logomark
The Punchline logomark is inspired by the visual language of quotation marks and callout shapes, graphic elements traditionally used to highlight dialogue, humor, and moments of emphasis.
Main Colorway
Monochrome Black
Monochrome White
Gradient Background
Clearspace
Clearspace is the area surrounding the logo that should be kept clear at all times in order to ensure the logo is always distinguishable from any surrounding graphics.
Motion
The way our logo moves should be just as consistent as the way our logo appears graphically. Our logo animation distills our motion principles: intentional, direct, and quick.
When applying the logo, the motion graphic begins overlayed on the prior video, then when the stroke outline starts, the solid background is introduced
In motion, the Punchline logo should move in a way that reflects the brand’s sharp, punchy personality. Animations should feel sleek, quick, and confident, emphasizing clarity and timing rather than overly complex movement.
Transitions should be smooth and intentional, reinforcing the sense of momentum associated with delivering a punchline.
Misuse
The logo should always maintain consistent proportions, colors, and orientation to ensure consistent and recognizable brand presentation across all applications.
Do not apply effects such as shadows, or overlays.
Do not outline.
Do not use the wordmark without the stroke.
Do not apply gradients, textures, or patterns.
Do not skew or stretch
Do not angle the logo. It should always appear upright.
COLORS
Primary Colors
The Puncline brand is built around four core colors that bring energy, contrast, and personality to the visual system. Each color was selected to feel bold and expressive while maintaining a clean, modern aesthetic.
SPOTLIGHT BLUE
#447AB6
RGB: 68, 122, 182
C: 63, M: 33, Y: 0, K: 29
Pantone 660 C
CALLBACK BLUE
#7BBEE0
RGB: 123, 190, 224
C: 45, M: 15, Y: 0, K: 12
Pantone 2975 C
ZINGER ORANGE
#EF9B3C
RGB: 239, 155, 60
C: 0, M: 35, Y: 75, K: 6
Pantone 1375 C
LAUGH TRACK YELLOW
#FFE678
RGB: 255, 230, 120
C: 0, M: 10, Y: 53, K: 0
Pantone 121 C
Combining Colors
The Punchline color palette is designed to be flexible, but it should be used thoughtfully. Not all four brand colors need to appear together in every application. Instead, colors should be combined selectively to create clear contrast and maintain visual balance.
TYPOGRAPHY
Primary Typeface
DIN Condensed serves as the primary typeface for the Punchline brand. Known for its clean structure and strong vertical proportions, DIN Condensed delivers a bold and confident presence while maintaining excellent readability.
H1 ALL CAPS
Leading: 90%
Tracking: 0
H1 TITLE CASE
Leading: 90%
Tracking: 0
DIN Condensed in use
Secondary Typefaces
Roboto Slab and Roboto serve as the secondary typefaces within the Punchline brand system, providing flexibility and balance to the bold presence of the primary typeface. These fonts are used to support longer blocks of text, subheadings, and informational content where clarity and readability are essential.
BODY
Leading: 100%
Tracking: auto
CAPTIONS
Leading: 100%
Tracking: 0
Roboto Slab in use
IMAGES
Photography Usage
Punchline imagery should feel bold, playful, and slightly unexpected. Photography uses vibrant colors, strong lighting, and simple compositions to create striking backdrops that allow the logomark to take center stage.
Prioritize using Spotlight Blue logomark
If Spotlight Blue is too dark, use Callback Blue
Choose any of the primary colors with the highest contrast
Use white if the primary colors dont provide enough contrast
ICONOGRAPHY
Icon Anatomy
Punchline iconography is derived from the same visual language as the brand’s quotation mark symbol. Icons should be built from simple geometric shapes with sharp angles and bold silhouettes that echo the distinctive cut and directional point seen in the quotation form.
Form
The Punchline visual system is built around a distinctive angled form derived from the brand’s core logomark shape. This structure introduces a subtle 10° skew that gives elements a sense of movement, direction, and energy, reflecting the dynamic rhythm of a punchline being delivered.
Consistency
When designing supporting graphics or icons, forms should follow this same geometric language whenever appropriate. Edges, cuts, and shapes can incorporate the 10° angle to maintain visual consistency with the brand mark. While not every element must be skewed, applying this angle where it makes sense helps create a cohesive system and reinforces the brand’s bold, directional style.
