Brand basics
The logo files, the colors, and the type. Grab what you need and go. Use the Light and Dark buttons to see how the brand behaves on either background.
Lockups
Horizontal is the default. Use stacked when the space is taller than it is wide, and the icon alone when the space is square or the name already appears nearby. On light backgrounds the mark is navy and Mark Blue #214ECA. On dark backgrounds the navy becomes white and the blue lifts to Mark Blue Dark #517AEC, a lighter tint of the same blue so it keeps its depth on navy. The logo has its own blue, one step deeper than the Replay Blue used for buttons and links, so the mark stays the calm anchor and the interface carries the energy. Switch any panel below to see it.
For embroidery, engraving, etching, and single-color printing, use the all black or all white file. Those are the only cases where the two-tone treatment gets dropped.
App icon
Square and full bleed. iOS and Android apply their own corner mask, so do not round the corners yourself.
One blue family, used by intensity
Navy carries the structure and the text. Blue is the accent. The logo carries the deeper Mark Blue; calls to action, links, and icons carry the hotter Replay Blue. On dark surfaces the blue is a ramp keyed to element size: the hotter the blue, the bigger the element it is allowed on. Click any swatch to copy its hex.
Replay Blue #1E4BFF for fills and large interactive elements only, always with white text. Link Blue #4B7BFF for links and icons; the logo uses Mark Blue Dark #517AEC. Blue Light #9FBAFF for small text accents. Never set small text in the fill blue, and never fill a button with the pastel.
Echo Navy is nearest to Pantone 2767 C, Mark Blue to 2728 C, and Replay Blue to 2727 C, but those are conversions rather than matched values. Confirm against a physical guide with your printer before the first run of case decals, banners, or apparel.
Three roles
The wordmark letterforms are custom. Do not try to recreate the logo by typing the name in a font. For everything else, use these.
Archivo
800 / 900
Headlines, hero type, section titles, stat callouts. Set uppercase with tight tracking (-.02em) and tight leading on marketing surfaces.
IBM Plex Sans
400 / 500 / 600
Body copy, UI labels, proposals, email.
IBM Plex Mono
400 / 500
Specs, tags, timecodes, and table data.
Each zip holds the brand weights as TTF plus the SIL Open Font License — both families are free to install, embed, and share, and the license file must travel with the fonts when you pass them on. For web use, load them from Google Fonts instead of the files.
Confirmed and overturned
The mark is one locked piece of artwork. Scale it proportionally, leave a margin around it of at least half the height of the E in ECHO, and leave the rest alone.
One real limit worth holding: embroidery cannot hold the gaps between the chevrons below about 2.5 inches wide. On screen the mark stays legible far smaller, so this is a thread constraint, not a design one.