Kit · Identity
Wordmark & lockups
The mark is a drawn letter H whose crossbars run past its stems. That overhang is what makes it read as a hashtag, and it is the whole joke: the name is “Huck Carpet” and the wordmark winks at what you expect to come next.
The Wordmark component is the only way it renders. Do not rebuild it, trace it, or set it in type.
# character. Not in the component, the markup, the alt text, the metadata, the file names, or any copy on the site. This is not pedantry: a brand name containing a real symbol runs into Meta’s advertising policy on obscured profanity and into business-name registration rules. A stylised letterform has neither problem. The name is, and always reads as, Huck Carpet.The lockup
Monochrome, always. The mark is a letter, so it is the same colour as the letters beside it — purple ink on light, white on ink. It never takes the marigold on its own.
Construction
Bar, margin and counter are all equal cells. That evenness is why this construction won the study, and it is the only one whose counter stays unambiguous at 16px.
It is expressed in cells rather than in numbers to be rounded because rounding stem, bar and margin independently at each size made the counter absorb all the slack — measured, its aspect ratio swung from 0.83 to 1.5 down the size ramp, so the mark was not one mark but five that happened to look similar. One integer scales every dimension here, so the proportions are incapable of drifting.
- Grid
- 15 × 15 cells, square
- Across
- 2 · 4 · 3 · 4 · 2 — overhang, stem, counter, stem, overhang
- Down
- 3 · 3 · 3 · 3 · 3 — margin, bar, counter, bar, margin
- Counter
- 20% of the mark, always square
Two render paths
In a lockup the mark equals the cap height of the letters — measured at exactly 0.7 × font-size in this typeface — and sits on their baseline. It scales continuously, because the viewBox holds the proportions exactly.
As an icon it locks to whole grid cells with antialiasing off, so the edges land on the pixel grid and the counter survives to 16px. Never snap the lockup to the grid: it shrinks the mark by up to 23% and produces a tiny mark beside full-size letters.
Clearspace
Clear space on all sides equals one grid cell— the counter’s own width, which scales with the mark automatically. Nothing enters it: no text, no image edge, no rule, no other mark.
Minimum sizes
The counter is the first thing to fail, so the minimums protect it. The mark alone never goes below 16px (one grid cell of 15); the full lockup never below 14px type. Below that, drop the words and use the mark, never shrink the lockup further.
Misuse — never
- Never substitute a
#character for the mark. - Never write #UCK in copy. The letterform carries the joke; the words stay clean.
- Never colour the mark differently from the letters beside it.
- Never letterspace, condense, stretch, outline, or box the lockup.
- Never rebuild the mark from rectangles — import the component.
- Never place the lockup on a busy photo without a solid or scrimmed band behind it.
The files
Every approved export — mark and lockup, in each colour version — lives in the logo pack with its usage rules attached. Assets · Logo pack →