Everything that makes us look and sound like us, in one place. The logo, typeface, colour, and expressions.
The icon sets the tone, Blue Aura gives it a place to live, four colour rules keep it quiet enough to read. Manrope says it loud. Inter says it clearly.
Palette · Blue Aura
Identity and accents
Neutrals
Type · two faces, no exceptions
Manrope
700 for titles, 800 for statements. Display and headlines. Never paragraphs.
Inter
400 to 500 for reading, 600 to 700 for labels and buttons. Never headlines.
The rules
60 / 30 / 10.
Indigo points.
Cyan informs.
Mint confirms.
Photography warms.
The brand board. The icon, the palette, both typefaces, and the four colour rules.
Read it cover to cover, or grab the one thing you came for. Every part stands alone, so you can't get lost. The book grows only as fast as the brand does, and not one page faster.
Two restaurants, one crew, and the reason Seconds Co exists. We got tired of running a great kitchen on six logins and a gut feeling, so we built the tools we couldn't buy.
Read our brand storyOne blue, worn in. Denim carries the identity. Indigo points at what matters, cyan informs, mint confirms. Neutrals do the work. Text is always Ink.
Denim
The identity. Logo, primary actions.
Denim Dark
Hover states, depth.
Indigo
Attention. Dashes, CTAs, links.
Cyan
Quiet information. Text uses #0B6DA0.
Mint
Fresh, success. Text uses #12A594.
Ink
All text starts here.
Muted
Secondary text, captions.
Ring
Rings, back plates, keylines.
Tint
Soft denim backgrounds.
Surface
The page itself.
Hairline
Borders and dividers.
1
60 / 30 / 10.
Neutrals do 60% of any page, denim 30%, all accents together 10%. If a page feels colourful, it is wrong.
2
One accent per block.
Never two accents in the same card, slide, or paragraph. If two things both need attention, one of them does not.
3
Bright colours never carry text.
Cyan and mint fail contrast on white. Words use the deep versions, #0B6DA0 and #12A594. Brights are for chips, stripes, dashes and washes.
4
Photography carries the warmth.
The palette is cool on purpose. Never fix a cold page with orange. Fix it with a better photo.
Big sizes, tight letter-spacing, short lines. Manrope carries the cover, the chapter title, the one line on a wall. That is the whole ambition for a headline: you should notice it before you read a word.
700 for titles, 800 for statements. Never for paragraphs.
Modest size, easy leading, a comfortable measure. Inter reads the same in a runbook, a menu insert, and a job post. That is the whole ambition for body copy: you should never notice it doing its job.
400–500 for reading, 600–700 for labels and buttons. Never for headlines.
Five heading steps, one eyebrow label, three text steps, two measures. Every heading in this book snaps to a step and nothing carries a size of its own. Three heading levels do all the work, and you never skip one.
| Step | Size | Where it goes |
|---|---|---|
--fs-display | 140px, fluid from 36px | The hero headline. Once per document, never twice. |
--fs-h2 | 88px, fluid from 38px | Section titles, and full bleed statements. |
--fs-h3 | 60px, fluid from 30px | Headings inside a colour field. |
--fs-h4 | 36px, fluid from 24px | Subsection titles on the page surface, and statements inside a panel. |
--fs-h5 | 22px | Chapter card titles and typeface names. |
--fs-eyebrow | 12px uppercase, .14em tracked | The label that sits above a heading. |
--fs-body | 17px | Every paragraph in the book. There is no second body size. |
--fs-small | 13px | Captions, meta lines, download labels. |
--fs-micro | 11px | Chips, badges, numerals, icon labels. |
1
The levelsThree heading levels do all the work, and you never skip one. h1 is the hero. h2 is a chapter title. h3 is a subsection title, set at --fs-h3 on a colour field and --fs-h4 on the page surface.
2
How it scalesHeading steps run fluid with clamp(). The ceiling is the step itself, so the scale holds from a 320px phone to a 1920px display. Leading is 0.94 on the display step, 1.04 on every other heading step, 1.62 on every text step. Nothing else.
3
The measure: 72chBody copy runs to --measure. A ch is the width of a zero, so 72ch lands in the 66 to 75 character band that reads easiest. Set it in ch and it tracks the font instead of drifting when a size changes.
4
The narrow measure: 44chCopy inside a card runs to --measure-narrow, 44ch. In most grids the card is narrower than that, and the card wins. That's the point. Two prose measures, three heading caps. Never a third measure, never a fourth cap.
A full plate, and a second one arriving. The whole idea, drawn plain: someone asked for more.
Three words, three things. The icon is the two plates on the tile. The wordmark is the name, set in Manrope. The lockup is the two together, and it's our signature.
The lockup: the first plate, the second arriving, the name. Manrope 700 and 800. Never smaller than 120px wide.
Three things from every good meal, added up. The plate you finished. The plate you asked for. The table you sat at. Read it left to right, and the name explains itself.
A finished plate, a second one on the way, and the table that holds them both. Nobody asks for seconds to be polite, and the icon says that before a word does.
The story · PNGThe meaning is above. This is the mechanics: how much air the lockup needs, how the two parts relate to each other, and the smallest it is ever allowed to go.
Nothing enters the zone. × equals the width of the small plate. It is the minimum; give the logo more room whenever you can.
The space between icon and wordmark equals the plate hole (o). Icon and wordmark never move, resize, or recolour relative to each other.
On heroes and covers the mark comes alive: the second plate arrives, an aura ripples behind it. Pick one skin per surface, never mix them in a single view. At small sizes and in print the mark holds still.
Default. The everyday mark.
Campaigns and launches.
Fresh moments and product news.
Twenty-nine expressions, one geometry under every one. Eight make up the core set: six everyday files, and two for campaigns. The other twenty-one are the extended set, for campaigns and big moments. One expression per piece, never as the app icon.
The icon travels everywhere: profiles, decks, print, partner lockups, guest photos. Check before you ship.
One plate down, a second on its way. Seven elements, drawn from the icon and the palette.
The plate pair: a dash, then a number or letter. For steps and ranked sets. If the order doesn't matter, use plain text.
Asking for Seconds: a full plate, a second sliding in, a rule that fades out. Use it anywhere you'd draw a line.
Ripples from a plate, the buzz around a good table. Moves on screen, holds still in print.
Every eyebrow opens with it: the pause before you say the thing. Indigo by default.
Denim, mint, indigo in one thin band. Footers and cover edges. Never thicker than 10px.
Indigo for attention, cyan for quiet info. Two only. Nothing orange.
A small rounded label for status and tags. Tint fill, hairline, one colour. Denim by default; indigo, cyan, mint, or neutral when a status needs its own.
Two tiers, one language. Scenes fill a hero, a deck cover, or a post. Spot marks sit inline, in cards, as accents. Circles and arcs from the icon, one accent, lots of air.
Five editorial scenes for heroes, decks, and posts. Flat, Blue Aura, one accent each.
Fifteen small marks for inline use, list markers, and section accents.
Six canvases for deck covers, video, and site heroes: the plate as atmosphere across denim, indigo, mint, and gulf cyan. Quiet, big, ours.
Twenty-four marks, one recipe: a 24px grid, a 2px rounded stroke, Ink on white, and one dot of colour at most. That is how a set this size still looks like one hand drew it.
SVGSeconds
SVGCutlery
SVGChef
SVGCoffee
SVGBreakfast
SVGBurger
SVGPizza
SVGBowl
SVGDessert
SVGWine
SVGBeer
SVGIce cream
SVGTakeout
SVGDelivery
SVGHours
SVGReservations
SVGLocation
SVGPhone
SVGWi-Fi
SVGPayment
SVGReceipt
SVGReviews
SVGFavourites
SVGGift cardPhotography has two jobs: show the real room, and pull every shot into the brand. Three tints, three libraries, and a shot list that covers every kind of post we make.
Nothing here is ever stock.
Three overlays that pull any photo into the brand. Each is a PNG you layer on top in Apple Photos, Canva, or Adobe Express. Download, drop on, done. The tool does not matter. Default filters and sticker effects do, so leave them off.
A shoot plan, not a library. Twelve frames we will shoot ourselves, grouped by tint, shown as provisional stand-ins until the cameras roll.
The compositional rule. Every frame earns its place with these four.
Overhead and 45°, tight enough to feel the texture.
Serving, passing, tearing bread. People eat with people.
Half-finished plates, crossed forks. The ask-for-Seconds moment.
The counter, the regulars, the crew. Real faces, no posing.
Write like you talk to a regular at the counter. Someone who comes in twice a week. You do not pitch them. You do not perform for them. You tell them what is good today, you say it once, and you mean it. Every caption, menu line, email, and job post gets held to that.
Short sentences. Concrete words. “Breakfast until 2.” needs no follow-up. It already said the thing.
Verb first, no wind-up, no throat-clearing. If you would not say it to a regular's face, do not type it either.
We, not “the company.” Contractions are fine. Warmth is fine. The only thing that is not fine is distance.
“70 years between them” beats “legendary” every time. Back the claim with the fact, or leave the claim out.
We sayCome back for seconds.
We never sayIndulge in a curated, world-class culinary journey.
We sayThe photographer comes to you. Book a morning slot.
We never sayContent capture services will be coordinated on-site at your convenience.
We sayJoe's opens at six. The coffee is on at 5.40.
We never sayOur doors open at 6:00am following comprehensive morning preparation protocols.
We sayJoe's has fed Naples Park since day one. Ask anyone.
We never sayAn iconic, world-class culinary destination beloved by the community.
We sayBad batch of dough. We tossed it and started over.
We never sayWe maintain rigorous quality assurance protocols at every stage of production.
We sayClosed Mondays. See you Tuesday.
We never sayPlease note that our operational hours are subject to periodic adjustment.
It is “Seconds Co” everywhere, capital S, capital C. Never “Seconds” on its own, never possessive, never a verb. One name covers both arms of the company, the restaurants and the software. The restaurants keep their own names: Joe's Naples Park Diner and The Sauce Lady Market are separate businesses, and both get written out in full.
If it would sound ridiculous said across a counter, it does not get written down.
One brand, three voices. Seconds Co is the operator, calm and direct. Joe's Naples Park Diner and The Sauce Lady Market each get their own guide. Never blend the three.
Signs, print, screens, the everyday email. When you are building something new and you are not sure, match this page.
One document, one sheet, one slide deck, each built on the brand already. Start here instead of a blank page. Upload any of the three to Google Drive and it converts to Docs, Sheets or Slides with the branding intact.
Same rules on the inside. Every document, deck, board and workspace we touch starts from this book, not from a blank page.
Every doc starts from the Seconds Co Word template in Templates. Runbooks, memos, offers, all the same skeleton.
Statement covers on denim or brand art. One accent per slide. Numbered plates for agendas and steps. If a slide needs three colours, it needs two slides.
Numbered prefix, underscore, lowercase: 01_spring_menu, 02_hiring_push. Priorities use words, not colour soup.
Everyone runs the avatar, the Meet background and the email signature from the Social kit. Day one of onboarding, before the first meeting.
The files people ask for most often, all source-of-truth. The whole kit ZIP holds every asset in this book. Never screenshot the logo. It always looks worse and someone will notice.
ZIPThe whole kitEvery asset in this book, in one download. Download
Look like us everywhere.
Every profile we run, already on brand. Avatars, covers, and post templates for LinkedIn, Instagram, X, and Facebook. Upload one as it comes, or hand it to a designer as the base layer.
The identity set
The files people grab first: the avatar and the lockup, each on three grounds. Transparent drops onto anything. Black is the Reversed rule, plates only, no tile. The email signature ships transparent so it sits on the message itself.
LinkedIn
Instagram
X (formerly Twitter)
Facebook
Everyday posts
LinkedIn posts run the denim tint with a statement overlay. Restaurant pictures run indigo dusk. Naples pictures run gulf cyan with the stripe. Take the matching overlay from the Photography section and drop it on.
Campaign posts
The expression system in the feed: statements, the dotted plate, mint moments, the ring pattern. Use for launches and campaigns; the covers above stay constant.
Google Workspace