Logo · TCA Brand

Key elements

The mark in four signals

The lockup carries the entire brand promise in a single object: Texas-native fish, raised in healthy water. Each element pulls a different weight.

Redfish

The species and the energy. Mid-leap, in motion.

Redfish Rust

Texas Outline

The place. Recognizable at any size, always anchored.

Creek Forest

Creek & Bank

The watershed and the company name. Water cuts through land.

River Teal · Bank Olive

Turtle

The eponymous species and the ecosystem-health signal.

Creek Forest

Never separate the elements. The fish is not a standalone mascot. The Texas shape is not a watermark. They live together in the lockup.

Primary stacked

The default lockup, on every background

The full-color variant lives on Cream Sand and White. On Creek Forest, River Teal, and other dark surfaces, switch to the reverse (white) variant.

Cream Sand · primary, full color

White · primary, full color

Creek Forest · reverse

River Teal · reverse

Variant system

Every variant, ready to ship

Five lockups × three color modes, plus a tagline lockup, all derived from the master. Click any file chip to download the asset directly.

Stacked

Stacked · Full color

Default. Web hero, packaging, signage on light backgrounds.

SVG PNG

Stacked · Reverse

Dark backgrounds, photography overlays, dark merch.

SVG PNG

Stacked · Creek Forest

One-ink print, embroidery, debossing.

SVG PNG

Horizontal lockup

Horizontal · Full color

Letterhead, email signature, narrow web placements.

SVG PNG

Horizontal · Reverse

Dark vehicle wrap, social headers, dark slide footers.

SVG PNG

Horizontal · Creek Forest

Single-ink long-form documents.

SVG PNG

Mark only

The illustration with no type. Use for avatars, app icons, watermarks, and decorative moments where the mark is already established in context.

Mark · Full color

Social avatars, app icon, watermarks.

SVG PNG

Mark · Reverse

Avatars and icons on dark surfaces.

SVG PNG

Mark · Creek Forest

Embroidery, deboss, stamps, single-ink.

SVG PNG

Wordmark only

"TURTLE CREEK / AQUACULTURE" without the illustration. Use only when the mark is established in the immediate context — long-form documents, merch, repeat placements.

Wordmark · Full color

"TURTLE CREEK" in Creek Forest, "AQUACULTURE" in River Teal.

SVG PNG

Wordmark · Reverse

Dark surfaces, type-only photography overlays.

SVG PNG

Wordmark · Creek Forest

One-ink, signage, embossing.

SVG PNG

Lockup with tagline

"TEXAS REDFISH, RAISED RIGHT." typeset beneath the primary stacked. Use for trade show signage, packaging, and tagline-required placements.

Tagline lockup · Full color

Trade show signage, packaging, hero placements.

SVG PNG

Tagline lockup · Reverse

Same, on dark surfaces.

SVG PNG

Web identity

Favicon set

A true-vector favicon.svg traced from the master mark, raster fallbacks at every size Google and modern browsers expect, an iOS apple-touch-icon, two PWA icons, and a multi-resolution .ico. Sizes follow Google’s multiple-of-48 rule (48, 96, 144, 192). The site manifest sets #FAF7F0 as the background and #2C3D20 as the theme color so installed apps match the brand.

16 × 16 · tab

32 × 32 · tab HiDPI

48 × 48 · Google search

64 × 64 · bookmarks

96 × 96 · Google HiDPI

144 × 144 · Win tile

180 × 180 · iOS

192 × 192 · Android

512 × 512 · PWA splash

favicon.svg · vector

HTML head

<link rel="icon" type="image/svg+xml"
      href="/assets/favicon/favicon.svg">
<link rel="icon" type="image/png" sizes="16x16"
      href="/assets/favicon/favicon-16.png">
<link rel="icon" type="image/png" sizes="32x32"
      href="/assets/favicon/favicon-32.png">
<link rel="icon" type="image/png" sizes="48x48"
      href="/assets/favicon/favicon-48.png">
<link rel="icon" type="image/png" sizes="96x96"
      href="/assets/favicon/favicon-96.png">
<link rel="icon" type="image/png" sizes="144x144"
      href="/assets/favicon/favicon-144.png">
<link rel="icon" type="image/png" sizes="192x192"
      href="/assets/favicon/favicon-192.png">
<link rel="shortcut icon"
      href="/assets/favicon/favicon.ico">
<link rel="apple-touch-icon" sizes="180x180"
      href="/assets/favicon/apple-touch-icon.png">
<link rel="manifest" href="/assets/favicon/site.webmanifest">
<meta name="theme-color" content="#2C3D20">

site.webmanifest

{
  "name": "Turtle Creek Aquaculture",
  "short_name": "TCA",
  "background_color": "#FAF7F0",
  "theme_color":      "#2C3D20",
  "display": "standalone",
  "icons": [
    { "src": "android-chrome-192.png",
      "sizes": "192x192", "type": "image/png" },
    { "src": "android-chrome-512.png",
      "sizes": "512x512", "type": "image/png" }
  ]
}

Social media kit

Sized for every platform

Every social post needs a starting frame. Here are the production-ready images, all on-brand, all derived from the same master.

Need a different aspect ratio (Story 9 : 16, YouTube channel art, Pinterest pin)? Re-run scripts/build_logo_assets.py with a new spec — every social variant is composed programmatically from the master.

Geometry

Clear space & minimum size

Clear space

The clear space on all sides equals the height of the turtle silhouette in the primary mark. Nothing — type, image, edge, other logo — may enter this zone. The rule scales with the logo at any reproduction size.

Minimum sizes

Primary stacked · 120 px digital · 1.25 in / 32 mm print
Horizontal lockup · 160 px digital · 1.5 in / 38 mm print
Mark only · 32 px digital (16 px favicon only) · 0.5 in / 13 mm print
Wordmark only · 140 px digital · 1 in / 25 mm print

Misuse

Eleven things never to do

Don't recolor

No purple fish, no rainbow gradient, no "spirit week."

Don't distort

No stretching, squashing, or perspective skewing.

Don't rotate

The logo is horizontal-flat. Tilting it implies casualness we don't have.

Don't add effects

No drop shadows, outer glow, bevel, gradients, inner glow, or stroke outline.

Don't crop the lockup

Mark-only and wordmark-only variants exist for a reason.

Don't separate the elements

The fish is not a standalone mascot. The Texas shape is not a watermark.

Don't put on busy photos

If you can't read it cleanly, you've failed the user. Add a scrim or switch variants.

Don't recreate by setting type

The wordmark is part of the lockup. Use the file.

Don't outline

No keyline borders.

Don't put inside another shape

No badges, hexagons, circles, unless an official "stamp" co-brand variant has been produced.

Full misuse list and co-branding rules in brand/05-logo.md. Asset inventory in brand/assets/logo/README.md.