Primary horizontal
Preferred for headers, documents, and wide placements.
Official brand assets
JTD Brand Library
Approved logos, colors, typography, and essential standards for presenting Just Think Detroit with clarity and consistency.
Logo system
One identity, six approved formats.
Use the primary horizontal lockup whenever space permits. Keep clear space around every mark and never stretch, recolor, rotate, outline, or rearrange the artwork.
Primary horizontal — reversed
Use on dark, photographic, or ink-colored backgrounds.
Vertical lockup
For centered, square, and portrait-oriented placements.
Vertical lockup — reversed
The vertical option for dark backgrounds.
Core palette
Graphite restraint. Civic signal.
Ink
#090A0C
Charcoal
#212326
Graphite
#4A4D51
Fog
#F5F6F7
Signal Red
#BE1A1B
Civic Blue
#1D4D87
Ink, white, and graphite carry the identity. Signal Red and Civic Blue are accents for rules, wayfinding, emphasis, and the JT mark—not large decorative fields.
Typography
Archivo
Headlines, declarations, navigation, and high-confidence moments. Use medium through bold weights with direct, concise language.
IBM Plex Sans
Body copy, labels, supporting facts, and digital interfaces. Designed for clear, accessible reading at every size.
Do
- Use approved artwork without alteration.
- Choose the version with clear contrast.
- Preserve generous clear space around the logo.
- Keep messaging precise, useful, and grounded in outcomes.
Don’t
- Stretch, skew, rotate, or crop the mark.
- Change the approved logo colors.
- Place the logo on visually busy backgrounds.
- Add shadows, outlines, effects, or unapproved taglines.