Logos

Primary brands:

For our primary brands (SCR Collection, News, Sport, Forum, Shifts, Labs) the brand name indicates who the sender is and must appear in medium bold and with a capital letter followed by lower-case letters.

All brands are defined in our brand architecture. Therefore, new logos or brand names cannot be added freely. Any new logo or brand name not included in the brand architecture must be approved by the directors.

Example of primary brand:

Sub-brands:

Sub-brands may be departments or teams within our primary brands.
They are structured with the primary logo followed by a vertical line and the name of the sub-brand, written in a light font. Please contact the directors if you require a sub-brand logo.

Example of sub-brand:

Sub-brands, do’s and don’ts:

Colour variants

All our logos come in two versions. One where the lettering is white and one where the lettering is black. Always use the version where the lettering appears clearest and most legible. For example, use the version with white lettering on dark backgrounds and the version with black lettering on light backgrounds.

Colour palette

Use tools like Microsoft Powertoys or Archtoys to quickly copy a HEX code.

Typography

The two classic weights – Regular and Bold – are functional. Bold is used, for example, for headings, and Regular for body text. The two outer weights – Light and Black – are used as ‘illustrative’ weights. For example, to highlight key figures. Medium is used in small and short texts such as bylines, labels and on buttons.

General writing rules

1. None of our primary brands, nor sub-brands, should ever have ‘Stepford’ in place for ‘SCR’.
2. Dedicated pages to primary brands or sub-brands on stepford.uk should always be referred to as ‘The (brand name) site’.
   Example: The SCR Sport site
3. We write primary brands like this:
   SCR Collection (or SCRC)
   SCR News (or SCRN)
   SCR Sport
   SCR Forum (or SCRF)
   SCR Shifts
   SCR Labs
4. We write sub-brands like this:
   SCR Collection Discord