Identity systemWorking edition · September 2026

The codes MARK TWO is built with.

Locked where the brand book locks them, proposed where it does not. Everything on the site is set with these and nothing else. This page is for the people who make things for MARK TWO. It is not linked from the shop beyond the footer.

Logo system

Drawn from James's brand board, September 2026. The wordmark is a squared extended sans, emboldened to a 32 percent stem and set as a vector, never typed. The II is the primary shorthand and can function on its own. The dash is the signature under the name. MARK TWO is always written in full.

Primary logoRebuilt as a vector from the board. Stem 33% of cap height.
Wordmark · primary

The primary logo. Heavy, squared, extended. Drawn from Michroma and emboldened as a vector.

Wordmark · outline

The primary as a keyline. Embroidery, debossing, print where a solid fill is too much.

Signature

The wordmark over the dash. Back of garment, neck label, hangtag, packaging, the end of a page.

Icon A · simple

The II. Slab serif, squared, nearly a square itself. Chest or sleeve. Stands alone.

Icon B · outline

The II inside a square keyline. Badges, patches, social avatars on light grounds.

Icon C · filled

The II cut from a solid square. App icon, favicon, stamps, anywhere the mark needs its own ground.

Lockup

II beside the wordmark, matched to cap height. Documents, invoices, partners.

  • MARK TWO is always spelled out. No abbreviations, no numerals in the name.
  • One colour at a time: Ink on light grounds, White or Bone on dark ones. Never a gradient, never a shadow.
  • The dash only ever sits centred under the wordmark or under a short block of caps. It is a signature, not a divider.
  • The II may create mystery. It must never manufacture meaning.
  • Clear space around any mark is at least the height of the II.
  • Every mark here is a vector file in the brand folder of the site (brand/marktwo-*.svg), plus a light wordmark for engraving and very small labels. Send those files to printers, never a screenshot.

Brand placement

The flagship architecture: II on the front, the signature large across the back, as on the board. The II may also sit on the upper sleeve. Other garments vary in restraint. Large typography is allowed when it strengthens the design.

FrontThe II, small, on the chest
BackThe signature, large, across the shoulders

Typography

Two typefaces, each with one job. Michroma, the squared extended sans the wordmark is drawn from, carries the identity: the wordmark, the light alternative and every small caps label from the navigation to the neck label. Archivo, a grotesque with squared shapes, carries the reading: headlines, statements, principles and body. No serif. No italics. Nothing else.

Identity · Michroma

The wordmark, emboldened as a vector. Michroma Regular for the light wordmark and for labels: caps only, 10px, tracked +0.24em. Never used for sentences.

You don't have to stay here.

Reading · Archivo

Weight 800 for headlines, 400 to 500 for statements, principles and body. Always normal width; the extended feeling belongs to the wordmark alone.

  • WordmarkCustom vector from Michroma · stem 32% of cap height · tracking 14% · never typed live
  • LabelThe II Hoodie · The Standards · UnderneathMichroma 400 · 10px · caps · tracking +0.24em · navigation, eyebrows, captions, tags, neck labels
  • HeadlineThe permanent wardrobe.Archivo 800 · 100% · 28 to 52px · leading 1.0 · tracking -0.022em
  • StatementWhere you are is not where you have to stay.Archivo 400 · 100% · 26 to 84px · leading 1.02 to 1.12 · tracking -0.015 to -0.028em
  • PrincipleDo the hard thingArchivo 500 · 100% · 19 to 28px · leading 1.15 · tracking -0.01em
  • BodyThe clothing is the visible part. A philosophy sits underneath it.Archivo 400 · 100% · 16 to 21px · leading 1.5 to 1.55
  • SmallThe II Hoodie · InkArchivo 400 to 500 · 100% · 13 to 15px · leading 1.4
  • Two typefaces, each with one job. Michroma for identity and labels, Archivo for reading. No third family, no serif, no italics, on the site, on labels, on packaging.
  • Michroma is never used for sentences. Caps only, tracked open, small.
  • Archivo is never expanded. Width 100 percent always. The extended feeling belongs to the wordmark alone.
  • Weight says who is speaking. The wordmark and headlines are heavy. Statements and body are regular.
  • Labels are the only tracked open text. Large type is tracked tight.
  • Big type is set in Archivo Regular unless it is the name. The name is always the vector wordmark.
  • On garments: the II and the signature are the only type. A neck label carries the wordmark, the dash and the size, in Michroma caps.

Colour

White is the ground. Four working tones, named after materials rather than moods. Colour never carries a message on its own; the garments and the photography bring it.

  • White#FFFFFF

    Ground. Everything sits on it.

  • Bone#E9E7E2

    Material tone. Image grounds, packaging, the second colourway.

  • Stone#A8A39A

    Hairlines and quiet detail.

  • Ink#151412

    Type, marks, the first colourway.

  • Oxblood#5E2A2E

    Once per screen at most. Hover, focus, selection.

Photography direction

Life being observed rather than advertising being staged. Human, contemporary, grounded, confident, real and considered. Capture life, don't manufacture it. Intentional imperfection is welcome. The frames below are the first shot list, held as tone until they are taken.

Frame 01 · To be shot

Early. A kitchen with one window. Someone lacing boots before the day starts. Nobody is posing.

Frame 02 · To be shot

Bus stop, wet pavement. The II on a chest under an open jacket. Shot from across the road.

Frame 03 · To be shot

Two people on a wall outside a gym, mid conversation. One is laughing. The clothes are incidental.

Frame 04 · To be shot

The back of the hoodie walking up a hill at dusk. MARK TWO, large, slightly creased.

  • Natural light where it exists. People mid action, not mid pose.
  • The garment is in the frame, not the point of the frame.
  • Creases, weather and imperfection stay in. Skin is not retouched.
  • No lifestyle sets, no props, no manufactured moments.

Image slots on the site

Every photograph on the site has a fixed filename. Drop a file with that name into the img folder and the slot fills itself. Until then the slot shows its own filename. JPEG at quality 80, or WebP, ideally under 400 KB each.

  • img/hero.jpgCampaign. Landscape 21:9, at least 2400 x 1030. Crops to portrait on phones, so keep the subject central.
  • img/hoodie-front.jpgThe II Hoodie, front. Portrait 4:5, at least 1600 x 2000.
  • img/hoodie-back.jpgThe II Hoodie, back. Portrait 4:5, at least 1600 x 2000.
  • img/hoodie-detail.jpgDetail of the II on the chest. Square, at least 1600 x 1600.
  • img/standards-hoodie-ink.jpgProduct card. Portrait 4:5, at least 1200 x 1500.
  • img/standards-hoodie-bone.jpgProduct card. Portrait 4:5.
  • img/standards-tee-ink.jpgProduct card. Portrait 4:5.
  • img/standards-tee-bone.jpgProduct card. Portrait 4:5.
  • img/life-01.jpgLife observed, full width. Landscape 21:9, at least 2400 x 1030.
  • img/founder.jpgThe founder. Portrait 4:5, at least 1200 x 1500.

Collection architecture

The flagship establishes the identity. The wider collection explores it. Product naming stays simple; meaning belongs in the design and the collection concept, not in inflated product names.

  • Core / Standards

    The permanent MARK TWO wardrobe. Begins with The II Hoodie.

  • Seasonal

    Exploration within the brand language.

  • Statement

    Selective, more expressive work.

  • Experimental

    Limited tests. Allowed to fail.

Voice

Quietly confident, grounded and intentional. Clear, concise, certain, human, quietly challenging, hopeful, self aware. It speaks in principles, not pep talks, and does not coach people through their problems.

Conviction without arrogance.

Ambition without performance.

Hope without naivety.

Strength without dominance.

The one practical rule

Don't bullshit people.