Primary Logo
The wordmark spells Waiting in a quick, confident script and ends in an ellipsis.
Use it in red on our warm white wherever possible. It leads every cover and sits at the top of every page on waitingmag.com.
Brand Guidelines
Logo
Our wordmark is a handwritten signature. It is the most recognizable part of our brand, and it appears on every cover, page and post.
One Color Versions
The wordmark is always a single flat color. Reach for red on warm white first, and warm white on red second.
Warm white on near-black or blue works for photography, single-color print and places where red would compete with the image.
Monogram
The W from our wordmark stands on its own where the full signature won't fit: social avatars, favicons, app icons and small print.
Keep it in the same flat colors as the wordmark, and avoid using the monogram and the wordmark side by side.
Logo in Motion
On screen, the wordmark can write itself stroke by stroke, the way it was drawn. The animation appears across waitingmag.com.
Let it play through once and hold on the finished signature before it writes again. The drawing should always finish; never crop or cut it mid-stroke.
Clear Space
Give the wordmark room. As a guide, keep clear space around it equal to the height of the capital W.
On busy layouts and photographs, leave more. The signature should always read as the focal point, never as an afterthought.
What Not to Do
The wordmark is drawn by hand, so it should never be redrawn, typed or rebuilt. Always use the supplied files.
Beyond the usual rules about warping and stretching, a few specific points apply to our signature.
Waiting...
