Foundations
Logo lab
Lockup 1, refined: Barlow ExtraBold Italic, the flame skewed to the italic's own angle, and a warm near-black. The flame is a stand-in drawn in the same style; the type, angle, colours and sizes are real.
Recommended
Barlow ExtraBold Italic, tracking 40, warm near-black #2A2420. Flame skewed 7.1°, keyhole kept round. Reds #F04A3E, #E1251F, #C8191F.
1. The angle
Barlow ExtraBold Italic slants 7.1° (measured on the I and the L). The flame is skewed by exactly that, not rotated, so its base stays on the baseline.
2. The grey
3. Letter spacing
4. In context
Flame stays red in both colour directions. The lettering takes each direction's ink, or warm off-white on dark.
A · Customer app header
A · Crew app, dark
B · Customer app header
B · Crew app, dark
Van side panel
Emergency locksmiths · Off-duty firefighters
0114 000 0000
5. Icon sizes
At 32 pixels and below the keyhole closes up. The bold version widens the slot and circle for icons only.
Red tile, white flame
White tile, red flame
Dark tile, red flame
6. Headings to match
Italic capitals for the logo; upright Barlow Semi Condensed ExtraBold, in sentence case, for app headings. The preview currently uses Archivo.
Now: Archivo ExtraBold
Dave is on the way
Check this over, then pay
£272.25
Proposed: Barlow Semi Condensed ExtraBold
Dave is on the way
Check this over, then pay
£272.25