# UNBEHAVED — Brand Guidelines **Version 1.0** · May 2026 © Lionarts LLP. UNBEHAVED™ is a trademark of Lionarts LLP. Designed in Sweden. Owned in the US. --- ## Brand essence **No rules. Just metal.** UNBEHAVED is the in-house brand for premium CNC-machined billet aluminum accessories for powersports. Conceived in Sweden. Owned in the US. Built for anyone who pushes past the limit — wherever in the world that happens to be. The system is built on three principles: - **No stock looks.** - **No compromises.** - **No apologies.** --- ## 1. Logo The logo combines the **badger symbol** with the **UNBEHAVED wordmark**. Three lockup variants and standalone symbol / wordmark versions are provided. ### Variants | File | Use on | |---------------------------------------------------------------|--------------------------------------| | `unbehaved_logo_and_wordmark_for_dark_backgrounds.svg` | Dark backgrounds (default) | | `unbehaved_logo_and_wordmark_for_bright_backgrounds.svg` | Bright / colored backgrounds | | `unbehaved_logo_and_wordmark_for_light_backgrounds.svg` | Light / cream backgrounds | | `unbehaved_logo_for_dark_backgrounds.svg` | Symbol only, dark contexts | | `unbehaved_logo_for_bright_backgrounds.svg` | Symbol only, light contexts | | `unbehaved_wordmark_white.svg` | Wordmark only, dark backgrounds | | `unbehaved_wordmark_black.svg` | Wordmark only, light backgrounds | All variants are supplied in **SVG** (web/vector), **WebP** (raster fallback) and **EPS** (print). ### Clear space Maintain clear space equal to the height of the "U" in UNBEHAVED on all four sides. No graphic, image edge, or text should intrude on this zone. ### Minimum size - **Digital:** 60px height (full lockup), 32px height (symbol only). - **Print:** 18mm height (full lockup), 10mm height (symbol only). ### Don'ts - **Don't** recolor outside the brand palette (Crimson, Metal, Bone, Ink). - **Don't** distort, stretch, rotate, or shear. - **Don't** apply drop shadows or outer glows. - **Don't** place the logo on a busy photo without a darken overlay. - **Don't** rebuild the wordmark in another typeface. - **Don't** add taglines below the lockup — keep the mark clean. --- ## 2. Color | Token | Hex | RGB | Use | |--------------------|-----------|---------------------|------------------------------------------------| | **Ink** | `#1a1818` | `26, 24, 24` | Primary background | | **Surface** | `#221f1f` | `34, 31, 31` | Cards, secondary surfaces | | **Border** | `#2e2b2b` | `46, 43, 43` | Hairlines, dividers | | **Bone** | `#f0ede8` | `240, 237, 232` | Primary text | | **Muted** | `#5a5555` | `90, 85, 85` | Secondary text, captions | | **Crimson** | `#990c21` | `153, 12, 33` | **Primary brand accent.** CTAs, lines, focus | | **Crimson Bright** | `#c01028` | `192, 16, 40` | Hover / active state for Crimson | | **Metal** | `#c0c0c0` | `192, 192, 192` | Brushed-aluminum highlights | | **Metal Dim** | `#787070` | `120, 112, 112` | Secondary metal tone | Crimson is the only accent color. Use it sparingly — it must always read as an alert, never as decoration. --- ## 3. Typography ### Display — Citrus Gothic Citrus Gothic is the headline and display face. Five styles are in active use: - **Citrus Gothic** — regular display weight (product names, navigation) - **Citrus Gothic Rough** — taglines, manifesto lines - **Citrus Gothic Solid** — large headlines, statistic values - **Citrus Gothic Inline** - **Citrus Gothic Shadow** All headline copy is set in **UPPERCASE** with light positive tracking (`0.02em` to `0.12em` depending on size). #### How to activate Citrus Gothic Citrus Gothic is licensed via **Adobe Fonts** and cannot be redistributed as font files. To use it in your own project: 1. Sign in to Adobe Fonts at with your Creative Cloud subscription. 2. Search for **"Citrus Gothic"**. 3. Click **Activate** on the family, or add it to a Web Project. 4. For web use, copy the `` tag Adobe generates for your project and paste it into your ``. 5. Reference the family in CSS: ```css font-family: "citrus-gothic", sans-serif; font-family: "citrus-gothic-rough", sans-serif; font-family: "citrus-gothic-solid", sans-serif; font-family: "citrus-gothic-inline", sans-serif; font-family: "citrus-gothic-shadow", sans-serif; ``` If you do not have an Adobe Fonts subscription, contact us before substituting another typeface. ### Body — Helvetica Neue All body, UI, and caption copy is set in **Helvetica Neue** with the following fallback stack: ```css font-family: "Helvetica Neue", "Helvetica", "Arial", sans-serif; ``` Default body weight is **300 (light)**. Use weight 500 only for badges and small uppercase UI labels. --- ## 4. Voice - **Direct.** No qualifiers, no apologies, no hedging. - **Mechanical.** Specifics over slogans. Mention materials, sealing, threading, tolerances. - **Confident, not loud.** State the upgrade. Don't sell it. - **Swedish-Spartan.** Plain sentences. Few words. No exclamation marks. ### Do > Your stock cap is plastic with a foam ring. This is 6061 billet with an NBR seal. The upgrade is obvious. > Conceived in Sweden. Owned in the US. Built for anyone who pushes past the limit. ### Don't > Discover our amazing new line of premium fuel caps! Available in many exciting colors! > The ultimate luxury upgrade for the discerning rider. --- ## 5. Visual language ### Film grain A subtle SVG-noise grain is overlaid on every surface to give the brand its analog, machined texture. Implementation: a fixed-position pseudo-element with `feTurbulence` SVG noise at ~3.5% opacity, animated through four micro-shifts at 0.5s steps. ### Worn logo filter The badger symbol on the homepage uses an SVG filter (`#logo-worn`) that multiplies a warm grain texture against the source graphic. This is **optional** — apply on hero treatments only, never on small or business-card uses of the logo. ### Crimson hairline A 1px Crimson divider (`width: 48px`) is the brand's smallest visual signature. Use it as a section opener, never as a horizontal rule across a full container. ### Glitch Occasional one-frame chromatic-aberration glitches accompany key state transitions (menu open, hero reveal). Reserved for digital surfaces; do not attempt to reproduce in print. --- ## 6. Files & licensing This brand pack contains: - `/SVG/` — 8 vector lockups, symbols, and wordmarks (preferred for web and digital). - `/WebP/` — 8 raster equivalents (use only when SVG is unsupported). - `/EPS/` — Print-ready vector files (use for embroidery, decals, large format). - `BRAND_GUIDELINES.md` — this document. UNBEHAVED™ is a trademark of Lionarts LLP. The mark and identity may not be modified, reissued, or used in connection with any third-party product without written permission. For brand questions, partner-program enquiries, or alternative formats: - **EU:** - **US:** --- *No rules. Just metal.*