Logo

Perch Pay's logo is deliberately plain, quick to place at a glance, and unlike anything else in its category. The tilted caret reads as lift — a small stand-in for money leaving one place and landing in another. It is usually the first thing anyone learns about us, so it carries more weight than any other asset in the system.

The primary logo pairs the symbol with the wordmark. The wordmark is set in Perch Grotesk, our house typeface. Two versions exist — one with a near-black wordmark, one with a white wordmark. Always pick the version that holds more contrast against its background.

The caret inside the symbol stays solid white whatever colour sits behind it.

Use the stacked logo sparingly, and only where the primary lockup will not sit comfortably — narrow columns, square avatars, embroidery.

As with the primary lockup, there is a near-black wordmark version and a white one. Always pick the version that holds more contrast against its background.

Whichever version you reach for, the caret stays solid white.

The symbol on its own is reserved for places where the name is already obvious — the app tile, a favicon, a profile picture, a card face. It should never be redrawn, re-proportioned, or set in another colour.

Every logo has a single-colour counterpart. Reach for it when:

• • the background colour would otherwise fight with Perch Ember;
• • you are limited to one-colour or black-and-white printing;
• • the logo is locked up with a partner mark (see Partnerships below).

Monochrome logos come in near-black and white. Always pick the version that holds more contrast against its background.

Clearspace is the margin around the logo that has to stay empty, so the mark never has to compete with whatever sits next to it.

In the diagrams below, x marks the minimum clearspace for each lockup.

How the logo moves should be as settled as how it sits still. The animation compresses our three motion principles — deliberate, direct, unhurried — into one short mnemonic that can close a film, an ad, or a product tour.

See Logo & end card in the Motion guidelines for the full specification.

When our mark appears beside a partner's, both sit at equal optical weight and both go monochrome. The dividing rule is one twentieth of x wide and runs the full height of the taller mark.

Never place a partner mark inside our clearspace, and never set the pair on Perch Ember.

Every rule above can be set aside when the logo is being used illustratively for campaign or promotional work. In that context we would rather you experimented — expression beats restraint here, as long as the finished frame still reads as ours.