01
Identity
¡Qué Linda!
Character mark shown in the guide as an illustrated woman in a green circle with a red hair bow and cat-eye sunglasses.
Secondary / expressive marks. The script phrase and the character illustration. In the source deck these appear on packaging and tote mock-ups, not in a navigation bar.
Supplied · true vector
logo.svg
109 paths, no embedded raster, viewBox 937.44 × 456.19. Scales cleanly at any size.
Still missing
Knockout · horizontal · favicon
Now trivial to produce from the vector, but none exist yet
Undefined
Clear space · minimum size
No rules given for either
Colors read out of the logo artwork
These are the six fills actually declared inside logo.svg. Two of them resolve open questions: #71bb28 is the bright green the palette page mislabels, and #039438 is the primary green as drawn — three units off the #009439 the guide specifies.
01b
Derived assets
Built from the vector logo, in brand_assets/derived/. Nothing here redraws the designer's letterforms — each is the original artwork masked, cropped or isolated.
One-color knockout
logo-knockout.svg
Uses an SVG mask so every letterform is a true transparent hole — one ink, background showing through. For single-ink print, embroidery, etching, and any placement the full-color badge cannot go.
How to color it
The file paints itself with currentColor, which only inherits when the SVG is part of the page. Loaded through an <img> it is an isolated document and falls back to black. So either inline the markup, or mask it — which is what the three samples above do:
.mark {
background: currentColor;
mask: url(logo-knockout.svg) center/contain no-repeat;
-webkit-mask: url(logo-knockout.svg) center/contain no-repeat;
}Horizontal lockup
logo-horizontal.svg
56px — comfortable
44px — minimum
32px — too small, use the icon
The badge removed and the mark cropped tight — 2.27:1 against the full logo's 2.05:1. Sits on any background and carries less visual weight in a navigation bar. Minimum height 44px; below that the script becomes unreadable and you should drop to the app icon instead.
Constraint worth knowing
A true single-line “Linda fruit” is not possible from this file. The export merges the “in” of Linda and the “fr” of the script into one path, so the two words cannot be separated without re-cutting the letterforms. If a genuinely wide lockup is wanted, it has to come from the brand designer's source file.
App icons
icon-monogram.svg · icon-leaf.svg
Monogram — recommended for favicon
The logo's own serif L. Still legible at 16px, where organic shapes turn to mush. And a leaf is the single most saturated symbol in produce — the L is ownable in a way a leaf is not.
Leaf — recommended for app & social
The leaf lifted straight from the badge, veins intact. Beautiful from 48px up and the warmer, more brand-specific mark. The veins close up below 32px, so it is the wrong choice for a browser tab.
Both are currently wired into these pages — monogram as rel="icon", leaf as apple-touch-icon. Swapping them is a one-line change per page.
02
Color
Contrast ratios are against the two grounds the site actually uses. This is where the drafted palette causes the most trouble: the primary green cannot legally carry body text.
#009439
Primary green
- vs white 3.96 · fail
- vs cream 3.71 · fail
Large display type and fills only. Never body copy.
#1e4d2b
Deep green
- vs cream 9.15 · AAA
- vs white 9.75 · AAA
The workhorse. Every dark text ground on the site.
#fff7e6
Cream
- with deep green 9.15 · AAA
Paper ground. Warmer than white; sits well against both greens.
#e6b23c
Gold
- on deep green 5.01 · AA
- on cream 1.82 · fail
The deck's underline device. Text-safe on dark only.
#71bb28
Bright green — from artwork
- on deep green 4.11 · large only
- on cream 2.23 · fail
The guide mislabels this swatch #1e4d2b. This value is read directly out of the logo vector, so it is evidence rather than a guess.
#d94f45
Red
- on cream 3.82 · large only
Also the natural error color — a collision worth resolving.
#f26f5c
Coral
- on cream 2.73 · fail
Decorative and fruit-tone use. Not a text color anywhere.
— not supplied —
UI neutrals
No greys for borders, dividers, disabled states, form fields or placeholder text. A website needs four or five.
03
Typography
All three families are licensed on Adobe Fonts and confirmed available. Specimens below are rendered in free stand-ins because a web-project kit ID has not been issued yet.
Headline
Ltt Recoleta Condensed Medium — warm, confident, friendly, classic
We think apples deserve better
Shown in Fraunces (SOFT 60, WONK 1) as a stand-in. Tracking −0.035em on display sizes.
Subhead & body
Avenir Next LT Pro or Gibson Book — clean, modern, versatile, approachable
Premium Apples & Pears
Linda Fruit is a family-owned grower and shipper of apples and tree fruit based in Wenatchee, Washington, and part of the Taylor Farms family of companies.
Shown in Mulish as a stand-in. Body line-height 1.7, measure capped at 68–70 characters.
Accent / script — undecided
playful, expressive, handwritten
¡Qué Linda!
Six candidates shortlisted and none chosen: Supa Mega Fantastic Regular, Mofita Italic, Melloner Italic, Fabiola Script, Glory Culture, Arsilon Smooth. Shown in Yellowtail as a placeholder. This needs deciding before build — the script appears in the logo itself, so the choice affects the wordmark, not just the website.
04
Patterns & icons
Gingham
Leaf repeat
Sunburst
Icon set — pear, leaf, apple
Patterns above are reproductions built in CSS and SVG from the guide's mock-ups, not the original artwork. The source pages are labeled “AI Mock-Up”, so the real repeat tiles do not exist yet as production files.
05
Voice & archetype
The Possibility Builder
65% Innocent · 20% Outlaw · 15% Hero
Innocent grounds us
clean · bright · welcoming · trustworthy · fresh · joyful
“How do we make people smile?”
Outlaw adds
challenging assumptions · finding new opportunities · creating value from overlooked ideas · building a new model
“Why are we still doing it this way?”
Hero adds
Linda is never the hero. Linda helps others succeed. The hero is the grower, the retailer, the family buying fruit, the employee.
“How do we help people succeed?”
Linda asks all three.
Attitude
- There has to be a better way
- Optimism without being naive
- Innovation without being disruptive for disruption's sake
- Purposeful without taking itself seriously
- Not loud
- Just willing to rethink the industry
Brand voice
Not polished corporate, more down to earth.
Reference brands
- Whole Foods — optimism
- Patagonia — purpose
- Fishwife — confidence
- Graza — personality
- Taylor Farms — reliability
06
Approved copy
The reframe list from the archetype deck is the single most usable asset in the pack — it is pre-approved, in voice, and reads as headline copy without alteration.
| Industry says | Linda says |
|---|---|
| Industry leading premium supplier | We believe premium starts long before harvest |
| Premium apples | We think apples deserve better |
| Premium quality | Better fruit starts with better thinking |
| Family owned business | We never stopped believing there was a better way to grow this business |
| Vertically integrated | Better connected from orchard to table |
| We maximize returns | We look for more opportunity in every apple |
We believe…
- growers deserve more value
- premium should mean something
- every apple has purpose
- partnerships matter
- quality is never accidental
Story pillars
People · Innovation · Partnerships · Craftsmanship · Possibilities · Optimism
The apples simply become proof.
Calls to action in use
Work With Us · Meet Linda · Let's Talk Fruit · Join Linda
07
Needs clarity
Open questions for the brand designer or Linda Fruit. Two items have been closed by the delivery of the vector logo and are marked resolved below; of the rest, the script font and the Adobe Fonts web kit block the build, and the remainder block launch.
Resolved · palette
The duplicated hex is settled
The palette page labels both the bright green and the deep forest green #1e4d2b. The vector logo resolves it: the bright green is #71bb28, and every page now uses that value. Only needs the brand designer to confirm it, and the guide corrected so the next person is not caught by it.
New · palette
The primary green differs between guide and artwork
The guide specifies #009439. The logo draws it as #039438. The difference is imperceptible, but two sources of truth for a primary brand color will drift. The site currently follows the guide value; someone should decide which one wins.
Blocks build · typography
The script font is undecided — and it is in the logo
Six candidates, no decision. This is not only a web choice: “fruit” in the wordmark is set in a script, so the decision changes the logo artwork itself. Also needed: an Adobe Fonts web project kit ID, since the desktop license does not cover web serving.
Resolved · assets
A true vector logo has been delivered
logo.svg is now 109 real paths with no embedded raster, replacing the earlier PNG-in-a-wrapper. It scales cleanly and can be recolored. Every page has been re-rendered against it at the larger sizes.
Three derivatives are still needed, and all three are now quick to produce from this file: a knockout / one-color version for dark and single-ink use, a horizontal lockup for narrow navigation, and favicon and app-icon artwork — the badge is too wide to read at 32px, so the circular ¡Qué Linda! portrait is the better candidate there.
Brand rules
When does the character mark get used?
The ¡Qué Linda! illustration is the most distinctive thing in the pack and the guide gives no usage rules. Is she a mascot who appears throughout, a packaging-only device, or a social-media personality? On a B2B site aimed at growers this needs an explicit answer — she can read as charming or as unserious depending entirely on placement.
Brand rules
Which tagline is primary?
“Premium fruit. Grown with care.” and “Premium Apples & Pears” both appear as if primary. They do different jobs — one is a promise, one is a category descriptor. The archetype deck also argues against using “premium” as a bare claim at all, which puts both in tension with the strategy.
Strategy · language
Is any of this bilingual?
The brand's signature phrase is Spanish, and Washington tree fruit has a large Spanish-speaking workforce. If Careers is English-only while the brand's personality is Spanish, that reads badly. Worth an explicit decision rather than a default.
Production
The patterns are mock-ups, not artwork
Two pages of the guide are labeled “AI Mock-Up”. The gingham, leaf, sunburst and apple/pear repeats do not exist as production tiles, and the packaging shots are illustrative. Someone has to draw the real repeats before they can be used at scale.
08
Usability suggestions
Things the brand pack does not cover because it was drawn for packaging, not for an interface. None of these change the brand — they extend it so it survives contact with a website.
Accessibility
Stop putting text on the primary green
White on #009439 is 3.96:1 and fails AA for body copy. Use #1e4d2b for any surface carrying paragraphs, and reserve the bright green for large headlines, fills and graphic shapes. All four concepts already follow this.
Design tokens
Add a text-safe gold and a UI neutral ramp
Gold is 1.82:1 on cream — beautiful as a rule or underline, unusable as text on light grounds. A darker companion gold would let it carry small type. Separately, the site needs four or five neutrals for borders, dividers, disabled states and placeholder text.
Forms
Separate semantic colors from brand colors
#d94f45 is a brand red and the obvious error color. On the contact form, a validation message in brand red will read as decoration. Define distinct error/success/warning tokens that sit beside the palette rather than inside it.
Interaction
Gold is the natural focus ring
It is the one color with adequate contrast against both the cream and the deep green grounds, so a single 3px gold focus-visible ring works site-wide. Used throughout the concepts.
Typography
Recoleta Condensed needs a size floor
Condensed faces lose legibility fast at small sizes, especially for older readers — and orchard owners skew older. Suggest Recoleta above 24px only, with Avenir/Gibson taking everything below.
Field conditions
Design for a phone in bright sun
A meaningful share of the grower audience will open this outdoors, one-handed, on a cracked screen. That argues for high-contrast pairings, 44px minimum touch targets, and text over photographs only with a solid scrim — never a light overlay.
Identity
The character mark is the best favicon you will ever get
The badge logo is wide and illegible at 32px. The circular ¡Qué Linda! portrait is already the right shape, already circular, and instantly recognisable at tiny sizes. Strong candidate for favicon, app icon and social avatar.
Content strategy
Let the reframes be the page headings
The six strikethrough lines are already approved, already in voice, and already argue the positioning. Using them verbatim as section headings removes a whole round of copy approval and keeps the site sounding like the brand rather than like a web writer.