# Goods on Country identity guide

## Brand essence

**The making belongs on Country.**

Goods designs practical health hardware with communities and builds production pathways that can move into community ownership.

## Logo system

The master mark is the complete **Goods.** wordmark in Archivo Bold 700. The terracotta full stop is part of the mark.

The approved Goods on Country lockup is the **grounded lockup**. `on Country` is set in Archivo SemiBold 600 beneath Goods., followed by a terracotta rail. It describes the relationship to place as the foundation of the work, not as a detached subtitle.

Use the supplied outlined SVG files. Do not rebuild the mark in Canva, PowerPoint or another application.

## Colour

| Colour | Hex |
|---|---|
| Ink | `#1C1A17` |
| Terracotta | `#C9613C` |
| Cream | `#FBF8F1` |
| White | `#FFFFFF` |
| Sand | `#E8DCC8` |
| Sage | `#8B9D77` |
| Sub | `#6A6158` |
| Grid | `#E6DFD1` |

Primary brand combinations:

- Ink `#1C1A17` and terracotta `#C9613C` on white `#FFFFFF` or cream `#FBF8F1`.
- White `#FFFFFF` and terracotta `#C9613C` on ink `#1C1A17`.

## Typography

- Logo: Archivo Bold 700.
- Grounded descriptor: Archivo SemiBold 600, sentence case `on Country`.
- Editorial display: Georgia.
- Body and interface: system sans-serif.

The logo typography is supplied as vector outlines and must not be retyped.

## Clear space

Keep clear space equal to the height of the lowercase `o` in `on Country` around the complete grounded lockup.

## Minimum size

- Full grounded lockup: 160px digital or 42mm print.
- Below 160px: omit the rail if it becomes unclear.
- Below 96px: use Goods. alone and write “Goods on Country” as adjacent accessible text.

## Co-branding

When shown with community partners, give Goods equal or lesser visual weight. Never allow Goods to dominate a community-owned identity. Keep every partner mark inside its own clear space.

## Cultural protocol

The identity does not borrow or imitate Aboriginal artwork, symbols or pattern systems. Any cultural artwork used alongside the brand must be commissioned, attributed, paid for and governed by the relevant artist and community.

## Photography

Use real on-Country photography over stock. Every identifiable person requires consent appropriate to the intended channel. Communities retain rights over their stories and likeness; Goods receives permission to use them.

## Voice

Warm, direct and community-first. Lead with agency and the practical work. Avoid charity framing, inflated claims and language that positions intermediaries as the heroes.
