Brand Kit
The look and feel of the 904.
Logos, palette, typography, textures, and voice. Use these guidelines anywhere our brand shows up — press, partner decks, vendor signage, social posts.
Our wordmark
Do
- Pair the wordmark with the italic "904" accent.
- Maintain clear space equal to the cap-height on all sides.
- Use cream or ink backgrounds for primary applications.
Don't
- Don't recolor the wordmark outside the approved palette.
- Don't stretch, skew, or add drop shadows.
- Don't place over busy photography without an overlay.
Palette
#1F2A36--inkHeadlines, dark bands
#23303E--auberginePremium dark accents
#F8F0DC--creamPage background — golden hour
#EFDDB6--cream-deepSoft section breaks
#E08A4B--clayPrimary CTAs, sunset glow
#B85F2A--clay-deepHover states, links
#3E6B86--mossSecondary, palm shadow
#1F3A4D--moss-deepTags, dark moments
#D9A53A--honeySignature script + accents
#C7D9E5--skyPale sunset blue accent
#E5DBC2--stoneBorders, cards
#FEFCF7--whiteCards, forms
Type system
Aa
Jacksonville, gathered.
Weights 400, 500, 600, 700 with a true italic. One italic accent word per headline.
Aa
The best of the 904, in one place. We curate Jacksonville's most loved vendor markets, celebrating the makers, food, and neighborhoods of the 904.
Weights 400–800. Body 16/18px.
Gathering
Caveat is our handwritten accent — warm, legible, and friendly. Used sparingly for a short phrase or aside, never for body copy or buttons.
Inter 700, 11px, letter-spacing 0.22em, uppercase, clay-deep.
Surfaces
How we sound
Warm
Hospitable, never corporate. We greet, we invite, we thank.
Local
Specific to Jacksonville. Name neighborhoods, name makers.
Curated
Editorial confidence. We choose carefully and say less.
We say
- "Jacksonville, gathered."
- "Where the 904's makers meet their people."
- "See you Saturday in Riverside."
We don't say
- "Premier outdoor shopping experience."
- "Activations and engagements."
- "World-class vendors."
Need the files?
Email us for high-resolution logos, lockups, and the full brand PDF.
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