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BRAND GUIDELINES · TWO BRANDS, ONE HOUSE

Millwright

Dunn Harland

The flagship, and the house it comes from.

Brands
02
Shared orange
#FB923C
Wordmarks
Playfair SC
System type
Geist
Mark draft
03

Everything needed to set either brand true is on this page, so nobody has to ask for a file or guess at a hex. The serif belongs to Dunn Harland; the sans belongs to what Dunn Harland builds; the orange belongs to both — that is the whole family system.

Partners and press may use these assets, unmodified, to describe work done with us. Anything else, send the mockup first.

[ FOR AGENTS ]

Paste this above any brief before an agent writes markup. Covers both brands.

You are building an interface for Millwright, the flagship suite from Dunn Harland.
Millwright is an agentic layer that works inside systems the customer already runs.
Its whole promise is control, so the design must read as restrained and evidenced.

MARK
  The mark is a coupling: two ink shafts, a square orange coupling, and one
  centreline running through all three. Power only transmits if both halves
  share a centre — the discipline in one image. The centreline uses the ISO
  convention (long dash, short dash: 22 5 4 5, faint) and sets solid below
  48px. Shaft ratio is locked at 2.385:1 (62:26) in every variant; the ink
  fills the middle half of a 200×120 construction box. Orange lives on the
  coupling and nowhere else. In one-colour contexts use the mono variant
  (everything currentColor). Never rotate it, never offset the shafts, never
  shorten a shaft to fit, never add a gear.
  Sub-product marks keep the shafts and centreline and change only the centre
  element: Records is a stacked register, Agent is a solid square, Pipelines
  is a flange pair. One family, four silhouettes.

ASSETS (never redraw a mark from memory — use these)
  Guidelines page, both brands:   /brand
  Full pack (zip):                /brand/brand-assets.zip
  Millwright mark SVGs:           /brand/pack/millwright/millwright-mark.svg
                                  /brand/pack/millwright/millwright-mark-small.svg
                                  /brand/pack/millwright/millwright-favicon.svg
                                  /brand/pack/millwright/millwright-mark-mono.svg
                                  /brand/pack/millwright/millwright-mark-mono-inverse.svg
  Dunn Harland mark SVG:          /brand/pack/dunn-harland/dunn-harland-mark.svg
  In this repo:                   React components and raw SVG strings in
                                  src/app/_components/millwright-logo.tsx
                                  (CouplingMark, MillwrightLockup, MARK_SVG,
                                  DunnHarlandMark, DUNN_HARLAND_MARK_SVG)

TYPE
  The Millwright wordmark is Playfair Display SC — 400, cap plus small caps,
  kerning off, line-height 0.82 — identical to the parent's construction:
  Millwright is a peer brand, not a product line. Playfair appears in the two
  wordmarks and nowhere else. Decks, interfaces and charts are Geist; Geist
  Mono, tabular, for every figure, ID, tolerance and table header.

COLOUR (Tailwind tokens, defined in src/app/_brand/tokens.ts)
  brand-orange      #FB923C  MARK ONLY       The coupling, and nothing else. Shared with the Dunn Harland quarter-circle, which is what makes Millwright read as a sibling.
  brand-amber       #F59E0B  WORKING ACCENT  Interfaces and decks. Marks one element per screen. Past roughly 10% of a surface it is too much.
  brand-amber-deep  #B45309  SMALL TEXT      Accent text and links on ground, where amber would not hold up.
  brand-ink         #111827  SHAFTS, TITLES  Sampled from the parent logo. Titles, shafts, dark surfaces.
  brand-muted       #6C6C6C  BODY            Body prose. Most words on any page are this colour, not ink.
  brand-faint       #9CA3AF  CENTRELINE      The centreline, mono labels, table headers, captions.
  brand-tint        #FEF6E7  WARM PANELS     Marks where the change path lives: at most one tinted panel or callout per screen, never the page ground.
  brand-ground      #FFFFFF  NEVER CREAM     The page and every card. White — never cream, never gradients.
  brand-success     #16A34A  SEMANTIC ONLY   Only where data is genuinely good — a stock-cover improvement, a closed exception. Never in the mark, never decoratively.
  brand-line        #E3E3E3  RULES, CARD BORDERS Rules and card borders, 1px.
  brand-surface     #F7F7F7  PANEL FILLS     Panel fills. Structural depth is drawn with fills and hairlines; floating cards may add one soft shadow.

RULES
  CLEAR SPACE — One coupling height — which is the wordmark cap height — clear on all four sides. The centreline may run into that space; nothing else may. Clear space is not baked into the files: they crop tight to the ink.
  CONSTRUCTION — Not negotiable: the shaft ratio is 2.385:1 (62:26) in every variant. Never shorten a shaft to fit a frame — heavier means taller and proportionally longer, and to fit a square you scale the whole composition. In lockups the coupling equals the wordmark's cap height and aligns to its cap top and baseline; the scale is cap ÷ 60.
  PAIRING — Next to another logo, match cap heights, never box heights. The Dunn Harland logo stacks two words, so its cap height is 0.458 of its box; equal boxes make the Millwright letters 2.18× larger, which looks like a mistake because it is one.
  THE ACTION LAYER — Orange #FB923C owns what the visitor can do: fills on primary actions, the title-block bar, chips and marks — always carrying ink content, never white. Everything informational stays ink on paper. Orange as text is always amber-deep.
  THE SHEET — Every surface is one ruled drawing sheet: hairline panel borders structure the page edge to edge, with mono corner labels in brackets. Rounded, soft-shadowed cards float on the square ruled sheet — structure is drawn, interaction is lifted.
  NO GREEN — Green stays semantic. #16A34A only where the data is genuinely good — a stock-cover improvement, a closed exception. Never in the mark, never decoratively.
  MONO FOR DATA — Runout figures, tolerances, shim thicknesses and IDs are always Geist Mono with tabular figures. It reads as instrumentation and keeps columns honest.
  SMALL SIZES — Below 48px the dashed centreline collapses: swap to the solid-centreline variant, and the favicon crops to shaft stubs around the coupling. Below roughly 200px of lockup width the endorsed eyebrow stops being readable — drop to the plain horizontal lockup rather than shrinking it.
  THE DATUM LINE — Charts carry the identity in exactly one place: a target, tolerance band or known-good baseline drawn with the ISO centreline lifted off the mark (dasharray 22 5 4 5, faint). It means what it means in the mark: this is true, measure against it. One series carries amber; five series is the ceiling.
  REVERSE — Confirmed: on dark grounds the shafts lift to #F3F4F6 and the centreline to #4B5563; the coupling stays orange. Reverse wordmark and eyebrow follow the same values.
  SINGLE COLOUR — In one-colour contexts the whole mark sets in one colour (the mono variant). The coupling reads by its gaps and height, never by a grey substitute — if the gaps are not visible, the mark is too small.
  DON'T — Don't rotate the mark, don't offset the shafts to “show misalignment”, and don't add a gear. The joke wears out and the mark stops meaning anything.
  The page is a warm paper sheet ruled with hairlines; white cards and cells sit
  on it. Ink sections separate chapters. Floating interactive cards may carry
  one soft shadow; drawn structure never does.

DUNN HARLAND (the parent brand — endorses Millwright, never leads its pages)
  Mark: the orange quarter-circle (#FB923C), shared orange with the coupling.
  Wordmark: Playfair Display SC — the same construction Millwright's wordmark uses.
  #FB923C  THE QUARTER-CIRCLE The mark's only colour. Shared with the Millwright coupling — the one value that makes the two read as family.
  #F59E0B  HIGHLIGHT          Highlight chips and emphasis on the consultancy surfaces. The value Millwright later adopted as its working accent.
  #60A5FA  UNDERLINE          Thick underline decoration on key nouns. Dunn Harland only — never appears on a Millwright surface.
  #F5F5F4  GROUND             The consultancy site's warm ground.
  #334155  WORDMARK, NAV      The wordmark and chrome ink.
  #374151  HEADINGS           Heading ink on the consultancy surfaces.
  The parent signs Millwright work (endorsed lockup, footer, contract); it never
  appears twice on one screen, and its blue never appears on Millwright surfaces.

VOICE
  - State the observation, then the inference, then the confidence. Never blend them.
  - Numbers come from real runs. If a figure is an estimate, the page says so on the same line.
  - “Not verifiable” is an allowed verdict. Thin evidence is rated zero, not assessed.
  - Sentence case everywhere. No exclamation marks. No claims about the competition.
  - The system never decides on the customer's behalf — copy must never imply otherwise.

[ 01 / 02 ] · THE FLAGSHIP SUITE

Millwright

Primary mark

MARK 01 — COUPLING · DRAFT 03

COUPLED SHAFT ON A COMMON CENTRELINE

Two shafts, a coupling, and one centreline running through all three: power only transmits if both halves share a centre.

The centreline uses the ISO convention — long dash, short dash. Anyone who has read a technical drawing recognises it instantly; anyone who has not reads it as precision. Shaft ends are fully radiused so they read as turned cylinders, echoing the curve in the Dunn Harland quarter-circle. The coupling stays square — it is the joint, and joints are flat-faced. It is the only element that ever carries the accent colour.

NOT NEGOTIABLE

The shaft ratio is fixed at 2.385:1 (62:26) in every variant. Never shorten a shaft on its own to fit a smaller or squarer frame — the pill collapses toward a circle. Heavier means taller and proportionally longer. To fit a square, scale the whole composition.

WHY NOT A GEAR

Every industrial brand uses a cog, and a cog only says machinery. A coupling says two things made to run as one — the product, not the category.

Sub-product marks

RECORDS · AGENT · PIPELINES

RECORDS — THE REGISTER

AGENT — THE DRIVER

PIPELINES — THE FLANGE PAIR

The shafts and the centreline never change — they are the family. Each sub-product changes only the centre element: Records stacks the register, Agent is one solid square, Pipelines is the flange pair the data passes through. The suite's coupling remains the parent of all three.

PRODUCT ASSETS

Single colour

MONO — CURRENTCOLOR

MONO — INK ON GROUND

MONO — GROUND ON INK

MONO — ANY SINGLE COLOUR

The one-colour mark sets everything — shafts, coupling, centreline — in a single colour. Nothing depends on the coupling being orange: the jaw gaps and the coupling's extra height carry the read. Use it for engraving, embroidery, single-colour print, and anywhere the palette is not yours to control.

Lockups

HORIZONTAL · ENDORSED · REVERSE · STACKED

Millwright

HORIZONTAL — THE DEFAULT

MillwrightA Dunn Harland product

ENDORSED — WHILE MILLWRIGHT IS THE UNKNOWN NAME

MillwrightA Dunn Harland product

REVERSE — DARK GROUNDS · INK #F3F4F6 · CENTRELINE #4B5563

Millwright

STACKED — SQUARE FRAMES

The wordmark is Playfair Display SC — weight 400, cap plus small caps, kerning off — identical to the parent's construction. That is deliberate: it is what makes Millwright read as a peer brand rather than a product. Playfair appears in the two wordmarks and nowhere else; decks, interfaces and charts are Geist.

The construction rule: the coupling equals the wordmark's cap height and aligns to its cap top and baseline — not centred on the text block. The scale is cap ÷ 60: the mark's ink fills only the middle half of its 200×120 box, which overflows above and below by design.

BELOW 200PX WIDE

The endorsed eyebrow stops being readable. Drop to the plain horizontal lockup rather than shrinking the endorsed one further.

At size

LEGIBILITY PROOF

200 px

96 px

48 px

32 — FAVICON

16 — FAVICON

Millwright

LOCKUP · 320 PX

Millwright

LOCKUP · 200 PX — THE FLOOR

Below 48 px the dashed centreline collapses, so small sizes use a solid centreline, and the favicon crops to shaft stubs — the coupling on its line is what stays recognisable at 16 px. Below roughly 200 px of lockup width, drop the endorsed eyebrow.

Placement

CLEAR SPACE · WITH TEXT · WITH OTHER LOGOS

CLEAR SPACE — ONE COUPLING HEIGHT, ALL FOUR SIDES

One coupling height — which is the wordmark cap height — clear on all four sides. The centreline may run into that space; nothing else may. Clear space is not baked into the files: they crop tight to the ink, so a caller placing them by box gets the size it asked for.

Run the mark at the cap height of the line it sits beside, aligned to cap top and baseline — never centred on the text block.

WITH BODY TEXT — CAP TOP AND BASELINE

In running text, the mark behaves like a word: cap height, baseline, and the same clear space. Do not float it in a margin.

Dunn
Harland
Millwright

WITH OTHER LOGOS — MATCH CAP HEIGHTS, NOT BOX HEIGHTS

Next to another logo, match cap heights, not box heights. The Dunn Harland logo stacks DUNN over HARLAND, so its cap height is only 0.458 of its box while the Millwright lockup's box hugs a single cap height. Equal boxes leave the Millwright letters 2.18× larger — which looks like a mistake, because it is one.

Palette

WORKING TOKENS

Logo orange

#FB923C

MARK ONLY

The coupling, and nothing else. Shared with the Dunn Harland quarter-circle, which is what makes Millwright read as a sibling.

Amber

#F59E0B

WORKING ACCENT

Interfaces and decks. Marks one element per screen. Past roughly 10% of a surface it is too much.

Amber deep

#B45309

SMALL TEXT

Accent text and links on ground, where amber would not hold up.

Ink

#111827

SHAFTS, TITLES

Sampled from the parent logo. Titles, shafts, dark surfaces.

Muted

#6C6C6C

BODY

Body prose. Most words on any page are this colour, not ink.

Faint

#9CA3AF

CENTRELINE

The centreline, mono labels, table headers, captions.

Tint

#FEF6E7

WARM PANELS

Marks where the change path lives: at most one tinted panel or callout per screen, never the page ground.

Background

#FFFFFF

NEVER CREAM

The page and every card. White — never cream, never gradients.

Success

#16A34A

SEMANTIC ONLY

Only where data is genuinely good — a stock-cover improvement, a closed exception. Never in the mark, never decoratively.

Border

#E3E3E3

RULES, CARD BORDERS

Rules and card borders, 1px.

Surface

#F7F7F7

PANEL FILLS

Panel fills. Structural depth is drawn with fills and hairlines; floating cards may add one soft shadow.

Not one new value: every colour is already in the house tokens. The two marked NOT IN THE IDENTITY are hairline and card-fill values taken from the deck, recorded here because the surfaces need them.

Type

GEIST — SANS, BLACK, MONO

Wordmark

Playfair Display SC

400 · cap + small caps · kerning off · 0.82

“Millwright”, always — identical to the parent's construction, which is what makes Millwright read as a peer brand rather than a product. Playfair appears in the wordmark and nowhere else.

Millwright

Statement

Geist Bold

48–72px · 700 · -0.03em · 1.05

One per page. The claim the page is built to prove.

Runs true.

Section

Geist Bold

24–34px · 700 · -0.02em

Section headings, with a mono caption right-aligned opposite.

Asking and changing are different skills

Body

Geist Regular

16–18px · 400 · 1.6 · muted

Prose sits in muted, not ink. Max 68 characters per line.

A millwright installs machinery, aligns it and keeps it true. Rarely is this a software problem.

Label

Geist Mono

11–12px · 0.12em · uppercase · faint

Section captions, table headers, specimen labels, evidence dates.

COUPLED SHAFT ON A COMMON CENTRELINE

Data

Geist Mono · tabular

Any size · tabular-nums

Runout figures, tolerances, shim thicknesses, IDs, every reconciled count. Reads as instrumentation and keeps columns honest.

325,688

Parent wordmark

Playfair Display SC

shared construction

The parent sets its wordmark the same way. The shared serif is deliberate: Millwright is a peer brand. Decks, interfaces and charts stay Geist — the serif belongs to the two logos, not to the system they sit on.

Dunn Harland

Usage

RULES

CLEAR SPACE

One coupling height — which is the wordmark cap height — clear on all four sides. The centreline may run into that space; nothing else may. Clear space is not baked into the files: they crop tight to the ink.

CONSTRUCTION

Not negotiable: the shaft ratio is 2.385:1 (62:26) in every variant. Never shorten a shaft to fit a frame — heavier means taller and proportionally longer, and to fit a square you scale the whole composition. In lockups the coupling equals the wordmark's cap height and aligns to its cap top and baseline; the scale is cap ÷ 60.

PAIRING

Next to another logo, match cap heights, never box heights. The Dunn Harland logo stacks two words, so its cap height is 0.458 of its box; equal boxes make the Millwright letters 2.18× larger, which looks like a mistake because it is one.

THE ACTION LAYER

Orange #FB923C owns what the visitor can do: fills on primary actions, the title-block bar, chips and marks — always carrying ink content, never white. Everything informational stays ink on paper. Orange as text is always amber-deep.

THE SHEET

Every surface is one ruled drawing sheet: hairline panel borders structure the page edge to edge, with mono corner labels in brackets. Rounded, soft-shadowed cards float on the square ruled sheet — structure is drawn, interaction is lifted.

NO GREEN

Green stays semantic. #16A34A only where the data is genuinely good — a stock-cover improvement, a closed exception. Never in the mark, never decoratively.

MONO FOR DATA

Runout figures, tolerances, shim thicknesses and IDs are always Geist Mono with tabular figures. It reads as instrumentation and keeps columns honest.

SMALL SIZES

Below 48px the dashed centreline collapses: swap to the solid-centreline variant, and the favicon crops to shaft stubs around the coupling. Below roughly 200px of lockup width the endorsed eyebrow stops being readable — drop to the plain horizontal lockup rather than shrinking it.

THE DATUM LINE

Charts carry the identity in exactly one place: a target, tolerance band or known-good baseline drawn with the ISO centreline lifted off the mark (dasharray 22 5 4 5, faint). It means what it means in the mark: this is true, measure against it. One series carries amber; five series is the ceiling.

REVERSE

Confirmed: on dark grounds the shafts lift to #F3F4F6 and the centreline to #4B5563; the coupling stays orange. Reverse wordmark and eyebrow follow the same values.

SINGLE COLOUR

In one-colour contexts the whole mark sets in one colour (the mono variant). The coupling reads by its gaps and height, never by a grey substitute — if the gaps are not visible, the mark is too small.

DON'T

Don't rotate the mark, don't offset the shafts to “show misalignment”, and don't add a gear. The joke wears out and the mark stops meaning anything.

[ 02 / 02 ] · THE PARENT

Dunn Harland

Mark & lockup

THE QUARTER-CIRCLE

THE QUARTER-CIRCLE

Dunn
Harland

LOCKUP — PLAYFAIR DISPLAY SC

A quarter of a circle in the house orange: the part that stands for the whole. It shares its #FB923C with the Millwright coupling — the one value that makes the two brands read as family — and its curve is echoed in the coupling's radiused shaft ends.

The house mark signs Millwright work — in the endorsed lockup, in the footer, on the contract. It does not lead the page, and it never appears twice on one screen.

Download lockup

PARENT AND PRODUCT

Dunn Harland endorses; Millwright performs. The parent serif never sets the product's name, the product's sans never sets the parent's, and each keeps its own accent behaviour.

Palette

AS SHIPPED ON DUNNHARLAND.COM

Orange

#FB923C

THE QUARTER-CIRCLE

The mark's only colour. Shared with the Millwright coupling — the one value that makes the two read as family.

Amber

#F59E0B

HIGHLIGHT

Highlight chips and emphasis on the consultancy surfaces. The value Millwright later adopted as its working accent.

Blue

#60A5FA

UNDERLINE

Thick underline decoration on key nouns. Dunn Harland only — never appears on a Millwright surface.

Stone

#F5F5F4

GROUND

The consultancy site's warm ground.

Slate

#334155

WORDMARK, NAV

The wordmark and chrome ink.

Gray

#374151

HEADINGS

Heading ink on the consultancy surfaces.

Type

PLAYFAIR — SC, SERIF

Wordmark

Playfair Display SC

400 · small caps

“Dunn Harland”, always — regular weight, never bold. The serif belongs to the parent; the sans belongs to what Dunn Harland builds.

Dunn Harland

Heading

Playfair Display

400–700 · serif

Editorial headings — the blog and consultancy pages.

Strategic partners, not vendors

Body

Geist Regular

16–18px · 400

Body prose everywhere. The house body face is shared with Millwright.

A Dubai-based consultancy transforming businesses with strategic insights.

[ — / 02 ] · SHARED

House rules

Voice

HOW IT SHOULD SOUND

  • State the observation, then the inference, then the confidence. Never blend them.
  • Numbers come from real runs. If a figure is an estimate, the page says so on the same line.
  • “Not verifiable” is an allowed verdict. Thin evidence is rated zero, not assessed.
  • Sentence case everywhere. No exclamation marks. No claims about the competition.
  • The system never decides on the customer's behalf — copy must never imply otherwise.

DUNN HARLAND & MILLWRIGHT · BRAND GUIDELINES · NO OPEN POINTS