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
HORIZONTAL — THE DEFAULT
ENDORSED — WHILE MILLWRIGHT IS THE UNKNOWN NAME
REVERSE — DARK GROUNDS · INK #F3F4F6 · CENTRELINE #4B5563
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
LOCKUP · 320 PX
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.
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.
HarlandMillwright
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
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.
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