These guidelines define how the Third + Grove brand is built and expressed across every touchpoint. The system prioritizes clarity, structure, and consistency so the brand remains recognizable as it scales. Typography, motion, layout, and imagery work together to create a calm, confident presence across every platform.
Brand Overview
Brand principle
Our work leads with calm authority, precision, and timeless structure—systems designed to feel composed, engineered, and built to perform. Beneath that restraint lives cultural intelligence and modern edge: ideas meant to endure. We favor clarity over spectacle, confidence over volume, and intention over decoration. The result is work that feels controlled on the surface and unmistakably distinctive in its thinking.
We favor clarity over spectacle, confidence over volume, and intention over decoration.
We favor
intention over decoration.
Designed To Scale
Posture, restraint, and system behavior
Calm authority, quiet confidence, and clear recommendations. We pair premium creative taste with disciplined engineering to build brand-first commerce that scales.
Designed to Scale means every decision is made with longevity in mind. Boutique attention, enterprise execution. Close to the work, responsive, and proactive.
Logo
Our Mark
The logo is Third + Grove’s primary visual identifier. A small set of lockups ensures the mark remains clear and consistent across different formats and constraints. Using the correct variation in the appropriate context preserves recognition and strengthens the brand at every touchpoint.
Our wordmark reflects the way we approach our work—clear, intentional, and built on thoughtful structure. Its simplicity allows the identity to remain flexible across projects while maintaining a strong, recognizable presence. The plus symbol acts as the connective element across the identity—representing collaboration, partnership, and the additive nature of our work.
Each download is a .zip with SVG and PNG files in black and white.
Clearspace & minimum size
Clear space around the logo equals the cap height of the wordmark (2x). This spacing ensures the mark remains clear and unobstructed in all applications. Minimum sizes are established to preserve legibility across both digital and print environments.
Minimum width for the primary wordmark. Below this, use the secondary wordmark or the favicon.
Usage
Use the files as supplied. Keep the mark black or white, at its original proportions, with enough contrast to read.
Voice
Our Tone
Third + Grove communicates with clarity and confidence. Our voice reflects the same principles as our design—calm, precise, and intentional. Clear thinking. Calm authority. Confident communication.
Voice principles
Clear
We prioritize clarity over cleverness. Ideas should be easy to understand and structured with purpose.
Confident
Our tone is assured but never loud. We present ideas with authority and avoid unnecessary exaggeration.
Intentional
Every word has a role. We favor precision and remove anything that doesn’t strengthen the message.
Writing guidelines
Use direct language
Say what we mean in plain words. Lead with the point, and choose specific nouns and verbs over abstractions.
Avoid unnecessary complexity
Simplicity reinforces confidence.
Let structure do the work
Hierarchy and pacing guide the reader.
In practice
We create innovative digital solutions for the modern landscape.We build systems designed to scale.We leverage cutting-edge strategies to drive impactful digital outcomes.We focus on clarity and structure.Our solutions empower brands to unlock their full digital potential.Our work is designed to perform.We craft dynamic experiences that redefine digital engagement.We communicate ideas simply.
Typography
Type Setting
Typography is a core element of the Third + Grove identity. The system relies on FK Grotesk to create clarity, structure, and a consistent voice across every touchpoint.
FK Grotesk.
Modern neutrality. Subtle personality without noise.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789:;,./()!@+$?%<>-—
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789:;,./()!@+$?%<>-—
Third + Grove uses a single type family: FK Grotesk. Limiting the system to one typeface creates clarity, consistency, and scalability across platforms. Hierarchy is created through scale, spacing, and restraint rather than an excess of weights or styles.
Weights
FK Grotesk
FK Grotesk
FK Grotesk
Type scale
Eight sizes, from statements to body copy. Shown at their desktop sizes, scaled down on smaller screens.
Try it
Designed To Scale
Click the text to edit it. The full family includes Thin, Light, Regular, Medium, Bold, and Black, each with an italic.
Color
Setting the Tone
Color reinforces the clarity and restraint of the Third + Grove identity. The palette is intentionally limited, allowing typography, structure, and imagery to remain the primary focus.
Palette
The palette is built entirely from neutrals. Black, off-white, and greys form the foundation of the system, with contrast and scale creating emphasis where it’s needed.
Values
Click a value to copy it, or copy the palette as CSS variables.
| Swatch | Hex | RGB |
|---|
Visuals
Imagery
Our imagery favors form, light, and material over literal subjects. Sculptural surfaces and controlled reflections carry the same restraint as our typography. Draft
Service icons
Each of our five services has its own icon. All five are drawn on the same 80 × 80 grid from 20-unit modules, and each one belongs to a single image family.
Clear space & minimum size
Give each icon clear space of one module, a quarter of its width, on every side. Keep static icons at 24 px or larger, and animated icons at 64 px or larger so the motion still reads.
Pairing
An icon only appears with images from its own family. Set it in white, centered over the image, as in the blocks that open each family below.
Downloads
Static icons as SVG, and the animations as 1000 × 1000 MP4s, both in black and white. The animations include a combined Services loop that moves through all five icons.
Image families
Every image in the T+G Perspective library belongs to one of five families, one for each service. Each pairs a visual ingredient with a metaphor for that part of how we work. Select an image, or View all, to browse a family.
Color vs black and white Draft
Color images stay cool and low in saturation, with warm light used as a highlight. Black and white is used when the image sits behind type or needs to recede.