Press & media kit

The NJR. brand

Marks, color, type, and the rules for using them — plus the assets themselves, ready to download.

01 · The marks

A typographic identity

North Jersey Research is identified by its name, set in the serif. The ballot seal — a checked circle over watercolor washes — is the only pictorial mark, used for favicons, avatars, and tight spaces where the name won’t fit.

Wordmark — primary

North Jersey Research.

Newsreader, weight 600, letterspacing 0.01em, ending in a gold period. Ink on paper surfaces. Always on one line.

Wordmark — on coral

North Jersey Research.

On coral bands the wordmark switches to cream, the period to light gold. Never ink on coral.

The seal — emblem

A checked circle over sage and gold washes. Use at 32 px and larger.

The seal — plain

Line-only variant for small sizes and single-color contexts, down to 20 px.

Favicon tile

The seal on a rounded cream tile. Browser tabs and app icons only.

Condensed — NJR.

NJR.

Short form with a period, used when the nav condenses on scroll. Not a standalone logo.

Clear space

Keep clear space around the seal equal to one third of its height on all sides. Nothing enters that zone — not even the wordmark.

Minimum sizes

Emblem seal 32 px, favicon tile 24 px, wordmark 14 px type size. Below that, drop the mark rather than shrink it.

02 · Color

Coral, paper, and ink

A warm editorial palette: coral gradient bands for moments of emphasis, cream and butter paper for everything else, and ink-brown text throughout. No pure black, no pure white.

Surfaces

Coral 1

#e08a72

Coral 2

#d67866

Coral 3

#e8ad85

Cream

#ece6d8

Butter

#ede4c3

Tan

#e5dac1

Text & accents

Ink

#4d4337

Body

#5d5246

Muted

#87796a

Cream text

#f5eedd

Gold arrow

#b98a4e

Gradients

Hero — 155°, coral 3 → 1 → 2

Contact — 150°, peach → coral

Tile — 135°, peach light → wash coral

Coral gradients always carry a soft-light grain overlay and cream text. Use at most two paper tones side by side, and never place two coral bands back to back.

03 · Typography

Two voices: serif and mono

Newsreader carries everything readers read — headlines and body alike. IBM Plex Mono handles the machinery: eyebrows, nav links, buttons, pills, and meta. Nothing else, ever.

Hero
Newsreader 400
clamp 3.1–6.75rem

Smarter campaigns

Section heading
Newsreader 500
clamp 2.1–3.3rem

Data that knocks on doors

Body
Newsreader 400
1.1875rem / 1.6

From school board to statehouse, we bring strategy, voter analytics, and digital programs to races up and down the ballot.

Label / eyebrow
IBM Plex Mono 400
0.8125rem · ls 0.08em

Strategy · Data · Digital

Pill
IBM Plex Mono 400
0.6875rem · ls 0.05em

Voter file management Targeting models

Italic accents

Italicize one word in a display heading for emphasis — never a whole line, never in body copy for tone.

Weights

Serif uses 400–600 only; the hero is lighter (400) than section headings (500). Mono uses 400–500. Nothing bolder.

Case

Sentence case everywhere, including mono labels and buttons. No all-caps, anywhere.

04 · Imagery

Ink line art over watercolor

All illustration follows one recipe: 4 px ink line work floating over soft pastel wash blobs. No photography in the identity, no flat icon sets, no clip art. The motif library covers 250+ subjects.

Strategy

Data

Digital

Campaign

Canvasser

Numa

Wash palette — illustration blobs only

Sage

#9fb98a

Gold

#e8b14e

Coral

#e88c7c

Blue

#88a7c4

Peach

#f2a18b

Peach light

#f6c3a0

The recipe

Two overlapping wash ellipses at 28–36% opacity, rotated a few degrees, behind ink strokes at 4 px with round caps and joins.

Where washes live

Pastels appear only inside illustrations. They are never section backgrounds, text colors, or button fills.

Motion

Washes may drift slowly behind the line work — ambient, alternating loops that pause off-screen and respect reduced motion.

05 · Usage

Do this, not that

North Jersey Research.

✓ Do

Lead with the wordmark. Pair it with the plain seal only when there’s room to breathe.

North Jersey Research.

✓ Do

Switch to cream (#f5eedd) on coral. Text on coral is always cream, at every size.

Win the close ones

✓ Do

Use a single italic word for emphasis in display headings.

✗ Don’t

Don’t stretch, rotate, or squash the seal. It scales proportionally or not at all.

✗ Don’t

Don’t recolor the marks. Ink, cream, and the fixed washes are the only colorways.

North Jersey Research

✗ Don’t

Don’t set the name in mono or all-caps. The wordmark is serif, sentence case, weight 600.

06 · Downloads

The assets

Vector marks and the social card, straight from the site. For anything else — print-resolution files, co-branding, or a use these rules don’t cover — write to us.

Ballot seal

SVG · vector · emblem variant

Download

Favicon tile

SVG · vector · rounded cream tile

Download

Social card

JPG · 1200×630 · Open Graph

Download

Press & media

Writing about us?

Interviews, quotes, additional assets — we answer quickly.

info@northjerseyresearch.com

Based in New Jersey · Working statewide