The Peninsular Company / Visual identity

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Put to work.

A solid green block, a clear name, and a practical point of view. A Michigan identity for independent ventures and useful work.

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THE PENINSULAR COMPANYDETROIT, MI

Clear in its purpose.

Make the company clear. Show the work. Give every element a useful role.

Grounded in its place.

Limestone, pine, brick, and lake. Michigan’s material warmth and open space.

Considered in its details.

Steady type, open space, and a few useful elements, used consistently.

01 / Identity

A name with room to breathe.

A solid green block gives the name a quiet, recognizable anchor. The optically spaced wordmark carries the character. At a larger scale, the block becomes the field holding the name.

Stacked wordmark / Full color

Download SVG PNG

Clear spaceLeave half the block's width on every side. Give the name a quiet background.
Minimum sizeStacked: 160 px wide. Horizontal: 180 px. Below that, use the icon.
ContrastFull color on paper or white. Use the white version on pine, ink, or a dark photograph.
Keep it intactUse the supplied artwork. Keep its proportions, spacing, and colors.

One mark, from large to small

96 px

48 px

32 px

16 px

A little more room for a circle

The profile version is optically centered and inset, so all four corners of the block stay visible in a circular crop.

02 / Color & type

Warm ground. Clear contrast.

Limestone and ink do most of the work. Pine identifies the company. Brick brings warmth to one strong field; lake gives a quieter composition room. Use one accent at a time.

Limestone

#F1EEE6

The primary ground.

Ink

#1B2926

Type and structure.

Pine

#234B40

The signature.

Brick

#C45136

A single warm field.

Lake

#BCCDCB

Room and quiet.

Secondary text · #5E665FRules · #CBCDC2Lake at night · #141C2E

For reading: ink on limestone or lake, limestone on pine, and #5E665F for secondary text on limestone. Use brick for large graphics; captions on brick use white. Print colors require a stock-specific proof.

Archivo / Display

Archivo supplies the headlines and the outlined wordmark. Inter Tight handles reading and labels. Use weights 570–620 for display and 400–500 for text. The wordmark is optically spaced artwork at weight 650 and width 94.

Both families use the SIL Open Font License: Archivo and Inter Tight. Helvetica Neue, Helvetica, and Arial are the fallbacks.

Display / Archivo 620
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Reading / Inter Tight 400
A company in Detroit, Michigan, building independent ventures and helping businesses work better.
Labels / Inter Tight 500
Detroit, Michigan · The Peninsular Company

03 / A sense of place

The view from here.

The place is present in the structure: Michigan Modern’s economy, the Guardian’s material warmth, the Penobscot’s clear silhouette, the Mackinac Bridge’s sense of connection, and the open space of Lake Michigan.

Belle Isle lighthouse and a freighter in the day palette — Day / Paper and inkSVG

Belle Isle lighthouse lit against a dark blue night sky — Night / The light stays onSVG

The original Belle Isle drawing remains the companion illustration: Livingstone Lighthouse, a freighter, and open water. Keep it wide, on covers or quiet transitions. The block and wordmark stand on their own at smaller sizes.

04 / In use

Made for the everyday.

The same spacing, colors, and proportions carry into a letter, an email, or a profile. Each file below uses the current identity.

Letterhead / US LetterDownload PDF

Joe Lint

Principal

hello@thepeninsularcompany.com
thepeninsularcompany.com
Detroit, Michigan

Email signatureOpen signature

05 / The system

A small set of decisions, carried through.

Clear margins, square edges, and the same solid block. The parent company stays recognizable while each venture keeps its own identity.

Business card front for Joe Lint, Principal — Business card / 3.5 × 2 inTwo-sided PDF

Identity standard / Six pagesDownload PDF

The voice

Say what helps.
Show what is real.

“We get to know your business. Then we build what helps.”

Plain words, specific work, and accurate credit. Lead with what changes for the customer. Keep client and venture identities intact.

Reference points: Cranbrook’s Michigan Modern, the Guardian Building, the Mackinac Bridge, and Knoll’s graphic history. The compositions are original; historic artwork is not reproduced.

06 / Files

The working files.

SVG and PDF keep the logos sharp at any size. Logo PNG files have transparent backgrounds. The full kit includes the reversed and single-color versions.

Asset	Formats	Use
Stacked wordmark	SVG PNG PDF	Opening pages, documents, larger placements.
Horizontal signature	SVG PNG PDF	Headers, email, compact placements.
Square icon	SVG 1024 512 180	Favicons, listings, billing profiles.
Profile avatar	SVG PNG	Social profiles and circular crops.
Lake illustration	Day SVG Day PNG Night SVG Night PNG	Covers and wide compositions.
Social covers	X / Day X / Night LinkedIn	Sized for the supplied profile formats.
Letterhead	PDF PNG	8.5 × 11 in. PNG at 200 dpi.
Email signature	Open and copy	Company-only and named versions.
Business card	Two-sided PDF	3.5 × 2 in, no bleed. Proof before production.
Identity standard	Six-page PDF	Idea, voice, marks, colors, type, and use.
Company cover	PNG	1500 × 500 px, with name and symbol.

The complete identity: six wordmark variants, icons, covers, original lake illustrations, stationery, source vectors, and the six-page identity standard.

Download all files

Good ideas.Put to work.