Appendix — Brand guidelines
COAL Brand Kit
The visual language of the COAL universe — the mark and its renders, the heart, motion, color and type, with files you can take. These principles guide, they don't dictate. Use them with discretion. Break them with intent.
01 — The wordmark
One mark, cut from the seam. On dark it burns white; on light it goes coal-black. Clear space: one letter-height on every side. Minimum width: 80px — below that he stops breathing.
02 — The mark, rendered
Ten official cuts of the wordmark — chrome, thermal, glitch, neon. Numbered, in order. Use them big, use them loud — don't redraw, don't recolor.
03 — The broken heart
The crack isn't damage — it's the record. White on dark grounds, crimson on light. Keep the crack exactly as drawn; never redraw it, never mend it.
04 — The mark in motion
Three seconds of the seam splitting open. Loop it whole — don't trim it, don't stretch it, don't slow him down.
05 — Palette
Coal first. Crimson only where it matters — the heart, the crack, the call to action. Grey carries the content. Tap a hex to copy it.
Black embodies the name of the company, its storytelling, and the core message behind the flagship figure.
Red symbolizes the broken heart — a reflection of disappointment, but also the strong character of the brand.
Grey serves as the primary accent color for content and visual composition.
06 — Urbanist, the only voice
One family; weight does the talking. Display at 700, headings at 600, body at 400. Free on Google Fonts — no licences to burn.
700 · Display
He feels everything. He goes anyway.
600 · Heading
Two hundred were cut from the same seam.
400 · Body
Born with a red heart in a world that never learned to hold one. The crack in his chest isn't the damage — it's the record.
07 — Identity you can hold
The mark lives on objects — knitted, enamelled, stitched. A few pieces from the first drop, shot clean on the palette. The rest lives in the shop.
08 — How he sounds
01
Speak low. Mean it.
02
Short sentences. Long silences.
03
Tender — but with soot on its hands.
04
Never cute. Never loud. Never begging.
09 — Press kit
Everything a journalist or curator needs, one scroll deep. Questions land at we@coal.art; a founder replies in person.
Boilerplate — short
COAL is a European collectible art brand. Its first drop, COALLY, is a 25 cm high-gloss vinyl figure with a red broken heart — limited to 200 numbered pieces and launching on Kickstarter.
Boilerplate — long
COAL is a lore-driven collectible art brand founded in 2025 by four friends who design and ship everything themselves from Europe. The studio's first character, Coally, is a 25 cm vinyl figure in high-gloss black with a red broken heart on his chest — someone who feels deeper than most. The first edition is limited to 200 numbered pieces, each carrying a chip that signs the Keeper's Log. The figure launches exclusively on Kickstarter; the shop around it carries knitted balaclavas, enamel pins and other artifacts of the COAL universe.
Missing something? The kit grows. Ask for the file you need — we@coal.art