Halden rebrand · kickoff notes

Forty minutes, six people, one decision that mattered: the wordmark stays, everything around it changes. Tomas will open the aperture on the lowercase a for sizes under 16px; the display cut is untouched.

We agreed the palette will be two neutrals and one accent, and that the accent is chosen last, after the type is set. Ingrid pushed back on the warm grey; we are keeping it for the print stock only.

• Share the board with Fjord Bank by Friday
• Book the second review for the 14th
• Write the rationale for dropping the secondary mark
• Price the 40,000-sheet run at both mills

Things we said no to: a motion identity for launch (later, if at all), a third typeface, and a colour-per-product system. Marta will write these up so we stop relitigating them.

Next: Tomas shares the aperture study on Monday; Ingrid confirms the stock; I draft the one-page rationale for the board.