Gate A: Logo
Choose a direction, then check trademark and candidate approval. Open.
Design walkthrough
Design Preview
How Steady explored a visual system for presenting a public record. This is a Steady proposal. It is conceptual artwork, and the candidate has not endorsed or approved it.
The objective
Show what an editorial, source-led site could look like without inventing anything. Every fact links to a source, and every design choice is logged as Steady’s own. The working concept is called The Civic Editorial, which is a project name and not a slogan.
Reference analysis
What the references show
| Reference | What the source shows | What Steady took from it | Not used |
|---|---|---|---|
| John Lewis website portfolio S06 | A designer’s portfolio entry showing the home, About and Media pages. It does not discuss typography or layout. | A short set of clearly named pages. | Logos, photos, layouts |
| Mamdani branding, Philadelphia Inquirer S08 | Reports that the Forge design co-op built the identity, with materials in eight languages and neighborhood variations on one palette. | One recognizable system that flexes across uses. | Palette, lettering, poster layouts |
| Fast Company and Design Week S07 S09 | Not read: both refused automated access. | Nothing yet. | Everything |
These references inform craft only. They imply no affiliation or endorsement, and being studied grants no license.
Source to design
Where each choice comes from
| Decision | Choice | Status |
|---|---|---|
| D01 to D05 | Navy, blue, ivory, copper and ink palette | Original proposal |
| D06 to D08 | Libre Baskerville, Montserrat and Inter | Original proposal |
| D10, V2-D03 | Fine rules, numbered dates and source chips | Original proposal |
| V2-D09, V2-D10 | Restrained motion and accessibility first | Original proposal |
System
Palette, type and spacing
Heritage Navy
#152B45 · D01
Civic Blue
#28638B · D02
Warm Ivory
#F6F1E8 · D03
Copper
#BA7045 · D04
Ink
#202A32 · D05
Libre Baskerville for headlines
Montserrat for structural headings
Inter for body and interface text
Logo options
Three directions
Alternatives for the team to compare. None has been selected, and nothing here suggests Ed Ford has approved any identity.
Concept A: Editorial
Serif wordmark with a copper rule. Quiet and documentary.
Concept B: Contemporary
Bold sans on navy. High contrast, built for signs and small screens.
Concept C: Monogram
EF letters in a circle for compact uses, with a horizontal lockup.
Horizontal lockup
A modular treatment of Concept C, not a fourth direction.
Size test
Review notes
| Applies to | Note | Before use |
|---|---|---|
| All concepts | SVG text is live type, not outlines, so it changes with the fonts on each device. | Outline the chosen direction before use. |
| All concepts | The PNGs in the pack appear to use a fallback serif rather than Georgia. | Re-export from outlined artwork. |
| Concept A | Register entry V2-D06 describes an EF mark, but this file is a wordmark with no EF. | Confirm which decision applies. |
| Concept B | There is a wide gap between ED FORD and JR. | Tighten the spacing if this direction is chosen. |
| Concept C | The word CONCEPT becomes unreadable at small sizes (see the size test). | Remove it from any favicon version. |
| Horizontal lockup | It uses a square EF block, while Concept C uses a circle. The copper tagline is 3.40:1 on ivory, below the 4.5:1 AA minimum. | Align the marks and darken the tagline. |
Motion
Motion specimen
A record, set in type
Archive card
Motion
Brand loop demonstration
An abstract color loop adapted from the Pass 2C concept. It plays only when you press the button, has no sound, and stops when motion is off.
Design concept
Responsive
Live page previews
Real screenshots of this staging site. Each one opens the page.
Editorial concept
The Public Record, first proof
An eight-page magazine concept for private review. It is not an official profile, and it is not approved by the candidate. A password is required.
Roadmap
Approval gates
Gate B: Likeness
Source and license audit for real photos of Ed Ford. Open.
Gate C: Quality
Accessibility, mobile and performance review. Automated checks only so far.
Gate D: Public use
Legal and SEEC compliance review, then approval before any public political use. Open.