Appendix F + G · Brand & event communication

One gradient.
Three roles.

The Cool→Warm gradient — drawn from the BeSMART “Cool Down” palette — appears as the logo ring, as the colour accent on each day-row, and as the leaf-needle tip. Same five hex stops, three different jobs.

A3 Cool Down London poster — The lead poster. £1,500 / £4 bn / 42% triad does the rhetorical work without slogans. Five Ws live in the dark-bottom footer.

Cool Down London landscape banner — Same brand system reformatted for landscape: hero wordmark left, day-rows with KelvinMark dials right.

Cool Down London social square — On a dark ground, the £1,500 number leads — loss aversion before any commitment is asked for.

Appendix F · Brand identity system

A stylised C, a 240° dial arc, a leaf-needle.

F1 · Primary lockup · horizontal

Pairs the dial mark with the lowercase wordmark. Fraunces for numerals & display, Space Grotesk for UI & body.

F2 · One-colour · paper on dark

Single-colour application for keynote backdrops and after-dark out-of-home placements.

Kelvin dial construction diagram — Needle range: 15°C (−210°) to 24°C (+30°), centred on 0° at 12 o'clock.

Cool Down palette swatches — 15° #3D7BD9 · 17° #6BA8E8 · 19° #D9A199 · 22° #F09478 · 24° #EF6B52.

Kelvin dial at multiple sizes — At 128 / 80 / 48 / 28 px the mark remains legible — ticks are dropped below 80 px to preserve the leaf-needle silhouette.

G3 · Design & psychological rationale

The dial does the work.

Every temperature is rendered through a small KelvinMark dial with a leaf-needle and an explicit °C suffix — so no one reads “22” as “22 people”. Big standalone numerals were dropped in favour of the dial.

One gradient.Three roles.

A stylised C, a 240° dial arc, a leaf-needle.

The dial does the work.

One gradient.
Three roles.