TRITALK BRAND KIT

One cut.Every corner.

The identity and the tools to make it yours.

THE CORNER BECOMES THE SIGNATURE

An aerial view of a small downtown at sunset

Placeholder photo

The idea

One cut. One piece.

Cut the T at 45°. Move that piece to the i. Repeat the idea everywhere.

01 · Start with the T.

02 · Cut the corner at 45°.

03 · Make it the dot of the i.

One signature. Many ways.

A cut corner, an offset triangle. Carry the idea into covers, photos and labels.

The TriTalk signature used on a dark cover, three triangle-marked labels, and a photo frame with a top-right cut and offset Clay triangle.

Try the design tool

1080 × 1350 px · PNG

Make a

FormatSurface

Triangle color

Your wordsLabel

Get the SVG + PNG assets ↓

Clay is the signature accent. Use the other brand colors when the story calls for them. Give the triangle room beyond the frame.

Logo

The logo.

Pick a background. Get the right logo for it.

Use this file

Primary wordmark

Space and size

Clear space. Keep an area as tall as the lowercase letters empty on every side. Marked x here.

Wordmark, 72 px wide
The smallest it goes

Symbol, 24 px tall
Use below 72 px

Smallest sizes, shown at actual size.

Logo variants & what to avoid

Primary wordmark. Ink with the Clay triangle, on Paper, White or Stone.

Reverse wordmark. Paper with the Clay triangle, on Ink.

Symbol. The cut T with its piece slid off to the side. Drawn one weight heavier so it holds at 24 pixels.

Symbol, reverse.

Avatar, Ink. The default profile image.

Avatar, Paper. For dark profile headers.

Leave it alone

Don’t stretch or squeeze it.

Don’t rotate it.

Don’t recolor it outside the palette.

Don’t retype the name in the plain font. The cut and the triangle are the logo.

Don’t add shadows, outlines or glows.

Don’t put the full-color logo on a gradient or photo. Use one color.

Color

A local palette.

Ink and Paper lead. One category color brings the story into focus. Tap a swatch to copy.

Tints, shades & color rules

Clay

Named for the red clay under most of the Piedmont.

Pollen

Named for the yellow pine pollen that coats the Triangle every spring.

Eno

Named for the Eno River, which runs through Orange and Durham counties.

Longleaf

Named for the longleaf pine in the state toast.

How much of each

A typical post. One category color per post, never two.

60% Paper or a tint. 25% Ink. 12% one category color. 3% the Clay triangle.

Pairs that pass

Contrast ratios by the WCAG formula. Small text needs 4.5 to 1. Large text and graphics need 3 to 1.

14.0 to 1Ink on Paper
Any size

14.0 to 1Paper on Ink
Any size

15.7 to 1Ink on White
Any size

4.5 to 1Warm gray on Paper
Any size

3.6 to 1Paper on Clay
Large text and graphics only

3.9 to 1Ink on Clay
Large text and graphics only

3.6 to 1Clay on Paper
Large text and graphics only

7.4 to 1Ink on Pollen
Any size

6.2 to 1Paper on Eno
Any size

7.1 to 1Paper on Longleaf
Any size

6.2 to 1Clay deep on Clay tint
Any size

6.7 to 1Pollen deep on Pollen tint
Any size

9.4 to 1Eno deep on Eno tint
Any size

10.0 to 1Longleaf deep on Longleaf tint
Any size

No school colors

The Triangle has three big school colors. TriTalk uses none of them. No Carolina blue, no Duke blue, no Wolfpack red. Clay leans orange and Eno leans slate on purpose, because the brand covers all three corners.

Check a color pairing

THE TRIANGLE, IN FOCUS

A clear
point of view.

Give every detail room to be read.

Text colorBackground color14.00:1Passes for normal text

Typography

Two typefaces. One voice.

Wix Madefor Display for headlines. Source Sans 3 for reading.

TypefaceWeightSize 64 px

Every corner has a story.

Type specimens, sizes & usage

Durham gets a new street. Cary gets a patio.

Primary: Wix Madefor DisplayBold 700 for headlinesExtraBold 800 for big numbers

Most of what gets built in Raleigh shows up on a council agenda long before a crane does. TriTalk reads the agenda, so the timeline already makes sense by the time the fence goes up.

Source: city council agenda, October 2026

Secondary: Source Sans 3Regular 400 for readingSemiBold 600 for labelsItalic for sources and quotes

Sizes

Post sizes assume a canvas 1080 pixels wide.

Role	Face	On the web	On a post
Headline	Wix Madefor Display Bold 700, tracking -3%, line height 1.0	40 to 72 px	96 to 128 px
Subhead	Wix Madefor Display SemiBold 600	22 to 28 px	48 to 56 px
Body	Source Sans 3 Regular 400, line height 1.5	18 px	36 to 40 px
Label	Source Sans 3 SemiBold 600, capitals, tracking +8%	14 px	28 to 30 px
Caption and source	Source Sans 3 Regular 400, or Italic for sources	15 px	26 to 28 px

Sentence caseHeadlines are written like sentences. Capitals are for names and labels.
Three sizes per postA headline, one supporting line and a label. More than that reads as noise.
Nothing under 26 pxOn a 1080 pixel post, smaller text disappears on a phone.
Numbers line upPrices, dates and counts use tabular figures so columns stay straight.
Left alignedText starts at the left edge. Centering is for one-line covers only.
Italics carry sources and quotesSource lines and pull quotes are set in Source Sans 3 Italic. Headlines are never italic.

Imagery

Warm light. Real places.

Warm brick, natural light, a touch of blue or green. Use real local photography for real local stories.

A restaurant dining room with blue chairs, brick columns and plants

A server bringing burgers and fries to a table of friends

A white church steeple among autumn trees beside a stream

Autumn trees and city towers reflected in a lake

Reference photos only. These show the look, not reported Triangle locations.

Photo treatments & usage

A row of small tables under black pendant lamps beside a brick wall

A restaurant table set with grilled dishes, juice and a wine decanter

A downtown skyline at sunrise with two construction cranes

Low sun. Warm brick. One cool color.That is the whole look.

The look

Low sun or lamp lightShoot in the hour after sunrise or before sunset. Indoors, let the lamps do the work.
Warm against coolOrange, brick and wood against blue, teal or green. The palette already lives in these photos.
Places before facesStreets, skylines, rooms and tables. People look at ease and never pose for the camera.
Room for wordsKeep one calm third of the frame, sky, wall or table, for the headline.

Three ways to use a photo

A photo tinted in Clay — **Tinted.** One category color over the photo, for covers where the photo is only a background.

A photo tinted in Pollen — **Tinted.** One category color over the photo, for covers where the photo is only a background.

When there is no photo

Use a gradient or a simple block drawing.

A red to gold gradient with two sharp diagonal edges of light — **Clay dusk**

A gold to pale pink gradient with two sharp diagonal edges of light — **Pollen morning**

A deep blue to pale blue gradient with two sharp diagonal edges of light — **Eno evening**

A deep green to pale gold gradient with two sharp diagonal edges of light — **Longleaf shade**

Illustration & no-photo guidance

Triangle light. Four gradients, one per category. Each has two hard diagonal edges where light falls through the cut.

Illustration

Block drawings. Buildings are rectangles with one cut corner. The T stands in as a tower crane on development stories.

Name the place and the date. A stamp in the top left of every real photo and video cover.
Cut one corner. Photos sit in a frame with the bottom right corner cut.
Stock is for the general. Food, rooms, seasons and textures. A stock photo of another city never stands in for the Triangle.
AI pictures are illustrations. Stamp them Illustration, and never use one to show what a real place looks like.

Motion

The cut, in motion.

The letters hold still. The corner becomes the signature.

Replay the cut.

The original animation, exported in landscape and vertical formats. 3 seconds, silent.

Landscape MP4 ↓Vertical MP4 ↓Animated SVG ↓Full motion kit ↓

Live SVG studies & motion guidance

Along the cutThings enter and leave on the 45 degree line. Wipes run from top right to bottom left.
Quick200 to 400 milliseconds, easing out. Let the reveal resolve in about 2 seconds, with a short hold. The downloadable stinger runs 3 seconds.
One moverThe triangle is the only part of the logo that travels. Letters never bounce, spin or stretch.
Sound, still openThe original directions were a paper cut with a soft marimba note, and three knocks with a snip. Review those explorations before choosing a signature. The downloadable stingers are silent.

The creative launch library

The asset library.

Ready exports and editable templates. Pick a platform, then take what you need.

74designs & exports

162files in the library

6social platforms

Your creative starting point

Get profile & caption drafts ↓

Download all launch assets

What is prepared & what still needs review

Prepared exports

The identity, in the right sizes.

Circle-safe avatars, transparent symbol masters, wordmark variants, favicons, and a touch icon. Original fonts and licenses are included.

Draft templates

The pieces for your next story.

Six-channel layouts, banners, editorial cards, carousels, corrections, sponsored labels, welcome art, overlays, thumbnails, and copy. Replace placeholders and review the finished creative.

Still to finish

The real-world launch.

Verified profile links and a public destination, account crop previews, approved reporting, and a narrated welcome video with speech captions. Publishing needs your go-ahead.

Open the Creative Asset Checklist ↗

Original brand files · 73 originals

Download this group

More details.

The cut system, pattern maker & icons

Corner

Frames, photos and cards lose their bottom right corner.

Glenwood South
Downtown Durham
Chapel Hill

Marker

The triangle starts a label, a list item or a place name.

DevelopmentOpenings and eatsNeighborhoodsHomes and market

Tag

Category labels sit in a tag with a cut corner, in the category’s color.

Pattern

Triangles on a square grid, for backgrounds. Keep it sparse.

Pattern maker

Build a background, then save it as a 2160 pixel PNG.

Palette

Layout

How full

Grid

Icons

Solid shapes on a 24 unit grid. Each has one piece set apart, the way the triangle is set apart from the T.

Talk
Development
Openings and eats
Neighborhoods
Homes and market
Prices
Date
Place

Voice & editorial guidance

1
What changed
Lead with the fact. A vote, a permit, an opening date.
2
Why it matters
One sentence on what it means for people who live nearby.
3
What to watch
The next date, the next decision, or the thing to go try.

Say	Avoid
The council approved [number] apartments at [address] on Tuesday.	HUGE news for Durham!!
Source: Wake County permit records, October 2026.	A number with no source or date.
I think this one is overpriced. Here is why.	Opinion dressed up as fact.
A ten minute walk to the greenway.	Describing who lives in a neighborhood, or who it is right for.
Opened Friday. I paid for my meal.	A paid or comped visit with no label.

When a post touches real estate

Tej SinghBroker, DASH Carolina

Working brand treatment: when a post promotes brokerage services, the firm name appears in the post itself, on the cover or in the lower third, and in the bio as well. Use the broker-in-charge-approved wording before publication.

The exact wording needs sign-off from the broker-in-charge. This is general information, not legal advice.

Brand applications & format examples

Development

What’s going up downtown

Raleigh · October 2026

1 / 6

Carousel cover. 1080 by 1350.

**Photo post.** 1080 by 1350. Photo on top, words on Paper below.

Homes and market

What to ask before you buy new construction

Tej Singh, Broker
DASH Carolina

Square post. 1080 by 1080. The firm name is on the post.

**Reel cover.** 1080 by 1920. Keep text in the middle third.

We read the agenda so you don’t have to.

Story. 1080 by 1920.

**YouTube thumbnail.** Original 16:9 format study. The launch library includes a 3840 by 2160 master.

TriTalk@thetritalk

Raleigh, Durham and the Triangle. What’s being built, what’s opening, and what it costs to live here.
Tej Singh, Broker, DASH Carolina

Profile. Ink avatar, firm name in the bio.

**Video frame.** Place stamp top left, lower third bottom left. A stock photo stands in for footage.

Banner. 1500 by 500. The profile photo covers the lower left, so the logo sits clear of it.

**Link image.** Original format study. Use the new 1200 by 630 or LinkedIn 1200 by 627 exports below.

Before you publish · nine checks

The post says what changed, why it matters and what to watch.Every number has a source and a date.Fact and opinion are easy to tell apart.The place and the date are on screen.If it touches real estate, DASH Carolina is named in the post itself.Nothing describes who lives in a neighborhood or who it is right for.Paid or comped visits are labeled.Video has captions. Images have alt text.One category color, one cut per shape, and clear space around the logo.

Identity status & open decisions

Locked

The name, TriTalk
Wordmark, symbol and avatars
Wix Madefor Display, the primary typeface, for the logo and headlines
Source Sans 3, the secondary typeface, for everything else
The color palette and its names

Proposed, awaiting sign-off

The size table
Icons, gradients, patterns and block drawings
The photo look and the photo rules
Clear space and smallest sizes
The descriptor line and the three-question post structure

Still open

The sound signature
A trademark check on the name
Broker-in-charge approval of the disclosure wording