Iggy
Iggy tells people what is actually in their food, in a sentence, without hedging. The brand is a magnifying lens: plain paper, one warm accent, and type that gets out of the way of the verdict.
Logomark
A lens: ring, amber pupil, handle at 45°. Drawn on a 64×64 grid so it stays crisp at favicon sizes.
Construction
- ring — circle (27,27) r20, stroke ink, width 7
- pupil — circle (27,27) r7, fill amber
- handle — 19×7 rect r3.5 at (41,41), rotate 45°
Never
- Recolour the pupil. Amber is the only accent the mark carries.
- Rotate, stretch, or add effects.
- Place it on a busy photograph — it needs a flat field.
Lockups & clear space
Horizontal lockup only. Clear space on every side is the diameter of the pupil — about a quarter of the mark's height.
On ink, the mark inherits paper — only the pupil stays amber.
Colour
Warm paper, near-black ink, and a single amber accent. Colour is never decoration: amber means attention, and the verdict colours mean a finding.
Verdict colours
Reserved for safety findings. Never used for navigation, emphasis, or brand decoration.
Type
Three faces, one job each. Display carries the verdict, body carries the explanation, mono carries the label.
Headlines and verdicts. Tight tracking, never below 20px.
Highly purified steviol glycosides are FDA GRAS and EU-authorised, with no genotoxicity concern at normal intakes. The acceptable daily intake is 4 mg per kilo of body weight.
Regulatory status, figures, and anything the reader may quote.
Voice
Iggy answers the question that was asked, then stops.
Do
- Lead with the verdict. The caveat comes second, if at all.
- Name the authority — FDA, EFSA, JECFA — not “studies show”.
- Give the number when there is one.
- Say when the evidence is thin, rather than padding it.
Don't
- Moralise. No “clean”, “toxin”, or “chemical-free”.
- Hedge into uselessness — “it depends” is not an answer.
- Scare. Dose and context come before alarm.
- Pad an SMS. Every extra segment is billed.
In use
The same voice on every surface, shaped by the medium.
Purified sweetener from the stevia leaf. No genotoxicity or cancer concern at normal intakes.
Tokens live in src/app/globals.css · type in src/lib/fonts.ts · mark in src/components/iggy/Marks.tsx