# PLY — identity brief
2026-09-13
Brand: PLY. Audience: furniture buyers and interior designers.
Character: tactile, structural, calm. Anchor: laminated sheets turning around a curve.
Direction: a compact uppercase PLY wordmark drawn as geometric paths. The P has a rounded counter; the L forms a stable seat-like baseline; Y's diagonal arms meet a vertical spine. Use one straight baseline and equal visual stroke weight. Do not call it hand calligraphy or a font outline.
Alternatives rejected: a tree icon (says timber, not this furniture), stacked horizontal stripes inside every letter (detail collapses at mobile sizes).
Colors: forest #30392f, pure black, white inverse. Header width 87px desktop / 68px mobile; hit area at least 44px tall. Clear space at least one stroke width. Small symbol uses only the P with its rounded counter at 16, 24 and 32px. No looped logo animation.
Files: bespoke/public/identity/logo.svg, logo-mono.svg, logo-inverse.svg, symbol.svg, favicon.svg.
Reviewed the actual 1440px/390px headers, primary and inverse wordmark, and the 16/24/32px P icons in studio/review/ply/identity-review.png. Letter paths stay legible at these sizes. The compact 320px header uses a 59px wordmark. No trademark or user-approval claim.