how the brand looks, sounds, and shows up everywhere — from a 16px favicon to a 4-storey building wrap. read it, save it, send it to your printer. no exceptions, no remixing.
SOCIAL is the noise. MAFIA is the discipline. The fill block is always paired with the outline block, never solo (except as a monogram).
No others. If a context isn't covered, it's a brief — talk to the design lead before improvising.
When the full mark is too wide — favicons, app icons, watermarks, profile pics. Two squares: S filled, M outlined.
Black is the ground. White is the voice. Magenta is the brand. Lime is the joke. Yellow + Orange are accents — never the lead.
Tints, saturated supports, deep grounds, and inline highlights — approved for social posts only. The website, decks, and print all stay on the core five. Pick one extra colour per campaign week, never more than two per post.
Archivo Black is the logo and headline shouter. Bricolage Grotesque is the editorial voice. JetBrains Mono is the receipt.
The four core fonts above run the website, decks and print. For social posts only, the bench below is approved — mix and match for visual variety across the calendar. One headline font per carousel. No exceptions.
Clear space = the height of the M block on every side. No type, photos, or other logos inside that frame.
| format | minimum | recommended |
|---|---|---|
| primary horizontal | 120 px wide | 180–240 px |
| monogram (sm.) | 24 px sq | 32–96 px |
| 12 mm wide | 20 mm+ | |
| favicon | 16 px | 32 px / 48 px |
| app icon | 512 px | 1024 px @1× |
Where M = the height of the outlined "M" block. Maintain x distance on every side: top, bottom, left, right.
If you see these in the wild, fix them. No squashing, no recoloring, no rearranging. The order is SOCIAL then MAFIA. Always.
Each platform has a designated logo variant. Don't substitute — these were tested for legibility, contrast, and platform constraints.
Every social platform crops differently. Use the SM. monogram (never the full mark) and lean into bold, single-color backgrounds for max recognition at 24px.
Below 48px, drop the outline on M and use a flattened "SM" wordmark instead. Below 24px, use a single solid letter "S".
Black is the default, but the feed isn't. Half the calendar lives on light grounds — cream, paper, fog. The mark, the type and the discipline don't change. The colours do.
Twelve content pillars across two grounds. announcement · opinion · data · list · behind-the-scenes · case study · hot take · milestone · receipt · process · voice · testimonial. Pick the ground based on the feed week, not the post type.
All twelve pillars arranged in a 4×3 feed. Dark, light and colour grounds alternate so the profile reads as one rhythm — not twelve unrelated posts.
Light-mode DPs are for the weeks the calendar leans editorial. Match the platform shape; never mix light + dark DPs on the same network in the same week.
Approx 60% dark, 25% light, 15% colour-grounds (lime, pink). Light grounds tend to sit mid-week — wednesdays read “editorial,” mondays read “loud.”
Confident. Lowercase. A little mean about bad work. Never corporate. Never cute. Always specific.
All approved files. SVG for digital, PNG for messaging tools, PDF for print. Email brand@socialmafia.agency for anything missing.
Need the logo on a tow truck? In neon? In Tamil? Email the brand team — we usually turn it around in 48 hours.
brand@socialmafia.agency →