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& pause / brand system

& pause

Find your pause.

A calm, grounded identity for an outdoor sauna and cold-plunge ritual — designed to feel at home in woodland, beside the Thames, and beyond.

The idea

Movement & stillness.
Heat & cold.
Everyday & elsewhere.

The ampersand is the hinge in the identity: a visual pause between two states. The brand should feel premium without feeling precious; natural without becoming rustic; social without losing stillness.

01 / Logo suite

The wordmark

Our core lockup uses Cormorant Garamond. “pause” is Medium; the ampersand is Regular, giving the mark contrast without becoming decorative.

& pause primary logo
Primary wordmarkTransparent background
SVGPNG
& pause logo with descriptor
Primary + descriptorSauna / Cold Plunge / Wellbeing
SVGPNG
& pause Marlow logo
Marlow lockupLocation-specific use
SVGPNG
Cream mono logo
ReverseFor forest-green backgrounds
SVGPNG
Forest mono logo
Forest monoSingle-colour use
SVGPNG
Copper mono logo
Copper monoSignage / special applications
SVGPNG
Ampersand brand mark

The mark

Use the standalone ampersand when the brand is already understood: social avatars, labels, patches, small wayfinding and merchandise.

SVGPNG
02 / Typography

Quiet confidence.

Serif for personality. Sans serif for clarity. Avoid over-styling or overly tight layouts — the typography should have room to breathe.

Primary / Cormorant Garamond
Find your pause.
Regular 400 — ampersandMedium 500 — wordmark & display
Secondary / Inter
SAUNA / COLD PLUNGE / WELLBEING

Use for body copy, navigation, captions, data, labels and presentation content.

03 / Colour

Woodland, warmth, contrast.

The palette is grounded in forest and charcoal, softened by warm cream, with copper used as a considered accent.

Click a swatch to copy its hex value.

04 / Iconography

Simple forms, one visual language.

The supporting icons use calm, economical linework. Use the SVGs for crisp web and slide use; use the PNGs anywhere you just want a quick placed image.

Contrast Breathe River Thames Sauna stones Bucket & ladle Cold plunge Bell tent Cube sauna Shower Woodland
05 / Photography

Feel the place.

Warm, tactile and lived-in. Prioritise natural light, steam, timber, water, woodland and small human details over glossy spa clichés.

Woodland sauna
Woodland / warmth / arrival
Cold plunge
Cold / texture / ritual
Sauna hats
Details / tactile branding
River Thames near Marlow
Place / Thames / morning light
& pause entrance sign
Signage / arrival
06 / Touchpoints

Merchandise and application.

These supporting visuals help bring the system to life across hats, towels, bottles and welcome signage.

Grey sauna hat with leather patch

Sauna hat patch

Grey wool felt with a warm brown leather patch.

Forest green & pause bottle

Water bottle

Forest green body with a copper cap and copper mark.

Forest green towel with leather ampersand patch

Towel patch

Forest green towel with embossed leather ampersand.

& pause Marlow sign

Entrance sign

Premium arrival sign with a copper ampersand and green wordmark.

07 / Downloads

Everything in one place.

Use the package for the website, Google Slides, PowerPoint or social mockups. Both logo PNGs and SVGs are included, plus SVG and PNG icon sets.

Logo pack

Primary, descriptor, Marlow lockup, monochrome versions and the standalone mark.

Primary SVGPrimary PNGMarlow SVGMarlow PNG

Icon pack

Use the SVG set for vector work or the PNG set for quick placement in decks.

SVG iconsPNG iconsAll assets zip

Photography

Moodboard, signage, bottle, towel and hat patch imagery in the same folder structure for easy reuse.

MoodboardBottleTowel patch
08 / Source board

The current direction.

Keep this as the visual north star while the identity is refined and translated into the website, signage, Google Slides and physical touchpoints.

& pause brand moodboard
& pause

Find your pause.

Download all brand assets
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