Primary signature
Our lighthouse above the full name. Use it when the layout has room for the illustration.
Dark ink · light surfaces
Light cream · dark surfaces
West Michigan Antique Mall
Our brand,
at a glance.
An antique lakeshore merchant spirit: sturdy lettering, an engraved lighthouse, curling waves and the warmth of paper.
A flexible family of marks for the shop, the stories and the finds we share.
Download brand assets ZIP · 34 MBCurrent identity · Updated October 17, 2026
01 / The signatures
One identity. Room to adapt.
Choose the shape that fits the space. Preserve the lettering, proportions and illustration in every version. All downloads below have transparent backgrounds, ready to place on fabric or other artwork.
Horizontal signature
A substantial lighthouse beside the name, for wide headers and sign faces.
Dark ink · light surfaces
Light cream · dark surfaces
Merchant seal
The full name, engraved shoreline and uneven stamp border for labels and packaging.
Dark ink · light surfaces
Light cream · dark surfaces
Antiques / Collectibles seal
Additional wording on either side of the lighthouse. Use this version where the smaller lettering has room to read.
Dark ink · light surfaces
Light cream · dark surfaces
Compact wordmark
Our clearest signature for small spaces. Keep the two name lines close together.
Dark ink · light surfaces
Light cream · dark surfaces
Merchant label
A simple rectangular frame around the wordmark, without wave decoration.
Dark ink · light surfaces
Light cream · dark surfaces
For fabric, packaging and overlays
Every mark. No background.
Download all nine marks in dark harbor ink and light cream, plus the black primary signature. SVGs scale to any size; transparent PNGs have a 3,000-pixel longest edge. The preview checkerboard is not part of the files.
Download all transparent logos 19 SVG + 19 PNG files| Mark | Dark ink | Light cream |
|---|---|---|
| Primary signature | ||
| Primary with descriptor | ||
| Horizontal signature | ||
| Compact wordmark | ||
| Merchant seal | ||
| Antiques / Collectibles seal | ||
| Merchant label | ||
| Supporting lighthouse | ||
| Supporting waves |
Also available: black primary signature — transparent SVG or transparent PNG. Light cream artwork is intended for dark surfaces.
02 / The palette
Ink, paper and shoreline.
Lead with harbor ink and warm paper. Brass, sage and sand support the identity without competing with the artwork.
Harbor ink
#233F46Our primary ink.
Warm paper
#F3EDDEThe foundation.
Aged brass
#B48A48A restrained accent.
Shore sage
#7F938ASupporting color.
Sand
#DDD6C5A warm neutral.
Hex values are digital references. Match physical ink and paper from a printed proof. Keep sage and brass for accents rather than small text on light backgrounds.
03 / The lettering
Besley Medium.
Our serif typeface brings the weight and character of traditional merchant lettering. The logo files contain the exact letter shapes and spacing—use those files for the wordmark.
Use Besley for supporting headings and a readable, plain sans serif for body copy.
Old things.
New favorites.
04 / Keep it consistent
Give the details room.
Leave clear space.
Allow at least the height of the W in WEST MICHIGAN around the visible logo. Keep other text and objects outside that space.
Scale it together.
Keep the name lines close, the lighthouse upright and the wave base circular. Resize the complete mark uniformly; never stretch individual parts.
Simplify at small sizes.
Choose the compact wordmark when the engraving or smaller lettering becomes indistinct. The Antiques / Collectibles seal needs more space than the original seal.
Choose the right file.
Use SVG for scalable artwork and PNG for everyday uploads. The no-background collection has dark ink for light surfaces and light cream for dark surfaces. Original paper-backed layouts are available in the complete library.
Before it goes to print
Review a physical proof for stamps, screen printing, engraving and embroidery. Fine illustration and shaded detail may need preparation for the chosen process. The size guide provides screen starting points, rather than guaranteed print limits.
05 / Around the shop
A family of useful pieces.
Coordinated starting points for signs, tags, stationery and wrapping. Confirm final dimensions and production requirements with your printer.
06 / Ready to use
The complete asset library.
The ZIP includes the 22 original logo and artwork variants, all 19 background-free SVG/PNG pairs, application examples, brand and size boards, font and license, usage notes and the vector master PDF.
The PDF contains the five original main lockups. The additional Antiques / Collectibles seal is available below as SVG and PNG.
Browse all 22 logo and artwork variants
| Artwork | Vector | Image |
|---|---|---|
| Primary · warm paper | SVG | PNG |
| Primary · white | SVG | PNG |
| Primary · transparent | SVG | PNG |
| Primary · reverse | SVG | PNG |
| Primary · reverse transparent | SVG | PNG |
| Primary · black | SVG | PNG |
| Primary · with descriptor | SVG | PNG |
| Horizontal · warm paper | SVG | PNG |
| Horizontal · transparent | SVG | PNG |
| Horizontal · reverse | SVG | PNG |
| Wordmark · transparent | SVG | PNG |
| Wordmark · reverse | SVG | PNG |
| Wordmark · warm paper | SVG | PNG |
| Merchant seal · warm paper | SVG | PNG |
| Merchant seal · transparent | SVG | PNG |
| Merchant seal · reverse | SVG | PNG |
| Antiques / Collectibles seal · warm paper | SVG | PNG |
| Antiques / Collectibles seal · transparent | SVG | PNG |
| Antiques / Collectibles seal · reverse | SVG | PNG |
| Supporting lighthouse | SVG | PNG |
| Supporting waves | SVG | PNG |
| Merchant label · no waves | SVG | PNG |
Need help with a particular use? Contact the mall.