# West Michigan Antique Mall — brand assets

Updated October 17, 2026. Current identity: Shoreline Merchant, V19C vector edition.

## Use the right mark

- Primary: enlarged lighthouse above the tightly spaced two-line name.
- Horizontal: full name with lighthouse for wider layouts.
- Merchant seal: round labels, packaging and generous placements.
- Antiques / Collectibles seal: the additional descriptor sits on either side of the lighthouse. No ampersand. Keep the wording readable; use the original seal if space is limited.
- Compact wordmark: best for small sizes, where engraving becomes indistinct.
- Merchant label: centered wordmark in a rectangular border, without waves.

SVG is scalable vector artwork with outlined lettering. PNG is for everyday uploads. Every file under transparent/ has no background. All nine marks are available in dark harbor ink and light cream, plus the existing black primary: 19 SVG/PNG pairs. These PNGs have a 3000-pixel longest edge. WMAM-Transparent-Logos.zip contains only this background-free collection. The five-page PDF contains the five original main lockups; the new descriptor seal is supplied separately as SVG and PNG.

## Typography

Besley Medium is the identity typeface. Use the supplied outlines for the logo rather than recreating or retyping it. The included font is licensed under the SIL Open Font License; see fonts/OFL.txt. Use Besley for supporting headings and a readable plain sans serif for body copy.

## Palette

Harbor ink #233F46; Warm paper #F3EDDE; Aged brass #B48A48; Shore sage #7F938A; Sand #DDD6C5. Lead with ink and paper. Keep brass and sage as accents. Use paper-colored reverse artwork on dark ink backgrounds. Hex values are digital references; match physical ink and stock from a printed proof.

## Spacing and reproduction

Keep clear space at least the height of the W in WEST MICHIGAN around the visible mark. Scale the whole logo uniformly. Preserve the close name lines, original lighthouse proportions, full curved wave base and single uneven seal border. Do not add side dots, a location line inside the logo, an invented founding date or new ligatures.

The size guide gives screen starting points rather than guaranteed print limits. Judge the smallest lettering on the actual surface. The descriptor seal needs more space than the original seal. Use the compact wordmark when details or small lettering become indistinct. Request a physical proof before stamping, screen printing, engraving or embroidery; detailed illustration and translucent shading may need process-specific preparation.

## Applications

The included shop sign, merchandise tag, note card and wrapping pattern illustrate the system. Confirm final dimensions, paper, colors and production requirements with your printer. Use the logos to identify West Michigan Antique Mall and preserve the supplied artwork. For help, use https://westmichiganantiquemall.com/contact/.