Big Shoulders
[ Brand Kit / 2026-06-08 ]
The animal kingdom, including us. Music, audiovisuals and educational materials born from animal behaviour, ecology and evolution.
[ 01 / The mark ]
The chip is the brand mark
A rounded-square device tile with a stylised W monogram at the centre, flanked by cyan and yellow dots and crowned by a magenta triangle. HUD microtext sits around the inner border. The canonical chip is emerald green on dark. Ten finish variants extend the chip across contexts.
CanonicalEmerald green / dark backdrops
Silver
Default metallic, neutral. Tech and digital surfaces.
Gold
Award, certificate, wedding-card. Festival programmes.
Copper
Burnished, warm. Pairs with bronze for heritage print.
Bronze
Antique, deeper than copper. Vintage and heritage.
Platinum
Bright metallic, lighter than silver. Premium digital.
Emerald
Darker forest. Music release artwork over cream surfaces.
Magenta accent
Hot brand-magenta metallic. Music and motion contexts.
Navy
Deep blue metallic. Formal, academic, dark surface.
Ink
Near-black, metallic ink. Single-colour reproduction on light.
Cream
Near-white. Cream chip on dark for formal print and merchandise.
[ 02 / The wordmark ]
WildWooHoo, open-outline
Outlined geometric monoline lettering. Two parallel hairlines tracing the borders of a thick stroke. The leftmost W and the rightmost o carry slot cuts on their outer edges, with an inward projection inside the letter, mirroring the chip edge. Cream is canonical. Nine finish variants extend the wordmark across surfaces.
CanonicalCream / FBF7EE / dark backdrops
Cream
Canonical fill. FBF7EE. Default on dark backdrops.
Ink
Brand ink. 0E0E0F. For cream and paper backgrounds.
Black
Pure black. Single-ink stamp, fax, single-colour print.
White
Pure white. Maximum-contrast use on dark photography.
Sage
Bright sage. 82BC97. Album-cover variants on emerald.
Savanna
Chip body green. 437055. Brand-tonal pairing on cream.
Silver gradient
Premium and event lockups. Pairs with the silver chip.
Gold gradient
Award, certificate, wedding-card stationery on cream.
Copper gradient
Heritage and festival programmes. Pairs with bronze chip.
[ 03 / The font system ]
Three canonical voices, six accents
Big Shoulders Display, Libre Baskerville and Montserrat carry the brand. Caveat, DM Serif Display and Instrument Serif are kept for editorial accents. Comfortaa, Syne and JetBrains Mono are later additions for the tagline, slogan and HUD microtext.
Libre Baskerville
Montserrat
caveat brush
DM Serif Display
parallel worlds
what we evolved for
syne italic
[ Transmitting ]
[ 04 / Colour palette ]
Monochrome first, spectrum on interaction
The brand is carried by the cream-on-black silhouette and the horizon seam. Colour only appears at the moment of interaction. The full palette below: chip body greens, the three tech accents, surface creams and sands, ink and night-savanna, and the photo-sampled spectrum.
Chip body / greens dominant brand surface
--wwh-forest-deep
#233A2D
Deepest brand body.
--wwh-forest
#2F4F3A
Canonical brand body.
--wwh-forest-mid
#355B42
Subtle surface lift.
--wwh-savanna
#437055
Brand body bright, primary CTA.
--wwh-moss
#609D77
Secondary surfaces.
--wwh-sage-bright
#82BC97
Hover states. Tagline accent.
Chip accents 1 to 3% each / the chip codex
--wwh-magenta
#DC3CAD
The triangle on the chip. Music button rest state.
--wwh-cyan
#5DDFE6
One O on the chip. Focus rings, playing state.
--wwh-yellow
#F0E572
The other O on the chip. Italic-accent words.
Surface / cream + sand + wheat paper, photo overlay
--brand-cream
#FBF7EE
Primary surface. Wordmark cream fill.
--brand-paper
#FFFFFF
Cleanest paper. Print proofs.
--brand-sand
#F4ECDD
Soft secondary cream.
--brand-wheat
#E8DCC0
Warm secondary. Golden hour grass.
Ink / night-savanna / stone text and dark grounds
--brand-ink
#0E0E0F
Primary text. Mark tile.
--brand-night-savanna
#0A1F14
Deep green-black. Dark surfaces.
--brand-stone
#807872
Secondary text. Muted captions.
Spectrum / sampled from the reference photos only inside hover and seam
--spectrum-red
#C97A66
Dusty terracotta. Rainbow band.
--spectrum-peach
#D89E78
Warm peach. Horizon glow.
--spectrum-gold
#D2B07A
Pale gold. Lit grass tips.
--spectrum-amber
#B07F30
Deep golden-hour amber.
--spectrum-honey
#E5B96D
Golden honey transition.
--spectrum-savanna
#27A05B
Savanna green. Centre of spectrum.
--spectrum-sage
#B59B6D
Bush sage.
--spectrum-lavender
#9985A8
Upper sky. Dusk lavender.
--spectrum-violet
#7D6E92
Deepest sky. Twilight.
[ 05 / Applied cases ]
The brand in the wild
Seven applied surfaces, each picking the right pairing of chip, wordmark, font and palette for that context. The lockup never lives in one shape. It adapts.
Social profile picture
Canonical chip on emerald gradient backdrop. Square crop for Instagram, TikTok, YouTube, Spotify artist. The horizontal-slot edge cuts on the chip make the silhouette readable at 32 pixels.
Looking forward to talking through the open-call brief. Happy to share an early cut of the showreel ahead of our next session.
Dr Weliton Menário CostaFounder / WildWooHoo
hello@wildwoohoo.com
Email signature
Inline chip plus serif name plus mono email address. Hairline divider above. Reads clean in Gmail, Outlook and Apple Mail. Serif body for the message preserves the editorial voice.
[ Studio HQ / Brand evolution ]
The animal kingdom including us
Deck title slide
Big Shoulders Display 800 carrying the headline, with the italic emphasis word in Instrument Serif. Wordmark anchors the corner. Mono eyebrow names the deck. 16:9 surface for Keynote, Slides, PowerPoint.
Music release artwork
Emerald chip top-right, sage wordmark on radial emerald-to-void backdrop. Square master for Spotify, Apple Music, Bandcamp. Mono release-meta beneath.
Tee / cream
Savanna wordmark on the cream blank. Brand-tonal pairing.
Tee / dark
Cream wordmark on dark blank. Canonical pairing.
Parallels between animal and human societies
Despite all the worlds we have built, biologically we remain part of the animal kingdom. This programme note opens the field season around questions of social evolution.
Findings are translated into songs, music videos, animated series, books and public moments.
Dr WELI / WildWooHoo
Academic poster / programme note
Libre Baskerville body on cream. Ink chip in the corner. Mono meta for venue and date.
with thanks for an evening
of music and company
Formal print / wedding card
Gold chip with matching gold wordmark on cream. Italic Instrument Serif sets the closing line. Foil-stamp ready.
128 / sticker
64 / icon
32 / favicon
16 / fav
Sticker, app icon, favicon
The chip holds at every size from 16 pixels through to a 128-pixel die-cut sticker. The horizontal slot cuts keep the silhouette legible even when the inner monogram blurs at small sizes.
[ 06 / Clear space + minimum size ]
Give it room to breathe
Maintain clear space of at least the chip height on all sides of the lockup. No other type, mark, or graphic sits inside that zone. Minimums protect legibility at small sizes.
Clear space
At least one chip height of clear space on every side of the lockup. No type, no other marks, no edge of an image inside that zone. The dashed outer rectangle in the diagram shows the safe perimeter.
Minimum sizes
16 px chip mark, minimum
240 px full lockup, minimum width
Below these sizes the inner monogram, the dots, and the HUD microtext start to blur. Use the chip alone, not the lockup, for any surface below 240 pixels wide.
Do not
Do not recolour the chip body outside the listed variants. Do not change the wordmark proportions. Do not replace the tagline font. Do not rearrange the vertical order of the lockup.
[ 07 / Downloads ]
Take the assets, use them well
Direct links to the canonical lockup, the wordmark, the chip masters, and every variant. The bundled zip carries the whole tm-package plus this brand-kit page.
Everything / one zip
↓ Brand kit zip (41 MB)Lockup, wordmark, chip masters, all 10 chip variants, all 9 wordmark variants, README and clear-space rules. Regenerated 2026-06-08.
