XLB — BRAND IDENTITY GUIDELINES
V1.0 — 07.2026

Xiao Long Bao, certified.
小籠包 as structure, never ornament.

SYSTEM 03 — STAMP / SEAL
00The Mark

XLB and 小籠包 occupy the same square. Latin stacked on the left edge, Chinese on the right — character for letter, a one-to-one bilingual column. Neither reads as translation. The single notch in the top edge is the pleat, reduced past recognition into pure geometry.

PLEAT 18 × 18 UNIT GRID
CARBON ON UNBLEACHED — PRIMARY
Grid18 × 18 units — one unit per pleat. Every stroke, counter, and the notch sit on this grid.
The notchOne interruption in the top edge, off-centre right. Depth 2 units, width 1.5 units. Never duplicated, never centred.
Bilingual pairing小 / 籠 / 包 set to the exact cap-height of X / L / B, row-matched. Song-style serif against brutalist mono — two materials, one structure.
Clear spaceMinimum clear space on all sides equals the notch width. Nothing enters it.

01Size Discipline

The mark must survive from favicon to facade without redrawing. At 100 px the seal reads as a confident glyph. At 10 metres it reads as architecture.

240 PX — PRINT / SIGNAGE
100 PX — MINIMUM FULL SEAL
32 PX — AVATAR

Below 100 px the seal remains legible as a mark; below 60 px it functions as a glyph and the characters are read as texture. Both are acceptable. Redrawing a "simplified" version is not.


02Colour

Four colours. Two do the work, one watches, one signs. Seal Red appears at most once per surface — it is a signature, not a palette entry.

CARBON#212220
Type, structure, corrugate flood. Never pure black.
UNBLEACHED#EDE6D8
Field colour. Paper stock first, print colour second.
SEAL RED#7E2F24
The signature. One impression per surface. Hand-applied.
GRAPHITE WASH#8C8A84
Pencil, secondary data, batch numbers.

Approximate coverage on any composition: Carbon + Unbleached ≥ 92%. Seal Red ≤ 5%. Graphite fills the remainder. No tints, no opacity steps, no gradients — a colour is at full strength or absent.


03Typography

One monospaced brutalist sans carries everything Latin — menu, waybill, signage, captions. The waybill is set like a specimen sheet; the menu is set like the waybill. No second typeface is permitted for display.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 — ¥ · №
小籠包・手作・十八摺
LATIN: MONOSPACED GROTESK, WEIGHTS 400 / 500 / 600, TRACKED +4 TO +22  ·  CJK: SONG-STYLE SERIF, WEIGHT 500, NEVER BOLDED
L
LATIN OWNS THE LEFT EDGE.
Flat terminals, zero curves except where the B demands it. All-caps for structure, lowercase only in captions.
CHINESE OWNS THE RIGHT EDGE.
Set to Latin cap-height, row-matched, never scaled down to fit, never italicised, never outlined.

Production note: interim cut is IBM Plex Mono + Noto Serif SC. Phase two commissions a bespoke mono with the seal's chamfer logic drawn into X, L, B, plus a licensed Song cut for the three characters. Four glyphs need custom drawing: X, L, B, and the numeral 8 (menu prices).


04Variants

Three states. The red state exists only as a physical impression — rubber stamp, letterpress, brand iron. No two impressions are identical; imperfection is the luxury signal.

PRIMARY — CARBON
REVERSED — ON CARBON
HAND-STAMPED — SEAL RED

Banned states: partial opacity, rotation, outlines, drop shadows, digital reproduction of the red seal where physical application is possible, and more than one seal per surface.

Secondary lockupHorizontal wordmark. X L B tracked at 30% letter-width; one 6-unit rule; 小籠包 as a vertical column locked to cap-height. For letterheads, waybills, and web headers where the square doesn't fit.
HierarchyThe seal always outranks the wordmark. Never both on one surface. The wordmark is never stamped in red — red belongs to the seal alone.

05Applications

The seal is applied, never merely printed. Stamped, debossed, branded, scored. Every vendor contract specifies the application method, not just the artwork.

TAKEAWAY BOX280gsm unbleached kraft. The die-cut notch in the lid is the thumb-pull — icon and function collapse into one gesture. Seal hand-stamped; position drifts within a defined zone. Carbon cotton twine, wrapped twice, no bow.
COASTER — BLIND EMBOSS600gsm blotter stock, letterpressed, no ink. Condensation from the tea darkens the impression and the seal develops. The detail guests photograph for you.
FACADE SIGNAGE10mm brushed steel, water-jet cut through, mounted 40mm off the concrete. Daylight casts the logotype as shadow — legible twice a day, two different ways. Night: one grazing uplight.
BATCH 014 — 07.26
CHILI OIL — LID DISCNo label on the glass; the oil's colour is the label. Unbleached disc, hand-stamped, tied with twine. Batch number in pencil. Pencil, not pen.

06The Grid — 9-Post Cycle

Six monochrome specimens, two material macros, one seal post — a fixed meter, run indefinitely. The seal post migrates through each cycle of nine, stepping diagonally across the profile like a chop moving across a scroll.

CYCLE 01
hands / fold 12
steel / counter
twine / macro
dough / rest
spoon / broth
concrete / 07:40
emboss / wet
steamer / base
CYCLE 02
hands / pinch
oak / grain
ginger / cut
kraft / scorch
vinegar / pour
apron / denim
tray / eighteen
steel / brushed
CYCLE 03
flour / bench
hands / weigh
chopstick / rest
window / noon
glassine / light
broth / skim
concrete / rain
close / 22:00

Captions: lowercase, one sentence, bilingual on seal posts only, no hashtags in the body, no emoji ever. Reels: static camera, one take, no cuts, no music — room audio on. Profile picture: carbon seal. The red is earned in the grid, not spent on the avatar.


07Non-Negotiables
  1. The seal never appears twice at the same size in the same field of view. One seal per surface.
  2. Physical application over digital print, always: stamp, deboss, brand, score.
  3. No steam wisps — not even "tasteful" ones, not even in motion. No dragons, no lanterns, no heritage tropes.
  4. No gradients, no tints, no partial opacity, no rotation of the seal, no drop shadows in graphics. Shadows come from daylight or they don't come.
  5. Photography: natural light only, one source, hard or diffused — never artificial fill, never flat.
  6. Seal Red at most once per surface, at most once per nine posts.
  7. 小籠包 is structure: cap-height matched, row-locked, never scaled to fit, never ornamental.
  8. No currency symbols on menus. No emoji anywhere. No vinyl anywhere.
  9. Hours, batch numbers, and corrections are made by hand — stamped or in pencil — and replaced, not patched.
  10. When in doubt, remove one thing.