field#FF4FA3
Field
The loud one. Use it in whole sections, never as a garnish.
Identity / version 1.0 / 2026
The Seventeen identity.
A visual system for a student-led collective that takes the work seriously and nothing else. One mark, one field of pink, and a stamp that means something.
01 / The name
A side quest is optional. That is the point.
Seventeen is the name. A side quest is the method: the smaller journey you take alongside the main one, the thing you do when the syllabus runs out of instructions.
side quest/sʌɪd kwɛst/ noun
- 1A smaller journey taken alongside the main one.
- 2The work you make when nobody assigns it.
- 3Where the good stuff tends to happen.
The idea sets the tone: ambitious, a little unserious, and always in addition to the main thing. It also gives the system its two strongest devices, the route and the stamp.
02 / The mark
The mark is a compass.
A ring, a needle, and a small star for the north. The tail points off the page because that is the whole idea.
PRIMARY LOCKUP / STACKED
The parts
Ring / 34 units
Needle / 45 degrees
Star / the north
The mark works at 20 px in a browser tab and at two metres on a poster. It never needs a shadow, a gradient, or a second colour. The black and pink version is the primary. The all-pink version on ink is the loud one.
Horizontal
Stacked / inverse
Mark only
Clear space
Keep one half of the ring diameter clear on every side. Nothing enters the box, not even a very good joke.
Do not
- Do not stretch it.
- Do not rotate it.
- Do not outline it.
03 / Colour
Colour is a field, not a garnish.
Use it in whole sections. Let ink do the talking and paper do the breathing. Deep belongs in small type and second passes.
ink#14100F
Ink
Type, rules, stamps, and the back of the poster.
paper#FFF6F1
Paper
The breath between loud sections. Also paper stock.
deep#B0005A
Deep
Small type on paper, press states and the second ink drum.
wash#FFD6E5
Wash
Selected text, swatch cards, and the soft side of the system.
Ink on Field6.21 : 1Aa
Paper on Ink17.74 : 1Aa
Deep on Paper6.58 : 1Aa
Paper on Field is 2.86:1. Large display only, never body copy.
04 / Type
Three voices, one of them loud.
Bricolage does the shouting. General Sans does the reading. DM Mono does the labels, the times and the small print.
Aa
Make something on the side.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Aa
We are students from six faculties. We take on briefs from real people, make the work in the room, and put it on the board with our names on it. No experience required, a little free time helps.
abcdefghijklmnopqrstuvwxyz 0123456789
Aa
TUESDAY / 18:30 / ROOM 2.14
QUEST 03 / 2026 / OPEN
[email protected]
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Display / -0.050em trackingSEVEN
Heading / 4rem / 0.95 / -0.03emOpen quests
Body / 18px / 1.55A room, a kettle, a deadline, and other people who want to make something too.
05 / Graphic language
Pins, stamps, and a line that goes somewhere.
Four devices carry the concept across print and screen. Use them with intent, not as wallpaper.
The asterisk
The footnote. The extra thing. Use it as a full stop, a bullet, or a one-colour sticker. Never more than one per composition.
The seal
A round stamp for the back of a print, a sticker, or the end of a page. The type runs clockwise. The seal turns slowly on screen.
The route
A dashed line with stops. It links sections, marks a path through a page, and never pretends to be a real map.
The stamp
Ink pressed into paper. It marks a quest as claimed, a page as approved, a person as in. It should look like it cost £8 and was worth it.
06 / In the wild
Printed, stuck, worn.
The system is built for the things a student collective actually makes: a poster for the corridor, a tote for the library, a card for the person who keeps the keys.
TUESDAY / 18:30ROOM 2.14
MAKE
SOMETHING
ON THE SIDE.
SEVENTEEN / OPEN CALL
Tote / one colour
EST. 2024
Sticker sheet / six upSEVENTEENMEMBER / 026
YOUR NAME
STUDENT-LED / EST. 2024VALID ON TUESDAYS
07 / Voice
Sound like a person, not a prospectus.
Short sentences. Specific nouns. A little nerve. If a line could sit on any collective website, cut it.
- 01Short sentences. Specific nouns. A little nerve.
- 02Say what happened, who it was for, and what changed.
- 03No jargon, no startup verbs, no agency platitudes.
- 04If a line could sit on any collective website, cut it.
Before
We help ambitious brands tell their story through beautiful, thoughtful design for the modern world.
After
We make posters, websites and maps for people on campus. Bring us a real problem and a Tuesday.
The system is in use