The chosen identity: Broadcast · Soft red. A non-partisan public record of parliament, made readable and verifiable — an identity built from the broadcast mark (the record, opened and transmitted to every citizen) in a restrained soft red on ink and beige.
Logo
The “Broadcast” mark — concentric arcs radiating from a single origin dot — with the engraved serif wordmark. Works as a wordmark, a compact lockup, and a favicon-scale mark.
Palette
Black + beige as primary; a single soft-red accent. Red is muted a touch from the original vermilion so it carries no party charge; no green secondary (red+green imply value judgements). A brighter red is reserved only for alert states.
Ladder for reference: original vermilion #C5482F → soft #B84A38 (chosen) → muted rust #A6553F. Alert-only red: a brighter shade, never used decoratively.
Identity board
An engraved newspaper-of-record serif for display, a clean sans for UI, and a tabular monospace for dates, counts and citations.
Brand assets
The in-site kit: section dividers, a ~10-icon line set, the motif as pattern/texture, data-viz style, badges (provenance chip, AI-summary label, status pills), a social/citation card, MP portrait treatment, and reading marks.
Key visual & applied page
The dash & dot system
The broadcast rings become working UI: dividers between debate records, dotted leaders to source citations, activity dots, a sitting timeline, and a broadcast pulse on load/hover (calm, reduced-motion-aware).
Seamless tilings
The mark, made contiguous — true vector <pattern> tiles (reusable as CSS backgrounds, any scale, recolourable). Production set is parameter-tuned to the mark (prominent dot, thick scaling stroke, arcs hugging the dot) and built on named wallpaper-symmetry lattices (pg / pmm / p4m) so seamlessness is provable.
Production (tuned to the mark)
Earlier sketches (kept for reference)
In context — the tiling on the home page
Studies of how the motif sits behind the front page, from a bold header band to a barely-there full-page watermark. The pattern is decorative and never competes with the record.
Principles
- Non-partisan, always. No flags, no party colours/symbols, no politician likenesses. The soft red is an index/record red, not a political one.
- One accent. Soft red
#B84A38, used sparingly (the origin dot, links, the primary action). A brighter red is reserved only for alerts. - Label the AI. Summaries and topic tags always carry a visible AI summary label.
- Show provenance. Every record links to its Hansard source (date · page · column); dotted leaders tie the motif to traceability.
- Calm motion. The broadcast pulse is rare and gentle; always honour
prefers-reduced-motion.