Brand model sheet
You’re an Idiot™
A character model sheet, but for a business: what the logo looks like, how it’s built, and what it’s allowed to wear.
Anatomy of the mark
- The warning sign. A road-hazard triangle with a red border and a cream face. It says “caution” before anyone reads a word.
- The exclamation mark. Black, slightly tapered, like a hand-cut sign.
- The heart. The dot of the “!” is a heart. Caution: romance ahead. It stays red, always.
- The wordmark. “YOU’RE AN” tracked wide over a giant “IDIOT,” set in Anton. The ™ is part of the joke. Never drop it.
Sizes
Palette
#141210Backgrounds, text
#F3EBDAPaper, sign face
#C8201AThe brand colour
#FF4A3DRed text on black only
Type
Anton · headlines, buttons, stamps
Put the fish down.
Archivo · everything you actually read
You’re probably a perfectly decent guy. You just have absolutely no idea what you’re doing.
Special Elite · case files, diagnoses, quotes
Subject replied: “I sleep.”
Voice
Roasting + empathy + practical advice. The friend who tells you there’s spinach in your teeth, then hands you a toothpick.
Sounds like us
You’re not hopeless. You’re just an idiot. But you don’t have to stay one.
Never sounds like us
Women hate men and we’re here to fix you.
Taglines
- Dating coaching for idiots who don’t know they’re idiots.
- Because “Hey” isn’t a personality.
- Your friends aren’t going to tell you. We will.
- Helping men become slightly less embarrassing since 2026.
- Stop swiping. Start thinking.
- Be interesting. Be respectful. Stop being weird.
Files
Outlined SVGs and PDFs for Illustrator, transparent PNGs, live-type versions, the Anton font and a swatch file. The read-me inside says which file is for what.
- logo.svg · primary, for light backgrounds
- logo-reverse.svg · for dark backgrounds
- logo-mark.svg · the sign on its own (also the browser-tab icon)
These three are the web versions, with the wordmark as live type in Anton. For print or Illustrator, use the logo kit above: its letters are already outlined.