Cut with care. Said plainly.
Fold & Fall makes curtains and blinds in its own workroom. The brand should feel like a good tailor: unhurried, exact, and happy to tell you the price.
Logo
A length of cloth runs along the top, folds at a mitre and falls. That is the F, and the name. Use the files as they are. Never redraw, stretch or recolour them.
Primary. On linen and white. logo.svg
Reversed. On ink. logo-reversed.svg
On photographs. Reversed, on a calm or darkened area.
The mark. For favicons, labels and the corner of a swatch card. The italic ampersand in the name is the one flourish we allow ourselves, a tailor's stitch of detail. mark.svg
Space and size
Keep the width of the F clear on every side. Do not go smaller than the sizes shown, or the fine strokes of the Caslon start to break up.
Logo: 22 px high. On screen. 8 mm in print.
Mark: 16 px. Below 22 px high, use the mark alone.
Colour
Taken straight from the cutting table: linen, oat, sage and ink, with madder for the one thing on the page that needs your eye.
#F4EFE6RGB 244 239 230The page ground.#E8DFCFRGB 232 223 207Panels and bands.#8B9A80RGB 139 154 128The fold in the mark. Deep Sage #4F6048 for text.#15213BRGB 21 33 59Text, buttons, the footer.#A5502FRGB 165 80 47Small labels and alerts only. Never a fill.Type
Libre Caslon for what we say. Hanken Grotesk for what you need to read. One italic word in a heading, at most.
Libre Caslon Display, Regular, for headings. Libre Caslon Text Italic for the one word that matters.
Hanken Grotesk, 400 to 700, for text, prices, forms and labels. Tabular figures in tables.
We bring the books to your table.
See the cloth in your own light. We measure, you ask the awkward questions, and there is nothing to sign.
Book a free home visitPhotography
Real rooms in soft window light. The cloth is the subject. Hands at work, not people posing. Show the whole photograph where you can.
- Daylight onlyWindow light, even a grey day. No flash.
- Show the fallFloor to pole, or the full blind. Do not crop the hem.
- Lived inA book, a lamp, a chair. Not a showroom.
Tone of voice
Short, warm, exact. Say the number. Say who is coming. British spelling, no jargon. If a tailor would not say it to your face, we do not write it.
Do
A roman blind this size is from £340 to £410, fitted.Give the figure. People were going to ask.
Don't
Contact us today for a bespoke consultation.Says nothing and costs them a phone call.
Do
Nell will see you on Thursday at 10:30am.A person and a time.
Don't
One of our friendly team will be in touch shortly.Who? When?
Do
Even blackout lets a line of light past the top of a pole.Tell the awkward truth, then the fix.
Don't
Total darkness, guaranteed, for perfect sleep.It is not true, and they will find out at 5am.
App icon
The mark on ink, with nothing else. The phone rounds the corners, so the file stays square. app-icon.svg
Fold & FallNotesIt holds its own among other icons, even at 60 px.
