Hand-crafted stone homewares
01 — Brand Identity
Created by Nature.
Refined by Hand.
KNOTT is a maker of hand-crafted stone homewares — objects formed from the earth and finished with quiet precision. Each piece carries the weight of its material: the texture of limestone, the cool density of marble, the warmth of alabaster.
The name KNOTT speaks to connection — to the land, to the craft, to the people who live with these objects. It is a brand built on honesty of material and integrity of process.
Our aesthetic is minimal but never cold. Earthy but never rustic. We occupy the space between the ancient and the contemporary — where something deeply natural can also feel entirely modern.
Brand Values
Craft
Every piece is shaped by hand. The marks of making are not hidden — they are celebrated as evidence of human skill and attention.
Honesty
We use natural materials without pretence. Stone is stone. We do not imitate or embellish what nature has already perfected.
Restraint
We believe in doing less, better. Our forms are considered and spare. Nothing is added that does not serve the object.
Permanence
These are objects made to last. We reject the disposable and embrace the enduring — things that improve with age and use.
02 — Logo
The Wordmark
The KNOTT wordmark is a geometric, spaced sans-serif set in all capitals. The wide letter-spacing and clean geometry reflect the brand's values of precision and restraint. The circular 'O' is a defining feature — a perfect form within a precise system.
The wordmark should always appear in its full form. It should never be abbreviated, stacked vertically, or altered in any way.
Primary — Black on White
Reversed — White on Black
On Chalk — Black on Chalk
On Stone — Black on Stone
Clear Space
Always maintain a minimum clear space around the wordmark equal to the height of the letter 'K'. This ensures the logo is never crowded by other visual elements, text, or the edge of a surface.
Minimum Size
The wordmark must never be reproduced smaller than 60px in digital applications or 20mm in print. Below this threshold, legibility is compromised and the geometric integrity of the letterforms is lost.
Preferred — large format
Minimum — 60px / 20mm
Colour Usage
The wordmark should only appear in the four approved colour combinations shown above. It must never appear in any other colour, including brand secondary or accent colours. Ensure sufficient contrast on all backgrounds.
Typography Pairing
When the wordmark appears alongside a descriptor or tagline, use the brand's sans-serif typeface (Jost) in a lighter weight, with generous letter-spacing. The descriptor should sit below the wordmark, never beside it, and at no more than one-third of the wordmark's size.
03 — Colour Palette
Colours of the Earth
The KNOTT colour palette is drawn directly from the materials we work with — the warm creams of limestone, the cool greys of slate, the deep warmth of aged stone. These colours are never harsh or synthetic. They carry the quiet authority of natural things.
Primary Palette
Secondary Palette
Approved Combinations
Black on White — Primary
Black on Chalk — Editorial
Stone on Black — Feature
Colour Proportions
The palette should be used with restraint. Knott White and Knott Chalk form the dominant background tones, occupying the majority of any composition. Knott Black anchors the design and carries the primary text. Knott Stone and Earth appear as accents — used sparingly to add warmth and depth without overwhelming the composition.
Approximate proportions: White 40% · Chalk 30% · Black 20% · Stone 10%
04 — Typography
The Type System
KNOTT uses two typefaces in deliberate contrast: Cormorant Garamond for editorial and display use, and Jost for functional and interface text. Together they create a dialogue between the poetic and the precise — reflecting the dual nature of the brand itself.
Stone & Light
Created by Nature.
Refined by Hand.
The Craft of Stone
Hand-crafted stone homewares
Each piece starts as a raw piece of stone — sourced from quarries where time has already done the hard work. Our job is simply to reveal what the stone already knows. Where to shine a light, cast a shadow, or leave untouched. The result is an object that carries the memory of its making.
Monolith I — Deeply fluted column, polished limestone, 2026
Type Scale
05 — Voice & Tone
How We Speak
KNOTT communicates with the quiet confidence of someone who knows their craft deeply. Our voice is thoughtful and considered — never boastful, never casual. We speak about stone and making with genuine reverence, but without pretension.
Considered
Every word is chosen with care. We do not fill space with noise. Short sentences. Meaningful pauses. We say what we mean and nothing more.
Grounded
We speak plainly about materials and process. We are not afraid of technical language when it serves clarity. We are honest about what things are and how they are made.
Poetic
There is room for beauty in our language. We find the right metaphor, the precise image. We write about stone the way a poet writes about landscape — with attention and feeling.
Do — Write this
"Each piece carries the memory of its making. The marks of the chisel are not hidden — they are the work."
Don't — Avoid this
"Check out our amazing hand-made stone products! Perfect for your home — shop now and get free delivery!"
Do — Write this
"Limestone from the Yorkshire Dales. Formed over 350 million years. Finished in our studio."
Don't — Avoid this
"Our gorgeous luxury stone homeware pieces are totally unique and make the perfect gift for any occasion!"
06 — Photography
The Visual World
Photography is central to how KNOTT communicates. Our images should feel as considered as the objects themselves — unhurried, precise, and full of material presence. We shoot in natural light wherever possible, and we are not afraid of shadow.
Natural Light
All product photography should use natural or naturally-simulated light. Avoid harsh studio lighting. Embrace the way light rakes across a textured surface, revealing the character of the stone.
Warm Tones
Images should carry a warm, earthy quality. Avoid cool, clinical white backgrounds. Favour warm limestone surfaces, aged wood, linen, and natural plaster as props and settings.
Negative Space
Give objects room to breathe. Generous negative space allows the form of each piece to be appreciated fully. Resist the urge to fill the frame.
Texture & Detail
Close-up shots of stone texture, tool marks, and surface variation are encouraged. These details tell the story of material and making that words alone cannot convey.
Lifestyle Context
When showing pieces in situ, choose interiors that reflect the brand's aesthetic — minimal, warm, considered. Avoid overly styled or cluttered environments.
Colour Grading
Images should be graded to sit within the brand's colour palette. Warm shadows, muted highlights, and a slight reduction in saturation will ensure visual consistency across all touchpoints.
Photographic Tone Palette
07 — Design System
Layout & Components
The KNOTT design system is built on generous spacing, a twelve-column grid, and a restrained set of UI components. Every layout decision should reinforce the brand's values of clarity, restraint, and craft.
Spacing Scale
All spacing follows a base-8 scale. Consistent spacing creates visual rhythm and prevents layouts from feeling cluttered or arbitrary.
Grid System
KNOTT uses a 12-column grid with 24px gutters and 80px page margins on desktop. On mobile, the grid reduces to 4 columns with 16px gutters and 24px margins.
12 columns · 24px gutters · 80px margins
Buttons & CTAs
Three button styles are available. Use Primary for the main call to action, Secondary for supporting actions, and Ghost for subtle navigation links. Never use more than one Primary button per view.
Borders & Dividers
KNOTT uses 1px hairline borders in Knott Dust (#E8E0D4) for all dividers, card borders, and structural lines. Borders should be used sparingly — only where they provide genuine structural clarity. Never use drop shadows.
1px Knott Dust — standard divider
1px Knott Black — emphasis divider
08 — Logo Misuse
What to Avoid
The integrity of the KNOTT brand depends on consistent and correct application. The following examples illustrate common misuses that must be avoided at all times.
Do not use a heavy or bold font weight. The wordmark is always set in a regular or light weight only.
Do not remove the letter-spacing. The wide tracking is a defining characteristic of the wordmark and must never be reduced.
Do not apply the wordmark in any colour other than the four approved combinations. Never use Earth, Slate, or Stone for the wordmark itself.
Do not retype or recreate the wordmark in any other typeface. The wordmark must always use the exact approved artwork file — never redrawn or set in any font.
Do not distort, skew, rotate, or stretch the wordmark in any direction. Always maintain the original proportions.
Do not place the wordmark on gradient, patterned, or photographic backgrounds without sufficient contrast. Always ensure legibility.