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+=======
+Artwork
+=======
+
+.. figure:: logo-over-white.svg
+   :align: center
+
+   Setuptools logo, designed in 2021 by `Anderson Bravalheri`_
+
+Elements of Design
+==================
+
+The main colours of the design are a dark pastel azure (``#336790``) and a pale
+orange (``#E5B62F``), referred in this document simply as "blue" and "yellow"
+respectively. The text uses the *Monoid* typeface, an open source webfont that
+was developed by Andreas Larsen and contributors in 2015 and is distributed
+under the MIT or SIL licenses (more information at
+https://github.com/larsenwork/monoid)
+
+
+Usage
+=====
+
+The preferred way of using the setuptools logo is over a white (or light)
+background. Alternatively, the following options can be considered, depending
+on the circumstances:
+
+- *"negative"* design - for dark backgrounds (e.g. website displayed in "dark
+  mode"): the white colour (``#FFFFFF``) of the background and the "blue"
+  (``#336790``) colour of the design can be swapped.
+- *"monochrome"* - when colours are not available (e.g. black and white printed
+  media): a completely black or white version of the logo can also be used.
+- *"banner"* mode: the symbol and text can be used alongside depending on the
+  available space.
+
+The following image illustrate these alternatives:
+
+.. image:: logo-demo-editable-inkscape.png
+   :align: center
+
+Please refer to the SVG files in the `setuptools repository`_ for the specific
+shapes and proportions between the elements of the design.
+
+
+Working with the Design
+=======================
+
+The `setuptools repository`_ contains a series of vector representations of the
+design under the ``docs/images`` directory. These representations can be
+manipulated via any graphic editor that support SVG files,
+however the free and open-source software Inkscape_ is recommended for maximum
+compatibility.
+
+When selecting the right file to work with, file names including
+``editable-inkscape`` indicate "more editable" elements (e.g. editable text),
+while the others prioritise SVG paths for maximum reproducibility.
+
+Also notice that you might have to `install the correct fonts`_ to be able to
+visualise or edit some of the designs.
+
+
+Inspiration
+===========
+
+This design was inspired by :user:`cajhne`'s `original proposal`_ and the
+ancient symbol of the ouroboros_.
+It features a snake moving in a circular trajectory not only as a reference to
+the Python programming language but also to the `wheel package format`_ as one
+of the distribution formats supported by setuptools.
+The shape of the snake also resembles a cog, which together with the hammer is
+a nod to the two words that compose the name of the project.
+
+
+License
+=======
+
+
+This logo, design variations or a modified version may be used by anyone to
+refer to setuptools, but does not indicate endorsement by the project.
+
+Redistribution, usage and derivative works are permitted under the same license
+used by the setuptools software (MIT):
+
+.. code-block:: text
+
+   Copyright (c) Anderson Bravalheri
+
+   Permission is hereby granted, free of charge, to any person obtaining a copy
+   of this software and associated documentation files (the "Software"), to
+   deal in the Software without restriction, including without limitation the
+   rights to use, copy, modify, merge, publish, distribute, sublicense, and/or
+   sell copies of the Software, and to permit persons to whom the Software is
+   furnished to do so, subject to the following conditions:
+
+   The above copyright notice and this permission notice shall be included in
+   all copies or substantial portions of the Software.
+
+   THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
+   IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
+   FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
+   AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
+   LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING
+   FROM, OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS
+   IN THE SOFTWARE.
+
+   THE USAGE OF THIS LOGO AND ARTWORK DOES NOT INDICATE ENDORSEMENT BY THE
+   SETUPTOOLS PROJECT.
+
+Whenever possible, please make the image a link to
+https://github.com/pypa/setuptools.
+
+
+.. _Anderson Bravalheri: https://github.com/abravalheri
+.. _Inkscape: https://inkscape.org
+.. _setuptools repository: https://github.com/pypa/setuptools
+.. _install the correct fonts: https://wiki.inkscape.org/wiki/Installing_fonts
+.. _original proposal: https://github.com/pypa/setuptools/issues/2227#issuecomment-653628344
+.. _wheel package format: https://www.python.org/dev/peps/pep-0427/
+.. _ouroboros: https://en.wikipedia.org/wiki/Ouroboros