Brand Guidelines
66 pagesTen numbered chapters
Introduction
The cover and the book's own contents, which number the ten chapters that follow.
Pages 1 to 3
01Brand Foundation
What the brand is for, who it is for, and the direction everything after this is measured against.
Pages 4 to 7
02Logo Guidelines
The primary mark, the secondary mark and the symbol, with the room each needs, the smallest size each may be used at, and what may never be done to them.
Pages 8 to 19
03Digital Presence
The mark reduced until it still reads as a favicon and an app icon.
Pages 20 to 23
04Colour Identity
Six colours at the core and six supporting them, each given as hex, RGB, CMYK and Pantone, with the balance between them set out.
Pages 24 to 29
05Typography
Cairo for anything that has to carry, Plus Jakarta Sans for anything that has to be read, and a hierarchy that says which is which.
Pages 30 to 34
06Visual Language
An organic pattern built from the mark, an icon set on its own grid, and the textures the brand is allowed to sit on.
Pages 35 to 43
07Art Of Seeing
The photography the brand buys, how a picture is lit and treated, and the backgrounds it may never use.
Pages 44 to 47
08Visual Identity
The printed and written pieces: a first impression, everyday correspondence, and a digital signature.
Pages 48 to 53
09Social World
The grid a post is drawn to, the formats the brand posts in, and how the feed reads as one piece.
Pages 54 to 61
10The Ritual
The brand as objects: the packaging, the print and the places the mark ends up.
Pages 62 to 66
