Brand Guidelines
76 pagesEight numbered chapters
Introduction
What the studio is, set against the buildings the identity has to live on.
Pages 1 to 11
01Logo System
The mark, the wordmark and the descriptor lock up, with the construction grid, the clear space and the smallest size each one may be used at.
Pages 12 to 21
02Digital Identity
The same mark reduced until it still reads as a social avatar, a favicon and an app icon.
Pages 22 to 26
03Colour Palette
Black and white carry the system. One orange red does the pointing, three cool greys hold everything else apart, and each one is given as hex, RGB and CMYK.
Pages 27 to 31
04Typography
Bomstad Display for anything that has to carry, Poppins for anything that has to be read, and a hierarchy that says which is which.
Pages 32 to 36
05Stationery Design
Business card, letterhead and envelope, drawn to size and then shown as printed objects.
Pages 37 to 45
06Social Media Design
Every format the studio posts in, each with the layout grid it is built on.
Pages 46 to 59
07Brand Elements
An icon set, the photography the brand is allowed, how a picture is treated, and a pattern built out of the mark itself.
Pages 60 to 69
08Apparel Applications
Where the mark sits on a shirt, a jacket, a vest and a cap, so site clothing is not improvised.
Pages 70 to 74
Closing
The line the whole book was built to earn.
Pages 75 to 76
