Brand Guidelines
This document sets out the foundations of the brand, defining how it looks, feels, and communicates across every touchpoint.
It outlines the key elements that form the visual language, creating a clear and recognisable brand experience. Each element is explained individually, alongside examples of how they work together in practice.
More than a set of rules, these guidelines act as a flexible framework, serving as both a reference and a starting point. The examples included are designed to inspire and guide application, while leaving room for interpretation and evolution as the brand grows.
01
Brand Overview
Our brand defines the character behind how the brand communicates and connects. It brings together our values, mission, and tone of voice to create a clear, consistent expression across every touchpoint.
Our Mission
Our mission is to empower small businesses and emerging products with professional brand guidelines that create consistency, build trust, and set the foundation for long-term success.
Values
→ Simple
→ Efficient
→ Cost-effective
→ Quality
Simple
Easy to customize, maintain, and designed to grow with your brand. A living document that evolves as you do.
Efficient
Save hours creating static brand guidelines no one uses. Ship faster, stay aligned, and focus on building your business.
Cost-Effective
An affordable way to create, manage, and host professional brand guidelines online without the overhead of custom systems.
Quality
Every element in this template is designed with purpose, ensuring your brand system looks polished and professional.
02
Logo
The logo is the most recognisable expression of the brand, acting as a consistent visual anchor across all touchpoints. This section outlines how to use it clearly and consistently, including primary, secondary and graphic variations to ensure flexibility across different formats and contexts.
Primary Logo
A clean stencil-inspired logo designed to express the brand’s creative, bold, and playful identity.
Secondary Logo
The secondary logo combines the primary logo with the brand character, strengthening brand recognition and expanding the visual language across social media, merchandise, packaging, and other personality-driven applications.
Clearspace
Clearspace ensures the logo remains clear and legible by preventing other elements from interfering with its visibility. The minimum clearspace is defined by the height of the text layer marked 'x' and should be maintained on all sides of the logo.
Versions
Primary_logo
Pimary_logo_white
Secondary_logo
Secondary_logo_white
Incorrect Usage
DON'T stretch or distort the logo
DON'T change the color of the logo
DON'T rotate the logo
DON'T outline the logo
DON'T apply effects to the logo
DON'T use at sizes it is not legible
03
Color
The brand embraces bold, high-contrast colors across the logo and visual elements, combining playful, friendly tones with strong black accents. Maintain sufficient contrast between colors to ensure accessibility, clarity, and legibility in all applications.
Primary Colors
Highlighter Yellow
HEX
#F5EE75
RGB
245 238 117
CMYK
0 5 0 76
Pantone
100C
75%
50%
25%
Black
HEX
#000000
RGB
0 0 0
CMYK
0 0 0 100
Secondary Colors
Guidelines Blue
HEX
#a8cbea
RGB
108 203 234
CMYK
0 35 0 8
Pantone
283C
75%
50%
25%
Signoff Green
HEX
#dee8a8
RGB
222 232 168
CMYK
0 15 0 47
Pantone
366C
75%
50%
25%
Breakpoint Red
HEX
e1706b
RGB
225 112 107
CMYK
0 75 53 0
Pantone
7416C
75%
50%
25%
Neutral Colors
Grey 100
HEX
#A8AFB7
RGB
169 175 183
CMYK
35 25 22 0
Grey 75
HEX
#CFD4DB
RGB
208 212 218
CMYK
18 11 9 0
Grey 50
HEX
#DFE2E4
RGB
223 226 228
CMYK
11 7 7 0
Grey 25
HEX
#F1F0F0
RGB
241 240 240
CMYK
4 3 3 0
04
Typography
Typography is a key part of the brand’s visual language and personality. A consistent typographic system ensures consistency and legibility across all touchpoints.
Primary Typeface
Aa
Google Sans
Google Sans is a modern geometric sans-serif typeface designed for clarity, simplicity, and strong visual presence across digital interfaces. The primary typeface should be used for headings and display text.
Medium
500
Aa
Medium Italic
500
Aa
Semibold
600
Aa
Semibold italic
600
Aa
Bold
700
Aa
Bold Italic
700
Aa
Secondary Typeface
Aa
Open Sans
Open Sans is a clean, humanist sans-serif font optimized for readability and versatility across web and print applications. The secondary typeface should be used for body and paragraph text.
Regular
400
Aa
Italic
400
Aa
Semibold
600
Aa
Semibold italic
600
Aa
Bold
700
Aa
Bold italic
700
Aa
05
Art Direction
Our art direction adds another layer of story telling to the brand, ensuring the brand tone of voice and messaging is effectively communicated.
Illustration
Formed from the letter “B” in the logo, the brand character brings the identity to life. A series of illustrations show the character engaging in different design activities, reinforcing the process of creating and using brand guidelines.
Animation
Animation adds movement and personality to the brand, bringing the character to life. It should be used thoughtfully across digital touchpoints where it enhances the experience.
06
In-use
This section includes indicative examples of how we might apply our brand elements in a range of applications. They demonstrate how our brand system can flex in different ways for appropriate formats and settings.
