Guidelines exist so a brand survives contact with the people who have to use it. Most identities do not fail at the design stage; they fail in the months afterwards, when a dozen hands apply them without a shared reference.

The work

We document the reasoning, not just the artwork. Each rule states what it protects, so a team can extend the brand into a situation the document never anticipated instead of guessing or freezing.

The system covers the mark and its lockups, spacing and minimum sizes, colour and typographic hierarchy, and the tone that holds the writing together. It is built to be read by non-designers.

Deliverables

• Logo construction, clear space and minimum sizes
• Colour specifications across print, screen and packaging
• Typographic hierarchy and usage rules
• Application examples and misuse guidance