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D13 · Brand sheet
Brand Identity
Brand
sheet
[Client name] · The short version of the guidelines
The mark
Using the logo
Clear space
Equal to the height of the mark on all sides
Minimum size
[24px on screen, 12mm in print]
On light
Use the primary mark
On dark
Use the inverted mark
On photography
Inverted mark, over the calmest area of the frame
Never
Stretch, recolour, outline or add effects
Palette
Colour and type
INK
ORANGE
HOT
WARM
LIGHT
Display and headings
[Typeface] Medium
Body
[Typeface] Regular
Smallest body size
[Size]
In practice
Rules worth keeping
One accent colour per layout, used for one job
Headings sentence case, never all caps in long copy
Photography shows real work, not stock handshakes
Text on colour meets WCAG AA contrast
When a rule fights the content, the content wins
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