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This brand style guide is designed to be used with the "free" Webflow project without any custom code.
There is also a condensed version for smaller projects, you can check out by clicking here.
Just don't forget to delete the page you don't need.
Brand Style Guide
Welcome to the company brand identity
We created a visual language to help empower the team.
Our brand
Our brand is a concept brand whose services/products, values, and history are briefly explained in this paragraph. We will expand on our mission statement or our why statement here. This can be how the founders came up with the company or the general value proposition of what this company has to offer.
core values
creative
friendly
unique
inquisitive
adventurous
approachable
Who we are for
This is where we briefly show who our target audience is. There should be a set of portraits deprecating several current audiences, aspirational audience, or tangential audience.
Avi Sabbagh
A computer science graduate focused on leveraging his programming skills and innovative mindset.
Aleena Henderson
A marketing executive, focused on driving brand innovation and community engagement
Lizzie Vogt
A dynamic HR Manager, blends creativity with a passion for cultural advocacy."
our services
We offer variety of products and services.
Our Primary product or service: Our primary product/service is described here, as well as the value that it adds to our clients.
Our Secondary product or service: Our other product/service is described here, as well as the value that it adds to our clients.
Our Tertiary product or service: Our last product/service is described here, as well as the value that it adds to our clients.
fonts
Leading font
Great for big bold titles, or main headings for grabbing attention. Try to have only one and make it punchy!
Geologica: Bold
- All Caps
- Kerning Optical
- Leading is 90% font size
Geological Bold is our leading font.
Supporting font
For supporting the main title, or when you want something less bombastic.
Geologica: Medium
- Sentense Case
- Kerning Optical
- Leading is 120% font size
Geological medium is our supporting font
Paragraph font
For detail text and paragraphs.
Geologica: Extra Light
- Kerning Optical
- Tracking 2
- Leading is 120% font size
Geologica is our paragraph font. We use extra light for our body copy and paragraphs. On body copy and paragraphs, Geologica Bold can be used to highlight certain words or phrases. There are some recommendations about the use of kerning, tracking and leading.
colors
primary colors
Brand Primary
Pantone: 7481 C
C: 100 M: 0 Y: 48 K: 25
#00BF63
Brand Light
Pantone: 663 C
C:0 M: 2 Y: 9 K: 2
#F9F4E3
Brand Dark
Pantone: 446 C
C: 20 M: 6 Y: 0 K: 73
#384246
seconday colors
Dark Secondary
Pantone: 5463 C
C:97 M: 0 Y: 6 K: 86
#012422
Brand Secondary
Pantone: 114 C
C:0 M: 12 Y: 73 K: 5
#F2D642
Brand Tertiary
Pantone: 265 C
C:31 M: 64 Y: 0 K: 12
#9B51E0
logo guide lines
logo clearance
To ensure readability there should always be a minimum amount of clear space around the logo.
logo useage
Our logo is very flexible, but there are some things that don't work with our logo.
- Do not Change the logo layout
- Do not Stretch or squeeze the logo
- Do not Change the typography on the logo
- Do not Add a drop shadow to the logo
- Do not Rotate the logo
- Do not Change the colors on the logo
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Photography guidelines
Demographics
- Age: 21 - 27 years old
- Female: 77% | Male: 23%
Mood and Styling
- Lighting should be a natural feel, and bright like midday sun.
- The colors should be vibrant and have depth.
cropping
Our photos have to work in various sizes, photographers should shoot for multiple crops of the same content. This will help provide flexibility and expand the functionality of the shots.
When a single shot needs to be captured, please avoid cropping in camera and beware of safe areas for horizontal and vertical crops.
square social crop
vertical social crop
banner crop
photography Best practices
These are some examples of images that do not follow the brand style.
- The lighting is correct, but the shoot feels too staged.
- The expression is correct but too washed out.
- Too staged, the lighting is too hazy and colored.
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social media templates
square posts
Our social media is highly curated using templates to create a cohesive look across all platforms.
square posts
Our social media is highly curated using templates to create a cohesive look across all platforms.
highlight covers
