Brand Playbook
01. Brief History
This section will include a brief history of the business.
02. Brief Foundation
This section will include the vision, mission, purpose and positioning statements.
VISION
Vision statement will be listed here.
MISSION
Mission statement will be listed here.
PURPOSE
Purpose statement will be listed here.
POSITIONING
Positioning statement will be listed here.
03. Keywords
Keyword 1
This is a description of the keyword if needed.
Keyword 2
This is a description of the keyword if needed.
Keyword 3
This is a description of the keyword if needed.
04. Logo
This is a short description of the logo. This will include the anatomy and rationale for inclusion of certain elements.
MAIN LOGO
SECONDARY LOGO
BRAND MARK
04.1a Proper Logo Use
Place the primary logo on a solid, non-black background.
Place the secondary logo on a solid, black background.
04.1b Incorrect Logo Use
Do not skew the logo.
Do not add a box around the logo.
Do not rotate the logo.
Do not add a drop shadow to the logo.
04.2 Application
The following are examples of the logo in action.
STATIONARY
EU business cards
US business cards
VEHICLES
WAYFINDING
EVENTS AND BANNERS
05. Colour Palette
In this part of the style guide, you can modify each color inside the Text Module’s background settings. Use that same color code inside the Text Module below it to have a written version of the color code too. Use these color codes inside your Divi Theme Builder default color palette afterward.
#FFFFFF
#FFFFFF (90%)
#F2F2F2
#E0E0E0
#40C9C0
#111111
#FFFFFF
#444444
#444444
#000000
06. Text Styles
The font used for headings is Poppins.
The font used for paragraph text is Open Sans.
These fonts must be used consistantly across web and print. This font pairing communicates the firendly, yet professional feel of the brand.
HEADING 1
72px Desktop, 54px Tablet, 54px Mobile
HEADING 2
52px Desktop, 32px Tablet, 32px Mobile
HEADING 3
46px Desktop, 26px Tablet, 26px Mobile
HEADING 4
18px Desktop, 18px Tablet, 18px Mobile
HEADING 5
22px Desktop, 18px Tablet, 16px Mobile
BODY
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
LIST
- Lorum Ipsum
- Lorum Ipsum
- Lorum Ipsum
ALL IN ONE
Heading 1
Heading 2
Heading 3
Heading 4
Heading 5
Lorum ipsum dolor sit amet.
- Lorum Ipsum
07. Graphic Styles
The following are examples of the style of imagery used across the brand.
PHOTOGRAPHY
List any photography usage guidelines here.
ILLUSTRATIONS
List any illustration usage guidelines here.
PATTERNS
List any pattern usage guidelines here.
ICONOGRAPHY
List any iconography usage guidelines here.
08. Modules
The following are variations of modules and styles that are commonly used throughout the website.
PRIMARY
SECONDARY
TERTIARY
BUTTON
This is a link
BOX SHADOW
This is a subtle shadow. It is used for card elements.
This is a more dramatic shadow. It’s used on darker coloured backgrounds, e.g. the middle block of a pricing section.