Component
What it specifies
Format
Logo usage
Which variant in which context, minimum sizes, clear space, and the misuses that come up most often.
PDF + SVG
Colour
HEX, RGB, CMYK and Pantone, with the role each colour plays and accessible pairings marked.
PDF + ASE
Type scale
Sizes, weights and line heights for print and screen, with fallbacks for where the licence does not reach.
PDF + CSS
Grid & spacing
Column structure and a spacing scale, so a new layout inherits the right rhythm without a designer.
PDF + Figma
Imagery
Shooting direction, crop rules, treatment and a reference library of approved examples.
PDF + assets
Templates
Slides, social, documents and email, built so filling them in cannot break the brand.
Figma / Canva / Office
Tone of voice
Written rules with before-and-after examples, plus a short list of words you never use.
A system nobody uses is a PDF
Every engagement ends with a working session for the people who will apply the brand daily — marketing, sales, whoever makes the slides. If they cannot use it after that session, the system is wrong and we fix it.
Beyond Brand Systems
This works harder alongside
Elsewhere in Branding
