CREATIVEWITY / RESOURCES
Original editable files • local editing • commercial use
Free resource
Brand essentials
FORM / STUDIO
Brand essentials
A practical reference for keeping identity, voice
and presentation consistent.
[Brand name] / Version [1.0] / [Date]
Identity usage
FORM / STUDIO
02
Identity
Primary mark and usage rules
FORM / STUDIO
CLEAR SPACE
Allow at least one mark-height around the identity. Keep it clear of busy
imagery.
MINIMUM SIZE
[Define minimum print and digital sizes after testing your actual mark.]
FORM / STUDIO
02
Colour palette
FORM / STUDIO
03
Colour
Small palette, clear roles
INK / #242424
PAPER / #FAF8F2
COPPER / #BD5739
FUNCTIONAL USE
Ink for primary type. Paper for backgrounds. Copper for calls to action and
small accents. Test contrast in each real use case.
FORM / STUDIO
03
Typography
FORM / STUDIO
04
Typography
Two voices, one hierarchy
A thoughtful headline
Georgia / Regular / Display
Clear language. Useful details.
Arial / Body and interface
HIERARCHY
[Define type sizes, line heights and minimum text sizes for your print and web
applications.]
FORM / STUDIO
04
Voice and applications
FORM / STUDIO
05
Voice & applications
Write like a helpful expert.
VOICE
Clear, precise and warm. Prefer concrete verbs and practical details over claims
without evidence.
IMAGE DIRECTION
[Define image subjects, light, framing and the criteria for selecting visual
material.]
QUALITY CHECK
Review logo spacing, contrast, content accuracy and export dimensions before
publishing.
FORM / STUDIO
05
Ready to edit.