Brand guidelines
Brand
Story, personality, values, voice and vocabulary: who the brand is and how it sounds.
Visual identity
The logo, the palette, the type, the icons, the illustration style and the photography, as the site renders them.
The brand in use
Placeholders until the mockups are made.
Business cards (placeholder) Event stand (placeholder) Slide deck (placeholder)
Logo
Use the files from the asset library. Never redraw the logo.
- Clear space
- The height of the first letter on every side
- Smallest on screen
- 96px wide
- Smallest in print
- 25mm wide
What not to do
- Don’t stretch or distort it
Typography
The typefaces, how they are used, and the type scale.
- Display and headings
Haffer
- Weights
- Light 300, Regular 400
Headings h1 to h3. Two weights only, and never uppercase.
- Body
Inter
Everything else you read: body, h4 to h6, labels, eyebrows, nav, buttons and figures.
- Monospace
Space Mono
Illustration
The halftone gecko is the main graphic. The dot-grid characters come in eight poses for smaller spaces, and the halftone backgrounds carry the same dots into slides, social and events.
Style principles
- Build from simple geometry: circles, squares and straight lines.
- Use the brand palette only, flat fills, no gradients.
- Keep every shape square to the grid.
- Show one idea per illustration.
Files
Monogram
More brand guidelines
The other pages of these guidelines.
- Brand guidelines
Assets
Download the logo in SVG, PNG, PDF and EPS, request the licensed typeface, and get the DESIGN.md for developers and AI agents.
Still got questions?
The brand was designed by Yaya. If you need help using it, or cannot find what you need here, get in touch.
