iibdaeiiibdaei · Complete Brand Kit
Every rule, asset, and template — in one place.
Strategy, logo system, applications, and full token reference. Scroll through, or jump to a section on the left.
00 — Quick Reference
Quick Reference
Everything essential, in 30 seconds — reused verbatim from the full pages
Brand Strategy
Positioning
Category, competitive frame, why us, proof points
Personality & Archetype
Sage + Creator — traits with sounds-like / doesn't-sound-like
Voice & Tone
Vocabulary rules, sentence rhythm, and 3 tone variants
Messaging Framework
Tagline, elevator pitches, value props, boilerplate
Brand
Logo System 1 — Lockups
Primary horizontal, stacked, and icon-only — on ink and sand
Logo System 2 — Clear Space & Minimum Size
Clear space measured in icon-radius units; min px (digital) and mm (print)
Logo System 3 — Monochrome & Reversed
All-black for single-color print, all-white for dark/photo backgrounds
Logo System 4 — Incorrect Usage
6 don'ts next to the correct version, with the reason
Eyebrow label pattern
Mono, uppercase, wide tracking, gold
Iconography
Grid, stroke, corners, fill and the one accent icons may use
Photography & Imagery
Grade, contrast, overlay and framing rules for real photography
Co-branding & Trademark Usage
Partner-lockup spacing, equal vs. subordinate weight, and trademark/press language
Applications
Applications 1 — Business Card
85×55mm, front + back, ink and sand colorways
Applications 2 — Letterhead
A4 header/footer, shown behind real sample copy
Applications 3 — Email Signature
Compact HTML signature, sized realistically for an email client
Applications 4 — Presentation Deck
16:9 cover slide + Fraunces-italic section divider
Applications 5 — Social Templates
Square post, LinkedIn cover banner, profile/avatar crop — ink colorway
Colors
Brand
Primary green + desert gold accent
Neutrals
Warm sand/taupe scale — never gray
Semantic + charts
Destructive is terracotta, not red; charts stay green/gold
Type
Display — Bricolage Grotesque
Headings, bold, geometric
Body + Mono
IBM Plex Sans body, IBM Plex Mono eyebrows/specs
Fraunces italic tagline
Short punchy editorial accent — italic only
Spacing
Spacing scale
4px base — generous whitespace between sections
Radius + shadow
Modest radius (8px base), soft warm low-contrast shadows
Motion
Easing + duration tokens
Deliberate, technical — never bouncy
Line-wipe reveal + grain
.reveal-line text mask + .grain-texture overlay