Brand Guidelines
This page documents the Inkblot brand identity and how to apply it consistently. These guidelines apply to all Inkblot-branded materials, including the website, social media, proposals, presentations, and internal documents.
Primary Logo
Section titled “Primary Logo”The Inkblot logo is the primary brand mark and should be used consistently across all materials.
Usage Rules
Section titled “Usage Rules”- Always use the official logo files — do not recreate or modify the logo
- Maintain clear space around the logo (minimum clear space equal to the height of the “I” in Inkblot)
- Do not stretch, distort, rotate, or recolour the logo
- Do not place the logo on busy backgrounds that reduce legibility
- Use the appropriate logo variant for light and dark backgrounds
Logo Variants
Section titled “Logo Variants”- Full colour — For use on white or light backgrounds
- Reversed/White — For use on dark backgrounds
- Monochrome — For use in single-colour applications (e.g., print, embossing)
Colours
Section titled “Colours”Primary Palette
Section titled “Primary Palette”The primary brand colours should be used consistently across all Inkblot materials. The palette is designed to feel modern, creative, and professional.
| Colour | Hex | Usage |
|---|---|---|
| Primary | Primary brand colour — used for key UI elements, headings, and accents | |
| Secondary | Supporting colour — used for secondary elements and backgrounds | |
| Accent | Highlight colour — used sparingly for calls to action and emphasis | |
| Neutral Dark | Body text, dark backgrounds | |
| Neutral Light | Light backgrounds, borders, subtle UI elements |
Usage Notes
Section titled “Usage Notes”- Ensure sufficient contrast between text and background colours (WCAG AA minimum)
- The primary colour should be dominant in branded materials
- Use accent colours sparingly to draw attention to key elements
Typography
Section titled “Typography”Heading Font
Section titled “Heading Font”- Font:
- Weights: Bold, Semibold
- Usage: Page headings, section titles, prominent UI text
Body Font
Section titled “Body Font”- Font:
- Weights: Regular, Medium
- Usage: Body text, descriptions, form labels, navigation
Guidelines
Section titled “Guidelines”- Use the heading font for all headings (H1-H3); body font for H4-H6 and paragraph text
- Maintain a clear typographic hierarchy — headings should be visually distinct from body text
- Minimum body font size: 16px for web, 10pt for print
- Line height for body text: 1.5 to 1.7 for comfortable readability
Tone of Voice
Section titled “Tone of Voice”Inkblot’s communication style is:
- Professional but approachable — We are experts, but we do not talk down to people. We explain things clearly without unnecessary jargon.
- Confident — We know our craft. Our writing is direct and assured, not tentative or hedging.
- Creative — We are a design agency. Our writing can be expressive and engaging, not dry or corporate.
- South African — We use South African English spelling conventions (e.g., “colour” not “color”, “organised” not “organized”).
Writing Guidelines
Section titled “Writing Guidelines”- Use active voice over passive voice
- Keep sentences concise — break up long paragraphs
- Use headings and bullet points to improve scannability
- Address the reader directly (“you” and “your”) in client-facing materials
- Avoid cliches, buzzwords, and filler phrases
Assets
Section titled “Assets”All Inkblot brand assets are stored on Google Drive in a centralised brand folder:
- Logos — All variants (colour, reversed, monochrome) in SVG, PNG, and PDF formats
- Colour palette — Swatch files for Figma and Adobe applications
- Typography — Font files and licensing documentation
- Templates — Branded templates for proposals, presentations, and letterheads (see Templates)
- Social media assets — Profile images, cover images, and post templates