What fits in a 60-page brand guide

Every identity we make ends with a printed guide of about sixty pages. It is short enough to read on a train, and it sits next to a Figma library with the same rules.

What goes in

The mark and its spacing come first, then type and colour, then photography. The last third shows the system at work on real things, like a shop window, a shipping label and an email.

What we leave out

We leave out anything the team will never do themselves. A guide full of rules nobody uses teaches people to ignore the rest.

If a rule needs a paragraph to explain, it is probably the wrong rule.

We update the guide once, six months after launch, when the team has used it enough to know where it is thin.