Why must repeated details share one angle?

Repetition at varying angles reads as inconsistency. Repetition at one angle reads as intent.

Can foil hold a thin diagonal slice?

Yes, if the slice is a knockout in the foil die and wide enough to release cleanly — here it is held at a fixed minimum rather than scaled.

Does the icon match the wordmark?

It does now. The oo pair was spaced tighter in the icon than in the word, which is the kind of drift that shows up once both sit on the same page.

bloom

Floral Studio

Brand guidelines
Version 1.0
↓ scroll

01 — The idea

Two slices at two angles reads as an error. One angle, repeated, reads as a system.

Client

A floral studio

Construction

Every round counter sliced on a single shared angle matching the italic lean, each slice the same width, corner to corner.

02 — Primary lockupStacked · symbol over wordmark

Floral Studio

03 — On light

Floral Studio

Forest on Bone

03 — On dark

Floral Studio

Rose Gold on Forest

04 — One colourFor fax, engraving, foil dies and single-plate letterpress

05 — Clear space

Clear space equals the x-height on all four sides.
Minimum 18 mm wide.

06 — Scale

48 MM

24 MM

12 MM

FAVICON

Favicon: the sliced oo pair. Below 12 mm the wordmark is dropped and the symbol stands alone.

07 — ColourPantone from the Solid Uncoated book

Bone#EFE7DARGB 239 231 218CMYK 0 3 9 6

Forest#3C5A3ERGB 60 90 62CMYK 33 0 31 65

Rose Gold#C08B6ERGB 192 139 110CMYK 0 28 43 25

08 — Typography

Syne · display

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

DM Sans · text

Body copy is set at 16–18 px on screen and 9.5–10.5 pt in print, sentence case, with a maximum measure of 66 characters. Never letter-space lowercase body text.

IBM Plex Mono · labels

Labels · captions · specification lines

09 — Do and do not

✓Slice every counter on one shared angle

✓Keep the icon's letter spacing identical to the wordmark's

✓Cut the slices as knockouts in the foil die

✕Never vary the slice angle between letters

✕Never leave a stray nick in a bowl

✕Never register the slices as a second colour

10 — In application

A studio identity exercise. Mark, palette, type system and usage rules by the Print Peppermint design team.

Every identity we build ships with the file the press needs: vector mark, one-colour version, favicon set, Pantone Uncoated references and a guide like this one.

Start a brand project →

Prev All studies Next

A studio exercise. bloom, and every brand in this series, is invented — no client commissioned it and none of it was ever sold.