How much clear space does a diacritic need?

At least one stem width to any surrounding edge. Less and it reads as a stray mark at small sizes.

Should the corner radius change between lockups?

No. One radius, used everywhere. Differing radii are one of the fastest ways a system starts looking unconsidered.

Does foil work over soft-touch laminate?

Yes, and it is a strong combination. The matte ground increases the perceived contrast of the foil.

gild

Picture Framers

Brand guidelines
Version 1.0
↓ scroll

01 — The idea

The circumflex carries at least one stem width of air to the container's inner edge.

Client

A picture framer

Construction

A chunky lowercase knocked out of one solid rounded square, corner radius set once at a fifth of the square's width.

02 — Primary lockupStacked · symbol over wordmark

Picture Framers

03 — On light

Picture Framers

Ink on Chalk

03 — On dark

Picture Framers

Gold on Ink

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

05 — Clear space

Clear space equals a quarter of the container's width on all four sides.
Minimum 14 mm wide.

06 — Scale

48 MM

24 MM

12 MM

FAVICON

Favicon: the container with the g alone. Below 12 mm the wordmark is dropped and the symbol stands alone.

07 — ColourPantone from the Solid Uncoated book

Chalk#F4F1E9RGB 244 241 233CMYK 0 1 5 4

Ink#1A1A1ARGB 26 26 26CMYK 0 0 0 90

Gold#C9A227RGB 201 162 39CMYK 0 19 81 21

08 — Typography

Sora · 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

✓Specify clearance in stem widths, not millimetres

✓Use one corner radius in every lockup

✓Keep the g's tail inside the container

✕Never let the circumflex touch the container

✕Never change the radius between lockups

✕Never let the bowl weights differ

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.

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