HCMA Brand Guidelines
A 97-page brand guideline for hcma, an interdisciplinary design firm, built on alternating terracotta dividers and cream content pages, a custom interlocking logomark, and a disciplined Neue Haas Grotesk and serif type system.
97 slides · Guideline
View deck overview
HCMA brand guidelines cover
Brand guidelines purpose statement
Brand guidelines table of contents
Verbal identity section divider
About hcma introduction
Why we show up belief statements
hcma in a nutshell messaging lengths
Our tagline curiosity applied
Brand equation compassion ideas action impact
Words matter preferred noun
How we communicate voice principles
Audience and context formality scale
Verbal style guide writing rules grid
Indigenous languages writing guidance
Visual identity section divider
Visual identity index thumbnail grid
Logo subsection divider
Logo concept story
Logo anatomy construction diagram
Logo as physical wooden object
Logo 4:3 aspect ratio grid
Logo scaling increments diagram
Logo minimum size specs
Logo clear space rule
Logo co-branding layouts
Logo no-goes grid
Tagline section divider
Tagline as pride and identity
Tagline loud and quiet uses
Tagline as display element
Tagline and url placement
Tagline no-goes grid
Lockups section divider
Solo and co-branding lockup overview
Solo-branding lockup spec
Co-branding lockup spec
Co-branding lockup usage and clear space
Lockup no-goes
Internal initiative lockups
Initiative lockups in use
Avatar section opener
Avatar introduction
Avatar anatomy
Avatar in use
Avatar aspect ratio
Avatar minimum size
Avatar clear space
Avatar frame space
Avatar no-goes
Colour section opener
Primary palette
Extended palette
Colour pairings
Colour sub-palettes
HCMA colour and logo pairings grid
HCMA colour and avatar pairings grid
HCMA colour usage across touchpoints
HCMA "type" section divider
HCMA primary typeface, Neue Haas Grotesk
HCMA secondary typeface, P22 Mackinac Pro
HCMA graphic typeface, Bolden
HCMA hand annotations specimen
HCMA book spread with hand annotations
HCMA numerals and symbols
HCMA typography styles and hierarchy
HCMA typographic rules
HCMA typesetting addresses
HCMA "imagery" section divider
HCMA imagery overview, five photography categories
HCMA primary portraits, celebrating individuals
HCMA candid portraits, celebrating curiosity
HCMA group portraits, celebrating teams
Celebrating places city life photography grid
Celebrating process artefact photography grid
Celebrating product artefact photography grid
Photography no-goes do not use grid
Graphics section opener
Graphic forms silhouette library
Patterns illustrations graphics two examples
Graphic style varied portfolio grid
Artworks 4:3 format templates
Logo as a graphic framing imagery
Logo as a graphic letter-sized crop templates
Logo as a graphic 16:9 crop templates
Logo as a graphic crop dos and donts
The squircle 4:3 brand shape
Squircle in motion states grid
Organic org diagram impact cluster
Applications section opener
Letterhead stationery and template
HCMA letterhead templates page
HCMA business cards page
HCMA compliment cards page
HCMA notebooks and sketch books page
HCMA forms templates page
HCMA forms base grid page
HCMA closing slide with office directory