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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, editorial, minimal, warm
Cover
Brand guidelines purpose statement, editorial, minimal, light
Statement
Brand guidelines table of contents, editorial, minimal, light
Contents
Verbal identity section divider, editorial, minimal, warm
Section
About hcma introduction, editorial, minimal, light
About
Why we show up belief statements, editorial, minimal, light
Vision
hcma in a nutshell messaging lengths, editorial, minimal, light
Body Copy
Our tagline curiosity applied, editorial, minimal, light
Tone Of Voice
Brand equation compassion ideas action impact, editorial, minimal, light
Diagram
Words matter preferred noun, editorial, minimal, light
Body Copy
How we communicate voice principles, editorial, minimal, light
Tone Of Voice
Audience and context formality scale, editorial, minimal, light
Diagram
Verbal style guide writing rules grid, editorial, minimal, light
Body Copy
Indigenous languages writing guidance, editorial, minimal, light
Body Copy
Visual identity section divider, editorial, minimal, warm
Section
Visual identity index thumbnail grid, editorial, minimal, light
Contents
Logo subsection divider, editorial, minimal, light
Section
Logo concept story, editorial, minimal, light
Logo Usage
Logo anatomy construction diagram, editorial, swiss, light
Logo Usage
Logo as physical wooden object, editorial, minimal, warm
Logo Usage
Logo 4:3 aspect ratio grid, editorial, swiss, light
Logo Usage
Logo scaling increments diagram, editorial, swiss, light
Logo Usage
Logo minimum size specs, editorial, swiss, light
Logo Usage
Logo clear space rule, editorial, swiss, light
Logo Usage
Logo co-branding layouts, editorial, swiss, light
Logo Usage
Logo no-goes grid, editorial, swiss, light
Logo Usage
Tagline section divider, editorial, swiss, light
Section
Tagline as pride and identity, editorial, minimal, warm
Imagery
Tagline loud and quiet uses, editorial, swiss, light
Typography
Tagline as display element, editorial, minimal, light
Imagery
Tagline and url placement, editorial, swiss, light
Typography
Tagline no-goes grid, editorial, swiss, light
Typography
Lockups section divider, editorial, swiss, light
Section
Solo and co-branding lockup overview, editorial, swiss, light
Logo Usage
Solo-branding lockup spec, editorial, swiss, light
Logo Usage
Co-branding lockup spec, editorial, swiss, light
Logo Usage
Co-branding lockup usage and clear space, minimal, swiss, light
Logo Usage
Lockup no-goes, minimal, swiss, light
Logo Usage
Internal initiative lockups, minimal, swiss, light
Logo Usage
Initiative lockups in use, minimal, swiss, light
Layout
Avatar section opener, minimal, swiss, light
Section
Avatar introduction, minimal, swiss, light
Logo Reveal
Avatar anatomy, minimal, swiss, light
Logo Usage
Avatar in use, minimal, swiss, light
Mockup
Avatar aspect ratio, minimal, swiss, light
Logo Usage
Avatar minimum size, minimal, swiss, light
Logo Usage
Avatar clear space, minimal, swiss, light
Logo Usage
Avatar frame space, minimal, swiss, light
Logo Usage
Avatar no-goes, minimal, swiss, light
Logo Usage
Colour section opener, minimal, swiss, light
Section
Primary palette, minimal, swiss, light
Color Palette
Extended palette, minimal, swiss, light
Color Palette
Colour pairings, minimal, swiss, light
Color Palette
Colour sub-palettes, minimal, swiss, light
Color Palette
HCMA colour and logo pairings grid, editorial, swiss, warm
Color Palette
HCMA colour and avatar pairings grid, editorial, swiss, muted
Color Palette
HCMA colour usage across touchpoints, editorial, swiss, warm
Imagery
HCMA "type" section divider, minimal, swiss, light
Section
HCMA primary typeface, Neue Haas Grotesk, editorial, swiss, warm
Typography
HCMA secondary typeface, P22 Mackinac Pro, editorial, swiss, warm
Typography
HCMA graphic typeface, Bolden, editorial, swiss, muted
Typography
HCMA hand annotations specimen, editorial, minimal, light
Imagery
HCMA book spread with hand annotations, editorial, swiss, warm
Layout
HCMA numerals and symbols, editorial, swiss, warm
Typography
HCMA typography styles and hierarchy, editorial, swiss, warm
Typography
HCMA typographic rules, editorial, swiss, warm
Typography
HCMA typesetting addresses, editorial, swiss, warm
Typography
HCMA "imagery" section divider, minimal, swiss, light
Section
HCMA imagery overview, five photography categories, editorial, swiss, warm
Imagery
HCMA primary portraits, celebrating individuals, editorial, swiss, warm
Imagery
HCMA candid portraits, celebrating curiosity, editorial, swiss, warm
Imagery
HCMA group portraits, celebrating teams, editorial, swiss, warm
Imagery
Celebrating places city life photography grid, editorial, swiss, light
Imagery
Celebrating process artefact photography grid, editorial, swiss, light
Imagery
Celebrating product artefact photography grid, editorial, swiss, light
Imagery
Photography no-goes do not use grid, editorial, swiss, light
Imagery
Graphics section opener, minimal, swiss, light
Section
Graphic forms silhouette library, editorial, minimal, light
Brand Elements
Patterns illustrations graphics two examples, editorial, minimal, light
Brand Elements
Graphic style varied portfolio grid, editorial, minimal, light
Imagery
Artworks 4:3 format templates, editorial, minimal, light
Brand Elements
Logo as a graphic framing imagery, editorial, minimal, light
Brand Elements
Logo as a graphic letter-sized crop templates, editorial, minimal, light
Brand Elements
Logo as a graphic 16:9 crop templates, editorial, minimal, light
Brand Elements
Logo as a graphic crop dos and donts, editorial, minimal, light
Brand Elements
The squircle 4:3 brand shape, editorial, minimal, light
Brand Elements
Squircle in motion states grid, editorial, minimal, light
Motion
Organic org diagram impact cluster, editorial, minimal, light
Diagram
Applications section opener, minimal, swiss, light
Section
Letterhead stationery and template, editorial, minimal, light
Layout
HCMA letterhead templates page, editorial, swiss, light
Layout
HCMA business cards page, editorial, swiss, light
Layout
HCMA compliment cards page, editorial, minimal, light
Layout
HCMA notebooks and sketch books page, editorial, swiss, light
Layout
HCMA forms templates page, editorial, swiss, light
Layout
HCMA forms base grid page, editorial, swiss, light
Layout
HCMA closing slide with office directory, editorial, swiss, warm
Closing