Tagline and url placement

Summary

The tagline-and-url placement spec: it shows the paired lockup oriented horizontally in a bottom corner, vertically up a margin, and along a book spine, each with exact point sizes and weights.

Visual description

Cream left column (about 18%) with "2.2.2 Tagline and url" top-left and an unusually detailed spec block: a paragraph on the quieter tagline-and-url pairing set in Neue Haas Grotesk Text Pro, then rules for "If stacked" (url left-aligned to tagline, tagline bold, url regular 1.5pt smaller, e.g. "tagline 9.5pt bold / url 8pt roman/regular") and "On a spine" (both bold at the same scale, e.g. "tagline 10pt bold / url 10pt bold"). The nav index ("Tagline" bold-arrowed) and half-disc avatar sit below. The right white panel holds three outlined page frames with arrows and captions: one with "curiosity applied / hcma.ca" horizontal in the bottom-left margin, one with the lockup rotated vertically up the bottom-right margin (url still left-aligned to the tagline), and a tall narrow frame at the far right showing the lockup running top-to-bottom on a spine so it reads correctly when the book lies flat. A fourth frame shows the lockup left-aligned beneath a block of body text. The footer hairline carries "© 2022 hcma.ca", "hcma brand guidelines", and "Version 01".

Key takeaway

Pinning down every orientation of a small lockup, horizontal, vertical, and spine, with explicit point sizes and weight relationships, including the detail that the url stays left-aligned to the tagline even when rotated. It removes all guesswork for production.

Reuse notes

A thorough type-spec page for a secondary lockup; reusable wherever a tagline-plus-url or logo-plus-url pair must sit consistently across formats and bindings. The spine rule is specific to printed books. Keep the point sizes proportional if you rescale.