Design System
Overview
At the core of our comprehensive brand guidelines document lie essential elements that collectively define Grey truffle’s brand identity. The logo guidelines serve as the visual anchor, meticulously detailing various logo variations and their appropriate use across diverse platforms.
Typography plays a pivotal role in our brand's visual communication, and our guidelines provide a detailed framework for font choices, sizes, and styles. By maintaining a unified typographic approach, we reinforce a cohesive brand image across all written materials. This consistency not only enhances readability but also contributes to the overall recognition and memorability of our brand.
The colour palette guidelines within our brand document meticulously outline the primary and secondary colours associated with our brand. By adhering to these specifications, we ensure that our visual identity remains harmonious and instantly recognisable. The guidelines extend beyond mere colour selection, providing insights into the appropriate contexts and combinations, fostering a visually cohesive brand presence.
Simultaneously, our brand voice guidelines define the tone and style of our communication. By embracing a consistent brand voice characterised by simplicity, innovation, and user-friendliness, we aim to establish a strong emotional connection with our audience. These guidelines articulate the nuances of our brand voice, enabling a unified and compelling narrative across various channels and interactions.
In essence, our brand guidelines document serves as a comprehensive roadmap, steering our visual and communicative expressions toward a harmonious and impactful representation in the eyes and minds of our audience.
Logo
Our logo guidelines outline the essential rules for consistent and impactful logo usage, ensuring a unified visual representation that resonates with our brand identity across diverse platforms and applications.
Adhering to these guidelines guarantees the logo's integrity and recognition in every context.
Variations
Diverse logo variations cater to various contexts, ensuring adaptable and impactful brand representation across platforms for our clients. From compact icons to full lockups, our logo suite enhances versatility while maintaining visual cohesion.
Logo Usage
On light backgrounds, use dark logo variant embodying our brand's energy. On dark backgrounds, opt for a white logo variant to maintain visibility and impact.
Based on the use case, logos should be rightly chosen to have a background or not have one.
Typography
Pretendard Std
Pretendard Std is a key element in our brand. It works to maintain consistency, create clarity, and provide equity to Grey Trufle as a global brand building agency.
Variations
We have Pretendard Std Variable used for website and online mediums and and Pretendard Std used for print and all other mediums.
Type Pairings - Display
It is important to maintain these type pairings. This allows for clarity, consistency, and a strong hierarchy for all communications.
Medium weight should be paired with Light weight, and Bold weight should be paired with Regular weight.
Heirarchy - Example
It is important to organise typography in a hierarchical system according to relative importance or inclusiveness through scale and function depending on communication.
CTA - Calls To Action
There are 3 ways to create and identify call-to-actions for brand communications. Use Pretendard Std Medium for Links and Buttons
Colour
Primary colours
Our primary brand colours are Light and Dark. They are used to provide accessibility, simplicity, and consistency throughout all brand communications.
Iconic blue is an important colour that is unique to Grey Truffle and should be used sparingly for moments of interaction between a user and the brand.
Secondary colours
Our secondary colours pull from the colours of simplicity and minimalism. They should be used sparingly throughout illustration, photography, and product in order to maintain meaning and potency.
The secondary colours are only used reasonably for illustrations and within services.
Brand Voice
In shaping our brand voice to embody simplicity, innovation, creativity, and user-friendliness, it's crucial to prioritise clear and straightforward communication. We embrace simplicity by breaking down complex ideas into easily understandable messages that resonate with our audience. Our brand language is concise, steering clear of unnecessary jargon or convoluted expressions. This approach not only enhances understanding but also showcases our commitment to making information accessible and user-friendly.
Furthermore, we want to foster a culture of forward-thinking language that reflects our dedication to pushing boundaries and exploring new possibilities. By using vivid and imaginative expressions, we not only convey information but also evoke a sense of excitement and curiosity.
Our aim is to maintain a tone that not only mirrors our brand's innovative spirit but also fosters a connection with users through a friendly and approachable demeanour. Through these efforts, we can establish a compelling narrative that captivates our audiences while embodying the principles of simplicity, innovation, creativity, and user-friendliness.