STYLE
GUIDE
LOGOS
Our Living Design Studio has an extensive suite of logo variations, including several texture & pattern options with & without text in all of our brand colors. Logos can provide a pop of color and add visual interest in addition to establishing brand identity & recognition.
Styling options:
FONTS
Artemis
Artemis is the primary header font. Use Artemis in all caps or standard for all main headings and titles.
CLEAR SANS (bold)
The Clear Sans font family is the main brand typeface. For secondary headers and subtitles, use Clear Sans bold in all caps.
Clear Sans (medium italic)
For tertiary headers and titles as well as highlight paragraphs, use Clear Sans medium italic with 0.05 character spacing.
Clear Sans (regular)
For larger-size main copy including paragraph content, use Clear Sans regular font size 14-16.
Clear Sans (light)
For smaller-size main copy including paragraph content, use Clear Sans light font size 12-14.
#FFFFFF
#D1D3D4
#000000
PRIMARY COLORS
These are the primary colors to be used across all marketing materials and digital infrastructure. OLDS branding utilizes white as the primary background color and emphasizes ample white space across all designs. All text should be black on light backgrounds or white on dark backgrounds.
#64658A
#3B4555
#D66306
#AD5500
#793600
ACCENT COLORS
These are the secondary or accent colors to be used across all marketing materials and digital infrastructure. The blue shades can be used as occasional accent background colors, while the orange and browns can be brought in via logos, photography, or other secondary design elements.
DESIGN ELEMENTS
Photography
The main source of color and pop in the OLDS brand is through our co-founder Aliko Weste's photography. No other images or photography should be used. All images should be cropped in the shape of a circle, unless being used as a background for a header or occasional accent section (see examples at the top of this page and on our homepage). Circle photos should be varied in size; can overlap; and can spill off the edge of the page.
See our process page for more examples of how to use photos.
Circles & Curves
The primary shape that OLDS utilizes is a circle. As stated above, all images should be cropped in the shape of a circle, and in addition, image captions should be curved (see example images above and on our team page). All accent shapes (besides arrows & lines) should be circular or rounded. Occasional accent text can also be curved and placed around headings, subheadings, or body copy (see above right).
Arrows & Lines
Large stacked arrows and medium-bold lines (always black) can be used as design accents. Arrows can overlap photos and point to text and/or buttons, especially calls to action. Lines can accent buttons, text, images, and other design elements, providing directional movement and emphasis, often spilling off the edge of a page. Lines can intersect (go behind) or stop short of an image or other design element, and should always stop short of text.
See our homepage for examples of lines & arrows in use.
Buttons
All OLDS buttons should be rounded, with a black background and white text that changes to white background with 1px black border and black text on hover. Text should be Clear Sans medium in all caps. Primary buttons have an accent line going all the way across the page or halfway across the page, while secondary buttons are smaller and have no line.
BRAND VOICE
Life, Growth, Beauty
Building the roots of your business so you can just grow.
At Our Living Design Studio, we do business like nature because we believe nature is the best designer. This philosophy is reflected in our professional & friendly brand voice, which utilizes growth-based, Earth-centric language.
Our tone is approachable but not casual; informative but not cold; modern and also rooted in ancient animist values. Our messaging includes words like:
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Impact
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Thriving
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Nourish
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Steward
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Purpose
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Revitalize
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Empower
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Blossom
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Regenerate
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Well-being
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Magic
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Alignment
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Creativity
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Evolution
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Craft
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Clarity
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Presence
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Embody
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Integrity
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Connection
Visit our process page to see our brand voice in use.