Brand Guidelines

A set of brand style guidelines is meant to be a ruler to measure usage against, not a club to wield against the oncoming hordes. As our glorious design lead loves to say

“Consistency for consistency’s sake is bullshit.” — David Robinson

The overarching goal and aim of this set of rules is to create cohesion, and not draconian consistency for the sole sake of making everything the same. There is a design adage: you can’t break the rules properly until you know the rules.

These are the rules we’re going to break.