Page 2 - Coffee Table Book
P. 2
TABLE OF CONTENTS
INTRODUCTION
Letter from John 3
BRANDING 4 What & Why 5 The Essentials 6 Talking Points 7 Our Core Pillars 8 Language 10 Goals 11
LOGO MARK 12 Meaning 13 Space, Size, Alignment 14 Placement 15 Colors 16 Other Rules 17 Tagline 18 Motifs 19
COLOR 20 Primary 21 Tints & Shades 22 Gradients 11
TYPOGRAPHY 23 Primary 24 Secondary 25 Layout 26
PHOTOGRAPHY 27 Purpose 28 Themes 29 Guidelines & Tips 32
EDITORIAL 33 Guidelines 34
FAQs 37
