Since you are viewing this guide and reading these words, we’re trusting you with our very identity: our brand.

We aren’t interested in all of the buzzwords and catchphrases and marketing jargon surrounding the word brand. But we do care about what people think about us. We care about our reputation.

We also care about growing our business. The following pages are full of guidelines, rules, and handy tips that we hope will help you communicate our values, realize our vision, and reinforce our brand.

It is impossible to predict every situation, brand execution, or implementation, but this guide will help refine your approach.

‍

Intent of this guide

This style guide is a reference for our internal design team, vendors, and others who are authorized to work with the brand.

The standards, guidelines, and references within this document are grounded in the years of research, experimentation, and brand executions that have preceded our new brand look and feel.  

What we strive for is a coordinated, consistent, and effective brand presence in everything we create. If we make something, we want to make sure that people know where it came from.

Instead, the focus of this guide is to empower you, the creative, with the elements you need to create. By utilizing these tools, resources, and adhering to the guidelines within, you’ll make things that look like the brand, every time.  

Please refer back to this guide often. We believe that our style guide is a living document. It should evolve over time, just as our brand inevitably will.