Brand Guidelines

Tip

Whenever there is an argument between two ideas, find the third idea.

Helpful resources

• Degreeless
• Lessons of Design

Logos

In most cases, use the Horizontal variant, unless one of the others is more appropriate.

Horizontal

Horizontal Lockup

Stacked

Stacked Lockup

Icon

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Colours

Our brand colours are:

W&W Black

#1E201F

W&W White

#FCFCFE

W&W Blue

#1C333D

W&W Gold

#AD986E

W&W Green

#415649

W&W Burgundy

#602F3C

W&W Terracotta

#9E3E2D

W&W Grey

#57728B

W&W Beige

#EAE6E0

Fonts

As of 2025, our primary font is Jost. Please use this for all marketing materials, as well as anything customer-facing.

1. If you don’t already have Jost installed on your computer, you can find it on Google Drive by navigating to G:\Shared drives\Showroom\Tickets & Labels\Ticket Fonts\Jost.
2. You can also download Jost from the creator’s website: https://indestructibletype.com/Jost.html. Just scroll down to the bottom and click Download. If you are asked to enter an amount to donate, just type 0 and proceed.

We also use Nyght Serif in italic for some headings and for emphasis - but please use it sparingly! It’s a bit of a novelty, intended to provide colour or emphasis. It should not be used for body text. This can also be found on the Showroom drive.

Fallback fonts

Tip

If you can’t use Jost for whatever reason, please use a suitable, widely available sans-serif font instead. Something like Inter is fine if you’re really stuck, but try to avoid using anything but Jost if at all possible.

How to Use the Logo

Here are some guides on how to use the logo in your designs. The red dashed lines show the space that should be kept between the logo and other elements. In most cases, the gap on all sides should be equal to the height of the letters in the wordtype (x) - except in the case of the icon, where the gap should be half the height of the icon (x / 2).

If any of this doesn’t make sense, you can roughly estimate the gap using the O character as a reference.

Horizontal

Stacked

Icon

Best Practice

Make sure not to use the logo in any way that might look unprofessional - it’s important that we maintain a level of quality whenever our branding appears.

Here are some examples of how not to do it:

1. Don’t move the icon to the right of the wordmark - it must always be either above (in the case of the stacked and lockup designs) or to the left (in the case of the horizontal design).
2. The icon should always be twice the height of the wordmark.
3. Don’t superimpose the wordmark over the icon.
4. Don’t rotate the icon.
5. Don’t place the icon underneath the wordmark (see 1).
6. The logo should always be horizontal. In rare circumstances it may be appropriate to rotate it 90º, but never more or less than that.
7. Don’t distort any element of the logo.
8. Make sure that the logo is easily visible over whichever background it is placed on. We have light and dark versions, so use whichever is most appropriate.
9. Don’t change the perspective of the logo. It must always be front-facing.

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