contents

KIDD brand

principles

Like a torch in the dark, these are my guiding principles, they define me.

Simple

bold_

Clear

logo

Better know as the walrus, this mark has seen many iterations over the years. Now in its simplistic form to date it aligns tightly with my guiding principles.

colours

If you cut me, I bleed colour.

typography

A no fuss, all-round font that looks slick whether it’s thin, thick, small, or super large!

Gelion

Aa

large title

72/74

title 1

60/62

title 2

44/46

title 3

24/26

Headline

18/20

Body

16/?

Caption

12/?

large title

60/62

title 1

44/46

title 2

32/34

title 3

24/26

Headline

18/20

Body

16/20

Caption

12/12

large title

40/42

title 1

36/38

title 2

28/30

title 3

20/22

Headline

18/20

Body

16/20

Caption

12/12

tone of voice

Hey, it’s just how I sound.

  • Friendly but clear and to the point, sometimes a wee brash
  • Everything, minus body copy and thought titles should be lowercase
  • No oxford commas, unless essential
  • Lists do not feature full stops

iconography

Clear and intuitively recognisable line based icons.