TA B L E O F C O N T E N T S

Welcome 4
Introduction 5
Mood Board 6
Primary Logo 7
Logo Variations 9
Correct Logo Usage 11
Logo Clear Space 13
Color Palette 15
Color Usage 17
Photo Backgrounds 19
Typography 21
Business Materials 23
Instagram Ads 27
Facebook Ads 28
Store Interior 29
Store Front 30
 S TAY A W E S O M E

The founders of Scribble and Jot put a lot of hard work

into creating a cohesive brand design, and it’s important to us
that it stays that way. The guidelines in this book will ensure that
the logos, colors, and typefaces are used in a way that upholds
the aesthetic standards of our company and will keep our brand
looking consistent and professional.

4
U N C O M P L I C AT E D

REFINED

TIDY

MOODBOARD

The inspiration for Scribble and Jot is clean and minimalistic design with
warm, inviting colors. Our aesthetic is uncluttered and to-the-point, but has
a handmade and sometimes playful vibe.

5
6
 The smallest
the logo
should be
represented
is 1” high.

7
 PRIMARY LOGO

Scribble and Jot’s primary logo is a wordmark and line drawing icon. The main
lettering style is handlettered and is meant to indicate a slightly casual, yet neat
and intentional appearance. It is handlettered in order to demonstrate just one
of the unique ways we can personalize our clients’ projects. The simple line
drawing of the hand further demonstrates our minimalistic approach to design.
Finally, the line drawing is connected to the end of the word “jot” in order to
emphasize our handmade and careful approach.
This logo will be used across all brand applications. It helps audiences and
potential clients identify Scribble and Jot’s products, web presence, ads, and
other materials.

8
L O G O V A R I AT I O N S

Scribble and Jot’s secondary logos may be used in place of the primary
logo in some cases, but should never be used directly next to the primary
logo. For example, if the main logo (C) is used as a header, the circle
variation (A) should not be used on the same page. It looks repetetive and
isn’t in line with the minimalistic aesthetic of our brand.
The single hand (D) is more of a graphic element and may be used in
different ways. For example, it can be used as a pattern, as is the case at
the beginning of this guide.

9
 A

10
X 11
 CORRECT LOGO USAGE

Do not stretch or shrink logo disproportionately. Doing so misrepresents

our brand aesthetic and does not display consistency to our audience.

12
L O G O C L E A R S PA C E

To ensure legibility, always keep a minimum clear space around the logo. This
space isolates the mark from any competing graphic elements like other logos
or body copy that might conflict with, overcrowd, or lessen the mark.
When using the A, B, and C versions of the logo, use the the letter “a” in the logo
as a guide for the size of the clear space. When using the D version of the logo,
the clear space should be 1/4 the size of the logo.

13
A

(1/4 the
size of
image)

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LIGHT RED OCHRE ANTIQUE SILVER BLACK CORAL GUNMETAL

CMYK: 3, 60, 72, 0 CMYK: 0, 25, 56, 0 CMYK: 26, 20, 20, 0 CMYK: 74, 60, 37, 16 CMYK: 81, 73, 50, 49

RGB: 238, 130, 84 RGB: 255, 197, 127 RGB: 190, 191, 191 RGB: 79, 93, 117 RGB: 45, 49, 66

Hex: E E 8 2 5 4 Hex: FFC5 7 F Hex: B E B F B F Hex: 4F5D75 Hex: 2 D 3 1 4 2

15
 C O L O R PA L E T T E

Color is a fundamental part of brand identity. Using the brand colors

consistently will reinforce the cohesiveness of the brand. Additionally,
the colors have been carefully chosen in order to communicate a
certain mood and feel to our audience.

16
COLOR USAGE

The color usage for Scribble and Jot is fairly minimal. The main logo can
be used in black, white, or one of the palette colors against a colored
background, provided there is enough contrast and the colors work well
together.

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18
X X

X X

19
 PHOTO BACKGROUND

When using any of the Scribble and Jot logo variations on a photo
background, care should be taken to ensure that the logo and type are
not obstructed by the image.

20
TYPOGRAPHY

While our logo contains a large handlettered element, another typeface is

necessary for copy, headlines, etc. Helvetica Neue bests represents the feel
of Scribble and Jot, and should be used across print and web applications.

21
 H E LV E T I C A N E U E
medium
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0
• u p p e rc a s e
• u s e f o r h e a d lin e s
Helvetica Neue • t r a c k in g = 1 . 6 e m
• le a d in g = 6 . 2 5 e m
light
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
1234567890
• s e ntence case
• u se for body co py
• tracki n g = 0 em
• l ead i ng = 0 em

22
B U S I N E S S M AT E R I A L S

The following pages represent the application of this guide to Scribble and
Jot’s business materials.

23
 BUSINESS CARD

A C

Joanna Malcom
Graphic Designer
423•587•4598
rtjoanna@scribbleandjot.com
www.scribbleandjot.com

A and B are two

variations on the
design of the front
of the card. C is the
design for the back
of the card.

24
www.scribbleandjot.com

Dear Client,

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blaciatus eaquissit laut illo eata dis sed magnis ma qui sam aut incil minis esecullut aut

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gniste dolore volo blatiis erepe alibusam core, vel maion eatur, que vendit, sequamusam

voluptaquos eumquam deliquae oditem alicabo rporis evellenit iducipsa audam quos
SAMPLE
asimos num ellaut abo. Nam quam accuptatis dolum qui unt erspera velendebisit lia

que lam quas exeriorem escia nimus et et ut exerferum quis et, aut ad et es si dolesti
LETTERHEAD
blacerum harcianisi aborati is eaquam re dolo corem. Caborest latet endia dolorporro vel AND BUSINESS
ENVELOPES
ius veliquibus ex et iur?

Destium endandandis eium apisit et dolore vollame nimped que volorio om-

nihicius et elitem alibearumque mos ea cum verum hicil imillaut ut deliqua temquis am

elenim eat exerum etur?

Edis ipit dolectes et untion restiam, quis nulpa nate vent.

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eossimaxim eatissequam ideribus, cori doluptatio et aliquunt fugit audist, et quias andae

occaerum laccab.

Yours sincerely,

Joanna Malcom
Graphic Designer
423•587•4598
joanna@scribbleandjot.com

25
 1234 Main Street
Johnson City, TN 37743

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S A M P L E I N S TA G R A M A D S

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S A M P L E FA C E B O O K A D S

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THE STORE

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