Brand
standards.

Clear spaceRule 1X

X is the cap height of the M in MEDIA. Keep 1X clear on all four sides. Nothing enters that band: no type, no photo edge, no rule, no page trim. Measure from the outer edge of the rule box, and from the lowest point of MEDIA at the bottom.

Constructionmeasured from the master

Every proportion is expressed against C, the cap height of DELCARO. The mark is fixed artwork, so these are for checking a file, not for redrawing one.

Minimum size

The failure point is always MEDIA. Below these sizes the 14 px overhang and the rule break stop reading, and the mark turns into a black bar.

D monogramsquare and round placements

Where the full mark cannot hold, the D from the wordmark stands in. Use it for favicons, app icons, avatars, watermarks, and anything under the minimum width. It never replaces the full mark on a first impression: a website header, a card, a proposal cover, or an invoice always carries the full mark.

The D fills 68% of the tile height and is optically centred. Optical centring is not geometric centring: the round bowl needs a hair more space on the right than the flat stem needs on the left.

Core

Support

Accent Light is a required addition. Electric Blue on Ink measures 3.78:1, which fails the 4.5:1 minimum for body text. Anywhere blue text sits on a dark ground — a footer, a dark slide, a dark email — use Accent Light instead. It measures 5.31:1.

Contrast

Line is a rule colour. It never carries text or an icon that has to be seen. Large text means 24px regular or 18.66px bold and above.

Balance

Blue is a pointer, not a surface. It marks the one thing you want clicked or read next. A page with two blue buttons has no blue button.

Print

Scale

Licence and substitutes

All three are open licence. Install them on the workstation, in the design software, and in Office, so a proposal, an invoice, and a web page match. A substitute is for a client's own machine, not for artwork we produce.

The square-corner law

Border radius is 0 on everything: buttons, cards, inputs, images, badges, modals, avatars. The one exception is a round social avatar, where the platform crops it for you. A rounded corner anywhere else is off brand and reads as a stock template.

Measurements

Buttons and links

Primary button: solid Ink, Paper type, uppercase, hover fills Electric Blue. On Ink the button inverts to solid Paper. Text links carry a 1.5px underline that wipes in from the left on hover. One primary button per view.

Rules

Active voice. One idea per sentence. Twenty words is long. Say can, will, and must. Put the condition first: “If the form fails, we get an email.” Name things the way a client says them, not the way the system stores them. Never open by announcing what you are about to say.

Write this, not that

Banned outright: solutions, leverage, synergy, seamless, cutting-edge, best-in-class, game-changing, unlock, elevate, robust. Exclamation marks in client-facing copy. Emoji in headings.

The name

The studio is in Kitchener. Creston and the wider Kootenays are the service area, and copy says so plainly: “in Kitchener, BC, serving Creston and the Kootenays.”

Business card3.5 × 2 in · 89 × 51 mm

Email signature

Plain HTML, no images except the mark, which is a PNG at 2× and 160px wide. A 3px blue rule on the left is the only colour. No quote, no legal disclaimer, no social icon row, no “sent from my phone”.

Icons and social

Documents

Proposals, invoices, and reports: Paper ground, full mark top-left at 45 mm, Bricolage for the title, Inter for everything read in sentences, Geist Mono for line items and totals with tabular figures. One blue element per page at most — usually the total, or the one thing to sign.