Social
Ink or ivory backgrounds, one gold accent per post, editorial crops and natural light. Captions in sentence case, six hashtags maximum.
Brand toolkit
Everything you need to keep the brand consistent.
Our colours, typography, logo rules and tone of voice — in one place, with a downloadable kit for designers, printers and collaborators.
Download
The S&M Management Brand Kit
A six-page PDF covering the logo, palette with hex values, type system, voice and how the brand is applied across social, documents and photography.
Colour
Palette
Ivory carries the light, ink carries the depth, and gold is kept for accent — never large fields.
Ink#070504Primary surface
Ivory#F7F3ECType on ink, light surfaces
Gold#DEAF56Accents, rules, buttons
Gold Deep#C59542Hover, secondary accent
Gold Soft#EAD5ABTints and subtle fills
Ink Soft#BBB7B0Secondary text on dark
Typography
Cormorant Garamond
Headings, page titles and the logotype. Sentence case, generous line height, light to semibold weights.
Jost
Body copy, navigation, buttons and labels. Regular and medium only; labels set in tracked uppercase.
Scale
- Hero
- 56–72 pt serif
- Section heading
- 36–48 pt serif
- Card title
- 24–30 pt serif
- Body
- 16 pt sans, 1.7 line height
- Label / eyebrow
- 11 pt sans, uppercase, 0.2em tracking
Keep line length under 75 characters. Never mix in a third typeface.
Voice
How the brand sounds
Calm, precise and warm — like a partner who has already handled it.
We are
Refined · Clear · Confident · Human
We are not
Loud · Jargon-heavy · Gimmicky · Cold
- Use the full lockup wherever there is room
- Keep clear space equal to the wordmark height on all sides
- One gold accent per layout — gold is punctuation, not a field
- Sentence case for headings, tracked uppercase for small labels
- Recolour the mark outside ivory, black and gold
- Stretch, rotate, outline or add effects to the logo
- Place the mark on a busy photo without a solid panel behind it
- Introduce a third typeface or a competing accent colour
Application
Using the brand day to day
Documents
Ivory pages with ink type and gold rules for section breaks. Logo top-left or bottom-left, never centred in body pages.
Photography
Warm neutrals, real workspaces and generous negative space. Avoid stock handshakes, blue tones and clutter.
Buttons & UI
Gold fill with ink text for primary actions, outlined ivory for secondary. Square corners and wide letter spacing.
Need a file in another format? sandmmanagement@outlook.com or send us a note.
Want a toolkit like this for your own brand?
We build brand guidelines, style guides and kits as part of our brand strategy work.