System
Patterns
The spark from our logo is more than a symbol — it evolves into a dynamic super-graphic and tiling patterns that hold and frame our content. Used thoughtfully, these reinforce the brand without overpowering. Used heavily, they undermine it.
Spark Super Crop
The spark, expanded into a sweeping super-graphic that frames and holds content. Use it on cover pages, hero sections, and chapter dividers to bring intelligent direction without overpowering the message.
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Spark Pattern
Tiled sparks for full-bleed background textures or section dividers. Most subtle of the three — works as light grey at scale, or recoloured into the brand blue tints.
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Brand Icon Pattern
The brand monogram tiled in light blue. Slightly more present than the spark pattern. Best behind a white overlay or solid block so text stays readable.
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Usage rules
Do
- • Use the super crop to frame chapter openers and cover pages
- • Layer patterns subtly behind solid blocks of text
- • Pair patterns with strong type for hierarchy
- • Use brand tints to recolour patterns where appropriate
Don't
- • Don't combine both tiling patterns in the same composition
- • Don't darken patterns — they're designed to recede
- • Don't place body text directly on a busy pattern area
- • Don't recolour outside the brand palette