Brand Guide
v1.11 / 2026-09-29
Oh Lord
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Guidelines on how to implement the BEGEA visual brand system for cross media applications.

ObsidianRGBCMYK
CarbonRGBCMYK
PrimaryRGBCMYK
SecondaryRGBCMYK
GraphiteRGBCMYK
EmberRGBCMYK

Visual balance.

Each part of the circle represents how much of this colour should roughly be used in the system. Creativity is encouraged for special use-cases (promo, posters, etc.) but clean branded work should respect it.

  • Obsidian44%
  • Carbon18%
  • Primary14%
  • Secondary12%
  • Graphite8%
  • Ember4%
on Obsidian (#030303)on Carbon (#171717)Hero gradientradial-gradient(closest-side, rgba(170,30,35,0.35), transparent 70%)
Gradient intent

The gradient is a glow, not a fill. It has two grounds and they are not interchangeable: on Obsidian it reads as depth in the page itself, on Carbon it lifts a grey panel off that page. Never on white, never on paper, never over photography. The red and the ground are fixed; the composition is free. Wherever you anchor it, let it fade to nothing rather than filling its container, so it reads as light falling on the surface instead of a coloured background. The THEO MA1 machine line-up on the shop anchors it at two opposite corners, upper right and lower left, and fades it toward the centre.

Two typefaces carry the system: Saira for display and body, Play for accents.

Hero / Display
Saira

Hero typeface — display/headline.

Light300
Regular400
Medium500
SemiBold600
Bold700
ExtraBold800
Body
Saira

Body typeface — same family as the hero typeface.

Light300
Regular400
Medium500
SemiBold600
Bold700
ExtraBold800
Accent
Play

Alt typeface — monospace or alternative.

Bold700
Scale

Every step in the system.

Desktop sizes

Headings

  • H1Display heading set in the hero face.96px
    Font
    Saira Regular 400
    Desktop
    96 / 96 px
    Tracking
    -1.0%
    Case
    Normal case
  • H2Section title built from the same hierarchy.48px
    Font
    Saira Regular 400
    Desktop
    48 / 50 px
    Tracking
    -1.0%
    Case
    Normal case
  • H3Body face at the largest editorial step. Use it for opening passages and emphatic statements.32px
    Font
    Saira Regular 400
    Desktop
    32 / 34 px
    Tracking
    0.0%
    Case
    Normal case
  • H4Body face at the mid-editorial step. Used for sub-headings and lede paragraphs.26px
    Font
    Saira Regular 400
    Desktop
    26 / 29 px
    Tracking
    0.0%
    Case
    Normal case
  • H5Caption-style heading20px
    Font
    Saira Regular 400
    Desktop
    20 / 21 px
    Tracking
    0.0%
    Case
    Normal case
  • H6Smallest heading18px
    Font
    Saira Regular 400
    Desktop
    18 / 20 px
    Tracking
    0.0%
    Case
    Normal case

Body

  • Body BaseBody face at the running text scale. Comfortable for paragraphs of up to 70 characters per line.18px
    Font
    Saira Regular 400
    Desktop
    18 / 29 px
    Tracking
    0.0%
    Case
    Normal case
  • Body SmallBody face at the small annotation scale. Captions, footnotes, table cells.16px
    Font
    Saira Regular 400
    Desktop
    16 / 24 px
    Tracking
    0.0%
    Case
    Normal case

Labels / Accent

  • CaptionBrand guide / Version 1.013px
    Font
    Play Regular 400
    Desktop
    13 / 18 px
    Tracking
    7.7%
    Case
    Normal case
  • ButtonTake action15px
    Font
    Play Regular 400
    Desktop
    15 / 18 px
    Tracking
    4.0%
    Case
    Normal case
    Usage
    Typography pointers for button text.
  • LabelSection label13px
    Font
    Play Bold 700
    Desktop
    13 / 18 px
    Tracking
    12.0%
    Case
    All caps
StyleDesktopTrackingCase
H1Saira Regular 400
Display heading set in the hero face.
Desktop · px / line height96/96Tracking-1.0%CaseNormal case
H2Saira Regular 400
Section title built from the same hierarchy.
Desktop · px / line height48/50Tracking-1.0%CaseNormal case
H3Saira Regular 400
Body face at the largest editorial step. Use it for opening passages and emphatic statements.
Desktop · px / line height32/34Tracking0.0%CaseNormal case
H4Saira Regular 400
Body face at the mid-editorial step. Used for sub-headings and lede paragraphs.
Desktop · px / line height26/29Tracking0.0%CaseNormal case
H5Saira Regular 400
Caption-style heading
Desktop · px / line height20/21Tracking0.0%CaseNormal case
H6Saira Regular 400
Smallest heading
Desktop · px / line height18/20Tracking0.0%CaseNormal case
Body BaseSaira Regular 400
Body face at the running text scale. Comfortable for paragraphs of up to 70 characters per line.
Desktop · px / line height18/29Tracking0.0%CaseNormal case
Body SmallSaira Regular 400
Body face at the small annotation scale. Captions, footnotes, table cells.
Desktop · px / line height16/24Tracking0.0%CaseNormal case
CaptionPlay Regular 400
Brand guide / Version 1.0
Desktop · px / line height13/18Tracking7.7%CaseNormal case
ButtonPlay Regular 400Typography pointers for button text.
Take action
Desktop · px / line height15/18Tracking4.0%CaseNormal case
LabelPlay Bold 700
Section label
Desktop · px / line height13/18Tracking12.0%CaseAll caps

Every button on every colour of the palette. Each background gets its own set, so contrast holds wherever a button lands. Hover and press to try them live.

Obsidian#030303
Carbon#171717
Primary#AA1E23
Secondary#E0E0E0
Graphite#888888
Ember#FF003C

Two sets. Marketing icons carry the brand's message; functional icons do the everyday work. Both come in three colours, each matched to its surface.

Marketing
  • Aanleren
  • Ateliers
  • Certificaat
  • Compact
  • Doorlassing
  • Expertise
  • Gewicht
  • Inbranding
  • Laserbron
  • Laserkracht
  • Leercurve
  • Levensduur
  • Levering
  • Luchtkoeling
  • Opleiding
  • Praktijk
  • Precisie
  • Prijs
  • Snelheid
  • Sterkte
  • Support
  • Swiss
  • Touchscreen
  • Veiligheid
  • Vervorming
  • Zuinigheid
  • Brand colourOn dark surfaces.
  • WhiteOn brand colour surfaces.
  • BlackOn light surfaces.
Functional

For interfaces and labels, use the brand’s functional icons.

Feather · feathericons.com ↗

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