Guidelines on how to implement the BEGEA visual brand system for cross media applications.
BEGEA is a wordmark-only identity. When a surface leaves no room for the full wordmark, the mark stands in on its own. Wordmark and mark are never locked together, which keeps the brand consistent everywhere it appears.
The mono variants are for monotone output: black-and-white print, a single-colour t-shirt stencil, engraving or embossing, or anywhere the full-colour logo cannot be reproduced.
Half the cap-height of the mark on every side.
The logo always sits on solid backgrounds, never over imagery. Keep the clear space free of other elements so the wordmark reads cleanly on any surface. Use the monochrome lockups when the surface forbids the color treatment.
The core palette. Every swatch is copy-on-click; click the chip to grab the hex.
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%
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.
Every step in the system.
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