Brand Book

01 Brand

Introduction

How to use these guidelines, and who they're for

1.1 About By Default

Who we are and what we build

1.2 Our Name

The double meaning behind By Default

1.3 Our Big Idea

Designed participation

02 Strategy

2.1 Our Framework

Mission, vision, and purpose

2.2 Our Values

The principles that guide every decision

2.3 Who We Serve

The teams we build for

2.4 Positioning & Value Proposition

Where we stand and what we offer

2.5 Key Differentiators

What sets the studio apart

03 Verbal Identity

3.1 Archetypes & Personality

The Creator and the Rebel

3.2 Core Messaging

Tagline and key messages

3.3 How We Communicate

The one-screen cheat sheet

3.4 Writing Style Guide

How we write, down to the punctuation

3.5 Vocabulary & Language

The words we use, and the ones we don't

04 Visual Identity

4.1 Logo

Brand mark and wordmark variants

4.2 Colour

Brand palette and how to use it

4.3 Typography

The typefaces behind the brand

4.4 Iconography

Complete brand icon set