§00 Journal
Plumb · Brand guidelines · Ed. 2026
Field notes
Posts
6
Topics
Method, type, colour, image
Method
Why every brand needs a plumb line
One fixed rule makes every other choice easier.
Opinion
Guidelines nobody opens
Most brand books die in a shared drive. Here is why.
Type
Choosing one typeface, properly
Six weeks, forty fonts and the one test that decided it.
Colour
The colour you use least matters most
Why our accent colour is rare on purpose.
Image
Photographing light, not products
A brief for photographers we send to every client.
Process
What we hand over on the last day
Files, rules and one hour on a call. That is it.
Next step