BAE Editions brand guidelines

01 / The mark

One lockup, four cuts.

The glossy pink letterforms are artwork, not type. They are never redrawn, recoloured or set in a font. Pick the cut that suits the ground and the size, and leave it alone.

Horizontal, light

The primary. Use on paper, white or any pale ground. This is the master everything else is cut from.

Horizontal, dark

The same lockup with EDITIONS reversed to white. Use on ink or any ground darker than mid grey.

Compact

Tagline removed. Use below roughly 300px wide, which includes every site header and every app bar. The tagline is set tiny in the master and turns to mush at that size.

Stacked

For square and portrait spaces: avatars, stories, packaging panels.

02 / Clear space and size

Give it room, and do not set it small.

Clear space on all four sides is the height of the B in BAE. Nothing enters it, including page edges, rules and other logos.

Cut	Minimum width	Use
Horizontal, light or dark	`300px` / 40mm	Anywhere the tagline has to stay readable
Compact	`110px` / 18mm	Site headers, app bars, email signatures
Stacked	`180px` / 30mm	Square and portrait formats
Heart icon	`16px`	Favicons, app icons, stamps

03 / Colour

Paper, ink and one pink.

The lockup is loud, so everything around it is quiet. Pink appears as rules, indices and a single button. It is never a wash behind body copy.

BAE Pink#FB2C94The brand. Accents, rules, one button.

Pink Deep#C9176FHover and pressed. All small pink text.

Blush#FEACD4Tints. The submark ring.

Blush Pale#FDEAF3Section washes.

Ink#0A0A0AHeadings and body copy.

Graphite#57514FSecondary copy and captions.

Paper#FAFAF9The page.

White#FFFFFFPanels lifted off the page.

The contrast rule that matters. BAE Pink is 3.5:1 on paper. That clears the bar for rules, borders and large display type, and fails it for anything set small. Small pink text uses Pink Deep, which clears 5.9:1. On a pink button the label is Ink, not white: white on BAE Pink is 3.3:1 and is not readable enough to ship.

04 / Typography

Montserrat and Inter, and nothing else.

Montserrat matches the EDITIONS wordmark, so headings sit with the lockup rather than beside it. Inter carries everything that has to be read for more than a few seconds.

The house behind the labels.

01 / Section index

Body copy is Inter at a generous line height. Montserrat is reserved for headings, section indices, labels, buttons and anything set in tracked caps. Display headings run tight at minus two percent; tracked caps run wide at twenty four percent. There is no third typeface, and there is no italic.

05 / Do and do not

The short list.

DoUse the supplied artwork at the largest size available and scale down.
DoPick the cut that matches the ground: dark lockup on dark, light on light.
DoDrop to the compact cut the moment the tagline stops being readable.
Do notRecreate the BAE letters in a font. They are rendered artwork with their own gloss and shadow.
Do notRecolour, outline, add a stroke, or apply a shadow. The mark already has one.
Do notPlace the light lockup on a dark ground. EDITIONS is near black and disappears.
Do notStretch, rotate, crop into, or rebuild the lockup with different spacing.
Do notPut the mark on a busy photograph. It needs a flat ground to read.

06 / Voice

Confident, dry, never crude.

The logo is already doing the flirting, so the writing does not have to. Short sentences. Plain words. Say the specific thing rather than the impressive thing: "platinum cure silicone" beats "premium materials", and "we answer the email when something is wrong" beats "customer first". Never explain the joke in the mark. No em dashes.