Brand guidelines. How we look, sound and fold together.
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02
Mission & Vision
Mission
We build brands and products with the care of a craftsperson and the rigour of an engineer — simple on the surface, precise in every fold.
Vision
A world where ambitious ideas get a home that's as considered as they are — light to build, strong enough to last.
03
Personality
Where Paperhouse sits between opposing traits. Use these to tune copy, motion and imagery.
Leans Serious · 24%
Leans Quiet · 44%
Leans Experimental · 40%
Leans Friendly · 10%
Leans Engineered · 16%
04
Logo
Four lockups. Pick the one that fits the space — never recreate or rearrange them.
Horizontal
Primary. Headers, documents, most digital use.
Vertical
Square and portrait formats, social, merch.
Logomark
Small spaces, avatars, stamps. Min 16px.
Wordmark
When the mark is already present nearby.
05
App Icon & Favicon
The mark sits on an Ink square with a 23% corner radius. The mark occupies 62.5% of the tile.
06
Logo Structure
Built on a 48-unit grid. The fold is exactly one quarter of the house; its height (x) sets clear space and minimum sizes.
Construction
House: 36 × 36u. Roof pitch 41.6°. Fold: right roof facet.
Clear space
Keep x on every side. Nothing enters this zone.
Min · Horizontal
96px / 24mm
Min · Vertical
64px / 16mm
Min · Mark
16px / 5mm
07
Brand Colors
A paper-and-ink palette with one sharp accent. Fold is a signal, not a surface.
Ink
Deep surfaces, text on light
- Hex
- #111111
- Rgb
- 17 17 17
- Cmyk
- 0 0 0 93
Paper
Primary foreground, light surfaces
- Hex
- #F2EFE8
- Rgb
- 242 239 232
- Cmyk
- 0 1 4 5
Fold
Accent — the fold. Use sparingly
- Hex
- #FF4A1C
- Rgb
- 255 74 28
- Cmyk
- 0 71 89 0
Graphite
Page background — matte black
- Hex
- #1C1C1B
- Rgb
- 28 28 27
- Cmyk
- 0 0 4 89
Kraft
Supporting tone, print & packaging
- Hex
- #C9B48F
- Rgb
- 201 180 143
- Cmyk
- 0 10 29 21
08
Color Usage
Approximate share of any layout. Mostly graphite and paper; the fold should feel like a found detail.
- Graphite55%
- Paper25%
- Ink12%
- Kraft5%
- Fold3%
09
Typography
P22 Mackinac for headings. Figtree for everything we say. JetBrains Mono for labels, data and the small print.
Aa
Primary — P22 Mackinac
Headings · Book · Medium · Bold · ExtraBold
Aa
Base — Figtree
Weights 400 · 500 · 600
Aa
Secondary — JetBrains Mono
Weights 400 · 500
Display
Mackinac · 96/88
Paper, folded well.
Heading
Mackinac · 40/44
Paper, folded well.
Subhead
Figtree 500 · 20/28 · −1%
Paper, folded well.
Body
Figtree 400 · 16/26 · 0%
We make things that fold flat and stand up tall — clear systems, careful details, no wasted paper.
Caption
JetBrains Mono 400 · 12/16 · +10%
Paper, folded well.
10
Graphic Elements
A small kit of marks borrowed from paper and measurement. Use them to structure, never to decorate.
Ruler ticks
Progress, scales, section dividers.
Corner fold
Top-right. Frames images and cards.
Dot grid
Backgrounds for technical or planning content.
Crease lines
Diagonal 41.6° — the roof pitch. Dividers & motion paths.