{{BRAND_NAME}}

Brand sheet · captured {{DATE}}

{{VERDICT_SENTENCE}}

Colour

Each colour is stored with the job it does, not just its value. That is what stops one thing being blue here and green there.

{{ROLE_NAME}}{{ROLE_JOB}}
{{ROLE_VALUE}}

Type

Shown at the sizes it will actually be used at.

{{DISPLAY_SPECIMEN_LINE}}
{{TEXT_SPECIMEN_PARAGRAPH}}
{{QUIET_SPECIMEN_LINE}}

Headings: {{DISPLAY_FAMILY}} · Body: {{TEXT_FAMILY}} · Emphasis: {{EMPHASIS_RULE}}

Shape and depth

{{SHAPE_SENTENCE}}

small
medium
large

How it looks in the work you make

{{REGISTER_SENTENCE}}

{{DECIDE_HEADLINE}}

{{DECIDE_SUBLINE}}

{{DECIDE_BUTTON_LABEL}}

Decide — they are choosing whether to act.

{{USE_FIELD_LABEL}}
{{USE_FIELD_PLACEHOLDER}}
{{USE_BUTTON_LABEL}}

Use — they are trying to get something done.

{{UNDERSTAND_HEADING}}

{{UNDERSTAND_PARAGRAPH}}

Understand — they are trying to learn something. Line length matters more than anything else here.

{{FEEL_FRAME_NOTE}}

{{FEEL_CAPTION}}

Feel — they are looking at the work itself.

Voice

You call it a {{WHAT_THEY_SELL}}. You call them {{WHO_BUYS_IT}}.

What this should never look like

Rules

{{RULE_TEXT}}{{RULE_WHY}}

Look at this and tell me what is wrong. A colour that is not quite right, a font that is not yours, a rule you disagree with. One line is enough and it is faster to fix now than after twenty things have been made from it.