Brand Guidelines
Logos, colours, fonts and range shots for anyone making things with or for Doom Juice: designers, printers, venues, stockists and collaborators. Everything here downloads straight from our brand Dropbox.
The marks
The Doom Juice wordmark is set in blackletter with a full stop. The full stop is part of the logo and always stays.
Primary
Default choice for labels, signage, print and anything that needs the name front and centre. Use the roundel where space is square or small.
Chrome
The 3D chrome wordmark is for hero moments: social, screens, merch and launches. Use it big, and give it room.
Secondary
Supporting marks for merch, stickers, event collateral and the odd surprise. Never a replacement for the wordmark.
Do
- Use the supplied files. Vectors (EPS, AI) for print, PNG for screens.
- Keep clear space around the logo at least the height of the "D".
- Run the wordmark in Black on Pink, Red or white, or white on Black.
- Keep the full stop.
Don't
- Stretch, squash, rotate, outline or add shadows.
- Retype the wordmark in a font. It's artwork, not text.
- Put the chrome logo on busy photos or small formats.
- Recolour the logo outside Pink, Black, Red and white.
Three colours
Pink, Black and Red. That's the whole palette. Black does the heavy lifting, Pink brings the fun, Red is for the hits: callouts, stickers, a full stop.
Backgrounds, labels, highlights. Black text sits on it cleanly.
The base. Type, logos and most backgrounds.
Accent only: the roundel, callouts, Dazza. Use it sparingly.
Values are sampled from COLOURS.pdf, which has no codes on it. Check against your print specs before a print run and add Pantone or CMYK references here.
Gothic up top, mono underneath
Headlines go blackletter. Everything else is Inconsolata: menus, tasting notes, back labels, captions, prices.
Keep gothic short: a name, a headline, a few words. Set anything longer than a line in Inconsolata, sentence case for reading and uppercase with a little letter-spacing for labels.