Brand Style Guide Template
A clean brand style guide with logo versions and clear-space rules, a color palette with HEX, RGB, and CMYK values, accessible color pairs, a type scale, imagery direction, and application mockups.
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Brand Guidelines
Version 1.0 · 2026
tidewell
How our brand looks, sounds and shows up — for everyone who makes anything with our name on it.
Prepared by Northfold Studio Internal & partners
00 — Start here
Clear, cold,
and on your side.
Tidewell is sparkling water from the coast. Our brand should feel like the first sip: bright, clean and a little bit cheeky. These pages keep it that way — on a can, a billboard or a slide.
Use this guide before you design, write or brief. If something here does not answer your question, ask the brand team before you guess.
- 01The logo_03_
- 02Logo versions_04_
- 03Clear space & size_05_
- 04Logo misuse_06_
- 05Colour_07_
- 06Colour pairs_08_
- 07Typeface_09_
- 08Type scale_10_
- 09Imagery_11_
- 10Applications_12_
- 11Do & don’t_13_
tidewell
AaBricolage
Grotesque
tidewell Start here 02
01 — Logo
The logo
Two waves and a bubble inside a circle, next to a lowercase wordmark. Always use the supplied files — never redraw it.
tidewell
Mark — the tide
Wordmark — Bricolage Grotesque ExtraBold, −2% tracking
tidewell-logo.svgPrimary, digital
tidewell-logo.pdfPrimary, print
tidewell-mark.svgMark only, ≥ 24 px
tidewell Logo 03
02 — Logo
Logo versions
Pick the version by background. The circle keeps its blue on light grounds and turns white on blue.
tidewell Primary — on Sea Salt
tidewell Reversed — on Tidewell Blue
tidewell Dark — on Deep Tide
tidewell One colour — black only
tidewell Logo 04
03 — Logo
Clear space & minimum size
Keep a free zone around the logo equal to the height of the bubble × 3 — we call it x. Nothing enters it: no text, no edges, no other logos.
tidewell x x x x
tidewell
Digital 120 px wide minimum
tidewell
Print 25 mm wide minimum
Mark only 24 px / 6 mm
tidewell Logo 05
04 — Logo
Logo misuse
These happen more often than you think. Each one makes the brand look borrowed.
tidewell
✕ Do not stretch or squash
tidewell
✕ Do not recolour
tidewell
✕ Do not rotate
tidewell
✕ No shadows or effects
tidewell
✕ Not on busy photos
tidewell
✕ Do not retype the wordmark
tidewell Logo 06
05 — Colour
Colour
Three colours. Blue leads, Deep Tide carries the words, Sea Salt gives everything room.
Tidewell Blue Primary
HEX
#1F4BD8
RGB
31 75 216
CMYK
90 65 0 0
PMS
2728 C
Deep Tide Text & dark grounds
HEX
#0B1B3F
RGB
11 27 63
CMYK
100 85 35 45
PMS
2767 C
Sea Salt Backgrounds
HEX
#F2EDE3
RGB
242 237 227
CMYK
4 5 10 0
PMS
9224 C
60% Sea Salt 30% Blue 10%
Use these values exactly. Do not pick “a blue” by eye from a screen — match the HEX in digital work and the Pantone on press.
tidewell Colour 07
06 — Colour
Colour pairs
Only these text and background pairs. Each one passes WCAG AA for body text.
Aa Stay bright. 6.3 : 1 · AA
Aa Stay bright. 16.2 : 1 · AA
Aa Stay bright. 14.1 : 1 · AA
Aa Stay bright. 5.5 : 1 · AA
Aa Stay bright. 6.3 : 1 · AA
Aa Stay bright. 14.1 : 1 · AA
tidewell Colour 08
07 — Type
Typeface
Aa
Bricolage Grotesque
One family for everything: headlines, body, packaging. It is free from Google Fonts, so every partner can install it.
Regular 400 SemiBold 600 ExtraBold 800
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 &@?!%€$
tidewell Type 09
08 — Type
Type scale
A 1.333 scale. Headlines are ExtraBold with tight leading; body is Regular at 1.5.
Display_96 / 92_ Stay bright.
H1_56 / 56_ Born on the coast
H2_40 / 44_ Cold, clean, a bit cheeky
H3_24 / 30_ Lightly sparkling, zero sugar
Body_16 / 24_ Every can is filled within a day of bottling.
Caption_12 / 16_ 330 ml · Best before see base
tidewell Type 10
09 — Imagery
Imagery
Real lightHard sun, real shadows. Never a studio sweep.
Blue in frameSea, sky or the can. One blue thing in every picture.
Mid-momentPeople doing, not posing. No looks to camera.
tidewell Imagery 11
10 — Applications
Applications
tidewell
tidewell
Nadia OkaforHead of Brand
nadia@tidewell.co
Stay
bright.
tidewell Applications 12
11 — Summary
Do & don’t
Do
- Use the supplied logo files
- Match the exact HEX and Pantone
- Set all type in Bricolage Grotesque
- Keep 60 / 30 / 10 colour balance
- Shoot in real, bright light
- Leave clear space x around the logo
Don’t
- Pick a blue by eye
- Stretch, rotate or recolour the logo
- Add shadows, glows or outlines
- Put the logo on busy photos
- Use stock photos with posed smiles
- Mix in other typefaces
Questions? brand@tidewell.co — or ask Northfold Studio.
tidewell Summary 13
Related reading
Frequently asked questions
What should a brand style guide include?
A brand style guide should include logo versions and usage rules, a color palette with exact values, a typeface and type scale, imagery direction, and examples of the brand applied to real items. This template has each section.
What is the difference between a logo and a brand style guide?
A logo is one mark. A brand style guide is the rulebook around it: which logo version to use, the exact colors, the typeface, and how the brand looks on real things like packaging and a website.
How many pages should a brand style guide be?
Most brand style guides run 10 to 20 pages. Short enough that a designer or print shop actually reads it, long enough to cover logo, color, type, imagery, and application.
Is this brand style guide template free?
Yes. You can customize the brand style guide template for free and download it as a print-ready PDF. Describe your brand to the AI and it fills in colors, type, and examples.
Brand Style Guide
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