Logo of Indalma Creative

Style Guide

PART ONE

Defining The Brand

Our brand name

“Indalma”

GREEK WORD FOR “VISION”

At Indalma, we believe that it’s our job to help you clarify what you want and find the best way to achieve it.

We Believe In…

Our Voice:

friendly & formal

We Are Not

We Are

Wanderers

Explorers

Order-takers

Problem-solvers

Scattershot

Strategic

Corner-cutters

Craftsmen

Divas

Collaborators

Accidental

Intentional

Indifferent

Committed

Deceptive

Genuine

Our USPs

  • We design the creative solution that’s right for you.

  • We’re responsive, proactive communicators with well-defined processes.

  • We give you direct access to our creative team.

  • We invest deeply in you and your brand.

Our Audiences

  • They’re looking to understand who we are beyond the work: how we think, collaborate, and what we value. This helps them to assess alignment, creatively, professionally, and personally before stepping into our world.

  • They want clarity and confidence. What we specialize in, what we do exceptionally well, the kinds of projects we enjoy, and what it’s actually like to work with us. Most importantly, they’re looking for proof: evidence that builds trust before the first conversation even begins.

  • Our clients come to us across industries: from retailers, brewers, and construction companies to foundations, police departments, independent schools, and non-profit organizations. We’re proud to work with them all.

    Some come to us for specialized expertise, particularly in branding for police agencies, independent schools, or craft breweries. But most of the time,they come to us for our approach: the deep solutions, pragmatic strategy, and an uncompromising commitment to excellence.

  • Fellow designers and collaborators engage with our brand to find inspiration and opportunities for collaboration that will inform and elevate their own work.

PART two

Design Elements

Logo Faux Pas

Do not crop the logo

Do not change spacing

Do not distort the logo

Do not switch order

Do not use another typeface

Do not tilt, skew, or shear

Do not alter the colours

Do not change sizing

Do not make your own logo

Brand Elements:

Bringing the brand to life beyond the logo

Brand elements extend Indalma Creative’s energy and character without relying on the logo in every instance. It’s important to note: the yellow light icon should never be used on its own, as it can be misinterpreted and does not represent the brand independently.

Brand Fonts:

Albra Semibold

Albra is a high-contrast serif typeface and, due to the high contrast and warm curves paired with sharp bracketed serifs it works perfect for headline purposes, which is why Albra Semibold is the font used for headlines on most of Indalma branded materials.

Albra Link

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Macho

Macho is a versatile sans-serif typeface with many, many weights. In the Indalma brand, macho is used for most subheading and always for body copy.

Macho Link

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Typography

Typeface scale

Albra / Semibold

Heading 1

Albra / Semibold

Heading 2

Macho / Semibold

Heading 3

Heading 4

Macho / Semibold/All Caps

Macho / Regular

Body Copy

Brand Colours:

  • NAVY

    Navy

    PANTONE 4160
    CMYK 96/68/40/25
    RGB 11/73/101
    #0B4965

    Indalma’s main colour is navy. You can use this colour for:

    • Text on light backgrounds
    • And in any brand elements
  • BRIGHT YELLOW

    Yellow

    PANTONE 136
    CMYK 2/26/86/0
    RGB 248/190/64
    #F8BE40

    Indalma’s brand also features a bright yellow. You can use this colour for:

    • Highlighting important content with lines, arrows, or other brand elements
    • Avoid using this colour for long bodies of text
  • ELECTRIC BLUE

    Blue

    PANTONE 630
    CMYK 51/11/15/0
    RGB 123/187/20
    #7BBBCE

    The Indalma electric blue is a fun colour that adds a pop to the navy. You can use this colour for:

    • Highlighting text, but avoid it in light font weights
    • Highlighting important content with boxes or elements
  • CREAM

    Cream

    CMYK 2/3/5/0
    RGB 246/242/237
    #F6F2ED

    The Indalma cream is a warm neutral. You can use this colour for:

    • Text on dark backgrounds
    • Brand elements
    • Large background areas
  • PURPLE

    Purple

    PANTONE 260
    CMYK 65/100/25/11
    RGB 111/37/109
    #6F256D

    Purple is a secondary highlight colour. You can use this colour for:

    • Highlighting important content
    • Supporting accent colour
  • CHARCOAL

    Charcoal

    CMYK 69/63/62/58
    RGB 51/51/51
    #333333

    Charcoal supports accessibility. You can use this colour for:

    • Text on light backgrounds
    • When navy isn’t ideal

Photography

Indalma photography is always light and airy with colours and tones that compliment our brand.

The focus of the images should be on our work and collaboration, and should reflect our friendly, approachable, but modern studio.

Illustration

The Indalma illustration style is playful, but professional. Using Procreate, the illustrations are digital pencil drawings. The style relies on two Procreate brushes: the 6B pencil for filling in and thicker lines, the HB pencil for thinner lines and details, and the occasional technical pen for straighter lines and smaller details.

PART three

Applications

Design Application

Applying a brand congruently across all its assets is important

Designing with the Indalma brand doesn’t start and end with just slapping a logo on a design and calling it a day. When we apply the brand elements in harmony across multiple applications, we allow the brand, and us by extension, to shine.

Stationery

Indalma stationery is clean, minimal, and thoughtfully designed, using a light and neutral palette that aligns with our brand. Materials and finishes should feel elevated yet approachable, with a focus on consistency and quality.

Apparel

Indalma apparel should use logo and brand elements in colours that complement the garment, with combinations that feel intentional and clear. Wherever possible, stay within the Indalma colour palette. For a more subtle, elevated look, opt for single-colour applications in tones similar to the garment for a clean, modern finish.

Social Media

Our Social Voice:
Light and informative but welcoming and humorous

Good signage helps people navigate their space. Great signage tells a story about your brand. When we design signage, we approach the project on multiple levels: experience, brand, functionality, and the surrounding environment. We love working on th
You open a design proof and it looks great — but will it actually work? Your brand is your North Star, guiding every choice from concept to final design. When you let your brand lead, every detail reflects your goals, speaks to your audience,
Ever feel like your brand is shouting into the void? 🗣 What if you said less and meant more? In a world full of noise, the strongest brands don’t compete for attention… they earn it. They speak with purpose, not volume. They build tru

Indalma Creative’s social media presence is designed to reflect clarity, confidence, and intention. Visually, imagery is clean, considered, and purposeful (follow our photography style guide for images).

Our social media is focused on sharing perspectives, showcasing work, and creating content that builds trust, sparks curiosity, and positions Indalma as a guiding force for brands and organizations ready for change.

Signage

Signage brings the Indalma Creative brand into physical space with clarity and intent. Thoughtful layouts, strategic typography, and purposeful use of brand elements ensure messages are communicated clearly while creating a cohesive, recognizable presence.

Avoid overusing brand elements or cluttering the layout. The message should always lead, with design supporting and enhancing its impact.

Misc.

Other examples of how we’ve had fun extending the brand.