PART ONE

Our Brand Name

We Believe In

Our Voice

We Are / Are Not

Our USPs

Our Audiences

PART TWO

Our Logo

Brand Elements

Brand Fonts

Brand Colours

Photography

Illustrations

PART THREE

Logo of Indalma Creative

Brand Standards Guide

PART ONE

Defining The Brand

Our brand name

“Indalma”

GREEK WORD FOR “VISION”

At Indalma, we don’t do mediocre. We pay attention to the details and go all out to make sure our clients have what they need to succeed. Some people may call it obsessive, we can live with that. We have a vision and our good work makes us proud and gets results. Otherwise, what’s the point.

We Believe In…

Office workspace with a desk, office chair, computer, shelves with decor, and a large wall decal encouraging believing in a good story, brand strength, and map importance.

Our Voice:

friendly & formal

We Are

We Are Not

Explorers
Wanderers
Problem-solvers
Order-takers
Strategic
Haphazard
Craftsmen
Corner-cutters
Collaborators
Reluctant Partners
Intentional
Accidental
Committed
Indifferent
Genuine
Contrived

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

  • 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.

  • Like our current clients, these are people who come to us across industries. Unlike our current clients, these are people who are not already familiar with what Indalma does and how it operates.

    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 network is made up of fellow designers and collaborators.

    They engage with our brand to find inspiration and opportunities for collaboration that will inform and elevate their own work.

  • Storytellers, strategists, problem solvers, relationship builders, project managers, marketers, copywriters, ux experts, designers, and, above all, team players.

    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.

PART two

Design Elements

  • Primary Logo

    Primary Logo

    The Indalma Creative logo is inspired by the idea of a guiding light or vision. Like a lighthouse, it represents how Indalma provides guidance and purposeful direction for the brands, businesses, and organizations we partner with. Rooted in the meaning of our name, the mark reflects our belief that strategic design should not just look good, it should help lead change.

  • Secondary Logo

    Secondary Logo

    The secondary logo is used in situations where the primary logomark becomes too detailed or loses legibility at smaller sizes or in constrained spaces. It provides a simplified, recognizable alternative while maintaining the integrity of the brand.

  • Tertiary Logo

    Tertiary Logo

    The tertiary logo should only be used in special cases when the logo is needed at a very small size where neither the primary or secondary logo are suitable.

  • Logo with Taglines

    Logo With Taglines

    Logo lockups with taglines are used to provide additional context and help Indalma speak to different audiences. The tagline referencing organizations allows us to connect with partners who may not identify as traditional businesses, like police agencies or private schools, while the businesses tagline speaks more directly to our core commercial clients.

  • Studiotalk Logo

    Studiotalk Logo

    This logo is for Studiotalk only. It should be used across Studiotalk communications such as the Studiotalk web page and newsletter. It should never be used to represent the Indalma brand as it is intended for Studiotalk communications only.

Indalma Logo – Dark
Indalma Logo – Light
Indalma Logo – One Colour

When to use each logo

  • The full-colour logo is the preferred option and should be used whenever possible. It should appear on light or neutral backgrounds where contrast and legibility are clear.

  • On black or dark backgrounds, use the reversed (light) version of the logo to ensure strong contrast and legibility. The logo should never appear dark-on-dark or lose definition against the background. Maintaining visibility and integrity always takes priority over stylistic preference.

  • When colour reproduction is limited or unnecessary, the logo may be used in a single colour, either cream or navy. Single-colour applications should prioritize visual clarity and contrast.

Logo Faux Pas

Logo of Indalma Creative with geometric design and a yellow flower symbol.

Do not crop the logo

Logo with a stylized 'C' and a purple asterisk, alongside the text 'Indalma Creative' on a light blue background.

Do not change spacing

Logo with stylized hexagon and a purple asterisk, accompanied by the text 'Indalma Creative' on a light blue background.

Do not distort the logo

Logo of Indalma Creative featuring stylized geometric lines forming a hexagon and a small yellow flower, with the company name next to it.

Do not switch order

Indalma Creative logo featuring a stylized hexagon with a yellow star inside and bold blue text

Do not use another typeface

Logo of Indalma Creative with a geometric hexagonal design and a small yellow flower, on a dark blue background.

Do not tilt, skew, or shear

Logo with a stylized hexagon design and the words 'Indalma Creative' in blue, featuring a blue and yellow color scheme.

Do not alter the colours

Logo of Indalma Creative featuring a stylized geometric letter C with a yellow asterisk in the middle, next to the white text 'Indalma Creative' on a dark teal background.

Do not change sizing

Logo for Indalmar Creative featuring a stylized letter C with a purple asterisk, and the company name in bold dark blue text on a light blue background.

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

Glass door with a welcome message and company philosophy written on it, reflecting an outdoor scene with a house, greenery, and patio elements.

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.

Illustration of a pair of yellow cowboy boots with decorative stitching.
A desk with a planner open to 2023, a yellow desk lamp, a blue cup holding pens, a potted plant with blue leaves, and a blue mug. There is a black pen on the desk and a power strip attached to the desk edge.
A woman in a yellow jacket, blue apron, and glasses, watering plants while a small cat sits nearby, with a large tree and a stool in the background.
Colored illustration of a tall mirror with a purple frame, placed beside a yellow flowerpot with greenery, on a gray wooden surface.
Illustration of a person surfing on a large, abstract blue wave. Various icons such as a calendar, a clock, a Facebook logo, and a computer screen displaying 'Zoom' are included, along with a bright yellow sun with radiating rays in the background.
Colorful illustration of three beaded friendship bracelets in yellow, purple, and blue, intertwined and decorated with lettered beads forming words like '#BRAND' and 'OPPORTUNITY'.
A person with blonde hair, wearing a mask, reaches towards a wall covered with various colorful illustrations and notes, including drawings of a woman, charts, a phone, and other creative sketches.

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 adding a logo to 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.

A stack of white flyers or brochures with text and logos, one displaying the logo of Indalma Creative and the slogan 'Making things happen.'
A woman with blonde hair is standing at a table, signing a label on a small cardboard box with a black marker. The box has a white label and the woman is wearing a white long-sleeve shirt.
Person holding a brown cardboard box with a white label that reads 'Hey, Guide, This one's for you.' the person is wearing a white long sleeve shirt with a logo on the chest reading 'Indigenous Creative'.

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.

A woman standing outdoors holding up an olive-green T-shirt with a graphic and text about cultivating craft and a tractor, smiling at the camera, in front of a wooden building with a partially visible large letter P in the background.
Group of seven women smiling in casual clothes, surrounded by shopping bags, seated and standing against a plain white background.

Social Media

Our Social Voice:
Light, informative, and friendly

We design more than a hiring campaign, we build a police brand that people want to belong to. Police recruitment doesn’t start with an application, it starts with perception. When people see themselves in the culture, the mission, and the stor
Police organizations operate in environments where communication needs to be clear, consistent, and dependable. And, in this context, branding needs to be specialized, informed, and built to perform. At Indalma Creative, our experience with designin

Find us on social here:

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.

Other brand touchpoints

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