Brand guide · v3
Baby pink, cream white and gold. Thin tracked capitals, light text, hairlines and big photography, with one handwritten signature. Use this page to keep the website, Instagram, price lists and print consistent.
Logo
Clear space
Leave space around the logo at least the height of the "M" in MAKEUP BY on every side.
Minimum size
Stacked: 120 px / 30 mm wide. Horizontal: 140 px / 35 mm. Below that, use the monogram.
Gold foil
The script is always gold, as foil on screen and gold foil or ink in print. The capitals follow the text colour.
Please don't
Colour
Roughly 75% cream white, 20% baby pink, 5% gold and ink. Gold is a line, never a fill or text colour. Contrast ratios are listed against cream and pink. 4.5 or higher is safe for body text.
Type
Display · Gilda Display
Soft glam that lasts all day
Headings and service names in capitals with 0.12em tracking. Pick out one word in antique gold at most. Free on Google Fonts.
Text · Jost
Come with clean, moisturized skin. Jolie preps, builds light layers and sets everything to last through the day.
Labels · Buttons · 0.2em tracking
Body in Light (300) at 15 px. Labels and buttons in 400 at 11 px, capitals, 0.2em tracking. Free on Google Fonts.
Signature · Mrs Saint Delafield
Logo only. It's already converted to outlines in the logo files. Don't set new words in the script.
Aa Step 5 · Hero
Aa Step 4 · Section
Aa Step 3 · Feature
Aa Step 2 · Card
Aa Step 1 · Lede
Elements
Buttons
Small and square with tracked capitals. Solid ink for the main action, outlines for the rest, pink for in-list Book buttons.
Floral corners
Soft lilac and blush flowers spill from opposite corners of the hero, the pink statement band and the footer, like a printed floral border. Use one artwork everywhere, mirrored, and keep text centred clear of it.
Price list
Icons
Fine line icons on a 24 px grid with a 1.25 stroke and round ends. Use them in antique gold or cocoa, never filled.
- heart
- ring
- brush
- mirror
- calendar
- pin
- sparkle
- camera
- arrow
Matching story highlight covers in 1080 × 1920. In Instagram, edit a highlight, tap "Edit cover" and upload the image. Use the monogram as the profile photo for the business account.
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reviews -
bridal -
glam -
studio -
book -
tips
Voice
Sounds like Jolie
- "Come with clean, moisturized skin and I'll take it from there."
- "Soft, glowy, and still you."
- "Saturdays in summer fill up first, so grab your date early."
Not quite
- "Elevate your beauty journey with transformative artistry."
- "Flawless, snatched, 10/10 ✨✨✨"
- "Unparalleled luxury makeup experience."
Warm, plain and specific. Write in the first person on Instagram and in the third person ("Jolie") on booking and policy pages. Use one emoji at most and keep it out of headlines.