Brand Academy · Brand Guide

01 · Foundations

Brand architecture

Brand Academy leads on every page, email and landing page. The system holds no restaurant branding. Lessons use neutral "your brand" placeholders, and trainees supply the approved assets for the brand they are working on.

Show the Academy logo, the five Academy colours and Inter on every touchpoint.
Use placeholders such as "Course · Your brand" for restaurant names and photos.
Show the logo once per page, top left in the header.

Don't

Store restaurant logos, food photography or brand voice in the system.
Attach a partner logo to the Academy logo on pages, emails or leave-behinds.
Use app chrome, arbitrary gradients, blobs or grids of identical pastel cards.

02 · Identity

Logo

The Academy logo stands alone. The progress bars are part of the logo only. Don't use them as a pattern or divider. The partnership lockup is reserved for certificates and legal pages.

Primary · on light

White, Off White and Orchid tint grounds.

Primary · on dark

Deep Black and photo grounds with the charcoal overlay.

Icon · on light

The progress-bar icon.

Icon · on dark

The progress-bar icon.

Partnership lockup

Certificates and legal pages only.

03 · Identity

Colour

Five Academy colours, from Visual Identity v1, Option 3 "Knowledge = Brand Power". Every other tone in the system derives from them. Click a value to copy it.

Deep Black--ba-black

Off White--ba-offwhite

Orchid Pink--ba-orchid

Blueprint Blue--ba-blue

Crimson--ba-crimson

Supporting tones

Review signal

Status uses Academy colours only, and always shows the word. The green, amber and red traffic light is retired.

GoFixStop

04 · Identity

Typography

Inter carries headlines, labels and actions. Jost carries subheads, titles and body copy. Emails fall back to Arial.

Inter 800 · uppercase
clamp(30px, 3.5vw, 44px) / 1.18
tracking −.01em

Your brand foundation

H2 · section header

Jost 700 · sentence case
clamp(25px, 2.7vw, 32px) / 1.25

How the brand looks and sounds

Jost 700 · 20px / 1.35

Spot the off-brand detail

Card & step title

Jost 500

Choose the right logo version

Kicker & emphasis label

Jost 300 · uppercase
14px · tracked

Module II · Your Brand Foundation · Lesson 3 of 7

Stage label

Inter 600 · uppercase · 11px

Stage 1 · Feel it

Body

Jost 300 · 18px / 1.65
17px on mobile

Speak to the learner as "you". Keep sentences clear, confident, practical and warm, with British spelling throughout.

05 · Graphics

Brand graphics

Backgrounds and compositions are 4K PNGs (3840×2160). The graphic kit comes as vector SVG, which scales to any size, plus large PNGs.

Backgrounds

Off White glow

Default ground for covers, emails and certificates.

Orchid–Blueprint mesh

Inset frame for a photo or headline. One message only.

Orchid flat

Section openers and social tiles.

Deep Black starfield

Dark lesson heroes and closing slides.

Compositions

Blueprint cover

Centred uppercase Inter title framed by orbit, sparkles and star lines.

Teaser

"Coming soon" sits above the chrome lettering, never over it.

Astronaut hero

Programme launches and landing pages.

Light quote slide

Jost 700 statement with an iridescent chrome rule.

Graphic kit

Chrome sparkle

One per layout.

Orchid sparkle

Accents and corners.

White sparkle

Small glints, two or three at most.

Chrome orbit

Crop off a corner, never centred.

Star line

Dark grounds only, paired diagonally.

06 · Graphics

Astronaut & chrome

The astronaut is a transparent chrome cutout. Never put it in a box. The chrome "Welcome" lettering exists at 570px wide, so don't scale it beyond that.

Astronaut cutout

Transparent PNG.

Chrome "Welcome" lettering

Use at 570px or smaller.

Chrome strip & rules

9px strip tops footers. Iridescent rule under statements.

07 · Structure

Layout & edges

Content sits in a 1040px column, with 1080px for the header and footer. Sections are 36px top and bottom (28px on mobile), with 20px grid gaps. Layouts collapse at 760px or 650px.

Hierarchy through edges

Teaching card
3px accent top rule

Decision
6px status top rule

Scenario
6px blue left edge

Task
4px left edge

Callout
5px accent left edge

Record card
The only shadow

Corners

Chip 4

Label 5

Button 6

Inner 8

Card 10

Panel 12

Takeaway 14

Pill

08 · Templates

Templates

Each template comes in two versions. The Thinkific version has placeholder image paths and personalisation fields. The standalone version opens offline for review.

Email · Welcome

Sent when a learner enrols.

Email · Course complete

Sent when a learner finishes a course.

Email · Re-engagement

Sent to learners who have paused.

Newsletter · Monthly

Monthly Academy update.

Landing page

Six brand course cards covering the brands in the portfolio. The Thinkific version also comes as seven separate blocks.

09 · Templates

Email signatures

Image signatures for the shared Gmail inboxes, so the fonts stay fixed. Upload in Gmail under Settings → General → Signature, set the image to Small (about 372px), and link it to the inbox's mailto address.

Brand Academy Admin

Course administration.

Brand Academy Support

Course, lesson and account questions.

Pending reviewBoth signatures use the partnership lockup. The brand rules reserve that lockup for certificates and legal pages. Confirm whether signatures are an approved exception, or switch them to the standalone Academy logo.

10 · Files

Fonts

Both families are free under the SIL Open Font License and are also available in Canva and Google Fonts.

Inter400 · 600 · 800

Inter

JostVariable · 100–900

Jost