CONTENTS (V1.0 )

00 Introduction

01 Who We Are

02 Tone of Voice

03 Wordmark

04 Typography & Icon Set

05 Colour

06 Visual Overview

07 Asset Downloads

INTRODUCTION

About these Guidelines

Welcome to the Howie brand guidelines and graphic standards. Here you will find everything you need to successfully maintain the Howie brand system and avoid visual and tonal inconsistencies across brand communications.

Howie's approved brand system describes the correct design practices necessary for preserving the integrity of the brand, so careful attention must be paid to the rules outlined in this document.

This document is to be distributed to internal marketing, branding, design, and related teams within Howie, and to any partners producing graphic applications for Howie.

Certain aspects of the brand system are straightforward, others may initially appear vast and intimidating. But by immersing yourself in the system, keeping a critical eye, and – above all – actively seeking to improve your understanding of it, the system will soon feel like a second language.

WHO WE ARE

What exactly is Howie?

Howie is a daily language learning practice tailored to your own lifestyle, allowing you to work at your own pace, learning the bits of language that are most interesting and relevant to you. It’s not gamified, and it’s not homework (it’s not about scores or chores!). Our lessons break down complex concepts into digestible learnings you’ll actually use. Together we'll build words into sentences into conversations!

Texts Not Textbooks.

Howie has set out to make learning languages something fun, something casual, and something stress-free. Done entirely via text messages, we’ll drop you a line or two a few times a week, and together we’ll get to know the basics! We’re big on learning a little, you see, because a little can make a lot. With Howie, you can learn a language at your own pace, on your own terms. Whether you’re on the move, or on the sofa. Whether you’re in between stops, or in between courses. Whether you’re in the zone, or out and about.

Foibles, Flubes, Fumbles.

At the end of the day, it’s all about giving it a go, and making an effort. Yeah sure, you might make a few mistakes, but that’s being human! Here at Howie we celebrate our foibles, fumbles and mumbles. Looking at the beauty of our own linguistic quirks, awkward moments and embarrassments, taking pride in the flubs we make.

TONE OF VOICE

How Howie Speaks

Howie is a chatterbox. Amused by their own humour, without the need for others’ validation. Howie chats in energetic, friendly and quick-fire sentences as if excited to hear back from the user about how their day has been. Howie is known to like exclamation marks but doesn’t go over the top in their use – walking a fine line between being warm and over-excited. With this in mind, Howie never fails to show its compassionate and empathetic side, understanding the difficulty of learning a language. This manifests in confident, approachable and straightforward use of language, speaking with an uncomplicated tone. Perhaps even throwing in an emoji or two when standard punctuation fails to simply convey how Howie feels.

GREETING: HEY, IT’S HOWIE HOW’S EVERYTHING GOING

ENCOURAGEMENT: NICE ONE BUD, THAT’S GREAT YOU’VE SMASHED IT, WELL DONE!

MOMENTS: LEARNING A LANGUAGE CAN RESULT IN SOME, WELL, AWKWARD MOMENTS…BUT THERE IS NOTHING TO FEAR IN FAILURE! THERE IS ONLY SOMETHING TO LEARN FROM

How Howie Doesn’t Speak

Importantly, Howie is not cringey. Howie’s remarks can be somewhat lame or somewhat cheesy, however, the aim is to be chuckle-worthy or at least endearing. With this in mind, slang and abbreviations are avoided, as well as overly complicated jokes, dialogue and emojis. Puns, play-on-words and jokes, crucially, aren’t implemented at every turn, but are included naturally when the time is right. Value comes from scarcity after all! It is also essential that Howie’s warmth is not misinterpreted as soppy, gushing or over-familiar. Howie is supportive and kind, not ever creepy or wholesome-to-the-point-of-patronising.

WORDMARK

Introduction to the Howie Wordmark

Our most recognisable element, the Howie wordmark speaks to the playful and honest tone of voice that make up the core essence of the brand.

The bold letterforms—derived from the brands own display typeface—gives a playful edge to the inky, blocky overall appearance of the wordmark. These characteristics help form a larger visual language that, when used in junction with the rest of the brand assets, helps set us apart.

Our wordmark can be used in a few different ways...

Tier 1

Icon/Favicon

The 'H' mark can be used as a standalone for the most subtle Howie imprint.

The reduced nature of this mark means it is highly flexible and excels when used for applications where real estate is at minimum, i.e. favicons.

Tier 2

Core Wordmark

Our primary mark. An expression that engages with the many feelings and situations that arise when you use and learn a foreign language, whether that be successfully or unsuccessfully.

A changeable illustrative element that is dynamic, and integrates with messaging and language. A strong and clear typographical approach, with clever details that accentuate the role of language.

To be used where the wordmark + strapline can not be used or where more flexibility is needed in terms of scale.

For example:

- Fridge magnet

- Sticker

- Totebag

- Hat

(hover over to see the visual)

Tier 2

Core Wordmark & Illustration Structure

Illustrations can occupy any of the containers highlighted. Replacing the letterforms to create Howie's core graphic expression.

(hover over to see the visual)

Tier 3

Wordmark + Strapline Lockup

This expression encompasses Howie's voice in it's entirety; wordmark, illustration and strapline. To be used for applications where it is needed to communicate the Howie voice efficiently.

For example:

- Merch

- Notebook

- Label tag

- Tshirt.

General Scale Use for Core Wordmark

The mark can be used at any scale—as long as it is in accordance to layout rules.

In instances where the headline typeface is in use, the Howie mark should be a maximum of 50% of the headlines cap-height.

(hover over to see the visual)

Margin

A certain amount of space is needed around the wordmark to prevent it from becoming cluttered by surrounding artwork, images, or the edge of a page. This is the case for all iterations of the mark.

When using the wordmark, the minimum space is equal to the base width of the “I” letterform in 'HOWIE'. This measurement should be applied from the baseline, extend out from the base of the black outline in each direction.

This is the minimum size for spacing, not a fixed amount. (You can have more margin if so desired).

General Placement for Standalone Mark

When the wordmark is in use singularly and without any other typographic or illustrative elements—regardless of communication size and dimension—it should be used so in a specific location. This ensures the mark placement is simple and consistent.

Locations:

1, 2, 3. Middle Centred

Widths:

Aim to set the mark at a minimum of two columns and a maximum of four. Dependent on application.

Tier 4

Additional Mark Placement

IIn addition to the standard placements mentioned above, there will be instances where the mark will need to be presented alongside other typographic and illustrative brand elements. In these instances, the mark has slightly more flexibility in terms of placement.

These include left aligned to the top or bottom of the artboard. To reiterate, in instances where the headline typeface is in use, the Howie mark should be a maximum of 50% of the headlines cap-height.

Remember consistency is key.

Wordmark Don'ts

This page shows examples of various crimes that are never to be committed:

1. Don’t distort the wordmark

2. Don’t make the wordmark unreadable

3. Don’t break up the wordmark

4. Don’t apply an outline to the wordmark

5. Don’t add special effects to the wordmark

6. Don’t place content inside the wordmark

This applies to all iterations of the mark.

TYPOGRAPHY

Introduction to the Brands Typographic Voice

Howie's brand typography uses two typefaces: Howie Display and Denim Regular. This section will guide you through the brand typography and discuss the typefaces and their use in detail.

Howie Display

This is the Howie brand typeface.

Howie Display has a sense of humour, with its robust, inky forms and geometric character. As a friendly, grotesque, its flavour filled icon set are key features of our bespoke house display typeface.

This is one of the core elements of the Howie brand, only second to the wordmark.

Howie Display is a unique typeface: icons replace the traditional A-Z lowercase letterforms.

Here we have the full uppercase latin glyph set.

A B C D E F G H I J K M N O P Q R S T U V W X Y Z

Ā Ă Ą Ć Ċ Ď Đ Ē Ė Ę Ě Ğ Ġ Ģ Ħ Ĩ Ī Į Ķ Ĺ Ļ Ľ Ł Ń Ņ Ň Ō Ő Œ Ŕ Ŗ Ř Ś Ş Š Ș Ţ Ť Ț Ũ Ū Ů Ű Ų Ŵ Ŷ Ÿ Ź Ż Ž

0 1 2 3 4 5 6 7 8 9

() + = ! ? : ; ' . ,{ } * "

Lowercase Icon Set

a-v

The icon set is displayed here individually and next to the uppercase equivalents for ease of reference.

a b c d e f g h i j k l m n o p q r s t u v

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv

Preset Wordmark Iterations

w-z

The typeface also includes iterations on the wordmark for efficiency. But feel free to write your own. Just as long as the mark is legible.

Use these examples as reference.

w

x

y

z

Examples of the typeface in use.

TEXTSg

NOTt

TEXTBOoKS.

FLUBSo,

FOIBLES, FUMBLESs.

Typeface Structure

The majority of icons in the set are drawn at the same cap height of the latin glyphs. Some are drawn to the X height—creating a more dynamic composition when implementing the typeface.

Denim Regular

This is Howie's supporting typeface.

An understated workhorse, to help ground the flavour of Howie Display. This sans-serif typeface suits any situation. It will fit perfectly in smaller sizes because of its narrow proportions and as a result longer texts consume less space.

In addition, it sits perfectly on the line because of its flattened overshoots. These details make the typeface truly unique and this is also supported by other characters which bring a certain technical aspect while humanistic impression remains as well.

To be used for larger bodies of copy, captions and details where Howie Display can not be used.

A B C D E F G H I J K M N O P Q R S T U V W X Y Z Ā Ă Ą Ć Ċ Ď Đ Ē Ė Ę Ě Ğ Ġ Ģ Ħ Ĩ Ī Į Ķ Ĺ Ļ Ľ Ł Ń Ņ Ň Ō Ő Œ Ŕ Ŗ Ř Ś Ş Š Ș Ţ Ť Ț Ũ Ū Ů Ű Ų Ŵ Ŷ Ÿ Ź Ż Ž

a b c d e f g h i j k m n o p q r s t u v w x y z ā ă ą ć ċ ď đ ē ė ę ě ğ ġ ģ ħ ĩ ī į ķ ĺ ļ ľ ł ń ņ ň ō ő œ ŕ ŗ ř ś ş š ș ţ ť ț ũ ū ů ű ų ŵ ŷ ÿ ź ż ž

0 1 2 3 4 5 6 7 8 9

() + = ! ? : ; ' . , ` { } * "@£$%&-_—><>

Typography

General Typographic Scales

In order to keep our type sizes both flexible and easy to use, we have utilised a typographic scale that helps create a harmonious thread across all creative output – no matter the size. Although the scaling references other content types (Large titling, Secondary info, etc.) it is not recommend to, nor should there be an instance where we should have to, use all the scales at any one time – this is just for scaling reference.

While this scaling is recommended, it is not a ridged system, if there is a need to increase or decrease the scale of a particular element please do so but only in a justifiable instance.

Typography

General Typographic Scales

There should always be consistency whatever type sizes you use, all within the scales relationships outlined above. Ideally there should only ever be two type sizes in use for any application: one size for the headlines, and one size for the body.

This creates a clear and concise typographic hierarchy

Here we have some type pairings for reference based on the recommended scale area.

Typography

Setting Type: Leading/Line Spacing (headlines)

Leading is an important part of the typographic system we have built up. We want our type to feel together as a unit and this can be achieved by having balanced leading. Leading settings should be adjusted when working at different scales, for example when working with large headlines and titles we tend to make our leading tighter than we would do so with body copy size.

Because we want our type to visually be a single unit, when it comes to our headlines and large titling settings we should have a very tight leading.

When creating headlines/large titling we should look to create tight leading – avoiding the clashing of the ascenders and descenders. Where this doesn’t happen we can have tight leading.

(hover over to see the visual)

Typography

Setting Type: Tracking/Letter Spacing (headlines)

Tracking is an equally important part of the typographic system we have built up.

We want our type to visually be a single unit, but it is also essential that all typography is legible and each letterform occupies it's own space.

When creating headlines/large titling we should look to create relatively tight tracking: close but never touching. How Display has pre defined kerning, meaning you shouldn’t need to apply any tracking. When working in InDesign it is suggested to set these settings to 'Optical' with 0 tracking applied. However, in the instances where this is needed, it is recommended to apply no more than +5.

(hover over to see the visual)

Typography

Setting Type: Using Grids (all typographic elements)

To ensure things are where they need to be, all visual outputs a composed using either a 4 column grid for portrait/square outputs or a 6 column grid for landscape outputs.

Headline type should span a maximum of all columns, if you are struggling for space, you can reduce the size of this to span a minimum of 3 columns. Just remember typographic scale rules.

Secondary type can be set in a single block and function in the same way across column. Just ensure line lengths are healthy. A healthy line length is around 50-60 characters. For even longer bodies of copy this can be split into two columns.

Typography

Setting Type: Good & Bad Settings (Secondary type)

Secondary type and large bodies of copy often require a little more attention when setting type. Good examples of settings for both one and two columns are visualised.

Examples of bad settings are also outlined.

Typography

Setting Type: Type Margins

Our type across any form of design should adhere to a tight and even margin around all four sides of the layout. This should be about the width of the 'I' in Howie Display.

(hover over to see the visual)

Typography

Setting Type: Alignment (all typographic elements)

Following the flexibility of the scaling of the type, we have allowed some flexibility when it comes to the alignment of the type.

In most cases, we want to align our type in a Left alignment. This is the most readable and accessible way of setting any form of communication and as such should be used across all visual outputs for the Howie brand.

Centre alignment can be used in small, isolated instances only. Large blocks of text become harder to read when centre aligned and as such we should avoid this.

Typography should respect the clear brand hierarchy: headlines first and secondary type following.

(hover over to see the visual)

Typography

Setting Type: General Don'ts

This page shows examples of various crimes that are never to be committed:

01. Don’t use the wrong typeface

02. Don’t stretch type

03. Don't place type at an angle.

04. Don't apply any color to type that is not

from the Howie palette

05. Don’t place imagery or pattern inside type

06. Don't outline typography

07. Don't apply special effects to typography

08. Don't have more than two type sizes

09. .Don't justify type

COLOUR

Core Colours

Howie Black and Natural

These are our foundational brand colours. These core colours act as a grounding tool to help offset the vibrancy of Howie's extended colour palette. They should be used wherever the extended colour palette is not.

We use these—in addition to the extended brand colour palette—across all forms of communication from marketing, campaigns, to internal documents and social media.

General Usage Rules For all Colour

When designing any digital communications and environments, RGB values should always be used.

When designing print communications and environments, PMS colour should be used whenever possible, leaving CMYK as the last resort.