Mabfield Brand Guidelines Booklet - Brand guidelines for typography, colour, logos, and assets

Sep 11, 2026

Uploaded by Paura

Mabfield Brand Guidelines Booklet documents the brand strategy and the practical system behind its visual identity. It defines the typography approach using Neue Haas Grotesk DP, the editorial-versus-digital design contrast, and guidance for wordmark, logo, and lockups. The booklet specifies a colour palette (deep navy black, mint off-white, acidic yellow, bold jade), icon and motion graphics styles (pixelated 8-bit and rough geometric cues), and layout rules such as the Instagram carousel grid dimensions and spacing.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages36

Reading Time13 min

AccessFree to download

Strategy

Grids

Type

Licenses

Wordmark

Logo

Colours

Icons

Motion Graphics

Title Intro

LockUp

Captions

Templates

Asset Delivery

MABFIELD Brand Guidelines Booklet Contents Strategy 1 Grids 3 Type 5 Licenses 9 Wordmark 11 Logo 13 Colours 15 Icons 17 Motion Graphics 19 Title Intro 21 LockUp 23 Captions 25 Templates 27 Asset Delivery 29 strategy “Mabfield is evolving into a more intentional and defined visual identity. At its core, Mabfield isabout uncovering and telling stories in away that’s compelling, conversational and human (eventhough the work is rooted in being chronically online) . Taste and curation are central to the brand, but it should never feel stuffy or overwrought. Visually, Mabfield should draw from contemporary culture magazines, digital/internet aesthetics (ASCII, early-web textures, the shapes and references in the moodboard), and radio-inspired design cues (Homer Radio, NTS) . There should also be space for hand-drawn or imperfect elements that give the brand a sense of intimacy and storytelling. When photography is used, it will often be nostalgic film or snapshot-style images to reinforce that human and livedin quality. The goal is to build a clear, scalable identity that works across Instagram, video content, and eventually print. Inan ideal world: something curated, taste-driven, internetaware and personal.” Excerpt from original brief The design approach to the Mabfield rebrand has been to playoff the contrast between nostalgic and confident editorial typography, and digital motifs that represent Mabfield’s position in digital content creation. The majority of the editorial design makes use of Neue Haas Grotesk DP, an edit of the classic Helvetica typeface, that communicates timelessness and bold design. The updated Mabfield Wordmark is also created from abespoke and edited version of Neue Haas Grotesk DP instep with the want for something “Simple, Bold & Confident“. Original icon assets & motion graphics were designed using rough geometric illustrations or through a pixelated‘8-Bit‘ style inspired by the likes of Susan Kare, ASCII art and bitmap rendering. The new Mabfield logo was similarly updated with this style, through asubtle, simple change to the previous logo design. A new colour palette was chosen for the brand consisting of an deep navy black, a mintoff-white, an acidic yellow, anda bold jade tone. The new colours of the yellow and jade were chosen to represent a style of ‘harsh, saturated‘ rgb tones found in digital media that would still mesh with the sure, editorial tone of voice of the brand. This booklet outlines the typography system, colour direction, and design assets for the completed Mabfield brand. grids Instagram Carousel Grid Dimensions 1080px × 1350px Margins Top 170px Bottom 172px Left 90px Right 90px Subtitle Top 131px Subtitle Bottom 97px Leading 48pt@72DPI Columns 7 Rows 21 The Instagram carousel grid was designed for posts ata 4:5 ratio (1080px × 1350px) This grid features a 7× 21 order of columns and rows to allow for dynamic layouts, and baseline leading at 48pt for optimal sentence lengthsand readability for phones/ social media. type Header Neue Haas Grotesk DP, Bold 75—72pt/72pt Leading, Stretched Horizontally 110%, Left Aligned, Tracking-40, Tracking Range -60/-20, Title Case Capitalisation Neue Haas Grotesk Body Copy Neue Haas Grotesk DP, Roman 55—48pt/48pt Leading, Left Aligned, Tracking Range-20/+20, Baseline Shift-3pt Neue haas grotesk Subtitle Space Mono, Regular—24pt/48pt Leading, Left Aligned, Tracking Range-20/+20 Space mono regular *Type shown at 1:2 scale Title Neue Haas Grotesk DP, Bold 75—100pt/84pt Leading, Stretched Horizontally 110%, Left Aligned, Tracking-40, Tracking Range-60/- 20, Baseline Shift-8pt, 36px Left Indent, Title Case Capitalisation Neue Haas Grotesk The title type should always beenclosed within a black text box type Carousel Example 5 Classic Collab Albums FlySiifu’s (2021) By PinkSiifu & Fly Anakin FlySiifu’s (PinkSiifu & Fly Ana

FAQs

What visual identity goals does the Mabfield brand strategy emphasize?

Mabfield aims for an intentional, defined identity rooted in human storytelling while balancing taste-driven curation with a conversational, not overly stiff feel.

Which typography system is used throughout the brand guidelines?

The guidelines emphasize Neue Haas Grotesk DP for editorial headers and body copy, alongside Space Mono for subtitles.

What are the key elements of Mabfield’s design assets and layout usage?

The booklet covers wordmark and logo lockups, a defined color palette, icon and motion graphics styles (including pixelated 8-bit influences), and an Instagram carousel grid with specified dimensions and spacing.

Sep 11, 2026

Uploaded by Paura