Visual Guidance - Matchstick Creative, Identity agency, Liverpool - Matchstick Creative

Visual Guidance

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Logo Usage

Learn how to use our logo correctly,
otherwise it’ll talk about you to all the
other logos.

Colour & Markings

Understand how we use our colours
and brand markings to create that
distinctive Matchstick look.


It takes a certain type to get type
right and we think you’re the type
to get it right.


How we represent people and spaces
are important, find out how we do it

Logo Usage

Fig. 1

Against a white background
The strike above our ‘i’ can be recreated in any of our five highlighter colours, whichever suits the situation best.

Against a coloured background
The highlight must be turned white. The letters must remain black. (Geez, bossy)

Fig. 1

Fig. 2

Sometimes a full logo can be a bit much (like social media avatars), in these instances we would use the ‘m’ on its own.

Against a white background
Feel free to use the coloured highlight behind the ‘m’.

Against a coloured background
The highlight needs to be white, the ‘m’ looks suited and booted in black.

Fig. 2

Logo Alignment

Fig. 3

Our logo feels most comfortable right aligned – we don’t know why either, it’s just what it said when we asked. Think ‘right looks right’.


Special Instances (ooooh)

There are some special instances it can be used left and central aligned (like our awesome website) but keep these to a minimum.

Fig. 3

Fig. 4

Reduced Logo
Our reduced logo plays by its own rules. It looks good anywhere – right, left, central. Put that puppy in wherever it looks good.



The figures shown on the right are just guidelines for page placements – we don’t have strict margins in place.

Fig. 4

Colours & Markings

Our colours take inspiration from the highlight tones of post it notes. These bright colours are to only be used as highlight, accent colours and never all together *wah my eyes!*.

Our CMYK values are to be used as a last resort. We recommend printing in fabulous luminescent Pantone inks to get the full effect of our colours.

HEX: 42f5f5
RGB: 66, 245, 245
CMYK: 56, 0, 17, 0

HEX: a6ff42
RGB: 166, 255, 66
CMYK: 59, 0, 100, 0

HEX: fd4db0
RGB: 253 77, 176
CMYK: 5, 78, 0, 0

HEX: feff28
RGB: 254, 255, 40
CMYK: 0, 1, 100, 0

HEX: f6f6f6
RGB: 66, 245, 245
CMYK: 0, 0, 0, 4

HEX: fffff
RGB: 255,255,255
CMYK: 0, 0, 0, 0

HEX: 0e192e
RGB: 14, 25, 46
CMYK: 100, 87, 49, 66

Process Markings

These are our process markings. They reflect the way we work when we mark up content and scribble down ideas. They shouldn’t look too neat. We like to use them to highlight certain words or as an underline on headings in proposals or documents.

Thick Highlight

Circle Jobby

Strike Highlight

Skinny Underline

Triangle Hat

Double Trouble

Thicker Highlight

Alt. Circle Jobby


Our core font is DM Sans. It’s clear, strong and has a slight friendliness to it. We only use DM Sans Bold and DM Sans regular as weights. It just keeps things really simple and legible. Hierarchy should be created through size, colour and highlights.

DM Sans is a Google font and can be downloaded for free.

For an even friendly-er approach we like to use Permanent Marker as a highlighting font. This is used to draw out key messaging and should be used sparingly after DM Sans.

Permanent Marker is also a Google for so…you’re welcome for it being so easy to get!


Our photography style is light, airy and positive. People and process should be the focus of our brand photography. Natural shots of our team doing their thing, not posed or stocky. Close ups of scribbles & post its show our process and relay the brand colours through photography. And lots of photos of Finn. Finn is really photogenic.