Brand Guidelines · 2025

Ctrl+Z
brand book.

A creative & AI agency for retail product brands. Boldly creative. Unapologetically retro. Smartly innovative. This is how we look, sound and show up, everywhere.

Issue 01

19 pages → digital

Studio · CTRL+Z

OverviewWho we are, how we sound, what we're chasing.

// Vision

Ctrl+Z redefines creativity and innovation in digital marketing, giving retail product brands work that stands out boldly against the mundane.

// Voice

Daringly inventive. We move past traditional boundaries with a palette as diverse and vibrant as a vintage Polaroid. Confident, warm, a little playful. Never corporate.

// Mission

Build lasting connections between brands and the people who buy from them, and earn their loyalty with work that is creative, honest and brave.

Boldly creative. Unapologetically retro. Smartly innovative.

· The Ctrl+Z tagline ·

LogoThe CTRL + Z keycap mark: full lockup & standalone marks.

PrimaryDefault · light backgrounds

SecondaryDark backgrounds · navy stage

TertiaryAccent · brand moments

// Clearspace · 1/4 of logo height on every side

↕ 1/4↕ 1/4↔ 1/4↔ 1/4

// Don't

×Don't stretch, skew or rotate the keycaps.

×Don't recolor outside the four primary brand colors.

×Don't drop the navy outline. It's load-bearing.

×Don't place on busy backgrounds without clearspace.

ColorsFour primaries with attitude, and an 8-step grayscale for everything else.

Navy

NavyPrimary · text & outlines

#294570

Orange

OrangeAction · highlights

#F16035

Teal

TealTech · AI surfaces

#55C0A7

Yellow

YellowJoy · accents · stickers

#F8B517

Cloud#EDEFF7

Smoke#D3D6E0

Steel#BCBFCC

Space#9DA2B3

Graphite#6E7180

Arsenic#40424D

Phantom#1E1E24

Black#000000

TypographyManrope, in six weights. Set tight, set big, set warm.

AaAa

// Manrope

A modern geometric sans with subtle warmth. Loads from Google Fonts at weights 200–800. Used for every word the brand speaks.

Light · 300