Brand Guidelines · 2025Ctrl+Z
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.
01
OverviewWho we are, how we sound, what we're chasing.
pp. 03–04
// Vision
Ctrl+Z is the pioneering force in redefining creativity and innovation within digital marketing — empowering retail product brands with transformative experiences that stand 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
Forge lasting, dynamic connections between clients and their audiences. Foster brand loyalty through cutting-edge digital strategies anchored in creativity, authenticity, and courage.
Boldly creative. Unapologetically retro. Smartly innovative.
· The Ctrl+Z tagline ·
02
LogoThe CTRL + Z keycap mark — full lockup & standalone marks.
pp. 05–11
// 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.
03
ColorsFour primaries with attitude — and an 8-step grayscale for everything else.
pp. 12–14
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
04
TypographyManrope, in six weights — set tight, set big, set warm.
pp. 15–17
AaAa
Light · 300
The retro reset for retail brands.
300
Regular · 400
The retro reset for retail brands.
400
Medium · 500
The retro reset for retail brands.
500
Semibold · 600
The retro reset for retail brands.
600
Bold · 700
The retro reset for retail brands.
700
Extrabold · 800
The retro reset for retail brands.
800
// Type scaling
Heading 1
Undo the ordinary.
64 px
Heading 2
Press the reset button.
48 px
Subheader 1
Retail · Retro · Repeat.
32 px
Subheader 2
Made for brands that move.
24 px
Paragraph 1
A creative + AI agency that breaks through the noise with strategy, design, and motion.
18 px
Paragraph 2
Body copy keeps to 16px on screen, 11pt in print. Never below.
16 px
05
ApplicationsThe brand in the wild — stationery, stickers, and surfaces.
pp. 18–19
// 001 / CARD
Cara Bezuidenhout
Creative Director
cara@ctrlz.studio
+27 82 000 0000
ctrlz.studio
+27 82 000 0000
ctrlz.studio
UNDO
REDO
CTRL
+Z
CTRL+Z STUDIO · 2025
PRESS
any
KEY.
any
KEY.
// poster_01.psdA2 / 420×594