Brand book · Version 2.0 · October 2026
The brand book, in full.
This is the real document that ships with a Little Loud brand. It’s ours, published so you can see exactly what a hotel is handed. Yours covers your brand the same way, chapter for chapter.
Before you start
Written for whoever uses it next.
A brand book isn’t for the designer who made it. It’s for the sign maker, the new marketing hire, the printer and the video editor who come later and need an answer in a hurry. So every page answers one question, in plain words, with the numbers.
Which file to use where.
Eight versions, each in SVG, PDF and PNG. The type is converted to outlines, so the logo works anywhere, no font required.
little-loud-logo-primaryThe default. Cream, white and blush grounds.
little-loud-logo-reversedForest green and other dark grounds.
little-loud-logo-whitePeony, poppy and photos. One color for engraving and embroidery.
little-loud-logo-blackOne-ink printing, stamps and newsprint.
little-loud-bloom-markAvatars, favicons, app icons and sign-offs.
little-loud-bloom-mark-whiteThe bloom on color: buttons, the menu, a pink post.
little-loud-bloom-mark-blackOne color, for stamps, embossing and wax seals.
little-loud-bloom-confettiStickers and merch, on dark grounds. Just for fun, not the logo.
For the web and for designers. Sharp at any size.
For printers, sign makers and embroidery shops.
2000px wide on a transparent background, for social, email, Canva and slides.
Clear space and minimum size.
Give the logo room equal to the bloom’s width on every side, and keep that space clear of type, edges and other logos.
1 inch · 120px wide
Any smaller and Bodoni’s fine strokes start to fade, so switch to the bloom.
0.25 inch · 24px wide
The smallest it goes, from a favicon to a pen.
Keeping it lovely.
Six gentle rules, for the six things that tend to happen to a logo in its first year out in the world.
The palette is set. When a color isn’t working, reach for a one-color file instead.
Scale it evenly and let it sit straight, with no squeezing, stretching or tilting.
It’s finished just as it is, so it doesn’t need shadows, outlines, gradients or glows.
Find a quiet area of the photo, or sit it on a solid block of cream, blush or forest.
The logo is outlined artwork, so “Little Loud” typed in Bodoni won’t quite match it. The files always will.
The confetti bloom is for stickers and merch on dark grounds, where its petals can shine. The logo does the official work.
Color, with the numbers.
Every value a printer, sign maker or web developer will ask for. Eight colors and one text shade. That’s the whole family.
| Color | HEX | RGB | CMYK* | Where it goes |
|---|---|---|---|---|
| Poppy | #E4533B | 228 83 59 | 0 64 74 11 | The bloom’s petals and the hero color. One loud moment per page, kept away from body text. |
| Poppy deep | #B23A25 | 178 58 37 | 0 67 79 30 | Buttons and brick rooms. Poppy’s stand-in wherever red text has to be read. |
| Peony | #C43174 | 196 49 116 | 0 75 41 23 | “little” in the wordmark, labels, the menu and the pink rooms. |
| Blush | #F6D8D0 | 246 216 208 | 0 12 15 4 | The soft tint behind it all: panels, the footer, “little” on dark grounds. |
| Marigold | #F2A93B | 242 169 59 | 0 30 76 5 | The bloom’s center, the warm rooms and the brightest accents. |
| Forest | #1E3A2A | 30 58 42 | 48 0 28 77 | “LOUD” in the wordmark, every headline and paragraph, the stem lines. Best for words, not big surfaces. |
| Cream | #FBF4EA | 251 244 234 | 0 3 7 2 | The page itself, and “LOUD” when the logo is reversed. |
| Raised | #FFFBF5 | 255 251 245 | 0 2 4 0 | Cards and paper sitting on cream, a shade brighter so they lift. |
| Peony deep text shade | #A82A62 | 168 42 98 | 0 75 42 34 | Small peony type on blush and marigold, where peony itself is too light to read. |
*CMYK is a mathematical starting point, not a press-matched spec. Ask your printer for a physical proof and have them match it to the HEX values. Pantone matches can be picked from that proof.
Which colors can sit on which.
Measured, not guessed: the contrast for each pairing, so every word stays easy to read. A few pairs look gorgeous but are too soft for text, so they’re kept for color alone.
Any size of text
Big headlines only
Color only, not text
Type, and the setting that matters.
Bodoni Moda for display, Figtree for everything else. Both are free from Google Fonts, so there’s nothing to license and nothing to renew.
Small roots. Big bloom.
- Headlines
- Bodoni Moda 900 · optical size 24
What a hotel actually receives.
- Section heads
- Bodoni Moda 900 · optical size 16
The logo, every way
- Small display
- Bodoni Moda 900 · optical size 11 · 20px and up
Everything a guest actually reads: prices, hours, the small print. Plain on purpose, so a paragraph is never hard work.
- Body
- Figtree 400 · 17 to 19px · 1.6 line height
Begin a project
- Buttons and labels
- Figtree 600–700 · labels in capitals, tracked out
Bodoni Moda thins its strokes as it gets bigger. Left on automatic, the hairlines vanish on signs and sunny phones. Set it by hand: 24 for headlines, 16 for section heads, 11 for anything smaller.
The italic accent, in weight 500, is the brand’s signature. One per headline, and only on the big moments, so it stays special.
Paragraphs belong to Figtree, and so does anything under about 20px.
The stem.
The brand’s second element, and the “small roots” in the tagline. Fine line-art stems, leaves and roots that always grow toward the bloom.
Forest, about 1.6px on screen, with rounded ends. Leaves get a faint forest tint, and roots and soil are drawn in peony.
Each leaf has a midrib and sits on the opposite side from the last. The only flower is the bloom itself.
A stem opens a story or divides a section. It stays clear of text and of a client’s work, and it always draws itself in.
Motion.
The website, a reel and a lobby screen should all move the same way. Six rules, then the numbers. Hover each one.
Two eases
A soft one for things arriving, and one with a little bounce for things that pop. Nothing else.
One reveal
Lines rise into place, and the italic word lands a beat later in poppy.
It opens as a bloom
Pages, menus and rooms open through the bloom’s own shape, growing from a point like a flower unfolding.
Lines draw in
Stems and leaves draw themselves in, stem first, then leaves, then the bloom, the way a plant grows.
One petal
When something is pressed or opened, the bloom turns exactly one petal: 72 degrees.
Gentle, always
One big movement at a time, words you can read right away, and everything still lovely with motion turned off.
| Soft ease | cubic-bezier(.22, 1, .36, 1) | Anything arriving: words, cards, photos, the page bloom. |
|---|---|---|
| Bloom ease | cubic-bezier(.34, 1.56, .64, 1) | Anything that pops: leaves, buttons, the bloom turning. |
| Quick | 0.35s | Hovers and presses. |
| Base | 0.8s | Reveals as you scroll. |
| Slow | 1.4s | Blooms opening, page heroes, transitions. |
| Rise | 40px | How far a line travels as it reveals. |
| Turn | 72° | One petal. The only rotation, apart from the slow sticker spin. |
| Transition color | Peony · marigold · brick | A page transition blooms in a color that isn’t the next page’s own, so you see it open. |
| Reduced motion | Still | When someone turns motion off, every word and image is simply there, and nothing moves on its own. |
Your turn
Yours would look like this.
Every brand we make ships with its own version of this book, plus the full file package. A complete brand starts at $10,000 and takes about six weeks, and you own all of it.
Know a hotel that would love this?
The system on social.
Same palette, same pinned Bodoni, same bloom. A post should be recognizable as ours before anyone reads a word.
Small roots. Big bloom.
Boutique hotels, from the inside.
Make a little noise.
A short Bodoni headline with its italic word, a line of Figtree if it needs one, and nothing more.
Primary on light grounds, reversed on forest, and the white one-color file on peony and poppy, where the bloom’s own poppy would disappear.
The confetti bloom is for fun posts and stickers, and only ever on forest or another dark ground.