BRAND FIELD GUIDE · VERSION 2.0

Clean pages.
Creative traces.

The visual and verbal ingredients of Artists’ Apothecary: a thoughtful editorial world where art, care and community meet.

01 / The idea

BRAND PURPOSE

Artists’ Apothecary makes creativity feel accessible, useful and emotionally nourishing. It creates small routes back to self, others and everyday beauty.

TAGLINE

Creative remedies
for everyday life.

POSITIONING

More personal than a gallery. More playful than a wellbeing brand. More meaningful than a craft shop.

02 / The marks

LOGO VARIATIONS

Artists’ Apothecary horizontal logo with byline
01 / HORIZONTAL WITH BYLINE
Artists’ Apothecary compact stacked logo
02 / COMPACT STACKED
Artists’ Apothecary A/a icon
03 / A/A ICON

USE WITH CARE

The horizontal logo is the main collaborator and sponsor mark. Use the compact stacked logo when the space is square or narrow, and the A/A icon only where the full name will not fit. Always keep generous white space around every variation.

03 / Colour

THE EDITORIAL PALETTE

White is the main canvas. Black gives the layout structure and petal pink brings warmth. These three colours keep the visual identity calm, clear and recognisable.

EDITORIAL BLACK
#111111
GALLERY WHITE
#FFFFFF
PETAL PINK
#F2D9DF

04 / Fonts used
on the website

01 / DISPLAY

Italiana

Beautifully unfinished.

Headlines, large statements and expressive editorial moments · Regular 400
02 / BODY

Manrope

Clear, warm and quietly contemporary. Made for generous reading.

Body copy, descriptions, forms and practical information · Regular 400, Medium 500, Semi-bold 600
03 / LABELS

DM Mono

ART / CARE / COMMUNITY
DATES · NOTES · DETAILS

Navigation, labels, dates and small functional details · Light 300, Regular 400
04 / ANNOTATION

Handwriting

a note left in the margin ↘

Bradley Hand with a cursive fallback · Use sparingly for personal annotations

Italiana, Manrope and DM Mono are served through Google Fonts. The handwritten style uses the visitor’s available system cursive font as a fallback.

05 / Voice

WE SOUND

Warm, observant, clever, specific, gently rebellious and deeply human. We write like the thoughtful friend who always brings the good pens.

WE DO

Invite rather than instruct. Choose sensory detail over wellness clichés. Make room for honesty and humour. Use short handwritten asides to add personality.

WE DON’T

Sound perfect, but a little mystical with intrigue, not over-polished or falsely cheerful. We have proven methods, but also expect our community to put the work in.

06 / Art direction

THE CLEAN SCRAPBOOK RULE

Begin with a clear white editorial grid, then add a small number of tactile interruptions: a taped photograph, handwritten note, clipped artwork or overlapping image. The page should feel curated, never crowded.

IMAGE TREATMENT

Prefer analogue materials, process, hands, real gatherings and art with visible texture. Keep colour natural, crop with intention and allow one imperfect edge. Avoid glossy stock imagery, filters and decorative clutter.

COMPOSITION

70% calm editorial space, 20% tactile collage, 10% playful surprise.

Autumn collage with handwritten note, window, flowers and calendarBotanical print referenceExpressive pink artwork referenceWHITE SPACE IS PART OF THE COLLAGE.