Brand Guidelines

Version 1.0 · October 2026

Prepared by Northlight Studio

Contents

Inside this guide

  1. At a glance03
  2. Our brand04
  3. Primary logo05
  4. Logo suite06
  5. Logo colour variations07
  6. Clear space & minimum size08
  7. Logo misuse09
  8. Colour palette10
  9. Colour balance & tints11
  10. Accessible colour pairs12
  11. Typography13
  12. Type scale14
  13. Social & digital15
  14. Stationery16

At a glance

The brand on one page

Juniper & Co. logo
Reversed logo
Brand mark
Forest#1F3A2E · PMS 3435 C
Terracotta#D9643A · PMS 7585 C
Sand#E9DCC6
Ink#161616
Paper#FAF7F2
AaFrauncesHeadings
AaDM SansBody text
  • Use the supplied files only. Never redraw, stretch or recolour the logo.
  • Keep clear space of 25% of the logo’s height on every side.
  • Minimum width: 120px on screen, 25mm in print.
  • On dark colours or photos, use the white logo.

Who we are

Botanical skincare, grown slowly.

Juniper & Co. makes small-batch skincare from botanicals grown on our own farm in the Scottish Highlands. We believe in fewer, better ingredients, honest labels and packaging that comes back to us to be refilled.

Brand values

HonestUnhurriedGroundedGenerous
Juniper & Co. primary logo

The primary logo

Our signature

The primary logo is the most recognisable expression of Juniper & Co. Use it wherever possible, at a generous size, on clean backgrounds with plenty of breathing room.

Always use the supplied master files. Never redraw, retype or rearrange the logo.

Logo suite

One identity, 3 lockups

Juniper & Co. Primary
PrimaryDefault for most uses: websites, documents, signage.
Juniper & Co. Secondary
SecondaryFor tighter or square-ish spaces where the primary logo feels cramped.
Juniper & Co. Brand mark
Brand markFor small spaces: favicons, app icons, social avatars, stamps.

Colour variations

Pick the version with the most contrast

Full colour
Full colourPreferred. Use on white or very light backgrounds.
Reversed (white)
Reversed (white)On Forest or any dark background and photography.
Black
BlackSingle-colour print, stamps, engraving, fax-quality documents.
Brand mono
Brand monoWhen only one ink is available, or for subtle co-branding.
Logo with clear space
x x

Clear space

Give it room

Keep a clear zone around the logo equal to x = 25% of the logo's height. No text, graphics or edges should enter this space.

Minimum size

120 pxDigital (width)
25 mmPrint (width)

Below these sizes, switch to the brand mark.

Misuse

Please don’t

Don’t stretch or squash✕
Don’t stretch or squash
Don’t rotate✕
Don’t rotate
Don’t change the colours✕
Don’t change the colours
Don’t add effects✕
Don’t add effects
Don’t use on busy backgrounds✕
Don’t use on busy backgrounds
Don’t use low contrast✕
Don’t use low contrast

Colour palette

Our colours

Forestprimary
HEX
#1F3A2E
RGB
31, 58, 46
CMYK*
47, 0, 21, 77
PMS
3435 C
HSL
153, 30%, 17%
Terracottasecondary
HEX
#D9643A
RGB
217, 100, 58
CMYK*
0, 54, 73, 15
PMS
7585 C
HSL
16, 68%, 54%
Sandaccent
HEX
#E9DCC6
RGB
233, 220, 198
CMYK*
0, 6, 15, 9
HSL
38, 44%, 85%
Inkneutral
HEX
#161616
RGB
22, 22, 22
CMYK*
0, 0, 0, 91
HSL
0, 0%, 9%
Paperneutral
HEX
#FAF7F2
RGB
250, 247, 242
CMYK*
0, 1, 3, 2
HSL
38, 44%, 96%

*Approximate CMYK conversion. Ask your printer to match against a printed proof.

Balance

How much of each

Forest32%
Ink21%
Paper21%
Terracotta16%
Sand10%

Tints

Forest
100%
80%
60%
40%
20%
10%
Terracotta
100%
80%
60%
40%
20%
10%
Sand
100%
80%
60%
40%
20%
10%

Accessibility

Readable combinations

Contrast ratios for text on each background, rated against WCAG 2.2. Use AA or better for body text; AA Large only for text 24px+ (or 19px bold).

Forest bgTerracotta bgSand bgInk bgPaper bg
Forest text—Aa✓ AA Large · 3.4Aa✓ AAA · 9.1Aa✕ Fail · 1.4Aa✓ AAA · 11.5
Terracotta textAa✓ AA Large · 3.4—Aa✕ Fail · 2.6Aa✓ AA · 5.0Aa✓ AA Large · 3.3
Sand textAa✓ AAA · 9.1Aa✕ Fail · 2.6—Aa✓ AAA · 13.3Aa✕ Fail · 1.2
Ink textAa✕ Fail · 1.4Aa✓ AA · 5.0Aa✓ AAA · 13.3—Aa✓ AAA · 16.9
Paper textAa✓ AAA · 11.5Aa✓ AA Large · 3.3Aa✕ Fail · 1.2Aa✓ AAA · 16.9—

Typography

Typefaces

Headings

Aa

Fraunces

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 &@?!%

Juniper & Co.400Juniper & Co.600Juniper & Co.800

Body & UI

Aa

DM Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 &@?!%

Juniper & Co.400Juniper & Co.500Juniper & Co.700

Hierarchy

Type scale

Display38pt / 1.05
Juniper & Co.
Heading26pt / 1.1
A clear, confident headline
Subheading20pt / 1.2
Supporting section titles
Lead14pt / 1.55
An introduction that sets up the page in a sentence or two.
Body11pt / 1.6
Juniper & Co. makes small-batch skincare from botanicals grown on our own farm in the Scottish Highlands. We believe in fewer, better ingredients, honest labels…
Caption8.5pt / 1.5
Captions, labels, footnotes and legal text

In use

Social media & web

Banner
LinkedIn personal banner
Profile picture
Profile picture
Link preview
Link preview (Open Graph)
Juniper & Co.×
Favicon in a browser tab

In use

Stationery

Juniper & Co. logo
Business card, front (actual size)
Full NameJob title
name@juniperandco.comjuniperandco.com
Business card, back (sample details)

October 2026

Hello,

Juniper & Co. makes small-batch skincare from botanicals grown on our own farm in the Scottish Highlands. We believe in fewer, better ingredients, honest labels and packaging that comes back to us to be refilled.

With best wishes,

Juniper & Co.

Juniper & Co.juniperandco.com
Letterhead (A4)

Questions about the brand?

hello@northlight.studio

northlight.studio

Set in Fraunces & DM Sans · Prepared by Northlight Studio