Brand guidelines · Whimsical Romance · Spring 2027
pieces anchored in beauty. . . style, off course.
For women who dress by instinct, not instruction. This page is the single reference for the mark, the palette, the type, and the voice.
01 · The mark
A signature, not a logotype.
The wordmark is hand-lettered script with two hidden ligatures: the double-s of brass sets sail, and the l of sailor drops anchor. Never redraw, re-space, or typeset the name in a script font — the mark is the artwork.
- Ink or Gardenia only — never the accent colors, never a gradient.
- Clear space: keep one anchor-height free on every side.
- Minimum width 140 px on screen, 35 mm in print — below that, use the seal.
- The details above are cut from the wordmark itself, never redrawn. The seal is the anchor reversed out of an Ink disc — it holds its shape down to a 32 px tab icon.
02 · Color
Whimsical Romance.
A warm, sun-faded coastal palette. Grounds and inks do the everyday work; Garnet Rose speaks briefly; everything else is seasoning.
Grounds
Warm bones — every page and photo sits on one of these.
Inks
Chocolate-browns, never true black. The wordmark prints in Ink.
The wine
Garnet Rose is the accent — the script sign-off, the underline. Plum Wine is its deep pour.
Compass & coast
Supporting naturals. Sierra points the way on labels and wayfinding; the greens and coral stay editorial.
03 · Type
Serif italics carry the romance.
04 · Voice
Instinct, not instruction.
Lines we sail by
- “pieces anchored in beauty . . . style, off course.”
- “For women who dress by instinct, not instruction.”
Names we’ve chosen
The lexicon, set now so it stays consistent. Only reSail and the Style Compass have a page today.
- reSail — the archive: one-of-ones, samples, prototypes, reworked vintage.
- The Style Compass — the living archive of looks a hangtag opens onto.
- Just Sailed — what new arrivals will be called.
- Letters from the Helm — what the newsletter will be called.
How to write it
- Nautical words are seasoning, one per surface — never a theme park.
- Script lines are lowercase; display lines take sentence case.
- The spaced ellipsis “. . .” is ours — three periods, breathing room between.
- Say instinct, wander, helm, harbor. Don’t say must-have, obsessed, or drop.
05 · Codes
Two codes, one destination each.
These are the only two Brass Sailor QR codes. Use them as they are — generate a new one and you get a code nobody has scanned, checked, or can vouch for.
Sits inside the compass rose on the Style Compass hangtag. This is the one a customer scans with the garment in her hand.
The whole site. For print, packaging, and anywhere the destination is the brand rather than one piece.
- Use the SVG for print and Canva. The PNG is for anywhere that won’t take vector.
- Ink on Gardenia, or the reversed pair. Never a mid-tone on a mid-tone — contrast is what a camera reads.
- Keep the white margin. It looks like wasted space and it is the single most common reason a printed code fails to scan.
- Minimum 20 mm in print. Both are built at high error correction so artwork can sit over them — the hangtag lays one inside the compass rose.
- Scan the finished artwork before it goes to press. The code that shipped in the Spring 2027 line book pointed at another brand’s shop.
06 · Assets
Take the kit with you.
Wordmark (ink + reversed), the seal, ligature details, palette tokens, and a quick-reference spec. The QR codes are linked in their own section above.