Brand Guidelines

A logo with a stylized blue-green shape and the word 'Whitestone' in light gray text.

Logo Library

Our logo exemplifies our slogan, “No Two Stones are Alike”. It takes inspiration from Cairns and Lava - showing how stone can take on different form.

WhiteStone logo with stylized blue and teal graphic and the word 'whiteStone' in light gray.
Graphic with stylized city skyline and abstract shapes, predominantly in shades of blue.

PRIMARY LOGO

The image features a logo of the social media platform Twitter, with a blue bird icon and the word 'Twitter' written underneath.
A close-up of a stylized logo with two overlapping teal oval shapes and a small teal circle, with a black background.
Whitestorm logo with stylized abstract shapes and the word 'whitestorm' in lowercase.
The image shows a person working on a laptop at a desk in a bright workspace.
Whitestone logo with a stylized blue pebble icon and the word 'whitestone' in blue lowercase letters.

SECONDARY LOGOS

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Color

Our palette is made up of the core 5 colors, as well as a family of tints & shades to expand into our web presence and make up for contrast inconsistensies.

MIDNIGHT

#0e1237
RGB - 14 18 55
Pantone 2766 C
C100 M94 Y41 K56

HUDSON

#2F6E87
RGB 47 110 135
Pantone 7699C
C90 M45 Y34 K08

VERDIGRIS

#51b3bd
RGB 81 180 190
Pantone 7709 C
C74 M02 Y27 K00

TART

#DF636E
RGB 223 99 110
Pantone 7418 C
C00 M80 Y46 K00

SEA SALT

#f7f7f7
RGB 247 247 247
Pantone - - -
C00 M01 Y01 K02

Gradient

We love utilizing our gradient, called Cosmos, in backgrounds for decks, print materials, and on our web presence. The points within the dynamic gradient can be moved and modified to create different compositions. They should remain in the colors Midnight, Hudson, and Verdigris.

A gradient background from teal to dark navy

Typography

Our typeface is Figtree. Figtree is a clean yet friendly geometric variable sans serif font with a high x-height for legibility. It is minimalist but not stiff, casual but not silly.

Get Figtree here.

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Screenshot of a slide show or menu with options titled Display, Secondary Header, Header Four, Body, and Small Paragraph, each accompanied by color-coded bullet points.

We use a mixture of the weights SemiBold, Regular, and ExtraBold throughout our brand. When utilizing Header Four, make sure tracking is set for 100.

Photography Standards

Photography done for Whitestone should convey a certain upbeat, youthful energy focused on branded product. Whitestone photography falls into four categories: laydown, lifestyle, dynamic, and product shots.Shoot style should in part, match the product, but still keep the Whitestone brand in mind.

A collection of assorted items on a white surface, including a black and blue beanie hat with mountain design and the word 'Blue,' a small figurine of a basketball player labeled 'SHECK WES,' color swatches, a green Hulu sticker, a small orange keychain, a blue circular item, a blue folding fan with yellow and white writing, and other miscellaneous accessories.

LAYDOWN: Laydowns are images that include multiple products laid flat on a surface.

Two people sitting on the beach sand, laughing and playing with a picnic basket.

LIFESTYLE: Lifestyle imagery showcases a product in a space relevant to its use. People and props are encouraged.

Pink waist bag with zipper pockets on a plain light background.

PRODUCT: Product shots are meant to highlight one product exclusively, with limited additional props or styling.

Various colorful hats and beanies arranged on a flat surface, including caps with logo patches, a knit beanie, a camouflage cap, and patterned hats.

DYNAMIC: Dynamic imagery showcases the product or products in a creative way, with composition being the main focus.

Explore our full Brand Guidelines below.

WHITESTONE BRAND GUIDELINES