Brand Guidelines

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.

PRIMARY LOGO

DOWNLOAD RASTER FILES

SECONDARY LOGOS

DOWNLOAD VECTOR FILES

Color

MIDNIGHT

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

Gradient

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.

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

SEA SALT

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

TART

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

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.

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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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

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

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

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.