Brand guidelines
Your marketing, done properly.
This is how ZERO FAFF looks and sounds: the logo, the colours, the type, the character and the little details that make everything we make feel like it came from the same place. Click, copy and play with anything you see.
Your marketing, done properly. Everything else on this page is how we keep that promise looking and sounding the same, wherever someone meets us.
We say what we mean. No jargon, no mystery fees, no complicated packages.
Quick replies, one person who knows the business inside out, and things done when we said.
Big-agency quality with small-team energy. Premium, never stuffy.
ZERO FAFF, set like hand-set wood type: Big Shoulders Black in capitals, with a small o and a, and the E and the last F riding a touch high. Pick a colourway to see it on each ground.
Set at 72% of the capital height, sitting on the baseline. This is what makes it ours: never set them full size.
The E and the last F lift by 7.5% of the letter height, like a block of type that didn’t quite sit down.
At least 24px tall on screen or 8mm in print, with clear space equal to the small o on every side. Smaller than that, use the app icon.
Other versions
Please don’t
Four colours carry the brand. Ink Navy leads, ZERO Blue is the one people remember, and Canvas and Paper keep it light. Click any colour to copy its HEX.
The core four
The deep colours
Each part of a story gets its own colour world, and no two are close. They carry white or Paper text.
The deep grounds · added November 2026
Richer versions of the brand colours for whole sections. Premium here means deeper, never brighter.
Light colours and the accent
Putting it together
Check a pairing
Rated against the WCAG 2 accessibility guidelines: AA is the minimum for body text, AAA is better.
Big Shoulders is the voice: tall, condensed and confident. Melodrama is the considered voice, for the statements that need to land softly.
We care about the details that make a business feel like itself.
Medium (500) and Bold (700), free for commercial use · Download from FontsharePutting type together
Wood-type lettering
Big headlines are set like hand-set wood type: now and then a letter sits small, at 74%, or rides a little high. It’s the same rule that shapes the logo, and it gives the type its character. The tester above follows these rules.
He opens the website, waves hello and peeks over pictures and headlines. He makes the brand feel human and a little bit fun. Move your pointer: he’s watching.
He sits on the top edge of a card, a picture or the end of a page, as if he’s just looked up to see who’s there.
His other hats
One character, dressed for the job. Each page can give him a prop or a costume, as long as the face, the glasses and the outline stay the same.
Greets, points and peeks over pictures and headlines, from the home page to every town.
Beret on and brush in hand here on the brand page, adding colour to every part of it.
Headset on for CRM Setup: every enquiry picked up, followed up and ticked off in time.
Pencil in the bun, artboard up and swatches fanned for Brand & Design. Looks the part.
Trilby on for Paid Ads: right on target with every pound, and the numbers heading up.
Tricorn, telescope and a parrot on the brim, charting the course to treasure on Strategy.
Master of stopping hacks before they happen, and of sorting them fast if they do.
He’ll be back. For automation, AI and the clever systems that run while you’re asleep.
Drawn in the same hand as the character: thick black outlines, round joins, flat palette colours and solid shadows. No blur, ever. Hover, drag and press to try them.
The everyday set
Our own drawings of where the ads and posts go. Where a platform’s real logo is needed, use the one it supplies.
Your budget in front of the right people.
Paper, a 2.5px Ink outline, rounded corners and a solid offset shadow.
Fully rounded and outlined. The shadow grows on hover and presses in on click.
Capitals in Big Shoulders Extrabold, outlined in ink, filled with palette colours.
Borrowed from design software: a thin frame, square handles and a size tag. It says “made with care”.
The squiggle and underline draw themselves in. Use them on one idea, never as decoration on everything.
A fine grain over flat colour so it feels tactile. Four-point sparkles in small groups to celebrate a moment, never over text.
We write like we talk to a client over a coffee: warm, direct and confident, with the odd wink. Short sentences. Real words. We tell people what happens next.
We do plain English, quick replies and one person who knows your business inside out.
Big-agency quality. Small-team energy.
Ready to make marketing feel like less of a faff? Let’s talk.
We leverage omnichannel synergies to unlock holistic growth solutions.
Our award-winning team of passionate experts!!!
The logo in every colourway as vector SVG and high-resolution PNG, plus the fonts.
Any questions?
If you’re making something for ZERO FAFF and you’re not sure, just ask. We’d rather help than unpick it later.
hello@zerofaff.co.uk