Scattered Structuralism
01
Cluster, Don't Distribute
Information should feel intentionally placed, not evenly flowed. Group related elements tightly together or create deliberate tension by pulling them apart. Never let content settle into an even, predictable rhythm.
02
Tension and Proximity
Body copy either sits tight against its title or pulls far away from it. The space between elements is a design decision, not a default. Use proximity to show relationship, distance to create strain.
03
Weight Replaces Size
When type gets smaller, make it heavier. A 4:1 title-to-body ratio uses medium/book weight body copy. At 5:1, the body gets bolder — never exceeding bold. The impact stays even as scale shifts.
04
Dense, Not Airy
Line-height is 1. Text is set tight. Generous leading creates the even, comfortable flow we're deliberately avoiding. Density reinforces the structured, editorial quality of the brand.
Client-First Principle
Core Rule
The Client's Work Is the Star
The most vivid element on any layout should always be the content we're showcasing. Our palette supports — it never competes. Brightness is clamped, saturation is capped, and color is used sparingly so that the client's imagery and content commands the screen.
Application
Max 3 Tones
Never more than three main tones in a composition. If color is the base background, accents must be monochromatic — dark tones of the same hue for text and glyphs. The accent color is flexible per project but must always defer to the client content.
Three Voices
The Shout
Baikal
Heavy weight, condensed or normal width. Mastheads and titles only. Loud, immediate, unapologetic.
The Narrative
Baikal
Normal width, medium to light weight. Body copy and descriptions. Clustered, never evenly distributed.
The Facts
DM Mono
Half the size of body copy. Section markers, dates, coordinates, stats. The brand voice is Baikal — facts are DM Mono.
Co-Branding
01
Equal or smaller scale. The Create logo should never appear larger than the client logo. We support, they lead.
02
Clear space always. Maintain clear space between logos. Never overlap or crowd. Let each mark breathe.
03
Monochrome alongside clients. Use the white or dark logo variant when appearing next to client branding. Never use the accent color version in co-branded contexts.
04
Default placement: lower-right. On client materials, the Create logo sits in the lower-right corner unless otherwise specified by the client or project lead.
Questions
Brand usage questions go to the Creative Director. When in doubt, ask before publishing.