Part XVII · Brand Book
Visual System
Gathering is older than tourism. Long before itineraries, people met beneath trees to trade news, share food, and remember each other. The Meeting Tree borrows that older ritual: we design journeys the way a village elder might convene a circle — with care for who is present, what they carry, and what the place itself wants to say. Our pages should feel like that circle. Generous margins. Hairline rules. A drop cap to open. The tree, sometimes, watermarked at low opacity in a corner. Parchment beneath everything.
Palette
| Colour | Hex | Role | Ratio |
|---|---|---|---|
| Parchment | #F4EDDF | Primary surface | 55 |
| Bone | #EBE2CE | Secondary surface | 18 |
| Warm Sand | #D9C7A3 | Tertiary, dividers | 8 |
| Antique Gold | #B8893A | Mark & accent | 4 |
| Deep Umber | #3B2A1C | Primary text | 14 |
| Forest Ink | #1F3A2E | Deep accent | 1 |
Usage
Typefaces
Italiana
Ceremonial · use sparingly · covers, pull quotes, invitations
Cormorant Garamond
Display & editorial body · headlines, articles, itinerary narrative
Tenor Sans
Small caps labels, navigation, metadata
Inter
Digital UI, forms, receipts, email
Logo system
The tree is the hero of the system. It expresses the strongest conceptual asset in the brand — rooted gathering, shelter, ancestry, exchange — through a symbolic rather than literal travel cue. It is intricate by design: read closely, it rewards attention. Use the mark with generous breathing room, and never reduce it below the minimum size.
Wordmark directions
- Direction A · Literary Garamond · primary — Cormorant small caps, wide tracking, hairline divider.
- Direction B · Quiet modern serif — Italiana sets the tone — museum-label calm.
- Direction C · Engraved editorial — Italic 'Meeting' between upright caps — heritage publishing.
Lockups
- Stacked · primary — The Meeting Tree
- Horizontal · correspondence — The Meeting Tree · gathering with meaning
- Monogram · stamp, favicon, seal — M·T
- Single line · footers, receipts — The Meeting Tree · travel boutique · hospitality orchestration
Clear space
X = height of the 'M' in the wordmark. Minimum clear space = X on all sides. Digital minimum: 64 px. Print minimum: 12 mm.
Misuse
- Do not recolour the mark outside the palette.
- Do not place over busy photography without a parchment field.
- Do not stretch, rotate, or skew the symbol.
- Do not pair with display fonts other than Italiana, Cormorant, or Tenor.
- Do not use the wordmark without the symbol in formal contexts.
Applications
| Application | Detail |
|---|---|
| Itinerary cover | A Week in the High Valleys · Itinerary · Edition I · Atlas · Autumn |
| Welcome card | Welcome, dear travellers. We've thought of you in every detail of this week. |
| Business card · 85 × 55 mm | Name, role, email, themeetingtree.co |
| Social tile · 1080 × 1080 | Gathering with meaning |
| Web hero | Meaningful journeys, designed from the inside out. |
| Email signature | With care, The Meeting Tree · travel boutique · hospitality orchestration |
Colophon
This edition of the brand guidelines was set in Italiana, Cormorant Garamond, Tenor Sans, and Inter. Printed in spirit on parchment. Edition I · MMXXVI.