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Itilite · 2019

Itilite Brand Guidelines & Design System

Itilite's first brand guidelines. Logo, type, colour, icons and imagery that made product and marketing look like one company.

Design SystemsBrandVisual Design
Itilite Brand Guidelines & Design System cover

Context

Itilite is a corporate travel booking platform. Without shared rules, teams kept rebuilding the same patterns, and the product and the marketing looked like two different companies.

My role

I created the company’s first brand guidelines and design system. The guiding idea fitted on one line: consistency is key.

What I did

The guidelines cover how the logo is used, sized and coloured, with real examples. Roboto and Whitney handle typography. Four core colours each get a full scale of tints. A single icon set covers travel and interface needs, alongside clear rules for photography and illustration.

Outcome

Teams stopped reinventing patterns and shipped faster. Customer satisfaction went up.

Brand guidelines

Itilite brand guidelines coverBrand principle: consistency is keyIntroduction and contentsName: how to write ITILITELogo: brandmark and wordmarkLogo minimum sizes and clearspaceLogo variations: full colour and monochromeMonochrome logo on imagesMonochrome logo on solid coloursLogo don'ts: stretching, drop shadows and colour changesLogo paired with textLogo usage examples: email header and booking voucherLogo usage example: letterheadTypography: Roboto, the primary typefaceTypography: Whitney, the secondary typefacePrimary colours: Flamingo and NevadaSecondary colours: Lochmara and Green HazePrimary colour tints and shadesSecondary colour tints and shadesColour usage example: presentationColour usage examples: form banner and emailerIcon set: travelIcon set: interfaceIcon don'tsIllustrations and images: do's and don'tsIllustration examples

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