Brand
The Kind Regards look
A reply desk on good notepaper: envelopes, notecards and a wax seal for "approved". Calm, warm and a bit old-fashioned about manners.
Logos
Colours
Ink#1E1B18
Notepaper#FBF7F0
Rose#F2C6CC
Duck-egg#CFE5DF
Gilt (stars only)#C6A04B
Wax#A3214A
Ink rose#7A2C3F
Deep duck#2E5E57
Type
Playfair Display italic
Albert Sans for reading. Clear on a phone at 17px.
Fragment Mono for labels, times and postmarks
Pinyon Script, signatures only
Voice
- Warm, plain, British. No exclamation marks.
- Own the problem. Never argue, never blame.
- Every reply ends "Kind regards," and a real first name.