Brand Guidelines

Brand book · 2026-09-08

Meridian

Specialty coffee, roasted with intent.

qid.qualls.co/meridianQID · a Qualls system

01 · Identity

Logo

Primary Lockup

Reverse Lockup

Meridian Mark

Clear spaceKeep 0.25× the logo height clear on every side.

Minimum sizeNever smaller than 32px on screen.

Approved artwork onlyAlways download current files from the live library.

No modificationNever stretch, recolor, outline or add effects.

Meridian — Brand Guidelines02 · QID / Qualls

02 · Palette

Color

Meridian Green 55%Cream 25%Roast 8%Amber 6%Clay 4%Morning Sky 2%

Meridian Green

HEX
#1F3D2BRGB
31, 61, 43CMYK
76 43 74 45PMS
PMS 5535 C

Cream

HEX
#F5EFE4RGB
245, 239, 228CMYK
3 4 10 0PMS
PMS 9224 C

Roast

HEX
#2B1E16RGB
43, 30, 22CMYK
58 66 74 74PMS
PMS Black 4 C

Amber

HEX
#D98F3ARGB
217, 143, 58CMYK
13 47 89 1PMS
PMS 143 C

Clay

HEX
#B65C32RGB
182, 92, 50CMYK
20 71 91 7PMS
PMS 7592 C

Morning Sky

HEX
#A9C5D3RGB
169, 197, 211CMYK
34 13 12 0PMS
PMS 5445 C

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03 · Typography

Type

FrauncesHeading · 400, 600
Free via [Google Fonts](https://fonts.google.com/specimen/Fraunces). Use optical sizing for display work.

The quick brown fox jumps over the lazy dog — 1234567890

InterBody · 400, 500, 600
Workhorse for UI, captions and long-form copy.

The quick brown fox jumps over the lazy dog — 1234567890

Type scale — base 16px, ratio 1.25

display39.1px · 2.44rem Meridian

h131.3px · 1.96rem Meridian

h225px · 1.56rem Meridian

h320px · 1.25rem Meridian

body16px · 1rem Meridian

small12.8px · 0.8rem Meridian

caption10.2px · 0.64rem Meridian

Meridian — Brand Guidelines04 · QID / Qualls

04 · Guidelines

Voice & Tone

Meridian speaks like a knowledgeable friend behind the bar — precise, warm, never precious.

Lead with craft, not jargon
Short sentences. Concrete detail.
Humor is dry and rare, like a good ristretto

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05 · Guidelines

Logo Usage

Keep clear space around the mark equal to the height of the meridian circle. Never stretch, recolor, or add effects. The mark may stand alone at small sizes (favicons, social avatars).

**✓ Do** — Primary lockup on light backgrounds, with generous clear space

**✕ Don’t** — Never place the logo on busy or low-contrast backgrounds

**✕ Don’t** — Never stretch, condense or otherwise distort

**✕ Don’t** — Never recolor outside the approved palette

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06 · Guidelines

Layout

Layout grid: 12 columns · 24px gutter · 64px margin (at 1440px reference width). All web and campaign layouts sit on a **12-column grid**. Print adapts the same proportions.

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07 · Guidelines

Boilerplate

Approved descriptions of Meridian, at the lengths people actually need. Use them verbatim — press releases, directories, partner sites, award entries. If the copy needs to change, change it here first so everyone quotes the same brand.

One rule: never remix fragments from different lengths into a new sentence. Pick the right length and use it whole.

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Meridian

Living guidelines: qid.qualls.co/meridian
Questions or new asset requests — contact Qualls.

Meridian — Brand Guidelines— · QID / Qualls