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
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).
✓ DoPrimary lockup on light backgrounds, with generous clear space
✕ Don’tNever place the logo on busy or low-contrast backgrounds
✕ Don’tNever stretch, condense or otherwise distort
✕ Don’tNever recolor outside the approved palette
Guidelines
Layout
All web and campaign layouts sit on a 12-column grid. Print adapts the same proportions.
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.
One-liner
Meridian — Specialty coffee, roasted with intent.
25 words
Replace with the approved 25-word description of Meridian: who it serves, what it does, and the one thing that makes it different.
50 words
Replace with the approved 50-word description of Meridian. Lead with the customer problem, state what Meridian does about it, close with proof — years, numbers, or names that make the claim concrete.
100 words
Replace with the approved 100-word description of Meridian. Structure: one sentence on who Meridian is, two on what it offers and for whom, two on how it works or what makes the approach different, and a closing sentence with credentials. Written once, quoted everywhere.