92 page brand guideline book commissioned by The Independent newspaper. The essence of the brief was to construct a functioning system of layout templates to aid in the design of the many internal adverts needed for each day’s edition.
A consistent visual was established through logo and image treatment, colour and grid. Master templates of all fractional sizes were created along with the comprehensive guide showing actual-size example layouts. The silhouette logo treatment was taken on as a graphic hook for other elements of The Independent’s brand like the reader’s club identity. It is one of the elements that has survived subsequent change, still being utilised in the newspaper’s current format.