Style Guide


The CAF logo looks like this. Like all the best corporate logos, it doesn’t play well with others and needs a 50% exclusion zone.

It’s an exercise in negative space. That’s to say that it’s see-through. The central part doesn’t stay white when imposed upon a picture of a green sea.


This page demonstrates that, for most applications, CAF’s monochrome ensemble will suffice.

#000 Black

#fff White

For high days, holidays and top level design decisions, brighter colours join the fray. Right now, these are blue and yellow.

#002554 Pantone 655 C (Blue)

#ffcd00 Pantone 116 C (Yellow)


CAF uses two typefaces: Libre Franklin for paragraphs and headings, Della Respira for occasional bylines and subheadings.

Both of these are available on the Open Font License, which means that you are free to download and use them.

Libre FranklinDown­load

Credit: Pablo Impallari, Rodrigo Fuenzalida and Nhung Nguyen

Della RespiraDown­load

Credit: Nathan Willis

CAF text should be left aligned and kerned normally. Stretched tracking in lowercase text is a dreadful look.

Please note that Della Respira has only one weight and no italics. Some software will silently generate unattractive faux bold and oblique letterforms. Do not use these.

Commercial Alternatives

When printing justified paragraphs at small point sizes – for example in an event programme, brochure or magazine article – our screen-optimised free fonts aren’t so great. Expensive commercial typefaces (ITC Franklin Gothic and ITC Souvenir) are the answer. These are both bundled with Adobe software, so if you’re equipped enough to need them, you already have them.

ITC Franklin GothicMore
ITC SouvenirMore

To give some vague impression consistency, don’t use ITC Franklin Gothic for big headlines. Stick with Libre Franklin, since we don’t need the other’s better print behaviour.


CAF has a small library of images that are either free use or pre-cleared for use. Fill your boots.

‘I want to make a special share image for my favourite social media platform’

Stop right there. Don’t do that. Use one of these instead.

Closing thoughts

CAF needs good typography. If you haven’t already, read Butterick.

The postmodernist is not concerned with consistency. The designer very much is. Do as I say. Thank you.

Design and development by Will.