Brand style guide
Good energy, delivered.
Prepared for Michael Pegram Photography by Launch Day Lab
San Francisco corporate event and headshot photography. Real moments, edited fast, licensed for anything you need. The logo, colors, fonts and voice on this site come from one brand system, designed by Launch Day Lab.
01 · Logo
Focus Lock
Autofocus brackets lock onto MP and turn green, the way a camera's focus points do when the shot is sharp: ready, on it, got it.
Clear space: one bracket arm on every side.
Minimum size: 140 px wide for the full logo; 48 px for the bracket mark.
Name: Michael Pegram Photography. "San Francisco" lives in headlines, because the work travels too.
02 · Color
Green is Michael. Violet acts. Orange pops.
Green is Michael. Lime on dark, Leaf on white. Kept to the logo and a few touches, so it always means "Michael Pegram".
Violet acts. Buttons and links on light backgrounds. Orange pops: small labels, accents on dark bands, and the buttons that sit on photos.
Two pale bands, never side by side. Peach and lavender take turns behind whole sections. Everything else is Ink and White, so the photos bring the color.
03 · Type
Chunky headlines. Easy reading.
Aa
Bricolage Grotesque
ExtraBold, uppercase and narrowed on the website, so every headline breaks where it always has. Free for commercial use (SIL Open Font License).
Aa
Instrument Sans
Regular for reading, SemiBold for buttons and labels. Free for commercial use (SIL Open Font License).
04 · Photography
People mid-moment.
- Faces and reactions first, rooms second, décor last
- Keep the real stage color: the photos bring the color, the layout stays black and white
- Headshots: real smiles, soft grey or white, eyes sharp
05 · Voice
Straightforward. As it should be.
Short, sure headlines; plain talk about price and licensing; first person, because it's one photographer from the first call to the gallery.
| Trait | On the site | Clients say |
|---|---|---|
| Confident, short | "No surprises. Just great photos." · "Zero guesswork." | "very professional" |
| Upfront | "No licensing fees, no expiration, no asking permission later. It's yours." | "His rates are competitive for the Bay Area" |
| Personal | "I bring the studio to your office: 5–10 minutes per person, matching photos for everyone." | "an easygoing, friendly presence" |
| Useful | "Not just technically correct but genuinely useful." | "great looking pics to use for marketing" |
Headlines from the site
- Every moment. Every room.
- Natural. Confident. Unmistakably you.
- One setup. Every face on-brand.
- The one night everyone shows up.
How it's written
- "I" on the site and in emails; "Michael" in bios
- Headlines: a few words and a full stop
- Say the number: "3 business days", "unlimited-use license"
- Lead with what the client gets, then the proof
- Name clients in text, never show their logos
06 · Watermark
Light for dark photos. Dark for light photos.
Used on portfolio and social posts. Delivered client galleries are never watermarked.
Brand and website by
Launch Day Lab
Websites and brands for owner-run businesses, built in San Francisco by Michael Pegram. One person, from the story interview to the logo, the website and the SEO after launch.
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