Brand Guidelines · v1.1
Brett
Bilodeau
People. Systems. Progress.
A personal brand built to feel capable, grounded and distinctly West Coast – polished enough for professional opportunities, but never stiff or overly corporate.
01 · Brand foundation
What the brand should communicate
Brett’s identity is personal first. It should support his transition from student to early-career professional by presenting him as reliable, coachable, practical and easy to work with. The tone should feel specific to Brett, not like a generic corporate résumé site.
Grounded
Plainspoken, honest and useful. No inflated claims or buzzword-heavy language.
Capable
Shows real experience, follow-through, teamwork and a willingness to learn quickly.
Forward-looking
Professional and ambitious without pretending Brett is further along in his career than he is.
02 · Logo system
One mark, multiple lockups
The BB mountain monogram is the recognizable brand asset. The mountain detail should remain clean and restrained – strong enough to suggest Vancouver Island and forward momentum, but simple enough to reproduce clearly at small sizes.
Monogram / icon — favicon, social avatars and small spaces
Primary horizontal
Default for website headers, email signatures, résumé headers and wider layouts.
Minimum recommended width: 100 px digital / 25 mm print.
Primary vertical
Use on profile graphics, presentations, cover sheets, square layouts and print applications.
Minimum recommended width: 80 px digital / 20 mm print.
Clear space
Maintain clear space around every lockup at least equal to the height of the “B” counter/inner opening. Do not crowd the mark with text or page edges.
Single-colour use
Use solid Deep Navy when gradients, gold or full colour are unavailable. White is the preferred single-colour option on dark backgrounds.
03 · Colour
Confident navy, restrained gold
Deep Navy
#0B2D5B · Primary
Trust, professionalism, confidence. Use for major anchors, headings and dark sections.
Coastal Gold
#C9A96A · Accent
Progress, opportunity, energy. Use sparingly for emphasis, rules, buttons and details.
Soft Grey
#E5E7EB · Neutral
Balance and breathing room. Use for backgrounds, dividers and secondary surfaces.
Charcoal
#1F2937 · Text
Use for body copy and high-contrast text on light backgrounds.
White
#FFFFFF · Space
Keep the system bright and uncluttered. White space is part of the brand.
Colour balance
Lead with navy and white. Gold should usually occupy roughly 10-15% of a composition so it remains meaningful rather than decorative noise.
04 · Typography
Modern structure with one human accent
PRIMARY TYPEFACE
Bold 700 for major headings and the Brett wordmark.
Semibold 600 for subheads, buttons and navigation.
Regular 400 for body copy.
Light 300 only for large display or secondary text.
ACCENT TYPEFACE
Use for short quotes, personal phrases and selective editorial moments. Never use it for long body copy.
05 · Voice & messaging
Smart, easygoing, credible
The strongest version of Brett’s voice is friendly-professional: direct, grounded and specific. The brand should show progress through real examples rather than hype.
Do
- Use short, natural sentences.
- Be specific about experience and responsibilities.
- Show teamwork, learning and follow-through.
- Sound like a real person.
- Use “People. Systems. Progress.” as the primary brand line.
Don’t
- Use “visionary”, “disruptor”, “thought leader” or fake-founder language.
- Overstate experience or seniority.
- Turn every sentence into corporate jargon.
- Use multiple slogans at the same visual level.
- Make the site feel like a résumé template with a logo pasted on top.
Primary brand line
People. Systems. Progress.
Use consistently across the main logo system and core brand applications.
Supporting line
Local roots. Bigger horizons.
Use selectively for editorial, social or presentation moments. It should support, not compete with, the primary line.
06 · Photography & imagery
Real environments over stock polish
Portraits
Natural expression, clean light, confident but approachable. Avoid overly formal corporate poses.
Work & projects
Prefer real environments, equipment, teams, process and hands-on moments over generic business imagery.
West Coast cues
Mountains, coastlines and topographic geometry can appear subtly. They should add character, not turn the identity into an outdoor-adventure brand.
07 · Digital applications
Use the system consistently
Website
Horizontal lockup in the header, monogram for favicon, navy as the primary anchor, gold for selective calls to action.
Résumé & documents
Horizontal lockup or monogram plus wordmark. Keep plenty of white space and avoid oversized branding.
Social
Use the monogram for avatars and the vertical lockup for square graphics and presentation covers. The website share image is a 1200 × 630 branded card for LinkedIn, Facebook, iMessage and other Open Graph previews.
Primary contact
[email protected]
brettbilodeau.com
Webmail
Nanaimo, British Columbia
Brand rule of thumb
When unsure, simplify. Use fewer colours, more white space, shorter copy and the most compact appropriate logo lockup.
08 · Usage rules
Protect the identity
Approved
- Use the defined navy, gold, grey, charcoal and white palette.
- Keep logo proportions unchanged.
- Maintain clear space.
- Use horizontal, vertical, monogram, reverse or single-colour versions intentionally.
- Keep mountain geometry clean and legible.
Avoid
- Stretching, rotating or skewing the logo.
- Adding shadows, outlines or unrelated effects to the mark.
- Placing the full-colour logo on visually busy backgrounds.
- Changing the navy or gold casually.
- Using the tagline so small that it becomes unreadable.