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The Brand Canon
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Purpose
The Method
The Mark
The Monk
Brand Ideals
Graphic Devices
Brand Pattern
Colors
Typography
Iconography
Illustration
Photography
Tone of voice
Traps - What we never do
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Tone of voice
Traps - What we never do
Traps —
What We Never Do
Chase seasonal trends or “drops”.
Use synthetic blends as primary fabric.
Discount deeper than 20 % (value over volume).
Break brand grid or colour harmony for ad click‑bait.
Over‑promise delivery timelines—honesty builds patience.
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