Our logotype has been designed using the Alegreya Sans Black, Medium and Light fonts. In order to ensure brand style consistency, and increased brand recognition, use the fonts from the Alegreya Sans family for all our official and public-facing materials.
The complete Alegreya Sans font family is quite large, including many different weights, as well as a full complement of international characters. It is freely downloadable from the Google Fonts Library, at:
Both the black and the light weight fonts are suited for headings. The black weight font is also suitable for button labels and call-to-action items. For body text, use the light or regular weight fonts.
Other weights, such as thin, semibold, medium and extra bold can be used as needed for text elements that require special treatment, such as image captions, chart labels and table headings.
Primary Heading, level 1
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Major heading, level 2
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Content subdivision, heading level 3
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Minor content subdivision, heading level 4
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Minor content sub-level, heading level 5
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Content block marker, heading level 6
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Body text lorem ipsum dolor sit amet consectetur adipiscing elit. Quisque faucibus ex sapien vitae pellentesque sem placerat. In id cursus mi pretium tellus duis convallis. Tempus leo eu aenean sed diam urna tempor. Pulvinar vivamus fringilla lacus nec metus bibendum egestas. Iaculis massa nisl malesuada lacinia integer nunc posuere. Ut hendrerit semper vel class aptent taciti sociosqu. Ad litora torquent per conubia nostra inceptos himenaeos.
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Our Voice
elegant, inviting and uplifting
Our brand’s voice can assume two distinct tones: formal and informal. Most of our material should use the informal tone — use it by default, if you are unsure. The informal tone should be used when producing material that is casual in nature and not legally binding, such as in social media posts, event invitations, email newsletters, blog articles and ads aimed at the general public. The informal tone should be used, for example, for official proposals, legally-binding reports, technical articles and professional presentations.
Whatever the message, it is important to always craft our content to ensure we convey our 3 core values of being elegant, inviting and uplifting.
Informal Tone
Avoid contractions, favouring complete sentences to maintain professionalism and clarity. Adopt a warm, polished tone that balances elegance with approachability, ensuring every message exudes confidence and care. The active voice is used wherever possible to deliver clear and direct communication, while the passive voice is reserved for moments where a technical tone is appropriate.
Industry-specific terminology is incorporated with precision, demonstrating expertise and depth of knowledge. Overly casual expressions and slang are avoided in favour of language that reflects reliability. References to current trends and pop culture topics are included only if they enhance our commitment to timeless quality, innovation, and client care.
Formal Tone
We encourage a conversational and approachable tone by using contractions and straightforward language that feels friendly and engaging. Sentences are kept short and clear, with the active voice leading the way for a natural rhythm and flow. Occasionally, sentence fragments can be used to build a casual and inviting feel. Jargon is avoided, focusing instead on simple, relatable language that emphasises care and enthusiasm for transforming spaces.
Our communication reflects the voice of a trusted friend, offering warmth, empathy, and genuine support. We ensure clients feel valued and understood at every step, delivering messages that are always clear, caring, and uplifting.
