x Guidelines for Everything
WHAT’S WITH THE NAME?
Royal – Content is king. Trends fade, platforms change. But good ideas never go out of style. They’re classic.
LaKill – Our agency is built on killer instinct. For every project, we aim to deliver two things;
- Clear, focused objectives &
- Lean,results-oriented solutions
After all, small business marketing is what we do. 🤘
Together, Royal Lakill is two words, spelled with a big R and a big K. But you can call us LaKill or RLK for short.
TYPOGRAPHY
Title Font x Oswald
Use Oswald for first, second and third level headlines. All first-level and second-level headlines should be UPPERCASE. All third-level headlines should be Title Case.
Subtitle Font x Architects Daughter
Use Architects Daughter for Subtitles and any RLK signature ‘x’ combinators. Generally, this looks most attractive in a heavy font weight.
Decorative Element Font x Courier New
Use Courier New for decorative elements and short paragraphs in Sentence Case.
Paragraph Font x Roboto Mono
Use Roboto Mono for paragraphs and long-form content to encourage readability.
Unicode Symbols
♢♤♡♧ ♕⚜
№ Ⅰ Ⅱ Ⅲ Ⅳ Ⅴ Ⅵ Ⅶ Ⅷ Ⅸ Ⅹ Ⅺ Ⅻ
ℜℑ𝔎 ♮ ♯ « » ❝ ❞ ＄% ⚹
CTA Buttons
Call-to-action buttons come in two variations; black text and border with a white background or white text and border with a black background.
The CSS for this should be something like;
COLOUR PALETTE
LOGO USAGE
Below are the accepted versions of our logo—downloadable in EPS or PNG formats.
Clear Space
To ensure readability, always keep a minimum of clear space around the logo. This minimum space should be maintained as the logo is proportionately resized.
Logo Don'ts
❌ Rotate the logo;
❌ Squash or stretch the logo;
❌ Resize parts of the logo;
❌ Rearrange parts of the logo;
❌ Use off-brand colours in the logo.
PARTNERSHIPS + COLLABS
When it comes to working with other brands, content creators, artists and micro-influencers, we like to keep the X in between.
Collabs are an opportunity to step outside the known and capture a little bit of that special something only a ★true icon★ can bring to the table.
Show us your weirdest, grittiest underground never-in-a-million-years idea, and we’ll show you a legend in the making. Why assimilate when you can adapt and overcome?
PHOTOGRAPHY
Photographic Backgrounds + Display 📷
There are a couple of ways photographs can be used, but it’s best to use a 45% opacity black colour-layer on images that have text overlays.
YOUTUBE VIDEOS
End Credits & Title Cards
End credits should be all caps. Department Headlines in RLK red and credited names in white, separated by bullet points.
- Pre-roll ads may only appear between script segments or at appropriate, built-in, commercial breaks.
- Every new script segment should have a title card to introduce it.
- Include timestamps so viewers can skip to appropriate segments as desired.
PACKAGING
Packing materials;
- Black Tissue Paper
- White Twine
- Sealing Wax (Red or White)