Brand Guidelines

Contents

1
Introduction

2
Logo

3
Colour

4
Typography

5
Photography Direction

6 Application
1 Introduction
Marmalade Collective — Brand Guidelines Introduction
After five years and four months of building Marmalade Collective,
we've discovered that our true essence lies not in media creation,
but in community cultivation.

This brand refresh represents our evolution from an information-

sharing platform to a space where belonging is foundational.
We're doubling down on what makes us unique: the ability to
create meaningful connections through authentic Afrocentric
experiences.

A NEW
Marmalade Collective — Brand Guidelines Logo
Marmalade Collective exists at the intersection of community
building, cultural exploration, and premium experiences.

We serve as a bridge between African heritage and

contemporary expression, creating spaces where the culturally
curious can deeply connect with the richness of African
culture.

Our mission is clear: Bringing Africa’s culture and stories to life

A BRIDGE TO
BELONGING
Marmalade Collective — Brand Guidelines Introduction
This visual evolution reflects our strategic shift from content
curator to community builder.

As we prepare for the next phase of Marmalade (a lifestyle super-

app), we need a visual identity that creates coherence across our
expanding ecosystem of experiences, content and commerce.

This refresh ensures that whether someone encounters us

through a newsletter, an event, or our future AI-powered platform,
they immediately recognise the Marmalade essence.

NOW?
WHY
Marmalade Collective — Brand Guidelines Introduction
Our new identity lives in the creative tension between refined
elegance and brutalist simplicity.

The refined aspect speaks to our knowledgeable, informed, and

tasteful approach to cultural curation. The brutalist element brings
contemporary energy through minimalist, modern design choices.

This duality mirrors how we approach culture itself: respecting

tradition while embracing innovation.

REFINED MEETS
2 Logo
Marmalade Collective — Brand Guidelines Logo
In our brand refresh, we've made the conscious decision to
retain our original logo while transforming everything around it.

This choice honours our established equity and recognition in

the market while allowing us to evolve our visual expression.
The logo remains our anchor, a familiar touchpoint that bridges
our history with our future.

As we expand into new territories and technologies, this

consistency provides reassurance to our community that while
we grow and adapt, our core identity remains steadfast.
Marmalade Collective — Brand Guidelines Logo Variations

LOGOMARK wordmark STACKED

Marmalade Collective — Brand Guidelines Logo Wordmark (Primary Logo)

The Marmalade wordmark should be used as a stand-alone mark

wherever possible. It should always appear in its original form as it is
rendered here and never be recreated using a typeface for any
reason.

Note: The Marmalade wordmark is never displayed in colour. See the

colour usage guidelines on the following pages.
Marmalade Collective — Brand Guidelines Logo Symbol

Abstract M and two semi circles intersecting. The Marmalade symbol

may be used as a stand-alone symbol or combined in a lockup with
the wordmark (see following pages for usage). It should always
appear in its original form as it is rendered here and never be
recreated for any reason. The Marmalade symbol represents a
foundation for the future.
Marmalade Collective — Brand Guidelines Logo Avatar

When the Marmalade symbol is used on social media as an avatar, it

requires a containing shape to safeguard the symbol and acts like an
icon. Please note that the symbol inside the containing shape is a
solid fill, not a knock out.
Marmalade Collective — Brand Guidelines Logo 3d Rendered Logo

The rendered logo is an expressive tertiary mark specifically for

social icons and limited (digital-only) marketing use.
Marmalade Collective — Brand Guidelines Logo Positioning - Primary Logo

The Primary Logo can be positioned in the top left/right, middle left/
right, and bottom left or right. This applies to formats of all kinds
including portrait, landscape, or square (in both print and digital).
Create engaging compositions by using the logo in a position which
creates natural hierarchy and asymetrical negative space.
Marmalade Collective — Brand Guidelines Logo Colour Usage

The logo is only displayed in black and white.

Marmalade Collective — Brand Guidelines Logo Application - Favicon

Use the blue in-product icon for consistent visibility in both light and
dark modes.

Marmalade Collective

marmaladecollective.com

Marmalade Collective

marmaladecollective.com
3 Colour
Marmalade Collective — Brand Guidelines Colour
Rather than constraining ourselves to a fixed colour palette,
we've embraced a more fluid approach that reflects the
dynamic nature of culture itself.

Our foundation is monochrome, providing sophisticated

restraint, while bold colour splashes and gradients allow for
emotional expression. This approach gives us the freedom to
adapt our visual language while maintaining instant
recognition.
Marmalade Collective — Brand Guidelines Colour (Light Mode) Palette

The Marmalade palette is anchored by a bright neon colours, white,

and black to create a bold and vibrant, yet trusted look and feel. Black
is used primarily as a foundational background element or as an
accent for text and graphics. The complimentary accent colour
palette offers a wider colour spectrum with vivid qualities that help
produce depth and a contemporary aesthetic throughout the identity
system.

Primary Accent

Black White Orange Yellow Blue Green Pink

PMS: Black C
PMS: N/A
HEX: #FF8800 HEX: #FFFA00 HEX: #00DDFF HEX: #B6FF00 HEX: #FF3DD5
CMYK: 0,0,0,100
CMYK: N/A

RGB: 10,11,13
RGB: 255, 255, 255

HEX: #0A0B0D HEX: #FFFFFF

Marmalade Collective — Brand Guidelines Colour (Dark Mode) Palette

The Marmalade palette is anchored by a bright neon colours, white,

and black to create a bold and vibrant, yet trusted look and feel. Black
is used primarily as a foundational background element or as an
accent for text and graphics. The complimentary accent colour
palette offers a wider colour spectrum with vivid qualities that help
produce depth and a contemporary aesthetic throughout the identity
system.

Primary Accent

Black White Orange Yellow Blue Green Pink

PMS: Black C
PMS: N/A
HEX: #FF8800 HEX: #FFFA00 HEX: #00DDFF HEX: #B6FF00 HEX: #FF3DD5
CMYK: 0,0,0,100
CMYK: N/A

RGB: 10,11,13
RGB: 255, 255, 255

HEX: #0A0B0D HEX: #FFFFFF

4 Typography
Marmalade Collective — Brand Guidelines Typography
Our typography system creates visual interest through
purposeful contrast. The primary serif typeface brings
authority and heritage to headlines and refined moments,
connecting us to cultural tradition.

The secondary sans-serif ensures clarity and accessibility in

body text, representing our modern, inclusive approach.
Together, they create a visual conversation that reflects our
brand philosophy.
Marmalade Collective — Brand Guidelines Typography Primary Typeface - Coinbase Sans

Bricolage Grotesque is the primary brand typeface. It is a versatile

grotesk sans serif that is used for all Marmalade branded
communications. No other typeface should ever be used in its place.
Designed as a type family, it is packaged with 8 distinct weights that
have been optimised for specific range of point sizes.

Abc Bricolage

Grotesque
Marmalade Collective — Brand Guidelines Typography Primary Typeface - Coinbase Sans

Bricolage Grotesque is the primary brand typeface. It is a versatile

grotesk sans serif that is used for all Marmalade branded
communications. No other typeface should ever be used in its place.
Designed as a type family, it is packaged with 8 distinct weights that
have been optimised for specific range of point sizes.

Abc Newsreader
Marmalade Collective — Brand Guidelines Typography Weights & Styles

Out of both typefaces, Marmalade uses Bricolage Grotesque more.

Newsreader is used primarily for headlines (mostly Extra Light, Light
and Regular) in combination with Bricolage Grotesque

Bricolage
Newsreader Nothing You

Grotesque Could Do
Extra Light Extra Light Regular
Light Light
Regular Regular
Medium
Bold
Semi Bold
Bold
Extra Bold
Marmalade Collective — Brand Guidelines Typography
To create unity across our diverse offerings, we've
implemented a simple yet powerful tagging system.

Everything we create is identified as part of the Marmalade

family: A MARMALADE NEWSLETTER, A MARMALADE EVENT,

A MARMALADE GUIDE, and so on.

This architecture ensures instant recognition while allowing

each sub-brand to express its unique character within our
broader ecosystem.

UNITY NOT
Marmalade Collective — Brand Guidelines
A MARMALADE product
Typography

A MARMALADE podcast

A MARMALADE guide

A MARMALADE newsletter

A MARMALADE playlist
5 Photography

Direction
Marmalade Collective — Brand Guidelines Photography Direction
Our photography employs specific treatments to create visual
diversity while maintaining coherence. Portrait treatments
feature bold monochrome silhouettes against vibrant, solid
backgrounds (marmalade, magenta, teal), creating graphic
statements that celebrate form and identity.

Documentary treatments capture real moments of connection

- friends laughing, dancing, entering spaces together -
prioritising authentic emotion over posed perfection. Artistic
treatments use experimental techniques like motion blur, neon
overlays, and dramatic lighting to create images that push
boundaries and challenge conventional representations. Detail
shots focus on hands, objects, and intimate moments to add
texture and humanity to our visual narrative.
Marmalade Collective — Brand Guidelines Photography Direction Individuality

This art direction uses dramatic silhouettes against bold coloured

backgrounds, creating powerful portraits that feel simultaneously
contemporary and timeless.
Marmalade Collective — Brand Guidelines Photography Direction Moments Together

This art direction captures authentic moments of joy and connection

in natural settings, showing our community in unguarded, genuine
celebrations.
Marmalade Collective — Brand Guidelines Photography Direction Movement

This art direction explores the avant-garde through experimental

lighting and techniques that reflect the innovation at the heart of
modern African culture.
Marmalade Collective — Brand Guidelines Photography Direction Belongings

This art direction captures the quiet poetry of personal objects and
intimate gestures. Through sophisticated still life photography, we
reveal the stories held within everyday items - a clutch in hand, a
crystal glass delicately held, objects at rest. These minimalist
compositions celebrate the tactile relationship between people and
the possessions that anchor them to culture and place.
6 Applications
Marmalade Collective — Brand Guidelines Applications
We've developed a flexible visual system that allows for creative
freedom while maintaining brand recognition. The typography
combines contrasting serif and sans-serif fonts to create dynamic
tension. Our colour approach moves beyond rigid palettes to
embrace versatility. Photography focuses on authentic human
moments that capture cultural vibrancy. All elements are unified
through our new tagging architecture.

A
fluid SYSTEM
Marmalade Collective — Brand Guidelines Applications

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swipe collective.com
Marmalade Collective — Brand Guidelines Applications

marmaladecollective

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A MARMALADE NEWsLeTTER

WHAT’S ON Subscribe via

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THIS WEEK for updates in your inbox
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14 - 20 APRIL 2025 be it’s

19 April, 7pm free event

KNELUCHII RESTAURANT, BECKENHAM

Marmalade Collective — Brand Guidelines Applications

marmaladecollective

MEMBER SPOTLIGHT
Shelcy Joseph Meet Shelcy Joseph, a fashion
editor and cultural storyteller
based in New York.

Read full interview on

marmaladecollective.com
member

come afree!
be it’s
She explores the intersection of style, culture,
and business while shaping editorial
strategies and writing about consumer
culture. Off-duty, you’ll find her reading,
sketching, or exploring the city’s creative side.
Marmalade Collective — Brand Guidelines Applications

marmaladecollective

A MARMALADE NEWsLeTTER

THE SPREAD
april 2025 A MARMALADE NEWsLeTTER vol 130

THE JOIN 5,500+ SUBSCRIBERS

who read The Spread every Monday
SPREAD marmaladecollective.com

vol 130

Cassper Nyovest to headline Cape Town’s ComUnity Festival

Wole Soyinka Honoured by US Government

Oxlade drops OXLADE FROM AFRICA (DELUXE)

Fankeenna Film Fest preps for round two in Somaliland

your weekly edit of all the best stories and global news

+ more
Oxlade Is Setting His Tone for about Africans shaping mainstream culture.

The Year with ‘OXLADE FROM

AFRICA (DELUXE)’
Source: Culture Custodian
Marmalade Collective — Brand Guidelines Applications

marmaladecollective

A MARMALADE guide
Whether it’s soul, folk, indie-rock, or left-of-center
hip-hop, Space Studio exists as both a literal and
metaphorical room for creative freedom.

Abigail, whose stage name is Esoterica, brings her

genre-blending artistry into the fold, while Olayemi
—an experienced music executive and lawyer—
grounds the project with his industry insight. Then
there’s Yosa: DJ, producer, and one of Lagos’ most
exciting new fixtures.
Read full guide on
marmaladecollective.com
member

Where mainstream sounds dominate studio time, come afree!

e
A GUIDE TO
b it’s
Space Studio is quietly—but powerfully—building
something different. Founded in 2020 by three
SUPERJAZZCLUB
How Ghana's Multitalented Collective,
creatives from different corners of the world—
Yosa, Esoterica, and Olayemi Oladapo—the studio
SuperJazzClub, Is Shaping Global Culture was born out of a shared desire to carve out space
for artists who didn’t quite fit the mold.
Marmalade Collective — Brand Guidelines Applications

marmaladecollective

A MARMALADE guide

What was it like growing up as

a child in Senegal?

In Conversation With Read full interview on

Aminata
marmaladecollective.com

I was born and raised in Dakar, Senegal, and my

on Identity, and Reclaiming the

family still lives there. Now, I’m in Canada with my

Past Through Creative Expression sister. Growing up in Dakar was a mix of conflicting
realities for me. On one hand, I was deeply rooted
in my culture—my family is very indigenous to
Senegal, and we've been there forever.
Marmalade Collective — Brand Guidelines Applications

1 2
marmaladecollective

A MARMALADE guide

six ways

Creativity Is a Tool for

Creativity helps us process the past Creativity creates emotional safety
“There’s something so delicate about those memories, like they “when I started creating and sharing my art, I felt a new kind of
can only truly exist in souvenirs. A photograph may be flat, but excitement—not just for what I was doing, but for my future,
Healing &
the emotions tied to it make it feel alive to me. And then the which was something I had never really been excited about
Connection question becomes: how do I translate that for others?”

— Aminata
before. It just felt right. Like I had finally found myself, and
everything was aligning perfectly.” — Naledi Modupi
From reclaiming identity to nurturing community, here’s how six
creatives use their work to bring people closer to themselves and Her work is rooted in memory, using art to reclaim Art becomes a bridge between vulnerability and
each other.
identity and rewrite narratives. empowerment.
Marmalade Collective — Brand Guidelines Conclusion
This brand refresh lays the foundation for our ambitious super-

app future. As we build technology that enables AI-powered

content discovery, direct community connections, and local

experience finding, our visual identity ensures coherence

across digital and physical touchpoints. We're creating a

scalable system that can grow with us while maintaining the

warmth that defines Marmalade.

FUTURE
Marmalade Collective — Brand Guidelines Conclusion
Our implementation follows a strategic timeline that ensures

smooth transition across all touchpoints. The first half of 2025

focuses on digital platforms, including website updates and

newsletter templates. The second quarter extends to event

materials and member communications. By year's end, the

refresh will be fully integrated into our super-app development,

creating seamless brand experience across all platforms.

FRESH RE
ROLLING OUT THE
Marmalade Collective — Brand Guidelines Conclusion
As we expand, maintaining the delicate balance between

refined and brutalist aesthetics becomes crucial. Our

community-first approach must remain central to all brand

expressions.

Cultural authenticity cannot be compromised for scale. These

guidelines ensure that as Marmalade grows, our essence

remains intact, preserving what makes us unique while

allowing for evolution.

GUIDELINES
FOR GROWTH
 Marmalade Collective — Brand Guidelines Conclusion
This brand refresh represents more than visual evolution; it's a

commitment to our community and a declaration of our future

ambitions. From our distinctive visual identity to our super-app

development, everything aligns toward one vision: creating a

world where African culture is celebrated in its full richness,

and everyone can find their place within our global community.

Global AG
mmunity Com
or the fo
lturally Cul
urious Cu
Join the collective.