XS · BRAND GUIDELINES · JULY 2026
The working reference for the XS brand.
Everything a team needs to make something that looks and sounds like XS. Take what you need, follow the rules that are stated as rules, and keep the system quiet.
01 · OUR BRAND
Our brand
What XS is, who it is for, and the argument underneath it. The mark and how to use it.
02 · HOW WE LOOK
How we look
Colour, typography, type layouts, grid, the dot–line–arrow system, motion and imagery.
03 · HOW WE SPEAK
How we speak
Voice, the five communication pillars, message rules, approved copy and naming.
04 · BRAND ASSETS
Brand assets
The mark, the gallery plates from the world of XS, and the key visuals — ready to download.
4 SECTIONS · UPDATED JULY 2026