Good Journey

Brand guidelines · goodjourney v2 · stable

Building something for this brand? Read /agent.md — it is the machine-readable contract an agent or a build tool applies. Machine-readable siblings: effective.json, brand.css, tokens.tailwind.css, tokens.dtcg.json, .well-known/styleguide.json.

Good Journey — Good Journey — Brand Guide

Identity

What the brand is

For people who want to enjoy the journey to good health, Good Journey offers unreasonably good, cheat-free donuts and cookies in a variety of popular flavors — made with real ingredients and a natural sweetener found in fruits and vegetables that tastes like cane sugar and is far better for you (pp. 6, 10, 11).

The emotion

Here’s where the journey gets sweet.

The tension

The Lover

passion · pleasure · indulgence · sensory · alluring

The Caregiver

compassion · nurturing · health · supportive · reassuring

Personality

Bold — confident, energetic, innovative (and not afraid to show it) (p.14)
Real — authentic, honest, transparent, earnest, plainspoken (p.14)
Healthy — healthy bodies, healthy minds, healthy attitudes (p.14)
Playful — fun, bright, positive vibes (p.14)
Primary archetype The Lover, secondary The Caregiver: delightful, health-conscious products that promote self-love and care for others (p.15)

It feels

Joyful
Indulgent
Caring
Honest
Bright
Energetic
Supportive
Unreasonably good

It never feels

Clinical or diet-food
Preachy about sugar
Guilt-tripping
Goofy-sweetener cheap
Protein-bar macho
Vague about ingredients

The customer

People on a journey to good health — from fitness lovers to people newly noticing they feel better eating cleaner — who are positive, energetic, open and always looking for ways to enhance their experience without compromising their lifestyle (p.19). Three types: the Expert (clean-eating, low price sensitivity, “This is legit. A no-brainer. Done.”), the Seeker (recently diagnosed, wants to do it right, “I’ve got this / They’ve got me”) and the Newbie (new to nutrition, wary of being duped, needs transparent, simple, supportive messages) (pp. 21–26).

Visual references

Bands alternating light and dark like the manual’s pages — cream, lilac and lime-wash against navy, violet and orange (pp. 2–56; website)
Hand-drawn doodles — rockets, stars, speech bubbles saying “yum!” and “HI!”, looping arrows (pp. 1, 14, 21–25)
Saturated product still life: packs, donuts and cookies on flat colour grounds that match the pack (pp. 4, 13, 45, 46, 54, 55)
Real-customer UGC collages (p.7)
Sticker cards and stickers with hard, unblurred offsets (p.30; website)

Signatures — the moves only this brand makes

The swooping R

The logotype's R kicks its leg into a wave under the N — the road of the journey. Never redrawn (pp. 28–33).

The sticker card

A cream card with a 4px navy keyline, 16px corners and a hard 0 6px 0 navy drop — no blur — that lifts 4px on hover. It frames every product, Instagram card and the comparison table’s featured column on the website (decision G-31).

The wave rule

A lime wavy line under every section label in the manual (pp. 19–55) — the road again, as a rule. A print and brand-book device; on the web the orange underline swash does its job (decision G-35).

The underline swash

A hand-drawn orange looped underline under one headline word — the website’s rule (decision G-35).

Colour-shift emphasis

A headline’s key phrase changes colour instead of weight: orange on cream at display size, lilac (or lime) on navy (website; decision G-36). The manual also uses periwinkle on cream — print only.

The highlighter

A flat lime block behind one phrase of a tagline (pp. 5, 17).

Stickers and doodles

Donut, cookie, smiley GOOD, “yum!”, “sweet”, “You’ll love” stickers and line doodles of rockets, stars and planets (pp. 1, 21–25, 30). On the web: the lime “You’ll love” starburst, the lime GOOD smiley seal across a band seam, navy hexagon claim badges, and doodles — “yum!”, “NEW!”, sparkles (decision G-35).

The elongated “goooood”

“Get the goooooooooood stuff!” (p.37), “IT’S GOOOOOOOOD TO SEE YOU!” (p.46) — the brand stretches its own name for joy.

Assets

Served from the live bundle

Every mark below is loaded from this project’s own /api/styleguide/assets/<sha256> — the same content-addressed path <BrandLogo/> resolves to everywhere else on the site. Publish a new mark at the master and this page changes with the rest of the estate.

Logo

Good Journey stacked logotype

logo.primaryLogoLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
inverse	inverse	dark	`png`	2048 × 749	Cream, 2048 px raster · inverse · on --gj-navy · email`20615c3078b46289…`
inverse	inverse	dark	`svg`	1200 × 439	Cream on navy, sky or photography (p.29) · inverse · on --gj-navy · web`365c001fd040a1b8…`
inverse	mono	dark	`svg`	1200 × 439	Single-ink white — production only (decision G-11) · mono · on #000000 · web`d62e2e7855810449…`
inverse	inverse	dark	`svg`	1200 × 431	Small-scale cut, cream (p.32) · inverse · on --gj-navy · web`83cb11b5bbe08516…`
mono	mono	light	`svg`	1200 × 439	Single-ink black — production only (decision G-11) · mono · on #FFFFFF · web`b7a388a399b897c9…`
primary	lime	dark	`svg`	1200 × 439	Lime on navy — the cover (p.1) · lime · on --gj-navy · web`1fdbd85c9c6fadbb…`
primary	one-color	light	`png`	2048 × 749	Navy on cream, 2048 px raster · one-color · on --gj-surface · email`e20b74bd500148b6…`
primary	one-color	light	`svg`	1200 × 439	Navy on cream — the primary mark (pp. 28, 32) · one-color · on --gj-surface · web`63aa6978ee7b29c0…`
primary	one-color	light	`svg`	1200 × 431	Small-scale cut, navy — below 200 × 200 px or 2 × 2 in (p.32) · one-color · on --gj-surface · web`4cf6ecf57b8a9ad7…`

Licence

Clear space

The height of the “O” in GOOD on every side (pp. 29, 39, 48) — 15.3% of the stacked logotype's width, 8.9% of the horizontal logotype's width.

Minimum width

Use the small-scale cut below 200 × 200 px on screen or 2 × 2 in in print (p.32). No absolute minimum is printed.

Never

Do not stretch the marks or make them illegible (p.31).
Do not use colours that are off-brand; use the approved palette (p.31).
Do not place over complex backgrounds or on backgrounds of insufficient contrast (p.31).
Do not use drop shadows or other unapproved graphic treatments (p.31).
Do not reconfigure the mark (p.31).
Do not rotate, tilt or skew the marks (p.31).

Good Journey horizontal logotype

logo.horizontalLogoLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
inverse	inverse	dark	`png`	2048 × 209	Cream, 2048 px raster · inverse · on --gj-navy · email`f7153b452ed84607…`
inverse	inverse	dark	`svg`	1200 × 122	Cream on navy — the website header (p.36) · inverse · on --gj-navy · web`37187099cb336bfc…`
inverse	mono	dark	`svg`	1200 × 122	Single-ink white (decision G-11) · mono · on #000000 · web`20af107b5e902e41…`
inverse	inverse	dark	`svg`	1200 × 121	Small-scale cut, cream (p.33) · inverse · on --gj-navy · web`9051009ac904f05b…`
lockup	pink	dark	`svg`	1200 × 122	Pink on navy (p.29) · pink · on --gj-navy · web`2a54ead8155ffd66…`
lockup	one-color	light	`png`	2048 × 209	Navy, 2048 px raster · one-color · on --gj-surface · email`b0c13e205a33e3a7…`
lockup	one-color	light	`svg`	1200 × 122	Navy on cream (p.33) · one-color · on --gj-surface · web`31f3f8141e978a40…`
lockup	one-color	light	`svg`	1200 × 121	Small-scale cut, navy — below 100 × 300 px or 1 × 3 in (p.33) · one-color · on --gj-surface · web`c2786cf368b24774…`
mono	mono	light	`svg`	1200 × 122	Single-ink black (decision G-11) · mono · on #FFFFFF · web`49fa5264cdfe19f4…`

Licence

Clear space

The height of the “O” in GOOD on every side (p.29) — 8.9% of the logotype's width.

Minimum width

Use the small-scale cut below 100 × 300 px on screen or 1 × 3 in in print (p.33).

Never

Do not stretch the marks or make them illegible (p.31).
Do not use colours that are off-brand; use the approved palette (p.31).
Do not place over complex backgrounds or on backgrounds of insufficient contrast (p.31).
Do not use drop shadows or other unapproved graphic treatments (p.31).
Do not reconfigure the mark (p.31).
Do not rotate, tilt or skew the marks (p.31).

Gj monogram

logo.markLogoLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
inverse	inverse	dark	`png`	1024 × 991	Cream, 1024 px raster · inverse · on --gj-navy · web`11f658808c01ef59…`
inverse	inverse	dark	`svg`	1024 × 991	Cream on sky (p.30) · inverse · on --gj-sky · web`6d6b5c40e6394a8c…`
inverse	mono	dark	`svg`	1024 × 991	Single-ink white (decision G-11) · mono · on #000000 · web`4ac0b319bc9a3674…`
mark	one-color	light	`png`	1024 × 991	Navy, 1024 px raster · one-color · on --gj-surface · web`807a8eae08af3b14…`
mark	one-color	light	`svg`	1024 × 991	Navy on cream (p.30) · one-color · on --gj-surface · web`79eea02cf52e140f…`
mark	sky	light	`svg`	1024 × 991	Sky on lime (p.30) · sky · on --gj-lime · web`b262d13a9b05084b…`
mark	orange	light	`svg`	1024 × 991	Orange on pink (p.30) · orange · on --gj-pink · web`e029475c6ef12a54…`
mono	mono	light	`svg`	1024 × 991	Single-ink black (decision G-11) · mono · on #FFFFFF · web`babf7a325a0a2fe5…`

Licence

Never

Do not stretch the marks or make them illegible (p.31).
Do not use colours that are off-brand; use the approved palette (p.31).
Do not place over complex backgrounds or on backgrounds of insufficient contrast (p.31).
Do not use drop shadows or other unapproved graphic treatments (p.31).
Do not reconfigure the mark (p.31).
Do not rotate, tilt or skew the marks (p.31).

Gj seal

logo.sealLogoLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
mark	full-color	any	`svg`	493 × 512	The scalloped seal from the manual's running header (pp. 28–37), as drawn · full-color · on --gj-navy · web`ed1b257b83461959…`

Licence

Never

Do not stretch the marks or make them illegible (p.31).
Do not use colours that are off-brand; use the approved palette (p.31).
Do not place over complex backgrounds or on backgrounds of insufficient contrast (p.31).
Do not use drop shadows or other unapproved graphic treatments (p.31).
Do not reconfigure the mark (p.31).
Do not rotate, tilt or skew the marks (p.31).

GOJO logotype

logo.gojoLogoLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
inverse	inverse	dark	`svg`	1200 × 531	Cream on sky (p.30) · inverse · on --gj-sky · web`f84109401a7b6ad4…`
wordmark	pink	dark	`svg`	1200 × 531	Pink on navy (p.30) · pink · on --gj-navy · web`7ca9f8ce4869fb1c…`
wordmark	one-color	light	`svg`	1200 × 531	Navy on cream (p.30) · one-color · on --gj-surface · web`743426e59dd1abb9…`
wordmark	orange	light	`svg`	1200 × 531	Orange on pink (p.30) · orange · on --gj-pink · web`2ea4398b7b9ee1d3…`
wordmark	sky	light	`svg`	1200 × 531	Sky on lime (p.30) · sky · on --gj-lime · web`651981e6a29686de…`

Licence

Never

Do not stretch the marks or make them illegible (p.31).
Do not use colours that are off-brand; use the approved palette (p.31).
Do not place over complex backgrounds or on backgrounds of insufficient contrast (p.31).
Do not use drop shadows or other unapproved graphic treatments (p.31).
Do not reconfigure the mark (p.31).
Do not rotate, tilt or skew the marks (p.31).

Good Journey Donuts lockups

logo.donutsLogoLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
inverse	inverse	dark	`svg`	1200 × 697	Stacked, cream (p.39) · inverse · on --gj-navy · web`efc6c40c59692939…`
inverse	inverse	dark	`svg`	1200 × 294	Horizontal, cream (p.39) · inverse · on --gj-navy · web`3a18c51acc3b775f…`
lockup	lime-pill	dark	`svg`	149 × 73	Cream logotype, lime pill, navy DONUTS — on navy (website) · lime-pill · on --gj-navy · web`a5beeefea08a379b…`
lockup	one-color	light	`svg`	1200 × 697	Stacked, navy (p.41) · one-color · on --gj-surface · web`fd6cc9b85250fc2e…`
lockup	one-color	light	`svg`	1200 × 294	Horizontal, navy (p.42) · one-color · on --gj-surface · web`343504aacd93327f…`

Licence

Clear space

The height of the “O” in GOOD on every side (p.39).

Minimum width

Small-scale cuts below 200 × 200 px (stacked) or 100 × 300 px (horizontal) (pp. 41–42); only the large-scale cuts are extracted here.

Never

Do not stretch the marks or make them illegible (p.31).
Do not use colours that are off-brand; use the approved palette (p.31).
Do not place over complex backgrounds or on backgrounds of insufficient contrast (p.31).
Do not use drop shadows or other unapproved graphic treatments (p.31).
Do not reconfigure the mark (p.31).
Do not rotate, tilt or skew the marks (p.31).

Good Journey Cookies lockups

logo.cookiesLogoLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
inverse	inverse	dark	`svg`	1200 × 663	Stacked, cream (p.48) · inverse · on --gj-navy · web`3bb0a4b9b430abb5…`
inverse	inverse	dark	`svg`	1200 × 291	Horizontal, cream (p.48) · inverse · on --gj-navy · web`d97544d674abc79a…`
lockup	one-color	light	`svg`	1200 × 663	Stacked, navy (p.50) · one-color · on --gj-surface · web`ccb859f6485e2a24…`
lockup	one-color	light	`svg`	1200 × 291	Horizontal, navy (p.51) · one-color · on --gj-surface · web`f52532996e1c95ea…`

Licence

Clear space

The height of the “O” in GOOD on every side (p.48).

Minimum width

Small-scale cuts below 200 × 200 px (stacked) or 100 × 300 px (horizontal) (pp. 50–51); only the large-scale cuts are extracted here.

Never

Do not stretch the marks or make them illegible (p.31).
Do not use colours that are off-brand; use the approved palette (p.31).
Do not place over complex backgrounds or on backgrounds of insufficient contrast (p.31).
Do not use drop shadows or other unapproved graphic treatments (p.31).
Do not reconfigure the mark (p.31).
Do not rotate, tilt or skew the marks (p.31).

Image

Sticker graphics

image.stickersImageTunable

A project may replace this within the constraint the brand declared.

Role	Cut	Theme	Format	Size	As served
primary	full-color	any	`svg`	1200 × 1057	The sticker sheet (p.30), as drawn; the offset shadows are omitted · full-color · on --gj-surface · web`29db9fdcd7573567…`

Licence

Never

Stickers are accents: one cluster per layout, never behind body copy.
Never recolour a sticker outside the palette.

“You’ll love” starburst

image.starburstImageTunable

A project may replace this within the constraint the brand declared.

Role	Cut	Theme	Format	Size	As served
primary	full-color	any	`svg`	138 × 109	Lime starburst with navy “You’ll love” — beside a section title (website) · full-color · on --gj-surface · web`fc63d095ac6012aa…`

Licence

Never

Beside a title, never over it.
One per page.

GOOD smiley seal

image.smiley-sealImageTunable

A project may replace this within the constraint the brand declared.

Role	Cut	Theme	Format	Size	As served
primary	full-color	any	`svg`	163 × 164	Lime seal, navy ring — across a band seam (website) · full-color · on --gj-surface · web`80dc9fbb283ead71…`
primary	full-color	dark	`svg`	55 × 55	Cream seal, navy ring — on navy and photography (website) · full-color · on --gj-navy · web`605b29c9cd857676…`

Licence

Never

Across a seam or a corner; never over text.
Never in legal documents.

Hexagon claim badges

image.claim-badgesImageTunable

A project may replace this within the constraint the brand declared.

Role	Cut	Theme	Format	Size	As served
primary	full-color	any	`svg`	115 × 128	Navy hexagon — 0g* added sugar (website) · full-color · on --gj-orange · web`37cc7ab812cff44c…`
primary	full-color	any	`svg`	114 × 128	Navy hexagon — 1g* net carbs (website) · full-color · on --gj-orange · web`fd4d9c5b48de919e…`
primary	full-color	any	`svg`	115 × 127	Navy hexagon — gluten free (website) · full-color · on --gj-orange · web`7ee3234447e9f229…`

Licence

Never

A row of three at most.
The claims must match the current pack, asterisk and footnote included; in business and legal documents they need owner and legal sign-off.

Website doodles

image.doodlesImageTunable

A project may replace this within the constraint the brand declared.

Role	Cut	Theme	Format	Size	As served
primary	full-color	any	`svg`	206 × 145	“yum!” speech bubble (website) · full-color · on --gj-surface · web`73600d882a45577d…`
primary	full-color	any	`svg`	89 × 89	“NEW!” with an arrow — cream, on orange (website) · full-color · on --gj-orange · web`614603fefe1a427a…`
primary	full-color	any	`svg`	112 × 91	Lime sparkle ticks (website) · full-color · on --gj-violet · web`d342bd81a7c81658…`
primary	full-color	any	`svg`	225 × 87	Smiling donut face (website) · full-color · on --gj-surface · web`b19051d676778b80…`

Licence

Never

Decoration only: at most one per band, at an edge, never under text.
Never in legal documents.

Pattern

Wave rule

pattern.wavePatternTunable

A project may replace this within the constraint the brand declared.

Role	Cut	Theme	Format	Size	As served
primary	one-color	any	`svg`	717 × 24	The manual’s wavy underline under every section label (pp. 2, 19–20, 29–55), lime — print and brand book · one-color · on --gj-surface · web`1808cc4dd3e5e5e4…`

Licence

Underline swash

pattern.underline-swashPatternTunable

A project may replace this within the constraint the brand declared.

Role	Cut	Theme	Format	Size	As served
primary	one-color	any	`svg`	165 × 23	Orange looped underline under one headline word (website) · one-color · on --gj-surface · web`e652815b0408a0c0…`

Licence

Never

Under one word per band, never a whole line.
Orange only; never recoloured.

Scallop divider

pattern.scallop-dividerPatternTunable

A project may replace this within the constraint the brand declared.

Role	Cut	Theme	Format	Size	As served
primary	one-color	any	`svg`	416 × 52	Orange scalloped edge — horizontal (website promo band) · one-color · on --gj-orange-light · web`aa11eb11380dbbb1…`
primary	one-color	any	`svg`	124 × 504	Orange scalloped edge — vertical (website promo split) · one-color · on --gj-orange-light · web`3d11f9ef9c764354…`

Licence

Never

Divides two orange fields; never a text underline.

Icon

Benefit icons

icon.benefitsIconTunable

A project may replace this within the constraint the brand declared.

Role	Cut	Theme	Format	Size	As served
primary	full-color	any	`svg`	66 × 66	No added sugar — duotone (website) · full-color · on --gj-surface · web`f3ec7f3f91c16e33…`
primary	full-color	any	`svg`	66 × 66	Gluten free — duotone (website) · full-color · on --gj-surface · web`87045ecee17a4666…`
primary	full-color	any	`svg`	57 × 66	Net carbs — lime figure (website) · full-color · on --gj-surface · web`4bd76a51eee3f5c8…`
primary	full-color	any	`svg`	57 × 48	Natural ingredients — lime sprout (website) · full-color · on --gj-surface · web`451931d023a8f152…`
primary	full-color	any	`svg`	66 × 42	Taste — lime steam (website) · full-color · on --gj-surface · web`c8e08d8e6f941165…`
primary	full-color	any	`svg`	66 × 68	Donut with a check (website) · full-color · on --gj-surface · web`75213273f3c04d30…`
primary	full-color	any	`svg`	56 × 56	Zero sugar — orange slashed ring (website) · full-color · on --gj-surface · web`ff6bba86adf8c1b6…`
primary	full-color	any	`svg`	56 × 56	No wheat — orange slashed ring (website) · full-color · on --gj-surface · web`9b36fdc120e1a7e7…`

Licence

Never

Each icon carries its word; the claim matches the pack.
Never mixed with operator (Lucide) icons.

App icon

Good Journey app icon

appicon.pwaApp iconLocked

The brand owns this. A project override is refused at the master and fails the checker.

Drawn as the device draws it: iOS applies its own squircle to a solid plate, a launcher may crop the maskable cut to any shape, and a tab strip gets sixteen pixels. A slot the brand does not ship says so rather than showing something else.

On a light ground

Good Journey a

Browser tab16 × 16

On a dark ground

Good Journey a

Browser tab16 × 16

One colour — black, on light

One colour — white, on dark

Size ladder

Platform	Purpose	Size	Format	Colourway	As served
pwa	any	512 × 512	`png`	full-color	pngPWA 512 (any)`fa286ba78044d2fa…`
pwa	maskable	512 × 512	`png`	full-color	pngPWA 512 (maskable)`f5d76aaddb648421…`
pwa	monochrome	512 × 512	`png`	mono	pngPWA 512 (monochrome)`9d603fb40b470211…`
pwa	any	192 × 192	`png`	full-color	pngPWA 192 (any)`fa4b18961e0dd090…`
pwa	maskable	192 × 192	`png`	full-color	pngPWA 192 (maskable)`2c61b64d0259cdca…`
ios	any	1024 × 1024	`png`	full-color	pngApp Store 1024`27998337246c8f20…`
ios	any	180 × 180	`png`	full-color	pngiOS 180 (apple-touch-icon)`b155ecd9bbcc8809…`
ios	any	167 × 167	`png`	full-color	pngiPad Pro 167`424054e8adb22b94…`
ios	any	152 × 152	`png`	full-color	pngiPad 152`58b7420466fd02f7…`
ios	any	120 × 120	`png`	full-color	pngiPhone 120`0013a49c4478f587…`
macos	any	1024 × 1024	`png`	full-color	pngmacOS 1024 (rounded tile; not the Apple template squircle)`db3535ff39c6191f…`
windows	any	150 × 150	`png`	full-color	pngWindows tile 150`690e6e44e1bf5d0d…`
web	any	1024 × 1024	`svg`	full-color	svgMaster (vector) — navy Gj on full-bleed lime`785011b9759e8f44…`
web	any	1024 × 1024	`svg`	full-color	svgRounded tile (vector)`cc4d65369a058745…`
web	any	512 × 512	`png`	mono	pngOne-colour black`9d603fb40b470211…`
web	any	512 × 512	`png`	inverse	pngOne-colour white`14e96857b3000d14…`
web	any	512 × 512	`svg`	mono	svgOne-colour black (vector)`c3c3796890255b83…`
web	any	512 × 512	`svg`	inverse	svgOne-colour white (vector)`2d7014a388fb43ed…`
web	any	48 × 48	`ico`	full-color	icofavicon.ico (16/32/48)`42603c28c737d122…`
web	any	48 × 48	`png`	full-color	pngFavicon 48`a2697c26a855ab13…`
web	any	32 × 32	`png`	full-color	pngFavicon 32`9c41c455247af2db…`
web	any	16 × 16	`png`	full-color	pngFavicon 16`01364861f0feffd8…`

Cut from a vector master — every raster above is derived from it, so a new master regenerates the whole ladder.

Licence

Never

Never redraw the Gj: every cut is the p.30 monogram, scaled.
Never place the icon tile on lime without a rule — it disappears.

Share image

Social share card

og.socialShare imageTunable

A project may replace this within the constraint the brand declared.

Role	Cut	Theme	Format	Size	As served
og	—	any	`png`	1200 × 630	og:image 1200 × 630 — lime stacked logotype and the tagline on navy (decision G-10) · social`407477c3e0e2d924…`

Licence

Font

Barlow Condensed SemiBold

font.headlineFontLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
font	—	any	`woff2`	—	Barlow Condensed SemiBold 600 — buttons, card titles, subtitles (website); the manual’s headlines · web`215a93c696f44203…`

Licence

The Barlow Project Authors · SIL Open Font License 1.1 (Google Fonts release, Fontsource 5.3.0 latin subset); OS/2 fsType 0. Free to use, embed and redistribute with the licence. · redistributable yes

Barlow Condensed Bold

font.labelFontLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
font	—	any	`woff2`	—	Barlow Condensed Bold 700 — labels, eyebrows, footer headings (website) · web`3787a5a419171630…`

Licence

Barlow Condensed Black

font.displayFontLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
font	—	any	`woff2`	—	Barlow Condensed Black 900 — the open stand-in for Obviously Narrow Black (decision G-49) · web`aa01966de3f608a7…`

Licence

Barlow Black

font.titleFontLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
font	—	any	`woff2`	—	Barlow Black 900 — section titles · web`6f5d995ccc4d8ffd…`

Licence

Barlow SemiBold

font.priceFontLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
font	—	any	`woff2`	—	Barlow SemiBold 600 — prices, navigation, claim badges (website) · web`4b52ddd4836b592d…`

Licence

Poppins

font.sansFontLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
font	—	any	`woff2`	—	Poppins Regular 400 — the website text face (p.35) · web`7d93459d86585bfc…`

Licence

The Poppins Project Authors · SIL Open Font License 1.1 (Google Fonts release, Fontsource 5.3.0 latin subset); OS/2 fsType 0. Free to use, embed and redistribute with the licence. · redistributable yes

Poppins Medium

font.sans-mediumFontLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
font	—	any	`woff2`	—	Poppins Medium 500 — lead paragraphs, footer links (website) · web`cd36de204aca2d5f…`

Licence

Poppins Bold

font.sans-boldFontLocked

The brand owns this. A project override is refused at the master and fails the checker.

Role	Cut	Theme	Format	Size	As served
font	—	any	`woff2`	—	Poppins Bold 700 · web`9338e65fc077355c…`

Licence

Voice

How the brand speaks

Principles

Lead with delight, then reassure: taste first (“Highly delicious? Also yes.”), then the honest reason it is better for you (p.16).
Plainspoken and transparent: real ingredients, clear labels, no hidden anything — the Newbie and the Seeker are afraid of being duped (pp. 23–26).
Playful with a wink: GASP!, yikes, “goofy sweeteners”, stretched “goooood” (pp. 6, 9, 37, 46).
Supportive, never preachy: good health is a journey; treats are part of it, not a detour (p.16). Be kind to yourself (pp. 55, 56).
Favour: unreasonably good · cheat-free · real ingredients · natural sweetener · journey · sweet · treats · goodies · zero added sugar · low-carb · tasty vibes.
Avoid: guilt language, diet-culture shame, medical promises, and any health or nutrition claim the pack does not carry.
Speak as “we” to “you”; the founders sign as Helen & Kristoffer (p.46).

Microcopy, as shipped

Context	What it says
Brand line (pp. 1, 16, 55)	Here’s where the journey gets sweet.
Brand line (p.16)	Good health is a journey. Now treats don’t have to be a detour.
Brand line (p.16)	Low-carb? Yes. Highly delicious? Also yes.
Brand line (p.16)	Your sweet retreat.
Brand line (p.17)	Sometimes you gotta stop and eat the donuts.
Brand line (p.17)	It’s not the destination. It’s the Good Journey treats that matter.
Why (p.9)	Good health is a journey. We’re bringing the treats.
What (p.11)	We’re Good Journey. We make unreasonably good cheat-free donuts and cookies that make healthy eating fun.
Purpose + vision (p.5)	Be Earth’s most human-centric company, providing delicious, high-quality, and guilt-free foods that empower people to be happy and healthy. By 2035, we’ve empowered a billion people to be happy and healthy.
Website announcement rail (p.36)	Shop zero added sugar donuts and cookies with free shipping!
Website hero (p.36)	THE DONUTS YOU THOUGHT YOU COULDN’T HAVE AGAIN
Website hero body (p.36)	Tired of missing out because of blood sugar concerns, gluten sensitivity, or keto requirements? We get it. That’s why we created soft, perfectly sweet donuts that work with your body, not against it.
Website section (p.36)	REAL DONUT TASTE, ZERO REGRETS
Primary CTA (p.36)	SHOP NOW
Navigation (p.36)	Shop · About · Sign In
Trade show (p.37)	HIGH FIBER • KETO • NON GMO
Trade show (p.37)	Get the goooooooooood stuff!
Donut pack (p.4)	TASTY VIBES ONLY!
Donut pack flavour line (pp. 4, 38)	CHA·CHA — Horchata frosted cake donut · Gluten-Free · Keto · Delicious!
Mailer insert (p.46)	IT’S GOOOOOOOOD TO SEE YOU!
Cookie carton (p.55)	Be kind to yourself — have a cookie! We are committed to bringing you only the best products made with ingredients that make your body and mind happy.
Pack badges (p.55)	0g ADDED SUGAR · 1g NET CARBS · GLUTEN FREE
Support line (p.55)	QUESTIONS? EMAIL HELLO@GOODJOURNEYFOODS.COM
Closing (p.56)	Thank you and be kind to yourself.
Website marquee band	WARNING: MAY CAUSE HAPPINESS
Website footer newsletter	Sign up for sweet surprises
Website hero	Real donuts. Zero sugar crash.

Capitalization

The brand is GOOD JOURNEY in the logotype and Good Journey in copy; the ® accompanies the logotype (pp. 32–33), not running text. GOJO is a separate logotype (p.30).
Headlines, labels and buttons are uppercase; taglines and body copy are sentence case.
Flavour names are set as artwork: CHA·CHA, CHOC·A·LOT, COSMIC CHURRO — with the interpunct.
Never uppercase a customer's name, an email address or a data value in the operator register.

Colour

The palette, as declared

Every value below is documented in the one mode this guide declares and then read back off the live stylesheet. A token that no longer matches what is written here says so, in the row where it happens.

Cream page

The manual's light page and the website body: a cream ground, navy ink, lime highlights, an orange signal used as a fill. Every palette and flavour colour is declared here, with its print build.

Cream page declared at :root

Live checkreading the stylesheet…

Parent palette (p.34)

--gj-navy

The brand ink: the wordmark, headlines, body copy, the navy blocks

Palette p.34: WEB HEX 312E7C / RGB 49, 46, 124. The book draws it in the same RGB on every page. The single most-used colour in the manual.

In ink — Pantone 669 C · CMYK 92, 97, 29, 19 · p.34 and p.52. p.43 prints this hex beside CMYK 43, 58, 0, 60 under a PINK swatch — see drift.

Cream page#312E7C

—

--gj-violet

Secondary brand colour — a cooler, lighter navy

Palette p.34 / p.52: WEB HEX 5D59C4 / RGB 93, 89, 196.

In ink — Pantone 7670 C · CMYK 78, 78, 9, 1

Cream page#5D59C4

—

--gj-orange

The signal colour: primary pills, emphasis at display size, stickers, the promo band

Palette p.34 / p.43 / p.52: WEB HEX F15627 / RGB 241, 86, 39. 3.34:1 under cream — it carries cream text only at large size (≥ 24px, or ≥ 18.66px bold): button labels, display headlines, big numbers. Small orange text uses --gj-accent-ink #C5380D (decisions G-3, G-29).

In ink — Pantone 1585 C or 1655 U · CMYK 0, 82, 96, 0

Cream page#F15627

—

--gj-sky

Sky blue — the Dark Chocolate pack, the website announcement rail

Palette p.34 / p.43: WEB HEX 5DAFF4 / RGB 93, 175, 244. A ground for navy text only (4.91:1); never cream or white text on sky (2.29:1).

In ink — Pantone 284 U · CMYK 60, 26, 0, 0

Cream page#5DAFF4

—

--gj-lime

Lime — secondary pills, the DONUTS pill, the starburst and smiley seal, accents on navy

Palette p.34 / p.43: WEB HEX E9E72F / RGB 233, 231, 47 — confirmed by the live website, which uses #E9E72F exactly (secondary pills, the DONUTS pill, the starburst and smiley seal; decision G-18). The manual’s own pages paint lime from CMYK 16, 0, 76, 0 (#DEE463 on screen) — print drift, never a screen value.

In ink — Pantone 394 C or 388 U · CMYK 20, 0, 100, 0

Cream page#E9E72F

—

--gj-pink

Pink — the Horchata pack and sticker grounds

Palette p.34: WEB HEX FFD0E5 / RGB 255, 208, 229.

In ink — Pantone 203 U · CMYK 0, 37, 0, 0

Cream page#FFD0E5

—

--gj-lavender

Lavender — persona panels, quote cards, the small-scale table cells

Palette p.34: WEB HEX D3D3EB / RGB 211, 211, 235. A print and pack colour; the website’s light violet is lilac #DED9FF.

In ink — Pantone 7443 C · CMYK 10, 10, 0, 8

Cream page#D3D3EB

—

--gj-lime-tint

Pale lime — persona panels, quote cards, the large-scale table cells

Palette p.34: WEB HEX F1F2C4 / RGB 241, 242, 196. A print and pack colour; the website’s pale-lime panel is lime-wash #F0F6D3.

In ink — Pantone 0131 C · CMYK 0, 0, 19, 5

Cream page#F1F2C4

—

--gj-cream

Cream — the screen page, card grounds, labels on navy and orange

Screen cream #FFFBF7 is the live website’s cream: every custom section ground, every button label and the fill of every logo file on goodjourneydonuts.com (decision G-17). The manual prints WEB HEX FFF5EC beside RGB 255, 248, 239 (#FFF8EF) on pp. 34 and 43; #FFF8EF stays as the print RGB and CMYK 0, 3, 6, 0 / PMS 9226 U as the print build.

In ink — Pantone 9226 U · CMYK 0, 3, 6, 0 · Print RGB 255, 248, 239 (#FFF8EF), p.34. Screens use #FFFBF7 (decision G-17).

Cream page#FFFBF7

—

--gj-white

White

Palette p.34: WEB HEX FFFFFF.

In ink — Pantone WHITE INK · CMYK 0, 0, 0, 0

Cream page#FFFFFF

—

Donuts flavour palettes (p.43)

--gj-denim

Donuts · Dark Chocolate flavour — the deeper blue

p.43: WEB HEX 63A1D6 / RGB 99, 161, 214. Dark Chocolate = sky, lime, denim, chocolate, cream.

In ink — Pantone 2143 U · CMYK 70, 30, 0, 15

Cream page#63A1D6

—

--gj-chocolate

Donuts · Dark Chocolate flavour — chocolate brown

p.43: WEB HEX 543A34 / RGB 84, 58, 52.

In ink — Pantone 7582 U · CMYK 50, 67, 67, 50

Cream page#543A34

—

--gj-brick

Donuts · Horchata flavour — brick red

p.43: WEB HEX D34D2A / RGB 211, 77, 42. Horchata = orange, pink, brick, peach, cream.

In ink — Pantone 2347 U · CMYK 15, 85, 100, 0

Cream page#D34D2A

—

--gj-peach

Donuts · Horchata flavour — peach

p.43: WEB HEX FED09E / RGB 254, 208, 158.

In ink — Pantone 4029 U · CMYK 0, 20, 40, 0

Cream page#FED09E

—

Cookies flavour palette (p.52)

--gj-marigold

Cookies · Churro flavour — marigold

p.52: WEB HEX FDB515 / RGB 253, 181, 21. Churro = navy, violet, orange, marigold, tangerine, butter, periwinkle grey.

In ink — Pantone 143 C · CMYK 0, 32, 100, 0

Cream page#FDB515

—

--gj-tangerine

Cookies · Churro flavour — tangerine

p.52: WEB HEX F47522 / RGB 244, 117, 34.

In ink — Pantone 158 C · CMYK 0, 52, 86, 4

Cream page#F47522

—

--gj-butter

Cookies · Churro flavour — butter

p.52: WEB HEX FFDD98 / RGB 255, 221, 152.

In ink — Pantone 1205 C · CMYK 0, 13, 40, 0

Cream page#FFDD98

—

--gj-periwinkle-grey

Cookies · Churro flavour — periwinkle grey

p.52: WEB HEX 8A8BC4 / RGB 138, 139, 196.

In ink — Pantone 7446 C · CMYK 30, 29, 0, 23

Cream page#8A8BC4

—

Colours the manual draws but does not list

--gj-periwinkle

The manual’s periwinkle — print and brand-book only; never on screen

Observed in the manual’s layout (pp. 2, 14, 18, 20, 27, 38–46, 56) as RGB 120, 120, 250; on no palette page and used nowhere on the live website (decision G-19). On screen its jobs go to violet #5D59C4 (bands) and lilac #DED9FF (light bands, emphasis on navy). Cream on it is 3.40:1 — large type only.

Cream page#7878FA

—

--gj-violet-ink

The book's violet text colour

Observed as running text and table headers (pp. 8, 12, 15, 32–33, 41–42, 50–51) as RGB 83, 81, 189; not on a palette page (decision G-4). 6.08:1 on cream.

Cream page#5351BD

—

--gj-ink-soft

The book's soft body ink — persona copy

Observed as the persona body copy (pp. 22, 24, 26) as RGB 100, 100, 145; not on a palette page (decision G-4). 5.28:1 on cream.

Cream page#646491

—

--gj-navy-deep

The book's deep navy — gradient shadows on navy pages

Observed in the navy gradients (pp. 1, 11, 16, 19, 35, 44, 53) as RGB 24, 23, 82; not on a palette page (decision G-4).

Cream page#181752

—

Website colours (goodjourneydonuts.com)

--gj-lilac

Lilac — light band ground (reviews), comparison header cells and keylines, emphasis on navy

The website’s light violet (13 CSS rules: the review band, comparison heads, cell rules, “REAL DONUTS. ZERO REGRETS” emphasis). Navy on lilac 8.54:1; lilac on navy 8.54:1. Never orange text on lilac (2.54:1) (decision G-20).

Cream page#DED9FF

—

--gj-lime-wash

Lime-wash — the pale-lime panel (creators split) and ingredient circles

The website’s pale lime; navy on it 10.39:1. Distinct from the palette’s pale lime #F1F2C4, which the site does not use (decision G-21).

Cream page#F0F6D3

—

--gj-orange-light

The promo band’s second orange — a FILL beside --gj-orange behind a scalloped edge

The website’s promo split (70/30 hard stop). Fill only; never text (decision G-22).

Cream page#F78650

—

--gj-pink-rule

Pink rule — the 2px divider between FAQ rows

Decorative only: 1.90:1 on cream, never text. Candidate for the Horchata pink (G-13 still open) (decision G-22).

Cream page#F3A1C4

—

Grounds

--gj-surface

The page — cream

The website’s cream #FFFBF7 on every custom section (decision G-17).

Cream page#FFFBF7

—

--gj-surface-raised

Cards on the page — cream, framed by the navy keyline

The website’s product, Instagram and review cards are cream with a 4px navy border and a hard navy drop, not white (decision G-31).

Cream page#FFFBF7

—

--gj-surface-tint

Lime-wash band — the pale-lime panel

The website’s creators panel (decision G-21). Navy 10.39:1, violet 5.10:1.

Cream page#F0F6D3

—

--gj-surface-soft

Lilac band — reviews, quote cards

The website’s review band (decision G-20). Navy only on this ground: violet is 4.19:1 and orange 2.54:1.

Cream page#DED9FF

—

Ink

--gj-ink

Body copy, headlines, the wordmark

Navy on cream 10.99:1.

Cream page#312E7C

—

--gj-ink-muted

Secondary copy, captions, persona body

The manual’s soft ink (pp. 22, 24, 26): 5.40 / 5.56 / 4.99 on cream / white / lime-wash. Not a website colour; captions only.

Cream page#646491

—

--gj-ink-secondary

Secondary text — the violet copy (FAQ, inputs, option pills)

The website’s secondary text ink is palette violet: 5.52:1 on cream, 5.69:1 on white, 5.10:1 on lime-wash (decision G-46).

Cream page#5D59C4

—

--gj-on-ink

Ink on a navy fill

Cream page#FFFBF7

—

Accent and action

--gj-accent

The signal FILL — stickers, badges, display-size emphasis

Cream on it is 3.34:1 — large text only (≥ 24px, or ≥ 18.66px bold) (decisions G-3, G-29).

Cream page#F15627

—

--gj-accent-ink

Orange as small text — prices, ratings, review links, labels below 24px

Accessible orange for SMALL text: hue 13.96° and saturation 0.88 held, lightness lowered to 5.17 / 5.32 / 4.77:1 on cream / white / lime-wash (decisions G-3, G-29).

Cream page#C5380D

—

--gj-action

The primary pill — orange, with a LARGE cream label

The website’s primary pill: #F15627 with a cream Barlow Condensed SemiBold label at 28.8px desktop / 24px mobile — 3.34:1, AA for large text. A label below 24px (18.66px bold) puts the pill on --gj-action-small (decision G-29).

Cream page#F15627

—

--gj-action-hover

The primary pill at hover — navy

The website turns the pill navy on hover (11.25:1 under cream) (decision G-29).

Cream page#312E7C

—

--gj-action-small

An orange action whose label is below 24px

Cream label 5.17:1. Use only when the label cannot be large (decision G-29).

Cream page#C5380D

—

--gj-on-action

Label on the primary button

Cream page#FFFBF7

—

--gj-highlight

The highlighter — lime behind a phrase

pp. 5, 17: a lime block behind navy text.

Cream page#E9E72F

—

--gj-on-highlight

Text on the highlighter

8.79:1.

Cream page#312E7C

—

--gj-link

A link at rest — navy, underlined

Cream page#312E7C

—

--gj-link-hover

A link at hover and focus

Violet, the website’s secondary ink (5.52:1) (decision G-46).

Cream page#5D59C4

—

--gj-focus-ring

The focus outline

Cream page#5D59C4

—

--gj-emphasis

Colour-shift emphasis inside a display headline

Orange on cream at display size only (3.34:1, AA large) — “WHY IS GOOD JOURNEY BETTER?”. Never on lilac (2.54:1) (decision G-36).

Cream page#F15627

—

Lines and fills

--gj-border

The default hairline

Cream pagergba(49, 46, 124, 0.16)

—

--gj-border-strong

The 2px navy rule — tables, cards, boxes

The sizing tables (pp. 32–33, 41–42, 50–51) and the archetype table (p.15) are boxed in a 2px navy rule.

Cream page#312E7C

—

--gj-hairline

A soft rule

Cream page#D3D3EB

—

--gj-fill-soft

A navy wash — empty states, chips

Cream pagergba(49, 46, 124, 0.06)

—

Status

--gj-positive

Success as text and rule

Cream page#1E7A46

—

--gj-warning

Warning as text and rule

Cream page#8F6301

—

--gj-negative

Error as text and rule

Cream page#BB4425

—

--gj-info

Information as text and rule

Cream page#0D6DBE

—

Shape and elevation

--gj-radius-card

Cards — product, review, Instagram

The website’s card corner (1rem). The manual’s quote card is 20px; that value moves to --gj-radius-lg (decision G-33).

Cream page16px

—

--gj-radius-sm

Inputs, chips

pp. 22, 24, 26: the persona info box corner.

Cream page10px

—

--gj-radius-media

Photographs inside cards

The website’s review media (decision G-33).

Cream page12px

—

--gj-radius-frame

A framed photograph — cream 4px border

The website’s about-page frame (decision G-33).

Cream page14px

—

--gj-radius-lg

Galleries and the comparison table’s rounded ends

The site’s largest radius; the 20px max rule stands (decision G-33).

Cream page20px

—

--gj-radius-pill

Buttons and the sign-in control

p.36: SHOP NOW and Sign In are full pills.

Cream page999px

—

--gj-shadow-sticker

The sticker offset — a hard shadow

p.30: every sticker sits on a 50% #231F20 offset shadow. Stickers only — never the logo (p.31).

Cream page3px 3px 0 rgba(35, 31, 32, 0.5)

—

--gj-shadow-lift

A lifted card

Cream page0 12px 32px -20px rgba(49, 46, 124, 0.45)

—

--gj-shadow-offset

The sticker-card drop — a hard navy offset, no blur

The website’s signature elevation: product cards, Instagram cards, the gallery, the comparison table’s featured column (decision G-32).

Cream page0 6px 0 #312E7C

—

--gj-shadow-offset-hover

The sticker card lifted (with translateY(-4px))

Hover state, 150ms (decision G-32).

Cream page0 10px 0 #312E7C

—

--gj-shadow-offset-sm

Small controls — cart thumbnails, quantity steppers

Decision G-32.

Cream page0 3px 0 #312E7C

—

--gj-shadow-soft

Review cards on the lilac band — the only soft shadow

The site uses 0 10px 24px rgba(0,0,0,.04); the guide keeps the same geometry in a navy-hued alpha — the brand has no neutral grey (decision G-32).

Cream page0 10px 24px rgba(49, 46, 124, 0.06)

—

Type roles (root-scoped)

--font-display

Section titles and H1s — display caps

Section titles and H1s on the website: Obviously Narrow Black, uppercase, tracked +2px at 56px. Obviously is an OH no Type face that needs a purchased licence and is never bundled here; the bundled Barlow Condensed Black is the measured open stand-in (decisions G-25, G-26, G-49).

Cream page"Obviously Narrow", obviously-narrow, "Barlow Condensed Black", "Barlow Condensed", "Arial Narrow", sans-serif

—

--font-title

Wide, heavy titles

Wide titles on the website (comparison, review headline, footer menu): Obviously Black, normal width. Licensed face, never bundled; the manual’s Barlow Black stands in (decisions G-25, G-26).

Cream page"Obviously Black", Obviously, obviously, "Barlow Black", "Arial Black", sans-serif

—

--font-headline

Buttons, card titles, subtitles; the manual’s statements

Barlow Condensed SemiBold — the website’s buttons, card titles, band subtitles and benefit labels; the manual’s statements and page headings (decision G-25).

Cream page"Barlow Condensed SemiBold", "Barlow Condensed", "Arial Narrow", sans-serif

—

--font-label

Labels and eyebrows — tracked caps

Barlow Condensed Bold — the website’s labels, eyebrows, footer headings, review titles and FAQ questions: uppercase, +0.04em (decision G-28).

Cream page"Barlow Condensed Bold", "Barlow Condensed", "Arial Narrow", sans-serif

—

--font-price

Prices, navigation, claim badges

Barlow SemiBold — the website’s navigation, prices and claim badges, tracked 1.2px at 20px. Bundled (decision G-25).

Cream page"Barlow SemiBold", Barlow, "Arial Narrow", sans-serif

—

--font-sans

Body copy, forms, operator UI

p.35 names Poppins (Google Fonts) as the website text face; the website sets body copy in Poppins 400 16px / 1.6. Bundled.

Cream pagePoppins, "Helvetica Neue", Arial, sans-serif

—

--font-sans-medium

Lead paragraphs, footer links

Poppins Medium — the website’s lead paragraphs (24px / 1.2), footer links and review links. Bundled (decision G-25).

Cream page"Poppins Medium", Poppins, "Helvetica Neue", Arial, sans-serif

—

--font-sans-bold

Poppins at 700 — inline emphasis in operator UI and documents

One weightless @font-face per bundled cut, so the bold cut is its own family name (the Wine Chips precedent).

Cream page"Poppins Bold", Poppins, "Helvetica Neue", Arial, sans-serif

—

--font-prose

Brand-book body face

Bicyclette sets every body line in the manual. It is a licensed face, never bundled — Poppins renders until a proper licence and files exist (decisions G-7, G-26).

Cream pageBicyclette, bicyclette, Poppins, "Helvetica Neue", Arial, sans-serif

—

--font-marquee

The marquee band

The website’s marquee band only (“WARNING: MAY CAUSE HAPPINESS”): Bicyclette Black at 128px. Licensed face, never bundled; Barlow Black stands in (decisions G-25, G-26).

Cream page"Bicyclette Black", bicyclette, "Barlow Black", "Arial Black", sans-serif

—

--font-script

Script accent — artwork only

alkaline (Adobe Fonts, pp. 35, 44, 53). Not bundled; reserved for artwork, stickers and packaging (decision G-7).

Cream pagealkaline, "Brush Script MT", cursive

—

Navy block

The manual's navy pages (pp. 3, 6, 11, 16, 19, 35, 44, 53) and the website header: navy ground, cream ink, lime as the accent. This is the brand's dark ground.

Navy block declared at .gj-on-navy
Inherits from marketing

Live checkreading the stylesheet…

Grounds

--gj-surface

The navy block

Navy block#312E7C

—

--gj-surface-raised

A card on navy — recessed

Navy block#26236B

—

--gj-surface-tint

The deep band

The manual’s navy gradient shadow; a print and brand-book ground.

Navy block#181752

—

--gj-surface-soft

A soft band on navy

Navy block#2A2774

—

Ink

--gj-ink

Copy on navy

11.25:1 — the website’s nav, footer and statements on navy.

Navy block#FFFBF7

—

--gj-ink-muted

Secondary copy on navy

7.88:1.

Navy block#D3D3EB

—

--gj-ink-secondary

Supporting text on navy

Navy block#F0F6D3

—

--gj-on-ink

Ink on a cream fill

Navy block#312E7C

—

Accent and action

--gj-accent

The signal on navy

The signal on navy: lime (8.79:1). Colour-shift emphasis on navy is lilac (--gj-emphasis) (decision G-36).

Navy block#E9E72F

—

--gj-accent-ink

Signal text on navy

Navy block#E9E72F

—

--gj-action

The primary button on navy

A lime pill with a navy label (8.79:1) — the website’s secondary pill (decisions G-5, G-30).

Navy block#E9E72F

—

--gj-action-hover

The button at hover on navy

The pill turns cream on hover; navy label 11.25:1.

Navy block#FFFBF7

—

--gj-action-small

A small-label action on navy

Lime, navy label 8.79:1 (decision G-29).

Navy block#E9E72F

—

--gj-on-action

Label on the lime button

Navy block#312E7C

—

--gj-highlight

The highlighter on navy

Navy block#E9E72F

—

--gj-on-highlight

Text on the highlighter

Navy block#312E7C

—

--gj-link

A link on navy

Navy block#E9E72F

—

--gj-link-hover

A link at hover on navy

Navy block#DED9FF

—

--gj-focus-ring

Focus outline on navy

Navy block#E9E72F

—

--gj-emphasis

Colour-shift emphasis on navy

Lilac on navy 8.54:1 — “REAL DONUTS. ZERO REGRETS” (decision G-36). Lime is allowed.

Navy block#DED9FF

—

Lines and fills

--gj-border

Hairline on navy

Navy blockrgba(255, 251, 247, 0.18)

—

--gj-border-strong

Strong rule on navy

Navy block#FFFBF7

—

--gj-hairline

Soft rule on navy

Navy blockrgba(255, 251, 247, 0.12)

—

--gj-fill-soft

A cream wash on navy

Navy blockrgba(255, 251, 247, 0.08)

—

Status

--gj-positive

Success on navy

Navy block#7BD4A4

—

--gj-warning

Warning on navy

Navy block#FDB515

—

--gj-negative

Error on navy

Navy block#F58461

—

--gj-info

Information on navy

4.91:1 on navy.

Navy block#5DAFF4

—

Typography

Set live, at natural size

The three faces

Obviously Narrow → Barlow Condensed Black

--font-display900 — the bundled stand-in is its own family, requested at normal weight · upright only

Section titles, H1s, page-template headings and document titles — uppercase on marketing bands.

The website sets every section title and H1 in Obviously Narrow Black (OH no Type). Obviously is licensed per use and is never bundled with this guide; the bundled stand-in is Barlow Condensed Black (SIL OFL 1.1), chosen by measurement: average cap width 0.694 vs 0.675 of cap height, stem 0.269 vs 0.283, ink density 0.771 vs 0.769 (decisions G-25, G-26, G-49).

"Obviously Narrow", obviously-narrow, "Barlow Condensed Black", "Barlow Condensed", "Arial Narrow", sans-serif

Uppercase, tracked +2px at 56px desktop / +1px at 38px mobile (≈ 0.035em).
Line-height 1.03 desktop, 1.1 mobile.
One phrase may change colour (--gj-emphasis); never the weight.
Never below 16px.

Obviously (wide) → Barlow Black

--font-title900 bundled (as its own family) · upright only

Wide titles; the manual’s divider titles.

The website sets its wide titles in Obviously Black (normal width): the comparison title, the review headline, the footer menu, ingredient names. Licensed face, never bundled; the manual’s Barlow Black (pp. 3, 4, 13 …) stands in (SIL OFL 1.1).

"Obviously Black", Obviously, obviously, "Barlow Black", "Arial Black", sans-serif

Uppercase, tracking -0.4 to +1px, one to four words, ≥ 28px.

Barlow Condensed

--font-headline600 · upright only

Button labels (uppercase), card and plan titles (Title Case), band subtitles, benefit labels; the manual’s statements.

Named on pp. 35, 44, 53 as a Google Font; embedded in the manual as BarlowCondensed-Medium, -SemiBold and -Bold. Bundled as three static latin cuts under their own family names (SIL OFL 1.1). The website serves the same Fontsource cut.

"Barlow Condensed SemiBold", "Barlow Condensed", "Arial Narrow", sans-serif

Buttons: uppercase, 28.8px desktop / 24px mobile.
Card titles: Title Case, 35.2px desktop / 20px mobile, +0.96px.
Subtitles: sentence case, 29.6px / 1.6.
The manual’s statements: uppercase, line-height 0.89.

Barlow Condensed Bold

--font-label700 · upright only

Labels, eyebrows, footer headings, FAQ questions, table headers.

The website’s labels, eyebrows, footer headings, review titles and FAQ questions (Fontsource cut, SIL OFL 1.1) (decision G-28).

"Barlow Condensed Bold", "Barlow Condensed", "Arial Narrow", sans-serif

Uppercase, +0.04em (0.8px at 20px).

Barlow SemiBold

--font-price600 · upright only

Prices and figures, navigation links, claim badges, product sub-headings.

The website’s navigation, prices and claim badges (Google Fonts / Fontsource cut, SIL OFL 1.1) (decision G-25).

"Barlow SemiBold", Barlow, "Arial Narrow", sans-serif

Prices and badges +1.2px at 20px (0.06em).
Figures are lining and tabular in tables.

Poppins

--font-sans400 (500 and 700 are their own family names) · upright only

Every running word on screen — body, navigation, forms, operator UI.

p.35 lists Poppins (Google Font) as the website text face; the website mockup (p.36) sets body copy and navigation in it. Bundled (SIL OFL 1.1).

Poppins, "Helvetica Neue", Arial, sans-serif

Body 16px / 1.6 on the web, 16px paragraph spacing.
Bold labels use --font-sans-bold, never a synthesised weight.

Poppins Medium

--font-sans-medium500 · upright only

Lead paragraphs (24px / 1.2), footer links, small meta lines.

The website’s lead paragraphs, footer links and review links (Google Fonts / Fontsource cut, SIL OFL 1.1) (decision G-25).

"Poppins Medium", Poppins, "Helvetica Neue", Arial, sans-serif

Poppins Bold

--font-sans-bold700 · upright only

Buttons, labels, table headers, emphasis.

As Poppins; the 700 cut under its own family name.

"Poppins Bold", Poppins, "Helvetica Neue", Arial, sans-serif

Bicyclette

--font-prose400, 400 italic, 700, 900 · roman + italic

Print and collateral body copy in the brand book; on screen only where a licensed copy is loaded.

pp. 35, 44, 53 name Bicyclette as an Adobe Font; it sets every body line, label and running header in the manual. A licensed face: never bundled here; Poppins renders until the owner holds a licence and files for the medium (decisions G-7, G-26).

Bicyclette, bicyclette, Poppins, "Helvetica Neue", Arial, sans-serif

Body 24–26px on the 1920px page, line-height ≈1.3, tracking 0.
Labels: Black 900, uppercase, tracking 0.05em (EMBODIES, FOCUSES ON).
Running header: Black / Regular 14px, uppercase, tracking 0.03em.

Bicyclette Black → Barlow Black

--font-marquee900 · upright only

The marquee band — one repeating line, uppercase, 128px. Never in documents.

The website’s marquee band only. Licensed face, never bundled; Barlow Black stands in (decisions G-25, G-26).

"Bicyclette Black", bicyclette, "Barlow Black", "Arial Black", sans-serif

alkaline

--font-scriptone · upright only

Artwork only — packaging flavour lines and stickers. Never live UI text.

pp. 35, 44, 53 name alkaline as an Adobe Font. Not bundled; no free substitute is proposed.

alkaline, "Brush Script MT", cursive

The scale

Token	Value	Spent by
`--gj-text-display`	`clamp(2.375rem, 3.9vw, 3.5rem)`	Section title / H1 — --font-display, uppercase, line-height 1.03, +2px (56px desktop, 38px mobile)
`--gj-text-display-xl`	`clamp(2.375rem, 4.7vw, 4.2rem)`	The product-grid title — SHOP BEST SELLERS (67.2px)
`--gj-text-wide`	`clamp(1.75rem, 2.8vw, 2.5rem)`	Wide title — --font-title, uppercase (40px / 28px)
`--gj-text-subtitle`	`1.85rem`	Band subtitle — --font-headline, sentence case, line-height 1.6 (29.6px)
`--gj-text-card-title`	`clamp(1.25rem, 2.4vw, 2.2rem)`	Card and plan titles — --font-headline, Title Case, +0.96px (35.2px / 20px)
`--gj-text-button`	`clamp(1.5rem, 2vw, 1.8rem)`	Pill labels — --font-headline, uppercase (28.8px / 24px) — always large
`--gj-text-label`	`1.25rem`	Labels and eyebrows — --font-label, uppercase, +0.04em (20px)
`--gj-text-lead`	`1.5rem`	Lead — --font-sans-medium, line-height 1.2 (24px; 16px mobile)
`--gj-text-base`	`1rem`	Body — --font-sans, line-height 1.6
`--gj-text-price`	`1.25rem`	Prices and claim badges — --font-price, +1.2px (20px)
`--gj-text-small`	`0.875rem`	Captions, legal lines — the marketing floor
`--gj-text-statement`	`clamp(2.5rem, 5.8vw, 7rem)`	Brand book — the manual’s statement headline (Barlow Condensed 600, line-height 0.89)
`--gj-text-title`	`clamp(3rem, 9vw, 10.75rem)`	Brand book — divider title (Barlow Black, 172px on the page)
`--gj-text-marquee`	`clamp(4rem, 9vw, 8rem)`	The marquee band — --font-marquee, uppercase (128px)

Specimens

Section title

Why is Good Journey better?

Obviously Narrow Black → Barlow Condensed Black · uppercase · +2px · one phrase in --gj-emphasis

Wide title

See why our customers love us

Obviously Black → Barlow Black · uppercase

Button label

Shop now

Barlow Condensed SemiBold · uppercase · ≥ 24px — always large, so cream on orange passes AA-large

Card title

Donut Variety Pack (12 Donuts)

Barlow Condensed SemiBold · Title Case · +0.96px

Label

Reach out

Barlow Condensed Bold · uppercase · +0.04em

Subtitle

Real donuts. Zero sugar crash.

Barlow Condensed SemiBold · sentence case · line-height 1.6

Lead

The donuts you thought you couldn’t have again.

Poppins Medium · 24px / 1.2

Body

Tired of missing out because of blood sugar concerns, gluten sensitivity, or keto requirements? We get it.

Poppins 400 · 16px / 1.6 · navy

Price

$54.99

Barlow SemiBold · +1.2px

Statement (brand book)

Good health is a journey. We’re bringing the treats.

The manual’s statement: Barlow Condensed 600 · uppercase · line-height 0.89 · untracked

Rules

Bundled families do all the screen and document work: Barlow Condensed (Black section titles — the Obviously Narrow stand-in; Bold labels; SemiBold buttons, card titles and subtitles), Barlow (Black wide titles, SemiBold prices and navigation) and Poppins (Regular body, Medium lead, Bold emphasis).
Section titles and H1s are display caps tracked about +0.035em (2px at 56px); labels are Barlow Condensed Bold caps at +0.04em; card titles are Title Case; body copy, taglines and subtitles are sentence case. The manual’s untracked statements stay a brand-book style.
Emphasis inside a headline is a colour change, never a weight change.
Each bundled cut is its own family at normal weight: ask for “Barlow Condensed Black”, never Barlow Condensed at weight 900 — a weight request on a single-cut family synthesises a fake bold.
Obviously, Obviously Narrow, Bicyclette and alkaline are licensed faces and are never bundled or self-hosted from this guide. They lead their stacks so a properly licensed install wins; everywhere else the open stand-ins render.
Type floor 14px marketing, 12px operator; 8pt in print (captions), 10pt for running text.

Iconography

A system, not a folder

Library

Marketing: the website’s own duotone benefit icons (icon.benefits) and the manual’s hand-drawn doodles (image.doodles) as illustration. Operator: Lucide.

Style

Marketing icons are flat duotone glyphs — navy plus one of orange, sky or lime — drawn with a slightly wobbly hand, 48–60px, free-standing (no circle). A “no X” claim is an orange ring with a slash. Doodles are monoline in cream, navy, lime or orange. An icon labels and carries a word; a doodle decorates (decision G-45).

Grid

Operator 24 × 24 on a 2px keyline. Marketing benefit icons stand free at 48–60px over a two-line Barlow Condensed label.

Stroke

2px at 24px (the doodles in the manual are drawn at ~2px on the 1920px page).

Corner

Round caps and joins throughout.

Sizes, at true size

Operator — table row, chip

16px

Operator — toolbar, sidebar

20px

Marketing — inline with labels

24px

Marketing — benefit icons, free-standing (website)

48–60px

Rules

Operator icons take currentColor; marketing icons keep their two brand colours.
Doodles are decoration and aria-hidden.
No brand mark is redrawn as an icon.
The two sets never mix on one surface.
A benefit icon states a claim only the current pack carries.

Layout

Three breakpoints, everything else fluid

Spacing, at true size

--gj-space-1

The base unit (G-8)

—

--gj-space-2

—

--gj-space-3

—

--gj-space-4

Card padding

—

--gj-space-5

Between blocks

—

--gj-space-6

Section rhythm on desktop

—

--gj-space-7

Hero and divider bands

—

--gj-gutter

Page inline padding; the website’s mobile gutter is 24px

—

Declared: 4px · 8px · 16px · 24px · 40px · 64px · 96px · clamp(16px, 8vw, 158px)

Structure

Token	Value	Role
`--gj-page-max`	`1280px`	Content measure (the website runs 1162–1300px)
`--gj-prose-max`	`68ch`	Running text measure
`--gj-header-height`	`128px`	Site header — 128px desktop, 80px mobile, sticky, hides on scroll (decision G-34)
`--gj-rule-width`	`2px`	Box rules and table borders (pp. 15, 32–33)
`--gj-header-height-mobile`	`80px`	Site header on mobile
`--gj-band-padding`	`clamp(48px, 6.7vw, 96px)`	Band block padding — 64–96px desktop, 48–56px mobile (decision G-38)
`--gj-card-border`	`4px`	The sticker card’s navy keyline (decision G-31)

The breakpoint canon

Width	Meaning	Note
`640px`	Phone → large phone	—
`768px`	Tablet: two columns	—
`1024px`	Desktop navigation	—
`1440px`	Wide: statements reach full size	—

Container queries — the other axis

Container	Declared on	Arms

Max widths

Width	Used by
`1280px`	Every page
`68ch`	Paragraphs

The z stack

z-index	Used by
`10`	Sticky header
`40`	Drawers
`50`	Modals and toasts

Policies

Pages are full-bleed bands on seven grounds: cream, lilac, lime-wash and sky (light); navy, violet and orange (dark). Light and dark alternate and two bands of the same ground never touch (decision G-38).
Dark bands (navy, violet, orange) are short statement bands; light bands carry the grids, tables and cards.
Each band carries one centred section title (sometimes with one subtitle), its content, and at most one action centred under it.
Stickers and doodles sit at a band’s edge or across a seam, never under text — at most one per band.
Photography runs full-bleed, in a cream 4px frame, or as cut-outs in circles; never with a soft shadow.

Motion

Curves, durations, and what is banned

Easings

--gj-ease

Reveals and hovers (G-8)

cubic-bezier(0.22, 1, 0.36, 1)

--gj-ease-in-out

Colour changes

ease-in-out

Durations

Token	Value	Spent on
`--gj-duration-quick`	`150ms`	Hover colour
`--gj-duration-base`	`250ms`	Sticker pop, card lift
`--gj-duration-header`	`350ms`	The header hiding on scroll-down and returning
`--gj-duration-reveal`	`400ms`	A band revealing once

Keyframes

Name	Definition	Use
`gj-pop`	`0% { transform: scale(0.94) rotate(-3deg); opacity: 0; } 100% { transform: scale(1) rotate(0deg); opacity: 1; }`	A sticker landing — once, on reveal

Choreography

Card lift

A sticker card rises 4px and its hard navy drop grows from 6px to 10px, 150ms. Nothing blurs.

Button hover

The orange pill turns navy over 150ms (optionally rising 2px); the lime pill turns cream on navy.

Header

The header hides on scroll-down and returns on scroll-up, 350ms cubic-bezier(.4, 0, .2, 1).

Marquee (exception)

One brand line loops right-to-left, 110s linear (50s mobile), on the web only; it stops under prefers-reduced-motion and never appears in documents (decision G-44).

Sticker pop

A sticker scales from 94% with a 3° tilt to rest, 250ms on --gj-ease. Stickers only — the logo never moves (p.31).

Reveal

A band fades and rises 12px into place once, 400ms.

The guide's own chrome, in the hand

Hover me

The kit’s hover contract — dims in 140ms, restores in 280ms

The kit’s waiting mark — a hairline breathing 0.35↔0.75 over 2s

Banned

Bounce and elastic easing in UI
Motion on the logo — it never spins, wiggles or pops (p.31)
Auto-advancing carousels (the marquee band is the one governed exception, web only)
Blinking or flashing text
Loops inside a cart, checkout or form
Motion as the only carrier of a state

Reduced motion

Under prefers-reduced-motion: reduce, the marquee stops, cards do not lift, stickers appear at rest without the pop, bands appear without the rise; colour transitions remain. Nothing is communicated by motion alone.

Components

Rendered against the live stylesheet

Chrome

Announcement rail

A full-width sky rail over the header carrying one offer, 48px tall.

.gj-announcement

State	Specification
Rest	--gj-sky ground, --gj-navy ink (4.91:1), --font-headline 22px, +0.96px, centred, height 48px

One message.
Navy ink only — cream on sky is 2.29:1 and fails even at 22px (decisions G-3, G-24).

Site header

A navy bar: Shop and About on the left, the cream horizontal logotype centred (about 336px), cart and a Sign In outline pill on the right.

.gj-header

State	Specification
Rest	.gj-on-navy, height 128px (80px mobile), --font-price 20px cream links, hover opacity .8
Scroll	sticky; hides on scroll-down, returns on scroll-up, 350ms
Mobile	menu button left, logotype centre, cart right; the menu opens a navy sheet with --font-title 28px links

The logotype is an asset, never live type.
No shadow under the header.

Footer

A navy band in three columns: the stacked logotype and small links; a big wide-title menu (FAQ · ABOUT · SHOP) with cream social circles; REACH OUT with the support address and SIGN UP FOR SWEET SURPRISES with an email field. A centred legal line closes it.

.gj-footer

State	Specification
Rest	.gj-on-navy, padding 64px 0 32px; menu --font-title 40px cream; headings --font-label 20px; links --font-sans-medium 16px
Legal line	“© <current year> Good Journey LLC” as live text, centred

Support address hello@goodjourneyfoods.com; website goodjourneydonuts.com; entity Good Journey LLC (decision G-41).
One copyright year per page, never baked into the logo (decision G-40).

Actions

Primary pill

The orange pill — SHOP NOW, ADD TO CART, BUY NOW — with a large cream label.

.gj-btn.gj-btn--primary

State	Specification
Rest	--gj-action (#F15627) ground, --gj-on-action label, --font-headline uppercase 28.8px (24px mobile), radius --gj-radius-pill, padding 8px 48px or full width of its column
Hover	--gj-action-hover (navy), 150ms, optional translateY(-2px)
Focus	3px --gj-focus-ring outline, 2px offset
Small label	a label below 24px moves the pill to --gj-action-small (#C5380D, 5.17:1)
On navy	lime pill, navy label

One primary per band.
The label is always ≥ 24px (or ≥ 18.66px bold) — that is what makes cream on #F15627 AA-large (3.34:1) (decision G-29).

Secondary pill

The lime pill — SHOP ALL PRODUCTS, FOLLOW US ON INSTAGRAM.

.gj-btn.gj-btn--secondary

State	Specification
Rest	--gj-lime ground, --gj-navy label (8.79:1), --font-headline uppercase 24–28.8px, pill
Hover	cream ground, navy label, 150ms

Under a grid, never beside a primary pill (decision G-30).

Pill on orange

The navy pill — the only action on an orange band (BUY NOW in the promo split).

.gj-btn.gj-btn--on-orange

State	Specification
Rest	--gj-navy ground, cream label (11.25:1), --font-headline uppercase 28px, pill

An orange band never carries an orange pill (decision G-30).

Outline pill

The Sign In control: a 3px cream outline pill on navy.

.gj-btn--outline

State	Specification
Rest	transparent, 3px solid cream border, --font-price 20px cream, padding 16px 56px
Hover	fills cream, navy label

Secondary actions in the header only (decision G-30).

Content

Split hero

Product photograph left (about 54%), cream panel right: rating eyebrow, display H1, one lead line, a full-width primary pill, then a three-up benefit row.

.gj-hero

State	Specification
Desktop	700px tall; H1 --font-display 56px / 57.6 +2px; lead --font-sans-medium 24px; benefits grid 1fr 1.3fr 1fr, gap 32px
Mobile	photo full-bleed above, panel stacks

The rating eyebrow is orange at 20px bold (AA-large) — smaller, it is --gj-accent-ink.
Only claim a rating or customer count the business can substantiate (decision G-51).

Statement band

A full-bleed band with one display statement whose key phrase changes colour, and one subtitle.

.gj-statement

State	Specification
On cream	navy statement, --gj-emphasis (orange) phrase at display size
On navy	cream statement, lilac (or lime) phrase

Emphasis is colour, never weight.
Never orange emphasis on lilac (2.54:1) (decision G-36).

Section label

Tracked caps — on the web with the orange underline swash under one headline word; in the brand book over the lime wave rule.

.gj-label

State	Specification
Rest	--font-label, +0.04em, uppercase, 20px
Web	pattern.underline-swash under one word, at most once per band
Brand book	pattern.wave 8px below

On screen the swash is the only decorative rule; the wave rule belongs to print (decision G-35).

Highlighter

A lime block behind a phrase of a tagline (pp. 5, 17).

.gj-highlight

State	Specification
Rest	--gj-highlight ground, --gj-on-highlight ink, no radius, 0.1em inline padding

One highlighted phrase per block.

Bar quote

Body copy introduced by a 28px-wide vertical bar (pp. 6, 9, 10, 11, 19).

.gj-pullquote

State	Specification
On navy	lime bar
On cream	violet bar

The bar is as tall as the paragraph.

Numbered list

Numbers in lime discs (pp. 21–25) or tall display numerals.

.gj-numbered

State	Specification
Disc	lime disc, navy Barlow Black numeral
Tall	--font-display numerals in violet, or orange at ≥ 24px

Two digits always: 01, 02.

Benefit orbit

A navy band: a centred statement with lilac emphasis and one subtitle; a product photo on a scalloped blob with a swirl doodle; six benefits placed three left, three right.

.gj-orbit

State	Specification
Rest	.gj-on-navy, container 1216px; benefit labels --font-headline 22px cream, max 180px

One per page (decision G-37).

Marquee band

A violet strip, 144px tall, with one repeating brand line in cream (“WARNING: MAY CAUSE HAPPINESS”).

.gj-marquee

State	Specification
Rest	--gj-violet ground, --font-marquee 128px uppercase cream, gap 48px
Motion	110s linear loop (50s mobile)
Reduced motion	static

Web only; in documents it is a static section opener (decisions G-37, G-44).

Review masonry

A lilac band: a wide-title headline, three columns of review cards (video cards span two rows), one orange pill under the grid.

.gj-reviews

State	Specification
Rest	--gj-lilac ground, grid 1000px; cards cream, radius 16px, --gj-shadow-soft, padding 25.6px
Card	title --font-label 20px caps in quotes; body Poppins 14–16px navy; author --font-label navy

Never orange text on lilac — the headline’s emphasis phrase is navy-underlined with the swash instead (decisions G-36, G-37).

Ingredient carousel

A cream band: title and subtitle, a row of lime-wash circles holding cut-out ingredient photographs, the name in the wide title face and one line of Poppins between arrows.

.gj-ingredients

State	Specification
Rest	circles --gj-lime-wash about 240px (active 290px)

One ingredient in focus at a time (decision G-37).

Promo split

An orange band split in two: a still life on the lighter orange behind a vertical scalloped edge with navy claim badges; a NEW! doodle, a cream display title, one lead line and a navy pill.

.gj-promo

State	Specification
Rest	--gj-orange with --gj-orange-light 70/30, 672px; title --font-display 56px cream (AA-large)

Text on orange is display size only; the action is btn-on-orange (decision G-37).

Creators split

Half photograph on a sky field with hand-lettered name labels, half lime-wash panel with a display title, one paragraph and an orange pill; the GOOD smiley seal straddles the seam.

.gj-creators

State	Specification
Rest	no gutter, 800px; body Poppins 20px navy

The founders’ note or the about page (decision G-37).

Community band

A violet band: a left-aligned display title and subtitle, four Instagram post cards in the sticker frame, a lime pill with a sparkle doodle.

.gj-community

State	Specification
Rest	--gj-violet ground, padding 64px 0 80px; title cream (5.52:1)

Real customer posts only, with permission (decision G-37).

FAQ accordion

A cream band: a centred title, optional orange category heads, one column of rows separated by 2px pink rules; the first row is open.

.gj-faq

State	Specification
Rest	question --font-label 28px caps violet; answer Poppins 16px / 25px violet, max 800px; rule 2px --gj-pink-rule
Category head	--font-title 40px orange (display size)

Each question appears once per page — no section repeats another (decision G-37).

Legal page

The website’s styled page template for terms, rules and policies: one left column, a display H1 in Title Case, the effective date, numbered clauses with the clause name bold inline, Poppins body.

.gj-legal

State	Specification
Rest	column 1162px (68–75ch in documents); H1 --font-display 56px / 67.2 Title Case +2.24px; body Poppins 16px / 25.6 navy; 16px between paragraphs

Every legal page uses this template — never an unstyled policy page.
No stickers, no orange text (decision G-37).

Framed photo

A photograph in a 4px cream frame with 14px corners on a navy band; a collage tilts its polaroids −4° to +4°.

.gj-framed

State	Specification
Rest	border 4px solid --gj-cream, radius --gj-radius-frame, max 600px

No soft shadows (decision G-37).

Quote card

A cream card on lilac, or a lilac card on cream, with a large navy closing quote mark.

.gj-quote-card

State	Specification
Rest	radius --gj-radius-card, --gj-surface-soft or --gj-surface-raised, navy text

Navy text only on lilac.

Navy band

The brand’s dark ground — header, statement bands, the footer.

.gj-on-navy

State	Specification
Rest	cream ink, lilac emphasis, lime accents

Violet never carries text on navy (2.04:1).

Commerce

Sticker card

The website’s product card: a cream card framed by a 4px navy keyline with a hard navy drop. Claim flag, photograph, title, price, stars, review link, full-width orange pill.

.gj-product-card

State	Specification
Rest	--gj-surface-raised, 4px solid --gj-navy, radius --gj-radius-card (16px), --gj-shadow-offset; content padding 0 24px 24px
Hover	translateY(-4px), --gj-shadow-offset-hover, 150ms
Content	title --font-headline Title Case 35.2px; price --font-price 20px +1.2px; orange stars; review link --gj-accent-ink underlined; pill 80% wide

The same frame dresses Instagram cards, the product gallery and the comparison table’s featured column.
One claim flag per card, as printed on the pack (decision G-31).

Claim flag

A two-cell tab on a card’s top-left corner: a sky square with a cream check, then a cream tab with the claim (“3g net carbs”).

.gj-claim-flag

State	Specification
Rest	flag 70px tall; icon cell --gj-sky 60px; text cell cream, --font-price 20px +1.2px navy

Claims exactly as the pack prints them (decision G-37).

Benefit row

Three to six duotone benefit icons over two-line labels — under the hero, or around the product photo on navy.

.gj-benefits

State	Specification
On cream	icon.benefits glyphs 48–60px, --font-headline 22px navy labels, line-height 1
On navy	same glyphs, cream labels

Claims must match the label exactly.
Icons stand free — no circle (decision G-45).

Comparison table

A label column, then the featured “us” column (navy head with the DONUTS lockup, sky value cells, 5px navy side keylines, 20px rounded foot, hard navy drop), then competitor columns (lilac heads, cream cells, 5px lilac underlines). Booleans are icons. A dated source line sits under the table.

.gj-compare

State	Specification
Rest	labels --font-headline 19px navy left; values Poppins 20px navy centred
Mobile	scrolls sideways, the label column sticky

Navy text on sky (4.91:1).
Competitor data carries its date and source, and is reviewed before it is published (decisions G-37, G-51).

Decoration

Sticker accent

One sticker — the starburst, the smiley seal, a claim badge or a doodle — at a band’s edge or across a seam.

.gj-sticker

State	Specification
Rest	flat on the web (no shadow); --gj-shadow-sticker in the brand book; rotate −8° to 8°
Reveal	gj-pop once

Decorative: aria-hidden.
Never over text or the logo; at most one per band (decision G-35).

Documents

Every page we send, on brand

Business documents borrow the website’s layout language: a white page with cream, lilac, lime-wash, navy and violet bands; Barlow Condensed display caps over Poppins text; the sticker card for key facts; navy for the bands that matter. Pick the archetype, fill its blocks in order, and let the tokens do the colour.

Page setup

	US Letter	A4
Sheet	`8.5in × 11in`	`210mm × 297mm`
Margins (top · right · bottom · left)	`0.75in · 0.75in · 0.85in · 0.75in`	`18mm · 18mm · 22mm · 18mm`
Bleed	`0.125in`	`3mm`
Grid (columns · gutter)	`12 · 0.25in`	`12 · 6mm`
Baseline	`—`	`—`

Templates open in US Letter and print in the light mode.

Running header, footer and page numbers

Header

none

Footer

footer text — “Good Journey LLC · goodjourneydonuts.com”

Page numbers

none

Rules

none

First page

shows footer

Colour on paper

Paper--gj-white#FFFFFF

Body ink--gj-navy#312E7C

Headings--gj-navy#312E7C

Captions, meta--gj-violet#5D59C4

Hairlines--gj-lilac#DED9FF

Accent--gj-accent-ink#C5380D

Ink on accent--gj-cream#FFFBF7

Screen desk--gj-cream#FFFBF7

Print type scale

Role	Sample	Font	Size / leading	Weight
`title`	Good Journey	`--font-display`	`36pt / 38pt`	900
`h1`	Good Journey	`--font-display`	`26pt / 28pt`	900
`h2`	Good Journey	`--font-display`	`17pt / 20pt`	900
`h3`	Good Journey	`--font-headline`	`13pt / 16pt`	600
`lead`	Good Journey	`--font-sans-medium`	`13pt / 17pt`	500
`body`	Good Journey	`--font-sans`	`10pt / 16pt`	400
`small`	Good Journey	`--font-sans`	`8.5pt / 13pt`	400
`caption`	Good Journey	`--font-sans-medium`	`8pt / 11pt`	500
`eyebrow`	Good Journey	`--font-label`	`9pt / 11pt`	700
`numeral`	Good Journey	`--font-price`	`28pt / 30pt`	600
`quote`	Good Journey	`--font-headline`	`16pt / 21pt`	600

Blocks

coverCover

Cover .sg-doc-cover

The first page of any document longer than one page.

Mirrors on the web: split-hero (home): the cream panel — eyebrow, display headline, one lead line

Slots: logo · eyebrow · title* · subtitle · meta

The stacked or horizontal navy logotype, top left; never redrawn, never on a busy ground.
One colour-shift phrase in the title (class sg-doc-accent): orange #F15627 is AA-large only, so it is used at title size and nowhere smaller.
No stickers on a cover that carries a client’s name.

coverCover — compact

Cover — compact .sg-doc-cover-compact

The top of a one-pager: the cream panel at the height of its content, not the 4.5-inch cover.

Mirrors on the web: split-hero (home): the cream panel — eyebrow, display headline, one lead line

Slots: logo · eyebrow · title* · subtitle · meta

The stacked or horizontal navy logotype, top left; never redrawn, never on a busy ground.
One colour-shift phrase in the title (class sg-doc-accent): orange #F15627 is AA-large only, so it is used at title size and nowhere smaller.
No stickers on a cover that carries a client’s name.

letterheadLetterhead

Letterhead .sg-doc-letterhead

The top of letters, legal documents, quotes and invoices.

Mirrors on the web: site-header (the logotype) and site-footer (the contact lines)

Slots: logo · sender* · date* · recipient*

The navy horizontal logotype; clear space equal to the height of the O in GOOD.
Contact lines exactly as the brand writes them: goodjourneydonuts.com, hello@goodjourneyfoods.com, Good Journey LLC.

section-openerSection opener — navy

Section opener — navy .sg-doc-section-opener

Opens a major section of a proposal or business plan.

Mirrors on the web: benefit-orbit / navy statement band: cream display caps, lilac or lime emphasis

Slots: number · eyebrow · heading* · lead

Alternate with section-opener-violet: two openers of the same ground never follow each other.
Emphasis on navy is lilac or lime, never orange.

section-openerSection opener — violet

Section opener — violet .sg-doc-section-opener-violet

The alternate opener, so consecutive sections change ground.

Mirrors on the web: marquee-band — static: the violet strip with one cream line

Slots: number · eyebrow · heading* · lead

Cream on violet is 5.52:1 — body-size text is allowed; lilac is not (4.19:1).
Never animated, never repeated as a pattern.

bodyBody

Body .sg-doc-body

Running prose: anything that is paragraphs.

Mirrors on the web: page-template: one left column, Poppins 16px / 1.6

Slots: heading · text*

Measure ≤ 68 characters; one column.
Bold for a term being defined; colour, not weight, for emphasis in headings.

two-columnTwo columns

Two columns .sg-doc-two-column

Two parallel ideas side by side — before/after, founders, problem/solution.

Mirrors on the web: creators-split and about-bands (two-column bios)

Slots: heading · left* · right*

Columns of similar length; never a table in disguise.

calloutSticker card

Sticker card .sg-doc-callout

The one fact the reader must not miss — a key number, a guarantee, a deadline.

Mirrors on the web: sticker-card: cream card, navy keyline, hard navy drop

Slots: label · text*

One per page.
Tools that can draw it (Docs, Word, InDesign) frame it like the website: 3pt navy keyline, 12pt corners, a 4.5pt hard navy drop, no blur.

calloutKey numbers

Key numbers .sg-doc-key-numbers

Two to four headline numbers — an executive summary or a results box.

Mirrors on the web: creators-split: the lime-wash panel

Slots: label · text*

Every number has a source and a date in footnotes.
Claims about health or customers need sign-off (hard rule).

pull-quotePull quote

Pull quote .sg-doc-pull-quote

A line lifted from this document, to slow the reader down.

Mirrors on the web: review-masonry headline on the lilac band

Slots: quote* · attribution

Navy only on lilac — never orange (2.54:1).

testimonialTestimonial

Testimonial .sg-doc-testimonial

A customer or partner in their own words.

Mirrors on the web: review-masonry: a review card on the lilac band

Slots: quote* · name* · role

Verbatim and attributable; never edited for claims.
Star ratings and customer counts only with a dated source (hard rule).

data-tableData table

Data table .sg-doc-data-table

Any table of figures — financials, specifications, schedules.

Mirrors on the web: comparison-table, light variant: lilac rules, navy figures

Slots: caption · table* · note

A header row on every table; figures right-aligned in tabular Barlow-or-Poppins numerals; totals in the tfoot row.
No zebra stripes and no vertical rules.

data-tableComparison table

Comparison table .sg-doc-comparison-table

Us against the alternatives, row by row.

Mirrors on the web: comparison-table (home, product pages): label column, the featured “us” column, competitor columns, a dated source line

Slots: caption · table* · note

Column order: the label column, Good Journey, then competitors.
Yes/No cells as words or the brand’s icons, never colour alone.
Competitor data is dated, sourced and approved before it is sent (hard rule).

price-blockPrice block

Price block .sg-doc-price-block

One price: a single product, a case, a programme.

Mirrors on the web: sticker-card with the price in Barlow SemiBold

Slots: label · amount* · period · note · features

Prices carry the currency and the unit; a compare-at price is struck through in navy.
A validity date on every price.

pricing-tablePricing table

Pricing table .sg-doc-pricing-table

Two to four tiers or packs side by side, one recommended.

Mirrors on the web: comparison-table’s featured column and the product grid of sticker cards

Slots: tiers* · note

Mark exactly one tier recommended (data-highlight).
The same inclusions in the same order in every tier.

feature-gridBenefit grid

Benefit grid .sg-doc-feature-grid

Three to six benefits or features, each a title and one sentence.

Mirrors on the web: benefit-grid under the hero

Slots: heading · items*

Benefits the pack can back; claims verbatim.

feature-gridBenefit grid — navy

Benefit grid — navy .sg-doc-feature-grid-navy

The “why Good Journey” page of a proposal or plan.

Mirrors on the web: benefit-orbit: the navy band with benefits around the product

Slots: heading · items*

One per document.
Never next to another navy block.

bodyQuestions and answers

Questions and answers .sg-doc-faq

Terms explained, objections answered — the FAQ appendix.

Mirrors on the web: faq-accordion: caps questions, violet answers, pink rules

Slots: heading · text*

Each question once; group by topic.
Answers are plain and specific — no claims the pack does not carry.

cta-bandNext step

Next step .sg-doc-cta-band

The single next step the reader should take.

Mirrors on the web: promo split’s navy pill, as a band: navy ground, cream text, a lime accent

Slots: heading* · text · action

One per document.
The action is written out (an address or URL), never only a link.
Never directly after another navy block.

signatureSignatures

Signatures .sg-doc-signature

Where the parties sign — proposals, agreements, order forms.

Mirrors on the web: legal-page, with the sticker card’s order

Slots: parties*

Good Journey signs as Good Journey LLC.
Never split across pages.

signatureSign-off

Sign-off .sg-doc-sign-off

The close of a letter — one signatory.

Mirrors on the web: the founders’ note (Helen & Kristoffer)

Slots: parties*

A warm close in the brand voice, then the name.

legal-clauseClause

Clause .sg-doc-legal-clause

One numbered clause of terms, an agreement, rules or a policy.

Mirrors on the web: legal-page: numbered clauses, the clause name bold inline, Poppins body

Slots: number · heading* · text* · subclauses

Numbers in navy, never orange.
No stickers, doodles or colour bands inside legal text.
Defined terms in bold at first use.

footnotesNotes and sources

Notes and sources .sg-doc-footnotes

Sources, dates and qualifications for numbers and claims.

Mirrors on the web: comparison-table’s dated source line

Slots: items*

Every statistic, rating, customer count and competitor figure gets a numbered note with its date.

contactContact

Contact .sg-doc-contact

Who to write to, at the end of a document.

Mirrors on the web: site-footer: REACH OUT and the support address

Slots: name · lines*

The brand’s own lines; no personal mobile numbers unless agreed.

contactBack cover

Back cover .sg-doc-closing

The last page or closing band of a long document.

Mirrors on the web: site-footer: the navy band with the stacked logotype and the legal line

Slots: name · lines*

Ends the document; nothing follows it.
One copyright year, as live text.

data-tableLine items

Line items .sg-doc-line-items

The products or services on a quote or invoice.

Mirrors on the web: cart line items, as a table

Slots: caption · table* · note

Columns: item · description · quantity · unit price · amount; figures right-aligned.

price-blockTotal

Total .sg-doc-total

The amount due or quoted.

Mirrors on the web: the cart total, in a sticker card

Slots: label · amount* · period · note · features

One total per document, with its currency.

bodyTerms

Terms .sg-doc-terms

Payment, delivery and validity terms on a quote or invoice.

Mirrors on the web: legal-page body, small

Slots: heading · text*

Plain, specific, dated.

Archetypes

US Letter · ≤ 2 pages

Pricing sheet

Wholesale or retail prices, packs and terms for a buyer.

pricing-sheet · register marketing · 1–2 pages · header brand-and-title · page numbers footer-right

Cover cover — eyebrow WHOLESALE PRICING, title, valid-from date in meta
Body body · optional — two sentences on who the prices are for
Pricing table pricing-table
Price block price-block · repeat-optional
Comparison table comparison-table · optional
Data table data-table · optional — terms: MOQ, case pack, lead time, shipping
Questions and answers faq · repeat-optional
Notes and sources footnotes · optional
Next step cta-band
Contact contact

Every price has a currency, a unit and a validity date.
Mark one recommended pack.
Put minimums and lead times in the table, not in prose.

Don’t

No unexplained discounts.
No competitor prices without a dated source.

Content

Order: who it is for → packs and prices → terms → next step.
Pack names exactly as on the pack.

Open template — Letter · A4

US Letter · ≤ 12 pages

Proposal

A document addressed to one client or partner: the opportunity, what we will do, the price and the next step.

proposal · register marketing · 4–12 pages · header brand-and-section · page numbers footer-right

Cover cover — meta: Prepared for <client> · <date>
Section opener — navy section-opener — 01 THE OPPORTUNITY
Body body · repeat
Section opener — violet section-opener-violet — 02 WHAT WE PROPOSE — alternate the two openers
Body body · repeat
Two columns two-column · optional
Benefit grid — navy feature-grid-navy — WHY GOOD JOURNEY
Comparison table comparison-table · optional
Pricing table pricing-table · optional
Price block price-block · repeat-optional
Testimonial testimonial · optional
Sticker card callout · optional
Next step cta-band — next steps
Signatures signature · optional
Notes and sources footnotes · optional
Contact contact

Name the client on the cover and in the first paragraph.
Alternate navy and violet openers.
End with dated next steps.

Don’t

Never two navy blocks in a row.
No stickers or doodles near the client’s name or the price.
No unapproved claims.

Content

Opportunity → proposal → why us → price → proof → next step.
Each section opens with its claim, then the evidence.
Paragraphs of three to five sentences; “we” to “you”.

Open template — Letter · A4

US Letter

Legal document

Terms, agreements, policies, rules and disclaimers.

legal · 1–∞ pages · header document-title · page numbers footer-right

Letterhead letterhead — parties or addressee; the date is the effective date
Body body — heading: the document title; text: version, effective date, and the recitals
Clause legal-clause · repeat
Signatures signature · optional
Notes and sources footnotes · optional

Number every clause; one obligation per sub-clause.
State the effective date and version at the top.
Use the entity name Good Journey LLC.

Don’t

No bands, stickers, doodles, orange text or marketing claims.
Never the unstyled policy-page look — this template is the brand’s legal page.

Content

Plain, precise sentences; defined terms in bold at first use.
The website’s legal pages (sweepstakes rules, shipping policy, affiliate licensing agreement) are the model for order and tone.
Health claims or customer numbers in a legal document need owner and legal sign-off.

Open template — Letter · A4

US Letter · ≤ 40 pages

Business plan

The company’s plan for investors, lenders or partners: market, product, operations, financials.

business-plan · register marketing · 10–40 pages · header brand-and-section · page numbers footer-right

Cover cover
Key numbers key-numbers — executive summary: three to four numbers
Body body — executive summary
Section opener — navy section-opener · repeat — one per chapter, alternating with section-opener-violet
Section opener — violet section-opener-violet · repeat-optional
Body body · repeat
Two columns two-column · repeat-optional — team
Comparison table comparison-table · optional — market
Data table data-table · repeat — financials
Sticker card callout · optional
Pull quote pull-quote · optional
Questions and answers faq · repeat-optional — appendix
Notes and sources footnotes
Back cover closing

Source and date every number.
One idea per section opener.
Financial tables with totals in the footer row.

Don’t

No unsourced market sizes.
No health promises — the product claims are the pack’s.

Content

Executive summary ≤ 1 page.
Chapters: problem, product, customers, market, competition, go-to-market, operations, team, financials, ask.

Open template — Letter · A4

US Letter · ≤ 2 pages

Letter

A letter or memo to one person.

letter · register marketing · 1–2 pages · header none · page numbers footer-right

Letterhead letterhead
Body body · repeat
Sign-off sign-off
Contact contact · optional

Warm, plainspoken, signed by a person.

Don’t

No bands, stickers or tables.

Content

≤ 400 words.
Open with the reason for writing; close with one clear ask.

Open template — Letter · A4

US Letter · ≤ 2 pages

Quote

Prices offered to one customer for a defined order, with a validity date.

quote · register operator · 1–2 pages · header none · page numbers footer-right

Letterhead letterhead
Body body · optional — one line on what is quoted
Line items line-items
Total total
Terms terms
Contact contact

Quote number, date and validity in the letterhead block.

Don’t

No marketing copy in the line items.

Content

Item names exactly as on the pack.

Open template — Letter · A4

US Letter · ≤ 2 pages

Invoice

A request for payment for delivered goods or services.

invoice · register operator · 1–2 pages · header none · page numbers footer-right

Letterhead letterhead
Line items line-items
Total total
Terms terms
Contact contact

Invoice number, issue date and due date in the letterhead block.

Don’t

Nothing decorative.

Content

Payment instructions in the terms block.

Open template — Letter · A4

Rules

Print on a white page; cream, lilac, lime-wash, navy and violet arrive as bands and cards. On screen-only PDFs the cream may run to the page edge.
Never two blocks of the same ground back to back — alternate light (cream, lilac, lime-wash, white) and dark (navy, violet).
Two families per page: Barlow (Condensed) for display, labels and figures; Poppins for reading.
Weights are the bundled cuts’ real weights — display caps 900 (Barlow Condensed Black), h3 and quotes 600, eyebrows 700, lead and captions 500, reading text 400. Never ask a family for a weight it does not ship: the renderer would fake a bold.
One colour-shift phrase per heading (class sg-doc-accent): orange #F15627 only at title and h1 size on light grounds; lilac or lime on navy.
Orange text below 18pt is the accent ink #C5380D; navy text only on sky and lilac.
The footer reads “Good Journey LLC · goodjourneydonuts.com” — never the brand book’s title.
Stickers, doodles and claim badges: at most one per page, at a band’s edge, never over text, never in legal documents or near a client’s name or a price.
Health claims, ratings, customer counts and competitor figures need owner and legal sign-off before a document leaves the company.
The licensed display faces are never embedded in a document unless the owner supplies licensed files; the bundled stand-ins render.

Hard rules

Not a matter of taste

Logo

pp. 29, 39, 48

Keep clear space equal to the height of the “O” in GOOD on every side of every logotype and lockup.

pp. 32–33, 41–42, 50–51

Use the small-scale stacked logotype below 200 × 200 px / 2 × 2 in, and the small-scale horizontal below 100 × 300 px / 1 × 3 in.

pp. 31, 40, 49

Never stretch, recolour off-palette, place on busy or low-contrast grounds, add drop shadows, reconfigure, rotate, tilt or skew the marks.

pp. 28–33

The logotype is an asset, never live type: no font in this guide draws the swooping R.

Colour

p.34; website; decisions G-17, G-46

Navy #312E7C is the brand ink; cream #FFFBF7 the screen page (#FFF8EF / CMYK 0, 3, 6, 0 in print). Text on cream is navy or violet #5D59C4 — nothing lighter.

website; decisions G-3, G-29

Orange #F15627 carries cream text only at large size — ≥ 24px, or ≥ 18.66px bold (≥ 18pt / 14pt bold in print): pill labels, display headlines, big numbers. Smaller orange text is --gj-accent-ink #C5380D. Sky, lime, pink and the flavour colours are fills.

website; pp. 6, 10, 11, 19; decision G-36

On navy, emphasis is lilac #DED9FF or lime; violet (2.04:1) and orange (3.37:1) never carry text on navy.

website contrast measurements; decision G-48

Sky and lilac grounds take navy text only. Never cream or white on sky (2.29:1), never orange on lilac (2.54:1), never body-size orange on cream (3.34:1).

website; decision G-19

Periwinkle #7878FA is a print and brand-book colour; on screen its jobs go to violet and lilac.

Type

pp. 6, 9–11, 19

Headline emphasis is a colour change, never a weight change.

pp. 35, 44, 53; website fonts; decisions G-7, G-26, G-49

Obviously, Obviously Narrow, Bicyclette and alkaline are licensed faces: never bundled, self-hosted or embedded from this guide. Production use of Obviously needs a purchased OH no Type licence for the medium (web, print, app), and Bicyclette a proper licence of its own. Until then the bundled open stand-ins render: Barlow Condensed Black for Obviously Narrow, Barlow Black for Obviously, Poppins for Bicyclette.

Sub-brands

pp. 39–55; decision G-12

Donuts and Cookies use the parent logotype plus their pill (DONUTS / COOKIES) and their flavour palette; they never get their own logotype.

Claims

pp. 36–37, 46, 55

Health and nutrition claims (zero added sugar, net carbs, keto, gluten-free, non-GMO) appear only as printed on the current pack.

decision G-51

In business and legal documents, health and performance claims — “no spikes”, “zero glycemic”, “diabetic-friendly”, customer counts and star ratings (“4,300 happy customers”), competitor nutrition comparisons — need owner and legal sign-off before the document leaves the company.

Accessibility

decision G-3, G-8

Every text pair meets WCAG 2.1 AA (4.5:1, 3:1 for large text); every interactive state has a visible focus ring and a reduced-motion alternative.

Layout

website; decision G-38

Bands alternate light (cream, lilac, lime-wash, sky) and dark (navy, violet, orange); two bands of the same ground never touch.

Contact

website; decisions G-40, G-41

Website goodjourneydonuts.com · support hello@goodjourneyfoods.com · legal entity Good Journey LLC. One copyright line per page, “© <current year> Good Journey LLC”, set as live text — never baked into the logo artwork.

Documents

decision G-42

Business documents never carry the brand book’s title (“The Brand Wellness Manual”) in a header or footer; their footer reads “Good Journey LLC · goodjourneydonuts.com”.

Good Journey · Good Journey — Brand Guide · a living document — the colour section reads the stylesheet on every load

Version 2 · pointer 2 · manifest 053c77ad8481a533… · published 2026-10-03T19:08:18Z · goodjourneydonuts.com · Admin