Brand guide · Visual identity, 2026 · living document

Layla Haddad

Operations strategist for founders who have outgrown their systems. Sections fill in as each element is approved; the identity marked "in review" joins once round 2 is signed off.

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Brand statement

Approved 22 Oct

Layla helps founders of growing companies replace themselves in the day-to-day, so the business runs on systems rather than on their stamina. Advisory first, then execution, always in plain language.

Clarity

Plain answers, full context, nothing hidden in a slide.

Calm

Fifteen years in operations. Nothing a founder brings is new.

Proof

Three exits supported, forty businesses systemised.

Usefulness

Every conversation ends with one thing you can do today.

The wordmark

In review · round 2

A set wordmark in the display face, letterspaced, never redrawn or set in a substitute. A monogram, LH, carries the mark below 160px.

Clear space

Height of the capital L on all sides

Minimum

Digital 160px · print 35mm

Colourways

Ink (default), Stone, Olive, Pure White

Never do this

Stretch, rotate or outline it
Set it on a busy photograph
Use a colour outside the palette

LAYLA HADDADInk on Stone · default

LAYLA HADDADStone on Ink

LAYLA HADDADStone on Olive

LHMonogram · below 160px

Colour

Approved 22 Oct

Stone#ECE8E1 · primary ground

Linen#D8D2C6 · cards, dividers

Olive#3B4A3A · feature panels, links

Ink#1A1A1A · all type

Brass#B8923E · one moment per view

Ratio

Stone dominant. Linen for structure. Ink for type. Olive for one panel per page. Brass as a single accent, never a background.

Passes

Ink on Stone · Stone on Olive · Stone on Ink

Fails

Brass on Stone · Olive on Ink · Linen on Stone for text

Typography

Approved 22 Oct

Systems, not stamina.

Libre Baskerville carries headlines and statements. Jost sets body, labels and anything in an interface. Sentence case in headlines; uppercase only for eyebrows.

Display

Libre Baskerville 400 · 56 / 40 / 30

Text

Jost 300 and 400 · 17 / 15

Labels

Jost 500 · 11, uppercase, tracked +14%

Rules

No bold above 500. No underlines outside links. Display never below 20px.

Fallbacks

Georgia, serif · Helvetica Neue, sans-serif

Photography

Shoot booked · 12 Nov

Daylight, neutral grounds, real posture. Portraits carry trust; workspaces and whiteboards carry the method. Frames below are the shot list; photos replace them after the shoot.

Direct

Candid

At the whiteboard

Full length

Editorial

With a client

Eye contact, space around the subject, crops at shoulder or waist

Avoid

Cool blue grading, stock handshakes, text on images, laptop-and-latte clichés

In application

Phase 2

LinkedIn banner

Systems, not stamina.

Operations strategist for founders · Dubai

Quote card

"If it only works when you are in the room, it is not a system."

Layla Haddad

Business card

LAYLA HADDAD

Operations Strategist
layla@laylahaddad.com

Brand Guide V1 · 2026 · Questions on usage go to Kelly's team through the portal.