Brand Style Guide
Journeyman / Visual Identity
01
Identity
- Name
- Journeyman
- Not
- "Journeyman Show"
- Mark
- Weld bead pattern (lagged ladder weave) + wordmark
- Concept
- A fully capable, traveling expert. Cross-domain practice. The skill transfers, the rooms change.
- Origin
- A journeyman is someone who has completed their apprenticeship and travels to practice their craft in different places. The weld bead is the visual: joining different materials, different contexts, same skill.
01b
Lockup Variants
Four configurations of the mark and wordmark for different contexts. Each serves a different frame type.
Brand Walks / Conversations / Connections
Design, brand, and AI through the lens of a practitioner who works across all three.
- Brand walks . Pull up a brand. Read what's actually there.
- Conversations . Real talk with people who make things.
- Connections . Two different worlds, same structure underneath.
Hero / Landing
Homepage, landing page. Centered mark, large wordmark, category bar, description, episode types below a rule.
journeymanshow.com
Title Card
Episode open, bumper. Centered mark, wordmark, URL. Minimal. Hard cut in, hard cut out.
PETER // JOURNEYMAN
Lower Third
On camera overlay. Full-width bar at bottom edge. Mark small at left, name and show inline. Semi-transparent background, border top.
Home
Episodes
Contact
About
Navigation Bar
Site header. Small mark left, wordmark inline, nav links right-aligned. Content area below.
02
Palette
Steel, iron, and concrete form the foundation. Torch blue and spark orange are used sparingly for annotations, highlights, and accents. The grays carry the frames. The accents punctuate.
Foundation / Steel, Iron, Concrete
Deep Iron
#1c1a18
Steel
#2d2a27
Concrete
#44403a
Warm Gray
#6b6560
Light Gray
#b5aea6
Cream
#eae7e0
Accent / Torch
Torch Blue
#3d8fb5
Spark Orange
#cb6d2d
03
Typography
Display / Headlines
Chainprinter
Milwaukee Tool
Visual Discipline, Zero Narrative
Episode titles, title cards. Mixed case.
Labels / Metadata
Space Mono 400/700
EP 01 / BRAND WALK / 24:30
PETER // JOURNEYMAN
JOURNEYMANSHOW.COM
Lower thirds, timestamps, categories, URLs. All caps.
Body
Rubik 400/500
Milwaukee has visual coherence and zero narrative coherence. Everything looks like Milwaukee. Nothing sounds like anyone in particular. The colors hold. The brand voice is absent.
Description text, episode info. Mixed case. 15-16px on screen.
04
Graphics Package
Four elements form the on-screen system. All frames use hard cuts. No fades, no dissolves.
EP 01 / Brand Walk
Milwaukee Tool
Visual Discipline, Zero Narrative
Title Card
1920 x 1080
- Deep Iron background
- Episode title in display type
- Episode number and category as label
- Hard cut in, hard cut out
Lower Third
1920 x 1080 / Transparent PNG
- Bottom-left position
- Dark bar with slight transparency
- Accent color on left edge
- 5-10 seconds, hard cut in/out
JOURNEYMAN
YouTube
Instagram
RSS
journeymanshow.com
End Card
1920 x 1080
- Deep Iron background
- Mark small, centered or top-left
- Subscribe links in label type
- Hard cut in
Screenshot
Wallpaper
1920 x 1080
- Steel or Concrete background
- Subtle noise/grain texture
- Mat board behind screenshots
- Mark does not appear here
05
On-Screen Rules
- Hard cuts. No fades, no dissolves.
- Screenshots sit on the wallpaper, not floating on black.
- Annotations use accent colors (torch blue / spark orange) on screenshots.
- The mark appears on the title card, end card, and lower third. Not on wallpaper or content frames.
- Text on screen uses Space Mono for labels, display face for titles.
- No more than two type sizes on any single frame.
06
Video Specs
| Resolution | 1920 x 1080 (4K capture, deliver HD) |
| Frame Rate | 24fps |
| Aspect Ratio | 16:9 |
| Color Space | Rec. 709 |
| Transitions | Hard cut only |
| Audio | AAC stereo (video) / MP3 128kbps (podcast) |
07
Voice
Direct. Practitioner register. No performance, no hype, no "welcome back." Straight to the thing. Matches petersalvato.com and joineryschool.com in register.
08
Brand Relationships
Journeyman stands alone. It is not a sub-brand of anything. It links back to petersalvato.com through the host credit and nowhere else.
petersalvato.com
Host's personal site. "Hosted by Peter Salvato" links here.
Third Industries
Commerce backbone. Journeyman is not a 3I product.
Joinery
School. Separate brand. No cross-linking on show materials.
09
Open Items
- Finalize torch blue hex value
- Finalize spark orange hex value
- Choose display typeface (Chainprinter? Something new?)
- Design wallpaper texture (grain/noise on steel)
- Motion graphics versions (after Blender + Ben)
- Podcast artwork (3000 x 3000, square)
- YouTube channel art and avatar
- Thumbnail template system