Brand guidelines — how the pigeon stays famous
THE BRAND
BOOK.
One bird, four colours, two typefaces and a pair of sunglasses that never comes off. Everything Famous Pigeon puts into the world follows this page.
The Famous Pigeon
Stylish. Confident. Unmistakably famous. The pigeon is the brand: it walks into layouts, stands on typography and only removes the sunglasses for a fraction of a second, as a favour.
Lockups
The head is the symbol. The wordmark is Archivo, extended and heavy. Use the horizontal lockup by default, the symbol alone when space is tight, and never redraw the glasses.
Sky, street and ink
Four colours, no gradients. Sky blue leads, black carries contrast, pale sky softens, white breathes.
Loud and precise
Archivo Variable, set wide and heavy, for everything that wants attention. IBM Plex Mono for everything that tells the truth: labels, coordinates, captions and codes.
FAMOUS PIGEON REFUSES TO BLEND IN
NYC — BCN — DXB — LDN — PAR — TYO — LAX — SYD
Where the pigeon shows up
The mascot appears at storytelling moments — never as wallpaper. It walks, peeks over its glasses, leaves footprints and travels between cities.
How the pigeon talks
- Short sentences with posture.
- Dry humour, delivered deadpan.
- Work first, adjectives second.
- Global by default.
- Exclamation marks begging for attention.
- Corporate filler ("solutions", "synergies").
- Cute. The pigeon is not cute.
- Explaining the joke.