Patterns

Follow proper alignment:

Align patterns with the grid system so they feel intentional and connected to the rest of the layout.

Use brand colors only:

Patterns must follow the official brand color palette.

Keep contrast accessible:

Ensure text placed over patterns remains legible. If in doubt, fade the pattern back or use a solid color background to ensure the text is readable.

Use patterns to enhance, not overwhelm:

Patterns should support the layout and guide the eye — not compete with the message. Think “backup singer,” not “lead vocalist.”

Consider pattern hierarchy:

Use patterns sparingly when paired with photography, illustrations, or heavy headline typography. Let one element lead at a time.

Crop for impact:

Whenever possible, make sure to crop the pattern so it is visually apparent at a glance what the repeating icons represent.

Don’t place busy patterns behind text:

If reading the copy feels like trying to decode ancient runes… pull back the pattern.

Don’t distort or stretch:

Patterns should keep their proportions. Stretching makes them look like they’re fleeing the scene.

Don’t stack multiple patterns together:

One pattern per design, please. Layering several creates visual chaos and makes your layout look like a scrapbook from 2003.

Don’t invent your own pattern variations:

Only use approved pattern shapes, tiles, and motifs. No “improved” or “funky” versions unless approved by Creative.

Don’t cover key visual elements:

Avoid placing patterns over logos, hero images, essential typography, or faces (unless your brand specifically calls for that… bold move if so).

Avoid obscuring too much of the pattern:

Don’t cover so much of the pattern that it becomes difficult to quickly recognize what the icons in the pattern represent.