Squid Ink is an online shop that sells collectible books from genres like sci-fi, mystery, fiction, and fantasy. It was started over 20 years ago by Bob Maddox, a retired professor and lifelong book enthusiast. Inspired by a squid engraving his son illustrated, Squid Ink has built a successful business selling beautifully preserved books that are highly acclaimed by customers.

1. SQUID INK
A SOLELY BASED ONLINE SHOP OF EXCULSIVE AND GENTLY
USED COLLECTIBLE BOOKS FROM THE GENRES OF SCI-FI, MYS-
TERY, NON-FICITION, FICTION, AND FANTASY. THE CREATOR
OF THE SITE, BOB MADDOX ONCE A PROFESSOR, NOW RETIRED
AND A CONTINUING BOOK ENTHUSIAST CAME UP WITH THE
IDEA SQUID INK WHEN INSPIRED BYA ENGRAVING OF A SQUID
HIS SON ILLUSTRATED. FOR 20 YEARS SQUID INK BOOKS HAD
SUCCESSFULLY KEPT UP BUSINESS AND HAS SATISFIED MANY
CUSTOMERS WITH HIGHLY ACCLAMIED, BOOKS THAT ARE IN
BEAUTIFUL CONDITION.

2. S Q U I D I N K
C O L L E C T I B L E B O O K S
B Y B R I A N NA G L AS S
A STYLE GUIDE TO A UNIQUE BOOK
STORE THAT SELLS FINE AND GEN-
TLY USED COLLECTIBLE AND FIRST
EDITION BOOKS.

3. “I try to make my books reflect humanity as I see it.”
- John Hillerman
TO BOB

4. C O N T E N T S
C H A P T E R O N E . . . . . . . . . . . . . . . . . . . . . . . . . . .
C H A P T E R T W O . . . . . . . . . . . . . . . . . . . . . . . . . . .
C H A P T E R T H R E E . . . . . . . . . . . . . . . . . . . . . . . .
C H A P T E R F O U R . . . . . . . . . . . . . . . . . . . . . . . . . 1 2
C H A P T E R F I V E . . . . . . . . . . . . . . . . . . . . . . . . . . 1 4
C H A P T E R S I X . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 2
C H A P T E R S E V E N . . . . . . . . . . . . . . . . . . . . . . . 2 6
B R A N D E S S E N C E
page
L O G O S
C O L L A T E R A L
C O L O R PA L E T T E S
T Y P O G R A P H Y
A P P L I C A T I O N
M E R C H A N D I S E
2
4
8

5. B R A N D E S S E N C E
Above shows the form of Squid Ink Books Logo.
I.
[ 2 ] [ 3 ]
The brand aesthetic of Squid Ink
books begins with the qualities of
the antique book and the details it
entails and expresses.
For example the fine texture of the
letters, the fine quality of deckled
pages, the centered layout with the
the thourough use of negative space
each with a delicate and careful use
of type. Capital letters with a classic
treatment of type usually consist of
kerning that emphasizes each form
of a letter. As for color, a chapter
book has a very limited palette when
it comes to the content within the
pages, however marbled pages add a
smooth texture and a multicolored
brillant suprise when you first open
an antique book. Not all books have
this radiance, but the book plates
and covers of books usually invovles
lovely illustrations and bold hues.
Overall the brand essence of
Squid Ink brings a few words to
mind: classic, simple, quality, vintage,
and narrative. Squid Ink, if exist in
building form would be exquisite
with many spines of books and glass
cases of century old books only for
looking at and the employees would
be friendly and knowledgeable in
what to read and find at a price that
is fair. The space would be spacious
and filled with rugs and many com-
fortable lounging chairs to enjoy and
read books that have been crafted
just for that.
B R A N D E S S E N C E I N T R O D U C T I O N
1

6. I.
Above is the maximum size of Squid Ink’s logo can take shape before becom-
ing to large to fit the aesthetic. The approximate size would be four and a
half by four and a half inches. Also, there should least an inch and a half
space give on all sides of the logo at this size.
[ 4 ] [ 5 ]
L O G O SL O G O S I N T R O D U C T I O N
Many variations of the incorpo-
ration of tentacles and the shape
of a book/page came to mind, with
the inspiration of classic shape and
binding of leather books.
The final form of the logo grasped
the concept of opening an antique
book with tentacles acting as pages.
With the particular shape of a squid
tentacle and the way the book spine
is treated looks as if a squid is apart
of the book. With this shape, Squid
Ink implies that the books they sell
are unique and equally in quality
and in beauty. Also, to emphasis the
“Ink” in Squid Ink, the opportunity
for a lovely watercolor texture was
introduced, creating a contrast with-
in the tentacles and in the book itself.
2

7. [ 6 ]
II.
III. IV.
I.
Above labeled one through four are all unacceptable placement of the logo.
Also, the logo should not be stretched nor warped in any way and the color
and watercolor texture should remain as in the lockup of the logo and not
be replaced by another texture.
L O G O S
[ 7 ]
squid ink
II.
III.
Above labeled number two is the size of Squid Ink’s logo that is minimum
size it can retain before being undreadable and unacceptable on letter-
heads, business cards, etc. The approximate size would be two and a half
inches with a half an inch of breathing space on all sides. Underneath,
number three, is the combination mark, combining type and the mark to
create a pleasing relationship between the two . This pair should not exceed
five inches and follow the minimum sizes and space requirements as the
mark in number two.
L O G O S

8. [ 8 ] [ 9 ]
S Q U I D I N K
C O L L E C T I B L E B O O K S
“...an eclectic selection
of collectible books from
First Editions, signed, and
limiteds.”
Bob Maddox
bob@squidinkbooks.com
2979 E. Placita Santa Lucia
Tucson, Arizona 85716
520 .344. 4742
[ I ]
I. II.
Above is the offical Squid Ink business card with number one being the front
and number two being the back. Both have the quality and style of a book
plate or a title page within a collectible book. These business cards are
scaled to size. When creating these cards be cautious of the negative space
within and the typefaces used throughout the front and back.
C O L L A T E R A LC O L L A T E R A L I N T R O D U C T I O N
When creating a letterhead, busi-
ness card, or envelope for Squid Ink
Books be remided of the hierarchy
and the placement within the com-
bination mark. The same aetsthetic
applies here, however the mark is in
a much larger space now and it will
appear smaller,but it still needs to be
surrounded with enough space and
not be crowded by the letter itself.
The collateral aesthetic is inspired by
the continuing simple and spacious
aesthetic of book plates and title
pages in those books. Also adding in
page numbers and rules further indi-
cates the aesthetic of book in general.
3

9. [ 10 ] [ 11 ]
IV.
V.
C O L L A T E R A LC O L L A T E R A L
Above, number three and four is the front and back of the Squid Ink en-
velope, however not in it’s proper size, when at full size nine and a half by
four inches should follow the appropiate rules and marks above.
III.
Above, number three, is the layout of the Squid Ink letterhead. However this
is not the correct size, this is a reduced size. When at actual size, eight and
a half by eleven follow the directions and marks above when setting your
letter inside the letterhead layout.
SQUID INK
2979 E. Placita Santa Lucia Tucson, Arizona 85716
520 .344. 4742
2979 E. Placita Santa Lucia Tucson, Arizona 85716
[ I ]
SQUID INK
-
-
-
-
-
-
-
-
-
-
-
1 9/16 inches
from top
2 1/2 inches
from bottom
1 1/2 inches from left 1 1/2 inches from right
2 7/16 inches
from bottom
2 7/16 inches
from bottom
3/16 inches
from bottom
3 3/16 inches from left
3 3/16 inches from left
1/4 inches from left
3 3/16 inches from right

10. [ 12 ] [ 13 ]
C O L O R I N T R O D U C T I O N C O L O R
Color on and within antique books
in general have a richness and so-
phistication that have a limited or
great amount of palettes depending
on the book’s content/author/genre.
Squid Ink sells a wide variety of dif-
ferent genres of books that all have a
different color palette to their genre,
however when reading a book, the
pages remain the same color and
words are usually black to be read
easily. When developing this style
guide, it was necessary to have a
limited color palette and let the logo
of Squid Ink stand out within the
space. The beginning pages, such as
the inside of the cover will have the
quality of a vintage book and have
a marbled mulit-colored beauty to
contrast the simple, content based
pages of the inside of the style guide.
4
PANTONE 5463 C
PANTONE 646 C
C: 67.17, M: 38.95, Y: 12.85, K: 0.17
C: 89.04, M: 65.72, Y: 60, K: 66.33
R: 93, G: 137, B: 180
R: 8, G: 38, B: 44
These two colors are combined to create a duotone used to color the Squid
Ink logo. With these specific colors the color becomes a dark sophisticated
blue, that has a value range that is appealing when applied to the water-
color texture. Always use these colors simultaneously, and never add other
colors to the palette.

11. [ 14 ] [ 15 ]
T Y P O G R A P H Y I N T R O D U C T I O N
Inevitably, the cover of books rely
on typography to convey what type
of genre the book is and the quality
of the content. When inside books
however the quality of the typog-
raphy increases due to readability.
Hierarchy is key when setting up a
book, with the cover being primary
and the author being second. Every
other content after those key factors
can be carefully placed to create a
title page, table of contents, and ul-
timately where the body of text can
reside on hundred plus pages. Squid
Ink Books sells collectible first edi-
tions and antique books where the
typography is serif based and classic
typefaces accompanied by generous
leading and kerning. Where the
body of work begins with a chapter
number of the title of that chapter.
The little details, like page numbers
are placed, usually centered guarded
by parentheses. All of these char-
acteristics of Squid Ink Books are
translated into this style guide.
5
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Adobe Calson Pro
Italic
a b c d e f g h i j k l m n o p q r s t u v w x y z
I.
Adobe Caslon Pro in Italic appears usually in all caps with two hundred
and forty kerning. You find this particular type family in the Table of Con-
tents when introducing the chapter and the chapter’s name. This type is
also present on the letterhead, busniess card, and envelope when spelling
out “Squid Ink”, so this type is the main attraction when looking at these
main components.
T Y P O G R A P H Y

12. T Y P O G R A P H Y
[ 16 ] [ 17 ]
T Y P O G R A P H Y
Adobe Calson Pro
Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9
II.
Adobe Calson Pro set in Regular without kerning at ten point and the first
letter at eighteen point, mimicing classic style of how many chapter pages
begin. This typface is used for the main body text of each chapter. Each
paragraph is set at fourtenn point leading. Also, the numbers in this type
family are used for page numbers located at the bottom of each page, cen-
tered, and safely guarded by parentheses.
Bodoni
Book Italic
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9
III.
Bodoni set in Book Italic is used as subtext at nine point and leading set
at thirteen point two. The kerning is set at twenty to allow the subtext to be
readable. Usually this text is found below a diagram, for example: a letter-
head template and Squid Ink logo or the typographic section where further
explaination is needed. The numbers in this type family are used for the
beginning of each chapter, centered and at thirty four points.

13. T Y P O G R A P H Y
[ 18 ] [ 19 ]
Bodoni
Roman
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
IV.
Bodoni set in Roman is used for speficially used for the title “Contents” in
three hundred and twenty tracking and in all caps. This type family varies
in weight and and is much thicker than much of the type that is used with
Squid Ink, howecer it is a classic typeface and works well when introducing
the contents of this style guide.
T Y P O G R A P H Y
Bodoni
Book
I. II. III. IV. V. VI. VII. VIII. IX. X.
V.
Bodoni Book is solely used for it’s beautiful form of roman numerals. These
roman numerals are placed in the center and above a particular compo-
nent. Roman numerals are formal when addressing many objects on a page
of antique books or adressing a new set of body text. So, when reading the
text you can easily identify what piece on the page the roman numeral is
referring to. These Roman numerals are set in tweleve point.

14. T Y P O G R A P H Y
[ 20 ]
T Y P O G R A P H Y
Hoelfer Text
Roman
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9
VI.
Hoelfer Text set in Roman is solely to match with its sister Italic when ac-
companying a quote. Roman is right below the quote with the name of the
person who said that quote. Also this particular family has lovely numbers
that have a classic quality that fits perfectly when introduing measure-
ments, and particular components set in numbers such as CYMK settings.
Also these numbers appears when including the address of Squid Ink Books.
[ 21 ]
Hoelfer Text
Italic
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
V.
Hoelfer Text set in italic is a perfect form for enclosing quotes on some pag-
es and the title page, where this type becomes a second component within a
hierarchy. Only in these specific situations is when this type family is need-
ed. This unique type family has a beautiful quality where only when text is
present then this type expresses a classic and timeless aesthetic. When in all
caps use a hundred and eighty kerning and do not overuse this type when
in an hierarchy; the maximum size of this type should not exceed twelve
points. When in quote form the point size should be nine points.

15. [ 22 ]
[ 26 ]
[ 23 ]
A P P L I C A T I O N I N T R O D U C T I O N A P P L I C A T I O N
A home for Squid Ink Books ide-
ally would be in a small space in an
older shopping mall, about twenty
years old, or in an older downtown
area, where the retail signage would
be rustic and worn down. Inside
would be many shelves which stored
books and some glass cases to see
rare books.
As for a retail bag or box to put the
books in when purchased, I believe
a book cover would be appropriate
when conceling a book when it has
been purchased and then wrapping
with tissue paper around the entire
book so it can still be able to breath
within the short time it is in the
packaging.Then placing the book in
a thin acid-free box to contain the
book carefully, again so it may have
proper room to breath and be shad-
ed to keep out heat and sulight.
6 ......................................
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SQUID INK
S Q U I D I N K
C O L L E C T I B L E B O O K S
BOOKS
2979 E. Placita Santa Lucia Tucson, Arizona 85716
Thank you for your purchase.
-Bob Maddox
I. II.
When purchasing a book from Squid Ink book, it would be neccessary to
receive receipts that are mimicing the same antique style of a book, however
receipts are not generally two-sided, but it would be appropriate to mimic a
book page in this manner. Number one would be the front of the receipt and
number two would be the back. Also each purchase has a different number
to further create the style of a book page.

16. [ 24 ] [ 25 ]
SQUID INK
C O L L E C T I B L E B O O K S
III. IV.
Another book application specific for packaging would be boxes, to place
the books in and secure with possibly cottom or silk inside. These boxes will
be made with a material stronger than cardboard to keep the book sturdy
when inside. Boxes, rather than paper bags would serve better as a a means
to package a book, therefore the books can remain in it’s fine condition until
it can be stored on a book shelf.
Along with receipts, book cover are a possible application that may be use-
ful in preserving the book cover when coverting the book when purchased.
The covers would protect the book from sunlight and other factors that may
damage the quality of the book. The fabric for the cover will be light and
durable able to stretch to cover many sizes of books. Shown in number three
each cover will have a different type arrangement on the front side of the
cover.
A P P L I C A T I O N A P P L I C A T I O N

17. M E R C H A N D I S E I N T R O D U C T I O N M E R C H A N D I S E
As far as merchandise selling along-
side antique books I believe all book
related items would be neccessary
such as book cases, bookmarks, and
book bags.These items will probably
be homemade,have a vintage quality
to the items along with colors corre-
sponding to the logo’s color palettes.
For example a bookmark might have
the quality of a title page in a book
but Squid Ink Books would replace
where the author’s name would be.
7
[ 26 ] [ 27 ]
S QU I D I N K
Another book related merchandise would be a book bag, shown above under
number four, however this bag will be more durable wih leather, rather than
fabric, to hold more books and to keep the books stable rather than loose
in the bag.
I.

18. M E R C H A N D I S E
[ 28 ]
II.I.
Another book related merchandise that cannot be forgotten is a bookmark,
a wonderful device for holding a spot in a book. Each could have a specail
element of a book such as the marble texture or the hierarchy of a title page.
Number one and two are both examples of a possible bookmark layouts.
S QU I D I N K
S Q U I D I N K
COLLECTIBLE
B O O K S
“...an eclectic selection of collect-
ible books from First Editions,
signed, and limiteds.”
“...an eclectic selection of collectible
books from First Editions, signed,
and limiteds.”
COLLECTIBLE BOOKS