Style Guide
3rd edition
This style guide would not have been made possible if not for the tireless work of stairs when an escalator is out of service.
The Escalator Company doesn’t actually sell escalators. It’s all about celebrating them. The company offers all kinds of merch that gives escalators the spotlight they deserve as the superior transportation mode.
I’m going for utilitarian, sharp, cold, and maybe even a bit sinister. Think brutalist architecture, with hard angles and an industrial feel, contrasted against the very innocuous idea of an escalator. Simple, monochrome designs, stark lines, and bold visuals—nothing soft or warm—reminiscent of the 90s aesthetic.
Headings and body text are typeset in Bagoss, a typeface designed by Displaay Systems.
Red is our primary accent color. It’s used for headings, buttons, important text, and highlights. Concrete serves as a neutral background color, providing a solid, industrial foundation.
Black is used for text and certain backgrounds to provide contrast and anchor the design against more vibrant colors. White is used sparingly to lift background of elements that are above concrete.
Your safety and comfort are our top priorities, so if you need assistance, please don’t hesitate to reach out to our staff by sending an email to help@theescalatorcompany.co.
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Bagoss, by Displaay Systems.
Severance TV Series, by Ben Stiller and Aoife McArdle.
SFU’s Architecture, by Arthur Erickson and Geoffrey Massey.
Casa Llimona Directory, by Atipus.
TailwindCSS Screen Readers, by Tailwind Labs. I used
this in the h1 element to provide a version of the company name without special characters and
punctuation that’s more readable for screen readers.