Visual Direction / 03
Horror & Thriller
Publishing House
A publishing house is refreshing its visual identity as it shifts its focus toward horror and thriller novels, with the aim of reaching new readers and introducing them to the genre.
The visual direction needed to feel mysterious, suspenseful and intriguing while maintaining the professionalism and literary character expected from a publishing house.
the concept
“CURIOSITY
RATHER THAN FEAR.”
Rather than relying on familiar horror imagery, the concept takes inspiration from the atmosphere of an old library. Aged books, dark ink, leather bindings and brass details create a sense of mystery rooted in literature rather than spectacle.
The direction focuses on curiosity rather than fear, inviting new readers into the genre through quiet suspense instead of predictable horror clichés.
inspiration
design rationale
TURN THE PAGE.
The style guide takes inspiration from the atmosphere of an old library rather than the familiar visual clichés of horror and thriller branding. It is intended to intrigue new readers and make the genre feel mysterious and inviting rather than overwhelming.
The palette draws from traditional books and library materials, using Shadow Ink, Aged Paper, Leather Binding, and Burnished Brass to create quiet suspense while maintaining a professional literary character.
Spectral brings an editorial quality with enough tension for horror and thriller titles, while Noto Sans keeps descriptions and longer text clear and accessible. The concept focuses on curiosity rather than fear, creating suspense without relying on predictable genre imagery.
colour palette
Primary Colours
Secondary Colours
typography
Primary Typeface
Turn the Page.
TURN THE PAGE.
Elegant serif chosen to bring an editorial quality with enough tension for horror and thriller titles.
Body Typeface
Noto Sans
“Every page invites curiosity as mystery unfolds one chapter at a time.”
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Friendly, approachable sans-serif that keeps everyday information clear, easy to read, and welcoming.
readability & accessibility
Light Application
Turn the Page.
Stoneware and wool compositions represent the natural textures of the local university biology campus.
Contrast ratio 10.02 : 1
Passes WCAG AAA requirements for normal and large text.
Dark Application
Turn the Page.
Stoneware and wool compositions represent the natural textures of the local university biology campus.
Contrast ratio 10.02 : 1
Passes WCAG AAA requirements for normal and large text.
End of Project
Three Brands.
Three Visual Languages.
Return to the project overview to revisit all three visual directions.
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