Chapter 1.0

Introduction

How WILS looks, reads and sounds. Short, flat and the same everywhere.

  1. 1.1The name
  2. 1.2What WILS is
  3. 1.3Principles of the identity
  4. 1.4How to use this guide

1.1 · The name

Four capitals. One long form.

WILS stands for World’s International Landscape Standard. Say it once in full at the top of a page or document. After that, write WILS.

The long form is singular: Standard, not Standards. WILS stands alone, with no parent name and no partner logo.

How to write it
Short nameWILS, four capitals
Long formWorld’s International Landscape Standard
ApostropheCurly (’) in set type. Straight (') only in code.
Web addressw-ils.com
TaglineNone. The long form is the only line that travels with the wordmark.
Rule

Never “Wils”, “wils”, “W.I.L.S.” or “the WILS”. Never add “by”, “powered by” or a partner logo.

WILSWorld’s International
Landscape Standard

The full lock-up: WILS in Bold, the long form in Medium on two lines. Chapter 2.0 has the construction.

WWorld’s
IInternational
LLandscape
SStandard

The four letters and the four words.

1.2 · What WILS is

One free place to look up landscape plants.

WILS is a free international reference. You search a plant, and you get a plain sheet with its name, a drawing, its size and where it grows.

Every plant is shown the same simple way. The drawings follow one standard, so a tree from one country looks like a tree from any other. You can download the drawing and use it in your own plans.

Home
One line and a search box.
Plant sheet
Name, drawing, dimensions, and rows of facts.
Countries
A map or a list, with search.
The WILS home page: the lock-up and account icon in the header, one headline, a centred search box and a strip of planting plans along the foot.
Home
A WILS plant sheet for Albizia lebbeck: the name in a Trees green block, the drawing, dimensions and the rows of facts.
A plant sheet

Two pages of the live website. Chapter 8.0 shows all of it.

1.3 · Principles of the identity

Six ideas hold the identity together.

The rest of this guide follows from them. When a new case comes up and nothing here covers it, pick the option that fits these six.

  1. FlatFlat colour. No gradients, no shadows.
  2. round: this dot only
    SquareSquare corners everywhere. Only the group dot is round.
  3. Aa
    400  500  700
    One fontWILS Sans in three weights. Never italic.
  4. Colour by groupFive plant groups and four hardscape groups each own a colour.
  5. Elevation drawing of a tree
    Drawings to one standardSame line weights, same scale, same figure for size.

  6. Grows 15 to 20 m tall and 12 to 18 m wide.

    Plain wordsShort sentences. Numbers with units. No jargon.

One specimen for each principle.

1.4 · How to use this guide

Eleven chapters, numbered.

This is chapter 1.0. The cards below are chapters 2.0 to 11.0. A number like 3.2 means chapter 3, section 2. The list on the left shows every chapter and, for the one you are in, its sections. Boxes marked Rule hold the things you must not break. Drawings and logos always sit on a white plate.

Chapter 10.0 shows how the brand moves. Files for the logo, colours, fonts and drawings are in chapter 11.0.

  1. 2.0LogoThe wordmark and the lock-up, clear space and sizes.
  2. 3.0ColourPaper, Ink, Delta Teal, the five plant groups and the four hardscape groups.
  3. 4.0TypographyWILS Sans, the type scale and numerals.
  4. 5.0Planting plan & patternsThe graphic made from the letters W, I, L, S, and the five patterns it is planted with.
  5. 6.0IllustrationThe four standard drawings of every plant.
  6. 7.0Layout & componentsGrid, spacing, rows, tiles and buttons.
  7. 8.0Website & applicationsHome, plant sheet, countries and the rest.
  8. 9.0Voice & rulesHow WILS writes, and the rules in one place.
  9. 10.0MotionOne moment per page, one ease, and when nothing moves.
  10. 11.0ResourcesDownloads: logo, tokens, fonts and drawings.

The coloured edge on each card is that chapter’s field colour.