BRAND GUIDELINES June 2020
CONTENTS 1 Brand Story 4 Logo 10 Color 13 Typography 16 Imagery 19 Applications
BRAND GUIDELINES
BRAND STORY
BR AND STORY 1
SETENTA LENGUAS
BRAND GUIDELINES
BRAND STORY
SETENTA LENGUAS
M I SSI ON Setenta Lenguas is an all-inclusive slow fashion clothing brand dedicated to support and give recognition to the indigenous communities in Colombia. Our mission is to give voice to the seventy languages that exist in our country, and the best way to do it is through the significances that the communities give to these ancient languages. We also strive to work hard to stablish high quality, and sustainable clothing for our clients.
V I SI ON Our vision is to create sustainable clothing that gives cultural and artistic visibility to all of the indigenous groups in Colombia by incorporating their techniques to our clothing line.
BR AND V OI CE Our brand voice guides the tone and personality of our visual and verbal communications, informing everything we express through words, art and pictures. The voice we use is the reflection of who we are as a brand, our language is confident but always respectful. Our voice is passionate and purposeful, uniting communities, inspiring conversations, stories and driving action to give visibility to the indigenous communities in Colombia.
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BRAND GUIDELINES
BRAND STORY
SETENTA LENGUAS
VALUES Our brand values are what helps us stand out from the rest of our competition in the industry.
We are:
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AUTHENTIC
MINDFUL
FRESH
GENUINE RELIABLE DISTINCTIVE
AWARE SENSIBLE CAREFUL
MODERN INNOVATIVE ORIGINAL
EXPRESSIVE
BOLD
CULTURAL
PASSIONATE MOVING ELOQUENT
POSITIVE CONFIDENT AMBITIOUS
LIFESTYLE HERITAGE TRADITION
BRAND GUIDELINES
LOGO
SETENTA LENGUAS
LOGO 4
BRAND GUIDELINES
PR I M AR Y LOGO The logo of Setenta Lenguas is the key element of its identity, it is the first element that identifies it. It is built with elements that represent the brand emotionally. The typeface chosen has minimalistic characteristics that give it a modern, contemporary feel.
Sy mbolism Each element of the logo has a symbolic meaning. The hands symbolize the crafts and hunting of the indigenous individuals. The sun and the moon have a big religious and spiritual meaning for the indigenous groups and the orchid is a representative figure of Colombia.
ALTER NATI V E M AR KS & I CONS Use this marks when the primary logo appears small or when an alternate icon is needed all together.
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LOGO
SETENTA LENGUAS
BRAND GUIDELINES
LOGO
SETENTA LENGUAS
LOGO USAGE Clear Space The clear space prevents the logo and alternative marks to have legibility and a breathing space. No graphic element should be inside the border around the graphics.
ALTER NATE V ER SI ONS Black & Gray scale
Knockout (white)
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BRAND GUIDELINES
LOGO
SETENTA LENGUAS
M I NI M UM CM SI ZE Keep the logo legible by always using it in sizes that are equal to or greater than the sizes displayed.
4 cm
3.5 cm
0.75 cm
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BRAND GUIDELINES
LOGO
SETENTA LENGUAS
M I NI M UM PI X EL SI ZE Keep the logo legible by always using it in sizes that are equal to or greater than the sizes displayed.
Digital
90 px 80 px
16 px
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BRAND GUIDELINES
LOGO
SETENTA LENGUAS
LOGO DONT’ S The Setenta Lenguas primary logo relies on a consistent use of the logo to present a strong brand image. Our logo stands for who we are. It is recognizable and purposeful. To protect its integrity as a powerful symbol of our brand, it should not be altered under any circumstances.
Improper Logo Usage
Don’t place the logo over a pattern of any kind.
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Don’t place the logo over a photo.
Don’t use a white logo on any other color than black or the primary and secondary colors .
Don’t alter the colors.
Don’t change the proportions of Setenta Lenguas.
Don’t use a keyline or stroke around the logo.
Don’t tilt the logo.
Don’t distort the logo.
BRAND GUIDELINES
COLOR
SETENTA LENGUAS
COLOR 10
BRAND GUIDELINES
COLOR
COLOR PAL ETTE Our colors are what gives us our personality. The color “Tan” evokes warmth and security, it also gives a sense of an earthy stability. The color “Snow” symbolizes the color of purity and denotes new beginnings. Consistent use of the color palette across all forms of communication will reinforce brand cohesion and help solidify the perception. The colors are available in CMYK, RGB, and HEX values.
Main Palette “TAN” PANTONE 466 C
CMYK: 0, 14, 35, 19 RGB: 207, 171, 117 HEX: #CFAB75
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“SNOW” PANTONE 663 C
CMYK: 0, 0, 0, 2 RGB: 250, 250, 250 HEX: #FAFAFA
SETENTA LENGUAS
BRAND GUIDELINES
COLOR
SETENTA LENGUAS
COLOR PAL ETTE The primary color is intentionally limited, but not everything can be accomplished with just the colors “Tan” and “Snow”. Our supporting palette includes 5 colors, these additional colors can be used liberally, yet not heavy handed. They are useful in social media graphics and can provide energy and variety to design materials.
Supporting Palette “PERU” PANTONE 7570 C
CMYK: 13, 58, 98, 1 RGB: 216, 127, 42 HEX: #D87F2A
“FIRE BRICK” PANTONE 7425 C
CMYK: 21, 100, 56, 6 RGB: 187, 31, 82 HEX: #BB1F52
“PURPLE” PANTONE 242 C
CMYK: 42, 99, 41, 19 RGB: 136, 32, 87 HEX: # 881F57
“CADET BLUE” PANTONE 563 C
CMYK: 57, 12, 41, 0 RGB: 114, 179, 163 HEX: #72B3A3
“DARK SLATE GRAY” PANTONE 7448 C
CMYK: 67, 78, 46, 40 RGB: 75, 53, 75 HEX: #4B354B
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BRAND GUIDELINES
TYPOGRAPHY
TYPOGRAPHY 13
SETENTA LENGUAS
BRAND GUIDELINES
TYPOGRAPHY
SETENTA LENGUAS
TY POGR APHY USAGE Consistent typography is essential in keeping true to our brand image. We use the typefaces “Granville”, and “Lato”. The use of “Lato” with its comprehensive range of weights, helps communicate our image across many different media and applications.
Heading Display
Body Text
ABCDEFGHIJKLMN OPQRSTUVWXWZ 0123456789
abcdefghijklmn opqrstuvwxyz 0123456789
Granville - Bold
Lato - Light
Body Text
Quotes
abcdefghijklmn opqrstuvwxyz 0123456789
abcdefghijklmn opqrstuvwxyz 0123456789
Lato - Bold
Lato - Light Italic 14
BRAND GUIDELINES
TYPOGRAPHY
SETENTA LENGUAS
TY POGR APHY USAGE As different application uses and sizes will affect type display, use the below guide to keep type consistent across all print and digital channels. For the body text the leading should be +2 points of the point size. The same sizes and leading will be applied to the quotes as the body text.
Heading Display Ex amples
SAMPLE HEADLINE 35 Size pt
SAMPLE HEADLINE 25 Size pt
SAMPLE HEADLINE
Body Text Ex amples Veligenduci arum ame non ellatur, omnis maxim fuga. Ebitae. Bo. Nam ut id ullessimolo et laut inihilignat. Hendipsam si doluptae et de nullaccatium unti nusdae. 12 Size pt / 14 Leading pt
Veligenduci arum ame non ellatur, omnis maxim fuga. Ebitae. Bo. Nam ut id ullessimolo et laut inihilignat. Hendipsam si doluptae et de nullaccatium unti nusdae. 10 Size pt / 12 Leading pt
20 Size pt
SAMPLE HEADLINE 15 Size pt
Veligenduci arum ame non ellatur, omnis maxim fuga. Ebitae. Bo. Nam ut id ullessimolo et laut inihilignat. Hendipsam si doluptae et de nullaccatium unti nusdae.
9 Size pt / 11 Leading pt
Veligenduci arum ame non ellatur, omnis maxim fuga. Ebitae. Bo. Nam ut id ullessimolo et laut inihilignat. Hendipsam si doluptae et de nullaccatium unti nusdae.
07 Size pt / 09 Leading pt
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BRAND GUIDELINES
IMAGERY
SETENTA LENGUAS
IMAGERY 16
BRAND GUIDELINES
IMAGERY
SETENTA LENGUAS
PATTER NS Patterns add recognition to the brand image and can create consistency across different applications. It’s important to use patterns sparingly as they can become repetitive and distracting.
Base Patterns
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Color Ex amples
1
2
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They should not be used as main graphic elements but included subtly as backgrounds and borders. These patterns can be used in any colors from our color palette and at a variety of sizes, provided they remain clear and recognizable.
BRAND GUIDELINES
IMAGERY
SETENTA LENGUAS
PHOTOGR APHI C STY L E
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BRAND GUIDELINES
APPLICATIONS
APPLICATIONS 19
SETENTA LENGUAS
BRAND GUIDELINES
APPLICATIONS
SETENTA LENGUAS
LABEL TAGS
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BRAND GUIDELINES
CLOTHI NG TAGS
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APPLICATIONS
SETENTA LENGUAS
BRAND GUIDELINES
APPLICATIONS
SETENTA LENGUAS
FR ONT AND BACK OF A HOODI E
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BRAND GUIDELINES
SHI PPI NG PACKAGE
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APPLICATIONS
SETENTA LENGUAS
BRAND GUIDELINES
APPLICATIONS
SETENTA LENGUAS
PAPER BAG PACKAGI NG
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BRAND GUIDELINES
I NSTAGR AM - SOCI AL M EDI A
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APPLICATIONS
SETENTA LENGUAS