STYLE GUIDE
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CONTENT TRADEMARK 04 Logo 06 Lock Up 08 Variations 10 Misuse
ELEMENTS 14 Imoiti Patterns 18 Typography 22 Imoiti Colors
IDENTITY SYSTEM 26 Business Card 28 Enveloppe 30 Letterhead 32 Shopping Bag 34 Shopping Tag
TRADE 2
MARK 3
LOGO
PRIMARY LOGO
SECONDARY LOGO
This logo will be used for business cards, shopping bags, shopping tags.
This logo will be used for the website header title, posters and envelopes.
T R A D E M A R K • 05
LOCK UP
SPACE AROUND THE LOGO
When using the logo with or without the tagline, make sure to have space between the logo and everything else around. The space is equivalent to the size of the dot of the ‘i’.
T R A D E M A R K • 07
VA R I AT I O N S
The logo in red with the tagline in black is used for the letterhead. The logo may also be used in red or white on top of a background with “imoiti pink”, the secondary color.
T R A D E M A R K • 09
MISUSE
Do not streched the logo.
Do not choose another color for the dot of
Do not change the space between the logo-
Do not choose a different color from the logotype to the tagline, except the one pres-
type and the tagline.
the “i�.
ent in the variation chapter.
T R A D E M A R K • 11
ELEM
ENTS
PAT T E R N S
PRIMARY PATTERN Big Sparks This pattern will be used for the side of the shopping bag, business folder and part of the shopping tag. The pattern is made of the two shapes below.
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TERTIARY PATTERN Little Sparks with secondary color These patterns are a second option for shopping bag tissue paper and gift boxes.
16 • E L E M E N T S
SECONDARY PATTERN Little Sparks with primary color This pattern will be used for the business card, envelope, tissue paper for shopping and gift bags.
E L E M E N T S • 17
TYPOGRAPHY
PRIMARY TYPOGRAPHY Quicksand font is usually used for body text and smaller text.
Quicksand
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ‘?’“!”(%)[#]{@}/&\ <-+÷×=>®©$€£¥¢:;,.* Quicksand Regular Quicksand Medium Quicksand Bold
E L E M E N T S • 19
SECONDARY TYPOGRAPHY Minion font is usually used for tiltes and bigger text. It enables us to emphasize important information.
Minion Std Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ‘?’“!”(%)[#]{@}/&\ <-+÷×=>®©$€£¥¢:;,.* Minion Pro Regular Minion Pro Bold Minion Std Black
20 • E L E M E N T S
WEBSITE TYPOGRAPHY MENU + SUBTITLES Font: Quicksand Medium Size: 8pt Tracking: 250pt
E-SHOP
SPARK YOUR PASSION
LOOKBOOK
ABOUT US
JOURNAL
ABOUT US
JOURNAL
TITLES Font: Minion Std Black Size: 23pt Color: red or white BUTTON Font: Quicksand Medium Size: 7pt Tracking: 250pt Color: white with red background or black on white background (over a picture for example) QUOTE IN BLOG Font: Minion Pro Size: 73pt Color: black
FALL COLLECTION NOW ONLINE!
DISCOVER
E-SHOP
LOOKBOOK
SPARK YOUR PASSION
“I want people to say, ‘You look amazing,’ and not ‘Your makeup looks amazing.’” MEET VIOLETTE The French makeup art artist
READ MORE
E L E M E N T S • 21
COLORS
PRIMARY COLOR
SECONDARY COLOR
PMS: 1805 C CMYK: 23, 100, 98, 18 HEX: A512E3 RGB: 166, 30, 35
PMS: 7605 U CMYK: 10, 30, 22, 0 HEX: E1B7B3 RGB: 225, 183, 179
Red Imoiti
Pink Imoiti
E L E M E N T S â&#x20AC;¢ 23
IDENTITY
SYSTEM
BUSINESS CARDS
BUSINESS CARD SIZE 2 x 3.5 inch Actual size represented here. BACK Text font: Quicksand Regular Size: 8pt Line stroke: 0.5pt
I D E N T I T Y S Y S T E M â&#x20AC;¢ 27
ENVELOPE
FRONT Text font: Quicksand Regular Size: 10pt Leading: 12pt Text is right align Secondary logo in red ENVELOPE SIZE Regular enveloppe size: 4.125 x 9.5 inch.
BACK Secondary pattern: small white dots with red background. INSIDE ENVELOPE Everything is red with the tagline “SPARK YOUR PASSION” inside in the middle of the top of the enveloppe. Font: Quicksand Bold Size: 13pt
I D E N T I T Y S Y S T E M • 29
LETTERHEAD
Dear, Sarah Laurent
Imoiti store 7 rue Froissart 75003 Paris 808 724 7646 info@imoiti.com www.imoiti.com
In sed tortor id turpis maximus aliquam. Morbi lacinia augue id egestas semper. Donec commodo metus bibendum turpis scelerisque facilisis. Integer et mauris at neque bibendum vestibulum. Maecenas congue metus turpis, ac mattis odio dignissim vitae. Phasellus non mi a lacus porttitor blandit vel id nunc. Nunc lacinia erat sed lectus porttitor dapibus. Vivamus at lobortis leo, eget mollis lorem. Praesent auctor, nibh sed interdum porttitor, libero arcu semper urna, quis lobortis dolor elit vitae sapien. Ut eu lorem non orci porttitor facilisis eget eget eros. Duis nec nunc posuere elit pulvinar tincidunt. Donec aliquam diam et sapien aliquam, eu posuere risus eleifend. Sed et consequat eros, quis vulputate augue. Phasellus elit justo, lobortis sollicitudin odio vel, volutpat gravida libero. Quisque ut nulla blandit, tincidunt nisl non, laoreet orci. Morbi vestibulum mattis metus ac sodales. Mauris vel ante interdum, rhoncus tellus ut, egestas dolor. Nunc sit amet erat massa. Sed tincidunt massa in libero feugiat efficitur. Proin odio quam, bibendum sed justo non, dignissim egestas magna. Nunc viverra diam id sodales tincidunt. In consequat eros quis ligula commodo accumsan. Nulla convallis, erat et condimentum semper, lectus velit vulputate augue, vel tristique urna nisi luctus ligula. Proin urna neque, pulvinar bibendum iaculis vitae, tristique nec risus. In at nisi quis est varius viverra. Nunc convallis turpis eu sem dapibus, et scelerisque nisi hendrerit. Ut sapien nisl, lobortis sed fermentum vel, sodales ut nibh. Praesent nibh mauris, eleifend at nulla in, sagittis aliquam leo. Aenean a libero nec libero viverra facilisis eget ac risus. Aenean interdum leo nunc, sit amet bibendum neque luctus sed. Quisque justo nulla, malesuada sed nulla in, pretium sodales magna. Suspendisse potenti. Nulla malesuada tincidunt mauris nec consequat. Cras sit amet faucibus libero. Curabitur sodales ullamcorper viverra. Mauris aliquet vulputate odio, et ďŹ nibus felis pulvinar vitae. Quisque tincidunt molestie quam vel consequat. Ut et suscipit erat, fringilla blandit metus.
BODY Text font: Quicksand Regular Size: 9pt Leading: 10.8pt Text is justified. Names of the sender and of the receiver are right aligned.
UNIQUENESS On the bottom left side of the letterhead, the border is rounded.
LOGO It is the only time where this version of the logo is used on the identity system. The logotype is in red but the tagline is dark.
LETTERHEAD SIZE Regular paper size: 8.5 x 11 inch
Abish Moncur
I D E N T I T Y S Y S T E M â&#x20AC;˘ 31
SHOPPING BAG
LOGO Primary logo in black in the center of the bag INSIDE Imoiti Red SIDES Primary pattern: Big sparks SIZE 13 x 11 inch
I D E N T I T Y S Y S T E M â&#x20AC;¢ 33
SHOPPING TA G
LOGO Primary logo in black in the center bottom. 3 PIECES The shopping tag is composed of 3 pieces: the main white tag and two oval cut outs showned below. SIZE 2.125 x 3.5 inch Actual size represented here.
I D E N T I T Y S Y S T E M â&#x20AC;˘ 35
Merci
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