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SECTION HEADER
B R A N D
G U I D E
2 0 2 1
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CONTENTS
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Introduction
Logo
Color and Type
Brand Elements
Brand in Use
Mission Philosophy Product Tone of voice
Logo Concept Logo Construction Primary and Secondary Scale Space Usage - in color
Primary Palette Secondary Palette Typography Hierarchy and Usage
Elements of Life Icons Abstract Illustrations Patterns Images
Social Media Posters
W H AT I S
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MISSION / PHILOSOPHY / PRODUCT
Simply You, Simply Whole
Our Philosophy
Our Product
The ethos of our practice is rooted in
We want to reverse the clock and
Our products are made of earth
self care. We believe the first and best
start with things made from hands,
positive materials and promotes not
thing you can do starts with yourself.
rooted in nature. We value techniques
only the earth’s health but yours too.
that have organically arisen overtime. Our products go beyond the trends to Once you are connected to yourself,
become timeless heirlooms and each
you become connected to the world.
piece has a story to tell.
What is good will always stand the test of time.
TONE OF VOICE
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SECTION HEADER
Logo
LOGO CONCEPT
Logo Concept The doshas (•) are biological energies found throughout the human body and mind that govern all physical and mental processes and provide every living being with an individual blueprint for health and fulfillment. The doshas derive from the Five Elements and their related properties. The logo takes inspiration from this and the idea of complete and wholesome wellness. It is also inspired by concetric circles and circular elements often found in ancient Hindu art.
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LOGO
Logos The two logos- Typographic and symbolic are used when the need arises. The dot logo: Used when in small spaces or along with the name of the brand comes along. For e.g.- Social media, website icons, small labels. The typographic logo: Used when introducing the brand, legal and copyright purposes. For e.g.- Stationery, Social Media, Print, videos.
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LOGO CONSTRUCTION
Logo Construction The letter A has a macron on top to make the pronounciation of the word easier to an audience that is not familiar with Hindi
A custom version of Domaine Sans has been used
4 rings with increasing opacity inwards out are used
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SCALE
Minimum Size
Use only symbol if below 100 px
Different sizes the logos can be used
Minimum Size 100 x
Wordmark and Logo
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SPACE
Wordmark
Logo
1.5x
1.5x
1.5x
x
1x
1x
x = height of the letter I in SAVSANI While using only the wordmark, make sure to leave 1.5x space from all 4 sides. 1.5x
Note: Do not measure the top space from the macron
USAGE - LOGO
Logo in color Logo will be used in white/brand white when used on colors. The logo is to be used in brand colors and never in black.
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USAGE - LOGO
Usage On photographs:
On graphics:
Corners of the photograph and
Can be used in the centre of the canvas
preferably the dot logo unless
in the word mark version
type is essential.
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SECTION HEADER
Color & Type
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PRIMARY COLORS
Color Palette Primary Colours: These colors are the primary brand colors that are used as full backgrounds along with stroked outlines. These are never used as gradients and along with each other but rather individually.
HEX
HEX
HEX
D36932
DABF6C
56769C
RGB
RGB
RGB
HEX
HEX
HEX
a7948e
7F8053
F6F4E0
RGB
RGB
RGB
211, 105, 50
167, 148, 142
218, 191, 108
127, 128, 83
86, 118, 156
246, 244, 224
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SECONDARY COLORS
Color Palette Secondary colors: These colors are the secondary brand colors that are used for social media and the website.
HEX
HEX
HEX
HEX
D3CAB2
D9D8D4
B5B47C
284461
RGB
RGB
RGB
RGB
HEX
HEX
HEX
HEX
D8BCA0
F3EEE7
E6E0B1
AD4921
RGB
RGB
RGB
RGB
211, 202, 178
216, 188, 160
217, 216, 212
243, 238, 231
181, 180, 124
230, 224, 177
40, 68, 97
173, 73, 33
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DON’Ts
Color Palette Don’ts
Do not use pure black or pure white.
Instead use these values if ever needed
HEX
FCFAF7
383838
use white on darker brand colors
RGB
RGB
and darker colors/ savsani grey on
252, 250, 247
Do not pair colors like mehendi green and brick red OR blue and pastel orange etc.
For text, to provide ideal contrast,
HEX
56, 56, 56
lighter brand colors.
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TYPOGRAPHY
Typography The brand uses two typefaces-
MALLORY
Tara Medium and Mallory.
AaBbCcDdEe
Mallory is the primary typeface used
abcdefghijklmnopqrstuvwxyz
for body copy, small text and even
01234567890#$%^&*()
for small headers. Tara Medium is used in contrast to Mallory and in big titles or individually in application. It is not to be used at smaller spaces or even in paragraph text.
TARA
AaBbCcDdEe
abcdefghijklmnopqrstuvwxyz
AaBbCcDdEe
abcdefghijklmnopqrstuvwxyz
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USAGE - TYPE
Usage
Tara Italics- quotes, sayings
Tara- title, heading
Mallory- CTA in smaller sizes
Mallory- content, text (easy reading)
Mallory spaced out- circular path
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SECTION HEADER
Brand Elements
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ELEMENTS OF LIFE
Brand Elements Iconography: The brand uses the five elements- air, water, ether, fire and earth to form the basis of the 3 ayurvedic pillars- Kappa, Pitta and Vatta.
AIR
FIRE
These icons form the foundation of the brand, on which all the other visuals are based. These can be used individually or even in pairs representing the ayurvedic principle.
EARTH
ETHER
WATER
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ELEMENTS OF LIFE
PITTA
VAATA
KAPHA
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ICONS / ABSTRACT ILLUSTRATIONS
Icons for time
Brand Elements Iconography and Abstract Illustrations: All icons and illustrations are to be used as line art or with the help of dots. No fill to be used.
Inspired by Baa’s Tattoos
Inspired by Gujarati textiles, Savsani’s ancestory and lineage
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PATTERNS
Brand Elements Patterns: Radial patterns inspired from the rangolis, kolams in India are used for subscription videos and have a meditative feel. The other patterns are inspired by Textiles Baa used to wear and from India’s cultural landscape, working singularly and as a pattern. No fill based patterns are to be used.
PHOTOGRAPHY
Images- Scene Use images that have a lot of open spaces, mostly outdoors, authentic, natural and Indian.
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PHOTOGRAPHY
Images- India Historic India, miniature paintings, storytelling through indian folk art
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PHOTOGRAPHY
Images- Scene Collage Overlay abstract illustrations with images
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PHOTOGRAPHY
Images- Baa While using baa’s images, use duotone- from primary color palette
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PHOTOGRAPHY
Images- Objects While using photos of objects from shutterstock etc, clean PNGs are used on brand colors.
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SECTION HEADER
Applications
SOCIAL MEDIA
Social Media Grid This is a social media look and feel guide. A good mix of photographs, graphics and animation are what makes the feed interesting. A balance of color palettes is also encouraged. Apart from just promoting the offerings of the brand, Savsani aims to capture the essence of being simply you and simply whole.
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SOCIAL MEDIA
Social Media Grid II
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SOCIAL MEDIA
Instagram Stories The stories offer a space to be
as a portal to give the user a
poetic and playful. The use of
glimpse of what Savsani actually
simple images + tap animations,
is. The stories are not to be used as
these can be engaging and used
spaces to sell products.
SOCIAL MEDIA
Instagram Stories II
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POSTERS
Posters- Type
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POSTERS
Posters- Type + Image
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POSTERS
Posters- Baa
www.savsani.com