Personality
4
Logo
6
Use/Misuse
8
Typography
10
Color
12
Photography
14
Texture
16
Implementation
18
PERSONALITY The brand personality represents a few major ideas. Femininity should be an undertone of all materials. All materials should feel down to earth and forward moving, with gentle nods to the past, but moving towards the future.
VOICE Any copy written on brand materials should take on a voice that embodies the brand personality. All copy should have at least three of the “brand is� elements, so that none of the copy is dry or bland.
T H E P E R S O NA L I T Y
T H E P E R S O NA L I T Y
IS
IS NOT
CONFIDENT
ARROGANT
INTELLIGENT
CONDESCENDING
POSITIVE
NAIVE
FUN
CHILDISH
LO G O The logo embodies many facets of the brand. IT is clean and trendy with gentle notes to the past and the femininity that can be felt throughout the brand. It can be used in white, dark grey or single color.
(least preferred option)
LO G O use/misuse Logo should maintain correct proportions with proper spacing around in order to be impactful and noticeable. Logo should not be skewed, used on backgrounds that don’t provide contrast or used on top of busy photography. Elements, like diamond, can be used individually at times if needed.
C O RR E CT U S E
I NC O R RE CT U SE
Aa Bb Cc Dd Ee Lavenderia can be used in one of its three weights to represent the feminine aspect of the brand. It will only be used in larger scale applications, such as headings and single words and in the logo.
Aa Bb Cc Dd Ee Aileron, the san serif font, can be used in one of its 16 weights. It will especially be used in the context of body copy.
Aa Bb Cc Dd Ee Roboto Slab, the slab serif font, should be used in one of its four weights, especially in the context of headlines and subheadlines. The serif and slab serif represent the more serious driven side of the brand, while still retaining a comfortable and approachable feel.
TYPOGRAPHY Three different fonts can be used, with a variety of weights to ensure brand consistency. The fonts can be mixed to add variety and interest.
C O LO R Five different colors can be used throughout brand materials. The two grey colors serve as light and dark anchor colors. All body copy should be written in the dark grey color, and the light grey can serve as a background color. The three pop colors, green, blue and peach will function as flat background colors as well as text colors on white background. No black will be used throughout brand materials. No materials will use more than two of the “pop� colors at one time.
RGB: 223 | 222 | 218
RGB: 80 | 79 | 88
CMYK: 11% | 9% | 11% | 0%
CMYK: 67% | 61% | 50% | 31%
HEX: #DFDEDA
HEX: #504F58
PANTONE: 1U
PANTONE: 6U
RGB: 201 | 196 | 125
RGB: 255 | 176 | 141
RGB: 202 | 220 | 214
CMYK: 23% | 15% | 62% | 0%
CMYK: 0% | 37% | 42% | 0%
CMYK: 21% | 5% | 15% | 0%
HEX: #C9C47D
HEX: #FFB08D
HEX: #CADCD6
PANTONE: 7765U
PANTONE: 162U
PANTONE: 7722U
COLOR USAGE
(15%)
(35%)
20%
20%
10%
PHOTOGRAPHY Photography should be crisp and clean, featuring a single subject. The photos should be filtered in a manner that retains colors while softening the image. Images taken of professional work may be treated differently to retain integrity of design. I do not own the images to the left, they are merely for representational purposes
TEXTURE Textures like wood and screenprint that fit within the brand’s personality can be used on iconography, illustration and logo, but should not be used on large flat backgrounds. Textures can also be used as pohotography and treated in the same manner as photography.
612.532.4440 | a-ahlm@bethel.edu | aahlm.wordpress.com