Brand Book 2021
CONTACT
SOCIAL
Brittany Steinmann info@betweenten.com betweenten.com
@between_ten #BetweenTen #InBetweenTen
Taking you day to beach to
from night, city.
“We take pride in designing and producing all of our garments in the USA.�
About the Brand Designed & Made in Los Angeles BETWEEN TEN
DESIGN PHILOSOPHY
We’re four sisters who have always dreamt of working together - so we decided to create Between Ten - a name that signifies the gap in age between the first and the last sister. We all have our own unique styles and we wanted to create a platform to bring them all together in one cohesive manner. When we created the brand, we sought out ways for the on-the-go woman to be able
We design by individual piece rather than collection. We don’t limit ourselves to only fabrics that are produced in large volumes. When we see a fabric we love and that we think you’ll love, we make a piece with it. With that being said, some of our fabrics come in limited quantities - which is why some of our styles are offered in limited quantities. With this, we maintain
to have to think less when she’s getting dressed. Our designs allow for a more transitional wardrobe, meaning we realized what women needed was clothing that will so easily take her from day to night, from work to cocktail hour, and from beach to city. We focus on creating the most versatile, wearable pieces for the on-the-go woman.
uniqueness and exclusivity, with fabrics that you won’t be able to find elsewhere.
“Logos and branding are so important. In a big part of the world, people cannot read French or English--but are great in remembering signs� - Karl
Lagerfeld
Logos
Your brand identity should contain multiple logos including, not limited to but at the very least, a wordmark and an icon. Between Ten primarily uses the wordmark because it’s minimal, classic, and memorable. It’s now recognized in stockists everywhere, from Garmentory to Los Angeles boutiques. The new icon can be used as a watermark, on packaging, in the footer of the website, etc.
WORDMARK
ICON
SOCIAL
Edit your life frequen
it is your mas
ntly and ruthlessly
sterpiece after all.
PRIMARY
#F8F5ED
#C3BBAF
# 000000
SECONDARY
#FFFFFF
#D0D1C4
#E0A785
# 8 6 7A 4 D
Color Palette Choosing the colors to represent your brand is a lot more complex than simply picking your favorite colors. For example, you may absolutely love the color teal – however, teal isn’t the most appetizing color if you’re opening a coffee shop.
There are endless studies on the psychology of color. Blues can make you feel calmer, gold can evoke wealth and power, and red can stimulate passion and danger. There are countless examples of this, but this style guide will cover the perfect colors that represent Between Ten.
PRIMARY TYPEFACE
Ak z i denz- Grot esk BQ Light C o n d e n se d Aa Bb Cc Dd Ee Ff Gg Hh Ii J j K k L l M n Nn Oo P p Qq Rr Ss Tt Uu V v W w X x Y y Z z
SECONDARY TYPEFACE
Sig n e ri c a Aa
Nn
Bb
Oo
Cc
Pp
Dd
Ee
Me di um Ff
Rr
Ss
Gg
Tt
Hh
BRAND MATERIALS
FreightBig Pro Light Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy FreightBig Pro Light Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Avenir Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Uu
Ii
Jj
Vv
Kk
Ww
Ll
Xx
Mn
Yy
Zz
Typography
Another big part of the Between Ten brand identity design is the different fonts. A good rule of thumb is to use a different font than the one in your logo, since the contrast will help it stand out. The Between Ten logo has such a distinguishable look, so there are now more fonts choices to use so the logo can continue to stand out. The other fonts can be used on materials, such as this brand guide, packaging, web, social media, and more.
Our designs are f and adventurous w allow for a more
for the versatile, successful, woman. Our designs transitional wardrobe.
Social Media
As we all know, social media is more important than ever. It can grow the smallest of brands overnight, serve as a platform for social justice, and allow people to share amazing news with friends and family. For Between Ten, social media serves as a community for women ready to live their best lives. Whether it be finding outfit ideas for their engagement party, discovering new artists they’ve never heard of, or reading quotes that make them think, Between Ten is a place for women to grow, feel, and get endlessly inspired.
EXAMPLE FEED
From night to day, from beach to city.
Do more of what makes you happy.
Thank you.