BRAND GUIDELINES
About the Brand Lilbluefish of Lille is a handmade minimalist jewelry brand currently based in Paris, with shop stockiest in London, UK and Stockholm, SE. Specialised in small quantity production of hand wound goldfill rings , elaborative earrings and bracelets of semi precious stones. Originally established in 2013 in one of the most artistic district in London — Portobello Road — with a surrounding of antique and handcraft market neighborhood, the brand gives a hint of a brilliant blend with jewelry and art. Each collection is using small batch of handpicked gemstones, also maintaining a continuous pursuit of colour, good energy and seeing beauty in both the ordinary and extraordinary. The brand is strongly inspired by moments spent with customers, people met which left deep impressions, and souls connected at the market. After the owner moved to Paris in 2014, all the creative works are designed and crafted in the countryside of burgundy as well as the romantic environment of Paris.
CONTENTS
1
2
3
BRAND VALUE
VOICE & TONE
IDENTITY
4
5
6
COLOUR PALETTE
TYPOGRAPHY
PHOTOGRAPHY
BRAND VALUE
1
Due to handcrafted nature and small batch selection of gemstones, the brand is focusing on building a treasure chest of surprises, deviating away from a tailor made idealism. Full of warm and tender in services, the owner strongly believes in the happiness in seeking and finding, which is a meant-to-be situation. Basing on the idea of progressive and intellectual minimalism, the owner enjoys playing with structures, textures, bold classic colours, harmony and seasonal palettes in her designs.
VOICE & TONE
2
It is essential to maintain the copywriting tone delightful, intellectual, insightful, inspirational, genuine and attentive.
IDENTITY
3
Primary Logo
Secondary Logo
LILBLUEFISH
Clear Space
Logo Inverse
L
L
L
L
Photo Background
Tips 1. Avoid busy images with too much detail 2. Apply with flat shot photos 3. Photos with depths-of-field work best 4. Place the logo in the centre
COLOUR PALETTE
Cloud CMYK: 0,2,6,20 RGB: 80,78,75 Hex: #ccc7c0
Steel Blue CMYK: 24,12,0,28 RGB: 55,64,72 Hex: #8ba2b8
Midnight Blue CMYK: 73,49,0,71 RGB: 8,15,29 Hex: #142549
Charcoal CMYK: 5,4,0,78 RGB: 20,21,22 Hex: #343537
4
TYPOGRAPHY
5 Typography is a powerful brand tool when used consistently. This set of typefaces represent the blend of classic French style with a modern elegant touch of the brand.
FOURNIER MT STD Use for headlines. UPPERCASE
FOURNIER MT STD
Use for headlines and subheads. Sentence case
KARLA
Use for Body copy. Sentence case
Fournier Mt Std
PHOTOGRAPHY
6 The photographs are meant to provide with the viewers an elegant and modern perception. They should have an overall subtle colour tune and a minimal composition. This guide can be used throughout Instagram posts, online shop pages, websites, Facebook pages and so on.
Tips 1. Place the jewelery on the central line 2. Keep composition minimal, avoid items not relevant 3. Use and control the colour base on designed palette 4. Clear and high quality pictures