CONTENT / / Brand essence
What is the Lôr´s brand essence?
/ Lôr core values 6 Lôr principles.
/ Tone of voice The content and style of textual communications.
/ Mood board Inspiration board.
/ Logo Do’s and don’ts.
/ Colors Colors provide a shortcut straight to your clientele’s hearts.
/ Typography Sans serif + Serif .
/ Lôr / -Is a Paris based olfactory design company.
/ Print Usually the first exposure to our clients.
/ Grids and layout Grids are like the invisible glue that holds a design together.
/ Photography Inspiration/Look and feel grading.
/ Patterns How to make a Lôr Pattern?
/ Icons How to use the Lôr icons?
/ Social media Social Media guidelines, look and feel.
/ Materials Brand textures and surfaces.
/ Naming How to develop a Lôr perfume name?
/ Artist collaboration guide How to make sure we don´t lose Lôr´s identity when working with an artist.
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/ Archetype /
/ BRAND ESSENCE /
(The Lover ) ; We strive for community & connection by promoting intimacy & emotion.
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/ Target Audience / (Neither Y or Z ) ; between the ages of Ed Sheeran, 27, and Kim Jong-un, 36. Woke -Always up to date with current affairs, trends and social causes. Their interests are related to travelling, art, architecture and fashion. They do not use perfumes to attract attention but to express themselves. They value quality, what the brand stands for and its story.
/ CORE VALUES /
1.(Timeless) -We aren’t shy when expressing ourselves, we are honest and direct.
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3. (Gender-neutral)
we don’t see gender, just humans. Scents have no gender, so why should we put a label on our perfumes?
2. (Arts’ accomplice) - We see perfumes as a piece of
art and we love to elevate and play with the artistic connotations of perfumes and everything related to them.
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4. (Sutil elegance)
- Inoculates luxury from ostentation.
5. (Nowness) – we do not live in the past, we embrace the present while always creating the future.
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6. (Borderless) – National borders are fictions, we are global. Not only are we borderless geographically but in our minds, we are open.
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/ Be up to date: Use modern languages wherever you see fits, but always keeping it elegant. There are different types of new words, we are the elegant type.
/ TONE OF VOICE /
/ Be gender neutral: Use gender neutral instead of gender specific words. For example, instead of saying fireman say firefighter. Instead of saying congressman say congressional representative.
/ Be knowledgeable: Know your world facts, we know cities, countries and everything related to being smart global beings, we are borderless.
/ Be respectful: We do not discriminate or make fun of any lifestyle choice, we are open minded.
/ Ô: Every time Lôr is mentioned either in writing or in graphics our ô should always be written our way.
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Contrast Explore the growing overlap between dark and light, masculine and feminine, rough and sleek resulting in an otherworldly contrast full of elegance.
/ MOOD BOARD / We are not designing for everyone, we are designing for a specific contemporary human, a young mind with a mature taste who appreciates quality and lives constantly in the search of it. A world citizen, a bold independent thinker with a modest personality.
Restrain Think about accomplishing your goal with less – what you’ll achieve is simplicity.
Wild It is the spirit of connecting with nature and the environment, which gives the impulse to explore and conquer new territories and be filled with new experiences.
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/ Logo Construction /
/ Clear space and minimum sizes /
(Usage)
To ensure the legibility of the logo in all applications and formats, a clear space area has been determined which establishes a minimum distance in comparison to other texts and graphic elements.
In the search for a strong but minimal identity we choose a logo that’s based on the Dosis Extra Bold (Lôr) and Dosis Extra Light(Paris) fonts with 200 points of separation between characters to make it bold and sophisticated.
1
x
5 cm +
3 cm
/ Size / (Maximums and minimums) Size guide when the logo is applied to digital and print without hurting legibility of the both the logo and the identifier.
1 cm -
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/ Secondary logos / Either when we find the need to use the logo more than once in one page we can use these alternatives to avoid being repetitive. Also in some occasions the main logo might not fit or look appropriate.
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/ Correct applications / Maximum visibility, readability and contrast have to be assured under all circumstances. When the logo is applied on either photographs, graphics or flat color backgrounds it should be applied in white, black or gold version, which ever generates the most contrast with the background.
(Light photographic background)
(Non-corporate dark color background)
(Non-corporate bright color background)
(Dark photographic background) 29
90°
There are only two rotation options.
/ Logo rotation / The logo can only be rotated 90 degrees as indicated in the image. No other rotation is allowed. Only use this rotation in situations where the available space makes it difficult to use the logo in the original format.
90°
/ Logo size in space / The proportion of the logo with the space is very important, this helps us to keep the brand elegant and simple. With this grid of 4 x 5 as a guide, which can be adjusted in any format. e logo can only occupy 2 to 4 squares of the grid according to the intention. / Remember minimum 2 maximum 4. /
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x
x (Deformation )
/ Inappropriate logo uses /
x (Incorrect spacing)
(Do not use illegible backgrounds)
/ Respect the logo’s proportions which have been previously determined by guidelines based on composition, hierarchy and functionality. / These are just some examples of modifications however the only ones that can be done are the ones mentioned in this manual.
x
(Color percentages)
x
x
x
R (Wrong typography)
(Concealment)
x
(No vertical text)
x (Wrong color application)
(No perspective)
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/ Black / ( Boldness ) The color of mystery is strong and powerful.
/ Gold / ( Elegance ) A precious metal often associated with wealth, grandeur, and prosperity, as well as sparkle, glitz, and glamour.
/ COLORS /
/ White / ( Openness ) Cleanliness, simplicity and lots of light.
/ Neon Mint / ( Balance ) Has a strong association as a refreshing and peaceful color .It evokes feeling of abundance and a plentiful environment while providing a restful and secure feeling.
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/ Color Proportions /
001
003
/ Black / PANTONE BLACK 6 C
002
White PANTONE 000 C
C 86 M 85 Y 79 K 100 _
C0 M0 Y0 K0 _
R0 G0 B0 _
R 255 G 255 B 255 _
# 000000
# ffffff
Premium Gold PANTONE 7507 C
004
Neon Mint PANTONE 351 C
C3 M 15 Y 50 K 00 _
C 41 M0 Y 37 K0 _
R 240 G 217 B 147 _
R 160 G 226 B 186 _
# fod993
# a0e2ba
Gradient B Color C 35 M 50 Y 45 K 10 _ R 156 G 128 B 81 _ # 9c8051
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Dosis was designed by Edgar Tolentino. The lighter weights are minimalist. The bolder weights have more personality. The medium weight is nice and balanced. The overall result is a family that’s clean and modern and can express a wide range of voices and feelings for the Lôr brand.
Designed by Frank Hemmekam, this font is perfect for usage in posters and headlines.
Kenzo Regul ar
Aa Aa Regular
Using our chosen typefaces ensures that our typography is consistent and legible across all our communication channels. We have combined serif fonts with sans serif fonts to assure an elegant yet modern look.
Kenzo italic
Italic
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Minion is a font that perfectly reflects our brand. It evokes elegance since it was designed by Robert Slimbach based on the timeless beauty of the Aldine fonts of the late Renaissance combined with a modern unified calligraphic energy.
Christian Robertson developed the font with the intention of it being “modern, yet approachable” and “emotional”. Because it is available in all google platforms the font is easy to obtain making our look easier to replicate across all platforms.
/ PRINT / Communicating our identity since it’s usually the first.
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/Main cover/
/Inner covers/
/LOREM/
/ GRIDS / This grids and layout guidelines will help when putting together pages, slides, posters and other documents, making the design process quicker, and ensuring visual consistency between related pages and with our brand.
/ Consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
/LOREM/ / Consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
/ Locate tittles in different areas of the slide to create visual dynamism and preventing the slides from feeling monotonous.
/Pages/
/LOREM/ /LOREM IPSUM DOLOR SIT AMET/
consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
(Texture - LĂ´r solid color)
/ Consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
(Photography) 49
/ PHOTO GRAPHY /
Product photography / / Be sleek. / Be modern. / Be light. / Use natural light as much as possible. / Accentuate shadows. / Black on white to be sober. / Get very close and highlight metallic shimmer.
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Lifestyle Photography/ / No face, no specific features, you can never really tell who it is, so you see yourself wearing our product. / Accentuate different depths. / Granularity will help generate a sense of realness and nostalgia. / Stick to black and white as much as possible but use color to break monotony.
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1.
/ Shape/ You don’t have to look very far for inspiration to create a new Lôr pattern, everything is within our logo. A split corner, a curve, a symbol. Zoom in, find the most adequate part of the logo to communicate the scent of each perfume graphically. Involve synesthesia in the process, try to imagine our scents as shapes, if it’s citrus go for shapes with edges, if it’s a bit sweeter maybe consider rounder and wider silhouettes.
it can be...
/ Shape line /
/ Shape Color/
/ Negative Space/
Follow these 5 steps to create a Lôr pattern / Shape / Rhythm / Proximity / Balance / Color /
2.
/Rhythm/ When we place the shapes together, we create a relationship between them. Rhythm is created by the repetition of the shape creating negative and positive space. Start putting shapes together until you feel the rhythm express our core values.
However simple or complex the relationship, they should trigger feelings, convey messages, engage our audience, add emphasis to a portion of a layout and create dynamism.
Remember to create relationships aline to lor core values . 57
3.
/ Proximity/ We are open, keep this in mind when putting everything together. The space between the visual elements should communicate that openness by not placing the elements to close to each other.
4.
5. / Balance/ Keep in mind we are not feminine nor masculine therefore using thin lines will make us look too feminine, using too aggressive and bold lines will make us look masculine, find the right balance between the two.
Remember to maintain a wellbalanced pattern visually. Don’t over saturate on one side without making up for that on the other side.
These are some examples:
(Symetrical balance) 58
(Asymmetrical Balance)
/ Color/ Only use our main brand colors; black, white or gold for the pattern. To keep our sutil elegance consistent try to avoid high contrast between the pattern and the background.
/ ICONS / Each icon represents an olfative family, they will help us differetiate our perfumes.
/ Use synesthesia / Highlight the three olfactive icons that best represent each perfume, they will help the customer get an idea of what the perfume will smell like before even openning the box.
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/ Be intimate. / Be elegant. / Be sober. / Be clever. / Be interesting. / Be sensorial. / Educational.
/ SOCIAL MEDIA /
/ Show process. / Tell a story behind every photo. / Inspire with art. / Get inspired by botany. / Use photos with movement and freshness. / Use black and white photos in some lifestyle photos in order to convey intimacy and nostalgia. / Use color Photos to transmit feelings and images generated by our scents. / Use some details in gold and the color of the season. / Use concrete and plants as your backdrop.
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Monday
The true sign of intelligence is not knowledge but imagination. Albert Ein stein
/ Use a blue filter in the shadows at 20%, to match those images that are not according to the mood of the feed. /
(Light photographic background)
HOW TO TEST PERFUMES ?
(Dark photographic background)
SLIDE
Olfative sheets
ASHLEY
SLIDE
Use the secondary logo to mark the photos. only use it in certain cooperatives communications. Remember not to exceed, we do not want a feed full of logos.
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(Bottle texture)
Black and white should always be used in matte.
Use gold to highlight sutil details.
/ MATERIALS /
To reflect the brand’s experience through materials,use concrete or green leafs.
(Concrete texture)
(Plant texture)
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/ Get inspried by the perfume, it’s ingredients and it’s scent.
/ Our names are more descriptive than a story.
/ Always keep a balance between masculine and femenine.
/ NAMING / / Remember we are borderless, we can use words from many langauges that help us describe the scent and the content of each bottle, don’t be scared to mix and match languages.
/ Borrow from other languages but don’t over complicate it, difficult pronunications and hard words could play against us, keep it simple and catchy.
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/ Use the inside of our box as your canvas. / Play with the element of surprise, the users know they will see your art somewhere but don’t know where, give them a show when the box opens up.
/ ARTIST COLLABORATION GUIDE /
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/ Inspire yourself with the smells and colors of the season and give it a twist with your personal touch.
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