Brand Guidelines
CONTENT Introduction
01
10
Minimum size
Brand story
02
11
Color palette
Concept
03
13
Typefaces
Idea
04
15
Logo variation
Ratio system
05
16
Logo misuse
Grid system
07
17
Patterns
Clear space
09
19
Mockups
Introduction This document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency. This includes all of the elements you may need - Logo, typefaces, colors and more. We invite you to absorb this information and reference it often to become an informed keeper of the brand.
01
Brand story Knitting Duck is a little local yarn shop and knitting café which combines a modern aesthetic with a fun and social experience! Focusing on natural fibre, indie-dye, and rustic yarns, Knitting Duck’s unique selection has inspired the most avid of fibre lovers. Described as the “candy store” and “yarn heaven” that you don’t have to die to see, Knitting Duck is a must visit yarn destination.
02
Modern
Cute Impressive
Professional
03
Concept
Idea
Duck
Yarn
04
Ratio system This ratio system is made specifically for this logomark. Do not change the scale of this ratio system to reserve logo consistency.
05
x
0,25x
4,5x 9x 10x
06
Grid System This system included 2 version of the logo. The logo consists a symbol and a typeface. When the width is much greater than the height (form-strip), the horizontal version is used. In case where the shape for the logo is approximated to the square or in cases where the logo is one on the media, the vertical version is used.
07
10x 26x x 10x 10x
8x
15,5x
5x 10x
15x 9x
Horizontal version (default)
Vertical version
08
Clear space
Whenever the logo is used, clear space must be regarded. Free space around the logo facilitates perception, enhances brand status and image, as well as ensures the visual esthetics. It’s allowed to attach logo within it’s upper side to other elements if it’s needed for design or practical reasons. 09
minimum size Digital: 100px Printing: 1,5cm
Digital: 120px Printing: 2cm
10
Color palette
11
Primary Colors
#ba9bc9 26-41-0-0 186-155-210 P 91-3 C
#838bc5 51-43-0-0 131-139-197 P 102-11 C
#67c9d0 55-0-20-0 103-201-208 P 124-5 C
#f26722 0-74-100-0 242-103-34 P 40-7 C
Secondary colors
#000000 75-68-67-90 0-0-0 P 179-16 C
#ffffff 0-0-0-0 255-255-255 P 1-1 C
12
Typefaces
13
soup of justice
abcdefghijklm nopqrstuvwxyz 0123456789
Montserrat Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Brand typeface San serif class, designed by SoJa. A cute font, mostly use in book cover design or cartoon style products. This font is used for brand logo or title.
Headline typeface Geometric san serif class, designed by Julieta Ulanovsk. InspiredInspired from the traditional Montserrat neighborhood of Buenos Aires. This font is used for headline and body text.
Montserrat Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Body text typeface This font is used for body text and remark text.
14
logo variations
15
Symbol
Typeface
Negative
Positive
Logo misuseS
Stretched
Rotated
Loss of detail
Wrong color 16
PatternS
17
18
Mockups
19
20
21
22
23
24