Guide to our brand Denica Ivanova | Ingmar Bรถtker | Oana Todut
We all have...
Story to tell Experience to share Joke to laugh about Confession to make
After seeing all
those personalities
We knew that something had to be done
“I want to inspire people that getting older is not a bad thing.� Bridget Sojourner
Vision
To inspire people, that getting older is not a bad thing
Mission
To broaden the readers’ perspectives by showing them that the elderly are the ones that we should learn from. The only magazine where the life secrets from “the experienced” are for everyone.
Core values The target group Connects generations Meaningful stories Life changing magazine
Where is the difference? Nostalgic experience of purchasing physical magazine Strong Relationships with customers Customer driving strategy
Let’s see the market...
Logo characteristics
In our logo Lucida Bright typeface is used, which has all the characteristics we are looking for: classic with a modern twist. As people love each other, letters do the same - we chose to customize our logo font (decreasing the line spacing) in order to show the close connection between different generations.
To carve perfect logo few adjustments have to be made to default font to fit values even better Upper - serifs of the letters S, T, I have to be connected
All the letters have to have the same height (in original font the S is higher)
Lower - serifs of the letters I, L, L have to be connected as well
There has to remain a gap between the serifs of two L - to be commonly understandable
Logo usage Logo is companies one of the most important asset. It defines the company, it makes the first impression it creates the loyalty - do not misuse it
This is us
This is NOT
Still
Typography We use the Lucida Bright type family as our corporate font as it is has all the characteristics STILL is looking for: classic with a modern twist’
Lucida Bright Tone Confident, Classic Strong, Modern Twist
Best used in: Logo, Headlines
Additional typefaces Carefully chosen typefaces with classical, elegant, readable and interesting tones in Titles and Paragraphs
Tagline “ Astonishing” Our tagline is our message to the world! Word ASTONISHING shows the versatility of our readers. It is a reflection of our target group, beatiful women, that no matter the age look STILL astonishing.
Two ways of using it right:
“
“
Astonishing” Astonishing” Millions of ways using it wrong
Product design Simple yet elegant design concept, sticking to the roots. Basic color palette of black and white, with a little pop of colour. Mainly used is Muted green, which is the most suitable color to appeal to our target group.
Out in the wild
Nice to meet you!
2014