Yuvini Gamage – Brand Guidelines: Ode

Brand Guidelines

1.0 Brand Strategy

Who We Are

A DANCE BETWEEN THE WORLDS OF PAST & PRESENT, FUSING NOSTALGIC STORIES WITH MODERN DESIGN.

We are dedicated to serving our customers and community by inspiring a relationship with nature through sentimental stories and thoughtful objects. Crafted with meaning & purpose, each object made is inspired by a nostalgic memory that is given a new life through sustainable materials. We aim to inspire our community to embrace meaningful consumption, preserve their memories, and contribute to a more sustainable future by creating objects that are both good for our customers and the planet. We are interested in nding simple ways for people to reconnect with themselves and with nature by providing a platform for individuals to share their stories and be a part of a larger community.

Ode is a lifestyle brand that is inspired by the past, a ected in the present and crafted for the future.

01 Brand Strategy

Our Mission & Vision

Our mission is to curate a brand experience that blends nostalgia, creativity, and community engagement. Through nostalgic storytelling, thoughtful design and interactive campaigns, the brand creates a bridge between the past and the present, inviting individuals to explore their own memories, contribute to the creation of meaningful products, and connect with a community of likeminded individuals.

We seek to inspire our community to embrace meaningful consumption, while giving them the opportunity to preserve their memories. Our vision is to encourage moments of re ection, to embrace change and transformation as individuals and as a society, by creating a sense of belonging in this fast paced world, and to move towards a more circular collecting culture.

Our Values

01

Nostalgia / Storytelling

Embracing the stories of the past and its in uence on our present identities. Stories are one of the oldest methods used by people to make sense of life.

02

Connection Re ecting the communities we serve, understanding needs of others and innovating together to create a sense of belonging in this fast paced world 03

Authenticity

Celebrating the uniqueness of personal stories to inspire our products by providing a platform for people to express themselves. 04

Sustainability

Commitment to ethical practices, ensuring the preservation of both memories and the environment to build a circular collecting culture.

01 Brand Strategy

Brand Message

“Stories, Memories

They ow.

We feel rhythm

An Ode Always present Floating Waiting For you

Sweet emotion

We celebrate. We listen to the storytellers, We collect ideas

There is history, There is purpose and melancholy.

Beauty to be found in both states

You are our muse

You inspire our craft

You gift us little moments of genius

Little moments that weave, Woven together to create something meaningful

We search for beauty

We craft stories

We dissolve boundaries

We create a community”

We distinguish ourselves from other brands through the way we use poetic language to make communication feel personal and more pleasant.

By being thoughtful and unique with the way we use language to introduce our brand, we encourage people to feel a deeper connection with Ode.

1 2 3 4

Poetic

We speak to customers and partners in a familiar, warm, and accessible way, and avoid using a detached tone of voice. We meet people with a little bit of a ection and surprise—it’s our way of inviting them into our world.

Inspiring

We aim to ignite inspiration in every word we share. Through our products, we inspire a renewed appreciation for the little things, encouraging our audience to embrace new sustainable objects that create a sense of belonging.

Curious

We ask questions that delve beyond the surface, seeking to understand the emotions and memories that make each object special. By adopting an inquisitive voice, we encourage our audience to explore their own connections & engage in meaningful dialogues.

Eco-Conscious

Our tone re ects a strong commitment to the environment and responsible consumption. With an informative yet uplifting approach, we empower our audience to make choices that align with our values and contribute to a greener future.

2.0 Logotype

There are 2 logos that can be implemented across di erent forms of communication. The primary logo features a clean and contemporary workdmark to re ect the brand’s commitment to simplicity and is designed with a lowercase o to add visual balance. Optical kerning, re ned weight and de ned clear space, help to make the logo instantly recognizable at all sizes and in all contexts.

The icon features a poetic organic O that symbolises the brand’s values of community, connection, and a collective journey towards a circular future.

Always use the logo les provided. Do not re-create.

SYMBOL

PRIMARY LOGO

Primary Logo

The primary logo wordmark should be used when there is no other brand presence in communications.

To maximize visibility and impact, ensure the logo has clear space for it to breathe. Clear space around the logo is equal to the x height of the ‘o letter’ on all sides for best legibility.

Avoid putting any text or graphics within the clear space.

The horizontal logo is the primary logo and should be used in most instances.

MINIMUM SIZE: 16 MM X 8 MM

The Ode symbol is composed of an Organic O shape. The symbol is legible at most sizes, and a small version is provided for micro applications. So for extra small applications where the Ode logotype is illegible, the symbol can be used as an icon such as social media pro le picture and more.

The icon should be visible but needs space to breathe at small sizes. The icon size has to be 60% of the container width, visually centered.

The symbol is legible at most sizes, and a small version is provided for micro applications.

MINIMUM SIZE: 8 MM X 8 MM

Alternate Symbol

There is also an alternate symbol that shows a face and is used in di erent contexts to enhance recognition of the brand’s community.

The alternate symbol is one that celebrates the Ode community and can be used across merchandise, the journal highlighting the muse of the month, and community engagement in order to create a more personal connection.

COMMUNITY SYMBOL

BRAND SYMBOL

Our icon should be visible but needs space to breathe at small sizes. The icon size has to be 60% of the container width, visually centered.

INSTAGRAM PROFILE ICON

Ensure our icon is visible but has space to breath at small sizes.

3.0 Colours

03 Colors

Our Color Palette

A rich, earthy colour palette symbolizes the brand’s deep rooted connection to nature, making use of tones that evoke a sense of nostalgia.

Our primary color palette is distinctly recognizable as Ode and should be used in brand-led communications. Our secondary colors can also be used with our core colors.

Our tertiary color palette should only be used for exceptional cases such as campaigns or seasonals. This colour should be brought out in photography to evoke a sense of nostalgia.

PRIMARY COLORS

R38 G35 B33

Hex: #262321

R255 G249 B242

Hex: # f9f2

R142 G152 B128

Hex: #8E9880

These colors have been optimized for onscreen (RGB or HEX) or print (CMYK) use. Use the color speci cations provided here. Do not use the automated color conversion tools in your software.

SECONDARY COLORS

R0

Hex: #032a1e

R65

Hex: #413E3B

R80

R214

Hex:

R131

Hex: #8397a0

R203

TERTIARY COLORS

R249 G184 B35

Hex:

C70 M64 Y61 K78

C0 M3 Y6 K0

C93 M53 Y78 K73

G43 B30

C47 M29 Y50 K11

C63 M56 Y56 K59

G62 B59

C63 M45 Y66 K42

G88 B69 Hex: #505845

C21 M3 Y40 0

G224 B175

#D6E0AF

C52 M31 Y30 K9

G151 B160

C25 M3 Y18 K0

G225 B217

Hex: #CBE1D9

C1 M31 Y89 K0

#F9B823

03 Colors

03 Colors

Primary Logo Usage

Primary Logo Usage

Choose one of the 9 core colors as the primary color in your layout.

Our core palette consists of three colors –Charcoal, Sand and Sage. These colors are integral to our logo recognition and building our brand equity.

Use only Charcoal or Sand primary logo and text on core colors as outlined on the right. Do not interchange the use of logo or text according to preference, as these color combinations are speci cally approved for accessibility.

The primary logo should be only sand on darker backgrounds and charcoal on lighter backgrounds.

03 Colors

Primary Logo Usage

Choose one of the 9 core colors as the primary color in your layout.

Use only Charcoal or Sand primary logo and text on core colors as outlined on the right. Do not interchange the use of logo or text according to preference, as these color combinations are speci cally approved for accessibility.

03 Colors

Logo & Symbol Usage

Our core palette consists of three colors

Charcoal, Sand and Sage green. These colors are integral to our primary logo recognition and building our brand equity. Our symbol should be only sand on darker backgrounds and charcoal on lighter backgrounds.

4.0 Typography

Our Typefaces

Fragment Glare is our primary typeface used for headlines & body copy

Fragment Sans is our secondary typeface used for subheaders and accents and pairs beautifully as it is a part of the Fragment font family

Primary Typeface

Fragment Glare

Ipsum consequat nisl vel pretium lectus quam id. Tristique et egestas quis ipsum suspendisse ultrices gravida.

Maecenas volutpat blandit aliquam etiam erat. Tellus orci ac auctor augue mauris augue neque gravida in. Mauris eros in cursus turpis massa tincidunt dui.

Nibh nisl condimentum id venenatis. Vitae auctor eu augue ut lectus. Ultrices vitae auctor eu augue ut lectus. Sit amet porttitor dolor. Massa tincidunt nunc ligula.

Mattis aliquam faucibus purus in massa tempor.

Malesuada proin libero nunc consequat varius sit amet

mattis. Et sollicitudin ac orci

Secondary Typeface

Fragment Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890(,.;:?!$&*)

Aliquam sem fringilla ut morbi tincidunt. Sed turpis tincidunt id aliquet risus feugiat. Vitae massa sed elementum. Lectus proin nibh nisl condimentum id venenatis vitae. Ultrices dui sapien eget mi.

Condimentum mattis pellentesque id nibh tortor. Magna fringilla urna

porttitor rhoncus dolor purus. Ut

tristique et egestas quis ipsum suspendisse ultrices gravida tincidunt dictum.

Lectus urna duis convallis

convallis. Sem integer vitae justo eget magna

Regular Medium Semibold

fermentum iaculis eu non.

Quis commodo odio aenean

sed diam donec adipiscin.

The layout style for Ode is heavily inspired by the typography style inherent in poetry. This is re ected in the brand’s layout style, characterized by left aligned text.

The preferred placement of the primary logo is on the bottom right margin, or on the bottom left margin in some cases if there is imagery being used next to text.

A dance between the worlds of past and present

Inspired by the past, A ected in the present & Crafted for the future

A community of storytellers & seekers of connection

VERTICAL LAYOUT HORIZONTAL LAYOUT - 1

SQUARE LAYOUT

5.0 Imagery

Photography Guidelines

Light, Grain and Simplicity– these things are integral to the visual aesthetic of our images. The attitude towards our imagery is one where the play of light is the primary element, gently bathing the scene, creating a soft and serene atmosphere. There’s a certain nostalgia evoked in the way sunlight breaks through a space, casting delicate rays that dance upon the earth.

The photography style is minimal and aims to incorporate sepia tones and natural elements like foliage, water and open skies to highlight the brand’s deep rooted connection to nature.

LIKE OUR BRAND VOICE, ALL PHOTOGRAPHY DIRECTION IS BASED ON A SPECTRUM OF NOSTALGIC TO MINIMAL.

6.0 Application

Main Screen

The user experience should re ect the website’s simplicity and approachability, with the use of a simple landing page, encouraging members to explore stories and collections.

The imagery should capture the spirit of the brand and act as the embodiment of Ode’s personality.

A collective of storytellers and objects that reframe the way we live and interact.

Main Screen - Continued

Keeping navigation simple, intuitive, and consistent on every page is key.

Visual Hierarchy. Arrange all elements in order of importance. This can be done either by size, color, imagery, typography, and whitespace. Always show visitors where the most important information is.

Content. The Ode website should have both great design and great content. Sharing stories and inviting people to join the community can attract and in uence visitors by converting them into customers.

Grids. Use a grid to align elements on the page and keep it clean. The grid-based layout arranges content into a clean rigid grid structure with columns, sections that line up and feel balanced and impose order and results in an aesthetically pleasing website.

Pale Blue Clock £150

We use social media platforms to build brand awareness and brand loyalty.

Ode has implemented a consistent brand look and voice across the social platforms consisting mainly of product lifestyle photography, nostalgic imagery and typography based posts.

We believe that every object carries a piece of history, a whisper of a memory, and a touch of human essence. All our products are inspired by a nostalgic story that is given a new life.

Use the color

provided in the brand guidelines. Do not use the automated color conversion tools in your software

THE PALE BLUE CLOCK

Packaging - Outer

The unboxing experience is an important part of Ode’s brand identity. With this in mind, the packaging is designed in the form of a book, using a clean and sophisticated visual language to enhance the unboxing experience, as the act of opening a book, just like turning the pages of a story.

The brand’s sustainable values are re ected in the packaging. Made out of millboard material and tted with brease, it is designed to have a second life. Customers can display this as a part of their book collection, or can use it store things after the product has been taken out.

The detailed view of packaging is shown on the right and must always follow these standards, only changing the name of each underlined chapter when a new product is introduced.

Packaging - Inside

While the outer packaging is simple, focusing on a clean and sophisticated design, the enlarged typography on the inside is meant to evoke a ‘wow’ factor and captivate the audience in the unboxing experience.

The inner packaging is tted with brease, a sustainable wood based foam ensuring the protection of the product. The detailed view of packaging is shown on the right and must always follow these standards, only changing the enlarged text for each new chapter.

The Journal - Cover

The Ode journal is a B6 sized booklet that is included in the packaging and contains a detailed description of the product in the form of a story. The cover layout stays the same throughout with only the information and colours being changed for each chapter (each new product made). Made out of sustainable paper, the journal acts as a souvenir of the di erent chapters that can be collected and put together to form a bigger story. Only the symbol is used here instead of the wordmark to avoid repetition of the brand name.

The detailed design of the journal is shown on the right and must always follow these standards.

CHAPTER ONE

CHAPTER TWO (SAMPLE) CHAPTER THREE (SAMPLE)

The Journal - Layout

The journal follows a storybook style layout using halftone images to evoke a sense of nostalgia when combined with contemporary design elements.

There are four main themes that stay the same across all chapters - A page celebrating the muse of the month, a page for the story about the sentimental object, a page outlining the inspiration that particular story has contributed in designing the product, and nally a page with more details about the new product for that month.

The Ode Box Campaign

To spark brand awareness, we have come up with a simple and unique campaign to encourage community engagement. The Ode Box, is an initiative that breathes new life into vintage letter boxes, that are strategically placed in various locations to grab the attention of passersby.

The aim of this campaign is to encourage people to engage with the brand and send in their sentimental stories. By blending the charm of a traditional object with modern technology, our aim is to create a memorable experience that resonates with a nostalgic concept of sending letters while also embracing digital connectivity. This is highlighted with a QR code placed on the box that redirects the reader to the Ode website allowing them to share their stories digitally. This initiative reassures that we stay true to our brand values on sustainability.

The tertiary colour yellow on the palette will be used for this campaign as it has the ability to grab attention.