2015 Brand Book
Copyright by Vanir & Aesir Inc. Printed by Norse Press
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2015 Brand Book
About
Alluring, dynamic, beautiful... Freyja is the Norse goddess of love.
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S. W. O. T. Analysis STRENGTHS
Associated with love, sexuality, beauty, fertility, and gold. Rules over the heaven Fólkvangr and receives half of those that die in battle. Rides a chariot pulled by two cats. Protected by a boar named Hildisvíni. Wears a cloak of falcon feathers.
WEAKNESSES
Associated with war and death.
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2015 Brand Book
Sometimes maliciously manipulates the desires and destiny of others. If she sits on a plow, it will no longer be useful. Cries tears of gold for her dead-beat husband Óðr.
OPPORTUNITIES
Can be seen as the heroine for the modern, sexual woman. Her falcon and boar fashion can become iconic. Has the power to use her magic for good. Her two chariot cats can go viral.
THREATS
The giant JĂśtnar is constantly trying to marry her. Loki accused her of having slept with all of the gods and elves. Often misunderstood as a goddess of lust and force. BeyoncĂŠ. Animal Rights Activists.
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Brand Promise
Be rich in love, and you will have power.
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2015 Brand Book
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Brand Strategy
Freyja obtains wealth and power through womanhood.
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2015 Brand Book
Audience
Independent women: Ages 18-32
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Brand Essence
Freyja is invisible, but she is not intangible. She is love, she is sex, she is beauty, she is life, and she is gold. Compared with Valentine’s Day, BeyoncÊ, and modern fertility methods she is worth more than Hallmark, and slightly less than Blue Ivy.
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2015 Brand Book
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CULTURAL WEALTH
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Brand Assets
Love is gold. Gold is power. Freyja’s power is directly measured with gold, which is currently $1,227.90 per ounce. Today, her net worth is infinite. Other assets: 567 falcon feathers, one boar, and two Norwegian forest cats.
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2015 Brand Book
S AT B
H E RS T A C
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NET WORTH
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Brand Imagery COLORS
Deep Burgundy
Ripe Concord
California Gold
Metallic Neutral
Love
Power
Wealth
Fertility
FONTS Lato Hairline purpose
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2015 Brand Book
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Learning Curve Pro femininity
ICONOGRAPHY
Gold Bars
Falcon Feathers
HildisvĂni
Felines
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Logo
The two interlocking feathers symbolize love and relationships. These feathers are falcon feathers, which Freyja finds fashionable. The feathers are colored gold for wealth. Freyja’s name is centered to balance the feathers. The name is in the concord grape color to symbolize power. It is written in Lato Hairline to portray purpose, while the Y and J are combined for cohesiveness and modernity. The overall logo is tilted to the side in order to create motion. Freyja is always in flight.
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2015 Brand Book
The logo can appear in black and white.
The logo must never be grayscaled.
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2015 Brand Book
Your Love Your Protection Your Power Your Wealth
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