KNOTTE Organic cotton bedsheet brand
Brand Identity Guidelines
KNOTTE / BRAND HISTORY
Knotte is an organic cotton bedsheet brand owned by a small family business. The brand was founded by a young, well-travelled couple in their 30s with young children.
KNOTTE / COMPETITORS
Knotte is entering a market currently dominated by established brands such as Boll & Branch, Brooklinen and Parachute.
KNOTTE / TARGET AUDIENCE
International homeowners, cosmopolitan, age 30+
KNOTTE / MOOD BOARD
KNOTTE / LOGO STRATEGY
3 ROUTES OF LOGO DIRECTIONS Route 1
Conservative
Route 2
Comfort
Route 3
Creative
The key differentiators for the brand in terms of the design and aesthetics are the implementation of an organic cotton. I want to emphasize this important element into all of my logo designs.
KNOTTE / LOGO STYLE & ATTRIBUTE
The branding identity for Knotte conveys
modern, lightness, organic, comfortable and luxurious
KNOTTE / TYPOGRAPHY
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
Headlines (Brand name) Calluna Italic
Subhead (Brand’s logline) Proxima Nova Alt Regular
I chose these new fonts because they work well together as a serif and a sans serif font. The serif font Calluna gives you that luxury and modern look and using it in the italic form gives you that natural growing movement of an organic plant. The sans serif font Proxima Nova Alt is a font that is clean and readable at a small scale. It goes well with a serif font like Calluna.
KNOTTE / LOGO DIRECTION ROUTE #1
Kn tte organic cotton bedding
Kn tte
black & white version
grayscale version
organic cotton bedding
The idea of this design is to keep the simplicity of showing the brand name and the emphasis of using organic cotton. By replacing the letter “o� with the cotton plant symbol, the design maintains the clarity and directness with the symbol incorporated agreeably into its typography.
KNOTTE / LOGO DIRECTION ROUTE #2
knotte organic cotton bedding
black & white version
knotte organic cotton bedding
grayscale version
The idea of this design is to utilize a simple outline of the organic cotton as an external graphical element for the brand. My idea is to imagine that the typography is lying on some cotton as if it was a comfy pillow or bed. This intends to symbolize its comfortness and luxurious feeling of the brand.
KNOTTE / LOGO DIRECTION ROUTE #3
notte
o rg a nic c o tto n b e d d ing
black & white version
notte
organic cotton bedding
grayscale version
The idea of this design is a creative integration of joining the brand name and the organic cotton as a whole. I first rotated the fluffy cotton ball with its stem which helps to illustrate and underscore the letter “k� , continued with the rest of the letters. This design not only combines the brand name and its cotton element as a coherent unit, the cotton shape typography can also be a succinct stand-alone brandmark itself.
KNOTTE / LOGO DIRECTION ROUTE #3 BRANDMARK
For some applications such as bedding tags or labels, the brandmark can be used as a standalone element.
The brandmark can also be used as an decorative element in different types of color backgrounds shown as above.
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