Brand Identity
THE
PERMANENT
JEWELLERY COMPANY
About
Client Profile
Tone
Photography Iconography Brand
Concept
Structure
Exclusion Zone
Size
Composition
Backgrounds
Use Prohibited
Appicon/Favicon
Colour
Colour Balance
Stationery
Packaging
Merchandise
Brand Background
ABOUT | OUR MISSION | VALUES | CLIENT PROFILE | TONE OF VOICE
AboutPermanent jewellery is a fresh service which is climbing the trends in jewellery industry. It’s a personal one-to-one process which involves welding the jewellery onto the customer with the idea of it never to be taken off, often for sentimental reasons but also has aesthetic benefits.
We (The Permanent Jewellery Company) operate as a supplier of equipment and materials to those who have existing jewellery business but also to those who are starting up.
Our brand should reflect personable and warm qualities to compliment the permanent jewellery experience. This style will be most effective by combining soft/clean typography, a neutral palette, and elegant photography.
Our mission is simply to help jewellers of various expertise reach their potential and take advantage of the growing permanent jewellery trend. We aspire to be the UK’s leading supplier for top quality equipment and materials.
Values
A client’s first impression of a company is often already in place before any extended business or conversation occurs so with this in mind, it’s essential that our brand clearly represents the values and personality which we offer. While it’s important to provide an all round positive service, the three key strengths provided are reliability, friendliness, and trust.
Reliability: As a supplier, we must always ensure that our clients can rely on us to provide them with the appropriate equipment and materials.
Friendliness: As a growing trend, permanent jewellery is going through a competitive phase. To counter this, we will offer that one-to-one service required to help our clients focus on their own success.
Trust: All of the equipment and materials we supply must be official and of the highest quality. EXPERIENCE
Client Profile
AGE RANGE GENDER BALANCE
Our client profile has been taken into consideration when producing our brand style to ensure that they can recognise our identity and link that with the services which we provide.
Details and characteristics such as age, gender and interests are presented in the infographics provided.
Age range
Fig.2 Gender balance
Interests & personality
INTERESTS & PERSONALITY
Fig.1
Fig.3
Fig.1
Fig.2
Fig.3
Tone of Voice
Although we value professionalism, we also like to be ourselves. This applies to our service quality but also to the way we talk to, and communicate with our clients. So ditch the corporate buzzwords and sales terms and go with a friendlier approach.
We write like we speak: We’re working in a personal and sentimental industry. Be professional but in a friendly way so clients get that one-to-one experience. This kind of supplier-client relationship fits perfectly with our client profile.
First person: Speaking in first person terms is more personal and straight to the point.
Exclamation marks: Use these sparingly. There’s something very “sales” about putting an exclamation mark at the end of a sentence.
“Sure, not a problem. Give us a shout anytime.”
Logo Design
CONCEPT | STRUCTURE | EXCLUSION ZONE | SIZE | COMPOSITION |
BACKGROUND | USAGE | APPICON/FAVICON
Concept
The identity of our brand is modelled around our logo design; this aspect of our brand will ultimately set the style for all design elements including colour palette and typography which must remain consistent across all marketing.
The logo should be recognisable whilst allowing originality to make your brand stand out among others in the industry.
The example of charm design shown here illustrates the detail and the general feel which inspired our logo emblem concept.
Structure
Our “charm” emblem has been constructed using the golden ratio and perfect symmetry and includes subtle imagery to represent the permanent jewellery process.
The central flower shape is made up of chain links and hearts with a star in the middle to represent the sparks form the welding process. The overall “pill shape” is charm-like and provides more weight to the overall design.
Fig.1 Emblem anatomy
Fig.2 Emblem construction
Fig.1
Fig.2
Exclusion Zone
Every logo needs room to breathe to prevent it getting lost among its surroundings.
The advised minimum margin is one half of the overall logo height. For example, if the logo is displayed at 20mm height, the “exclusion zone” should have a 10mm margin around all sides of the logo, meaning a total height of 40mm. These are the dimensions shown in the diagram provided.
The minimum margin is 10mm and should still apply even if the logo is reduced to a height smaller than 20mm.
Our logo consists of clean and sharp design elements, however can still lose clarity when size is reduced to extremes.
It would be advised to print our logo with a height no less than 10mm (Fig.1). By reducing further, clarity may be lost due to potential ink bleeds or alignment issues.
The logo size should be as consistent as possible so all marketing materials are uniform.
Fig.1 10mm (height): Minimum print size
Fig.2 20mm (height): The visual “sweet spot”
Fig.3 40mm (height): Maximum print size, unless large scale print
Fig.1
Fig.2
Fig.3
Composition
By having various compositions of our logo, it allows us to use it across various marketing without it compromising the design layout.
Our 1:1 ratio composition (Fig.3) has additional circles added to balance the space within the surrounding text. Suggested use includes social media profile pictures and branded stickers.
Fig.2 Portrait
Fig.3 1:1 Ratio (circle/square)
Fig.1 Landscape
Fig.1
Fig.3
Fig.2
Background
When placing the logo on a non-white background, ensure all elements remain clearly visible.
In most cases, our logo should be placed on a white background (Fig.1), for a high contrast allowing the dark grey and green logo elements stand out.
When using our logo on a full colour photo (Fig.4), ensure that no photo objects cause any logo elements to be unclear. In most cases, our logo will be one colour (white or grey). Which of these is most visible depends on the photo used in the background.
Fig.1 White background
Fig.2 Colour background
Fig.3 Greyscale photo with 80% capacity colour overlay
Fig.4 Full colour photo background
Fig.1
Fig.2
Fig.3
Fig.4
Use Prohibited
Our logo has been designed using carefully measured and specifically selected elements. For brand consistency, our logo should not be altered in any way.
Fig.1 Do not outline
Fig.2 Do not change brand colours
Fig.3 Do not compress shape
Fig.4 Do not rotate
Fig.5 Do not change the typeface
Fig.6 Do not change the text kerning
Fig.7 Do not change the spacing between emblem and text
Fig.8 Do not apply shadows
Fig.9 Do not change alignment
Fig.7
Fig.8
Fig.9
Appicon/Favicon
In some cases, we may need to be represent only by our “charm” emblem. This would include an appicon and favicon.
The appicon would be used on smartphones and tablet and its notable design feature is the curved corners.
The favicon is primarily displayed in a browser address bar and occasionally in homepage favourites and the desktop taskbar. This need to be visible when reduced to 16x16px.
Fig.1 Appicon (light background)
Fig.2 Appicon (dark background)
Fig.3 Favicon
Fig.1
Fig.2
Fig.3
Palette System
COLOUR CODES | COLOUR BALANCE
Colour Codes
Our brand consists of a neutral palette, allowing some brand contrast without being too overpowering.
When it comes to printed materials, white should primarily be used as a base colour to keep things fresh and luxurious. For digital design, using solid colours or photos are will make more of an impact.
White and “Pantone 431C” will serve as a contrast and should be used for clarity (eg. Body text on white background).
“Pantone 557C” should be used as the primary colour. The green gives the brand a fresh feel.
“Pantone 7541C” and “Pantone 7612C” are our neutral tones to bring the palette together. These tones will also compliment a lot of the photography used (eg. Metallics and skintones).
WHITE
#FFFFFF
C:0 / M:0 / Y:0 / K:0
R:255 / G:255 / B:255
PANTONE 7541C
#D9E1E2
C:14 / M:6 / Y:8 / K:0
R:217 / G:225 / B:226
PANTONE 557C #85B09A
C:51 / M:17 / Y:44 / K:0
R:133 / G:176 / B:154
PANTONE 7612C #CA9A8E
C:21 / M:42 / Y:40 / K:0
R:202 / G:154 / B:142
PANTONE 431C #5B6770
C:67 / M:51 / Y:45 / K:17
R:91 / G:103 / B:112
Colour Balance
Colour balance plays a key role in all designs to its important that the balance compliments the message being said.
As shown here, “Pantone 557C” will play a big part in the “TPJC” brand style, being used as base colours and also for design elements and features such as icons and heading.
“Pantone 7541C” and “Pantone 7612C” have been intoruced to the palette to offer more variety without being to contrasting.
Typography
PRIMARY TYPE | SECONDARY TYPE
Primary Type
For our primary typeface, we have used “P22 Mackinac”; a serif typeface with a recognisable character style. This typeface should be used for headings and for feature text.
Font weight (heading): Regular
Font weight (feature text): Regular Kerning: 0
“P22 Mackinac” is a premium typeface and can be purchased from: https://www.myfonts.com/collections/mackinac-font-ihof
Primary Typeface: P22 Mackinac Pro
P22 Mackinac
Secondary Type
For our secondary typeface, we have used “DM Sans”; a sans-serif typeface which is clearly visible when used at a reduced point size making it suitable for body text.
Font weight (body text): Regular
Kerning (body text): 0
Font weight (subheading): Bold
Kerning (subheading): 250
“DM Sans” is a free-to use typeface and can be downloaded from: https://fonts.google.com/specimen/DM+Sans
Primary Typeface: DM Sans
DM Sans
Brand Imagery
PHOTOGRAPHY | ICONOGRAPHY | BRAND PATTERN
Photography
Photography used should always be professionally taken and thoughtfully selected. To ensure that the flow between photos is consistent, the colour balance should be soft and compliment the neutral palette.
Be aware of the background colour when selecting photos and don’t allow the photos to overpower any content which is placed nearby on any design.
Fig.1 Object: Jewellery close-up
Fig.2 People: Relaxed
Fig.3 Nature: Neutral colours and textures
See pages 16-17 for photography mood board.
Fig.3
Fig.1
Fig.2
Iconography
Be aware of the background colour when selecting photos and don’t allow the photos to overpower any content which is places nearby on any design.
Icons are created using an outline style, complimenting the minimal design theme. The line thickness is 10% of the overall size and they use a square ratio for layout uniformity.
Avoid using icons at a display size less than 10mm2 as they can become unclear.
Fig.1 Icon style for use on light background
Fig.2 Icon style for use on green background
Fig.3 Icon style for use on dark background
Fig.1
Fig.3
Fig.2
Brand Pattern
In some cases, block colour can be a bit too heavy on the eye so we’ve created an original brand pattern which can be used as an alternative.
Our pattern consists of our logo elements formed into a repeat diamond shape. Our demographic will be drawn to this particular pattern style as it’s often associated with designer clothing brands such as “Louis Vuitton”.
Suggested usage of our pattern includes packaging inserts and gift-wrap. Our pattern must not overpower any other design/text or any products.
The
“Louis Vuitton” brand pattern has become a key part of their brand and is often used to make a statement.