Wolf Circus Brand Style Guide

WOLF CIRCUS JEWELRY

This is a guide to help you better understand the basic elements that make up WOLF CIRCUS JEWELRY.

TABLE OF CONTENTS

2

3

About the Brand

4

About the Product

5

Our Mission

6

Logo Variations & Usage

9

Colour Palette

12

Typeface System

15

Imagery

17

Advertising

THE BRAND Fiona Morrison created Wolf Circus Jewelry in 2011 while attending University. She began the company after purchasing a wolf head ring and noticing the discussion and compliments a simple piece of jewelry could bring.

Wolf Circus is based out of Vancouver, BC and is available at a number of boutiques across Canada.

3

THE PRODUCT Each piece in the collection is inspired by the confidence it brings the wearer.

WOLF CIRCUS JEWELRY is intended for the bold, beautiful, brainy and badass. Each piece is handmade. They are simple, yet edgy and are meant to be a cause for compliments and as well as a conversation starter. The jewelry pieces are either silver or gold and some contain various gems for accents.

4

OUR MISSION Each piece in the collection is inspired by the confidence it brings the wearer. Our aim is to spark imagination every time you slip them on.

WOLF CIRCUS JEWELRY is intended for the bold, beautiful, brainy and badass.

5

LOGO VARIATIONS: DO’s The logo is an integral part of the WOLF CIRCUS brand and should be used thoughtfully and consistently.

Most often the logo will be presented in all black, as displayed on the top left, but can also be adapted for use on a black background, to incorporate colour either in the text or as a background), or can be placed in combination with the brand’s name, ‘WOLF CIRCUS JEWELRY’ in all capital letters.

The logo should most often be displayed in black and should not exceed above 0.5 pt. or below 0.3 in line weight.

WOLF CIRCUS JEWELRY

6

LOGO VARIATIONS: DON’TS Refrain from using any bright colours for both the logo and background and ensure that when using the light coloured background the logo is placed in a dark neutral colour and when using the black background, the logo is place in a light neutral colour in order for the text to be legible.

The logo should most often be displayed in black and should not exceed above 0.5 pt. or below 0.3 in line weight.

It’s orientation should always be presented with the two triangles pointing upwards and the one triangle pointing downwards

7

LOGO USAGE

Sizing:

The WOLF CIRCUS logo is very symmetrical and clean, which allows for versatility. In order to ensure that the logo does not get crowded, 0.5X should between the ‘WOLF CIRUS’ and ‘JEWELRY’ components of the name. Additionally, the ‘JEWELRY’ component should be 0.5X in height.

If the logo is being used alone, then X height should be left around the logo itself.

X

The WOLF CIRCUS logo should never be placed smaller than 1” in length.

Spacing:

X X 0.5X

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WOLF CIRCUS J E W E L RY

1 inch

COLOUR PALETTE: PRIMARY The primary colours are key indicators of the WOLF CIRCUS JEWELRY brand design. Black is most often used for typography while pastel pink, nude, and blue-grey act as supporting colours that can be used for backgrounds and design elements.

Examples of uses: Business cards, letterheads, envelopes, print event invitations, online order cards etc.

Additionally, the tone of each colour can be adjusted to create more depth within design elements and touch points.

PANTONE P 76-1 C

PANTONE P 71-9

PANTONE P 99-9 C

R: 242 G: 217 B: 228

R: 238 G: 219 B: 216

R: 234 G: 233 B: 243

C: 3% M: 16% Y: 2% K: 0%

C: 3% M: 14% Y: 6% K: 0%

C: 7% M: 6% Y: 1% K: 0% 9

COLOUR PALETTE: SECONDARY The secondary colours are used in combination with or separately from the primary colours. These are meant to add extra depth and interest to the designs.

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Examples of uses: E-invites, supplemental touchpoints.

PANTONE 7753 UP

PANTONE 7417 UP

PANTONE P 169-3 C

R: 213 G: 190 B: 49

R: 242 G: 116 B: 76

R: 208 G: 202 B: 2196

C: 19% M: 19% Y: 96% K: 0%

C: 0% M: 68% Y: 75% K: 0%

C: 18% M: 17% Y: 19% K: 0%

COLOUR PALETTE USAGE

YOU’RE INVITED TO...

WOLF CIRCUS JEWELRY’S

AT THE WOLFCIRCUS SHOWROOM STUDIO 303 237 KEEFER STREET VANCOUVER

PLEASE REPLY TO FIONA@WOLFCIRCUS.COM WITH RSVP

SATURDAY APRIL 9TH @ 7 PM

11

TYPEFACE SYSTEM Primary Sans Serif Font: Avenir Light The primary sans serif font should be used for body text when a more minimalistic aesthetic is required. This font is clean, easy to read and reflective of the WOLF CIRCUS JEWELRY brand identity. The font should always be used in the thin variation and is primarily used for the company name in the logo but is not limited to this usage.

Primary Serif Font: Baskerville The primary serif font should be used for body text when a more classic aesthetic is required or when there is a large amount of text (i.e. lengthy corporate documents and letters).

This font is elegant, legible, and yet in keeping with the simple aesthetic of WOLF CIRCUS JEWELRY. The font should most frequently be used in the regular variation and semi-bold can be used to for headings and titles to differentiate hierarchy.

Aa

Bb Bb Bb Avenir Light

Baskerville Semibold

Baskerville Regular

Baskerville Bold

12

TYPEFACE SYSTEM Secondary Font: Futura Condesed Medium This Secondary font can be used when minimal text is needed, i.e. titles and on event invitations, but it is not to be used for body text.

Cc

Futura Condensed Medium

13

TYPEFACE USAGE

FIONA MORRISON 237 Keefer Street Unit 303 Vancouver, BC

Avenir Light

p: 250-884-9321 e: fiona@wolfcircus.com www.wolfcircus.com

WOLF CIRCUS JEWELRY Dear,

Baskerville Regular TO

WOLFCIRCUS JEWELRY’S

SATURDAY APRIL 9TH @ 7 PM AT THE WOLFCIRCUS SHOWROOM STUDIO 303 237 KEEFER STREET VANCOUVER

Futura Condensed Medium

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YOUʼRE INVITED...

WOLF CIRCUS JEWELRY

14

IMAGERY These two symbols and pattern are key graphics to be applied across WOLF CIRCUS JEWELRY touchpoints to create balance, continuity and interest. They should be used thoughtfully and only when needed.The handwritten name is most commonly placed as a signature at the bottom of the letterhead. The hand-drawn stars and other shapes are commonly placed on the event invitations for print and the composition and placement can be adjusted to compliment the given layout. These can be either black or white depending on the colour of background to which they are placed.

The graphic on the bottom is used to create cohesiveness among the touchpoints and fluidity within the colour palette. This is most commonly used masked on the back of the business cards, in the printed event invitations, on the online order cards, the stickers, jewelry tags as well as on the inside of the envelope

15

IMAGERY USAGE

FIONA MORRISON 237 Keefer Street Unit 303 Vancouver, BC

p: 250-884-9321 e: fiona@wolfcircus.com www.wolfcircus.com

Dear,

Illantumque occuptatquam et prat alit, nobist, occusci doloreh enturepedis soles reped que pre od quiaspedita idi arum inis autem nones doluptatur?

Occusa iusam dit, consentia apis ulleceprati corupis earumqui ommolo qui adi venderiatur apient voluptatur simet, tem faccusci debiscia volupti oribuscid ererum cum reiur accae mos sed quid et dolorest, cus a volupic to omnis aliciundus renimolori conserum intianda quiam iumquis aut quuntemost ilitaspis in pel mil molenis dis exeris sectis ex ex eat.

Ebit dolorecesto et faccum dolorrum quo que ipit, consequatia simo culparion eaqui utenimus eos rem aut ant quae vitint lameni ipsapienim aut rectem que nonsed ma pernam, que porum iur aut quo essin estem. Et quia simi, voluptinctet qui occulla boreped quiscim serersp eribusa dem venturibus est mincidus aliquiam, nes dolorro te consecest hil isque aditiis doluptae pelestibea verias acepernatiis autatec tesera de cusae et facipsa dignim remquat.

Doloratem ad quidisqui audaers pernam, ius de ex experum faceperion nimus doloritem aut alit et velibea ribustinvene doloratem qui voloribea quam, si il is idellabor resti consecum, et ommodit vent, sequid qui autestis ne comniasin cum aut maion reium quibus earum, con corions endaerf eriat.

WOLF CIRCUS JEWELRY

16

ADVERTISEMENTS & PROMOTIONAL CONTENT The advertisements for WOLF CIRCUS JEWELRY products should reflect the brand’s emphasis on minimalism. The colours used throughout the imagery should be consistent with the WOLF CIRCUS JEWELRY colour scheme (see pages 8-10) and the light, fun and clever. All text should reflect typeface guidelines (see pages 11-13) and the overall layout should be clean and consistent.

17

ADVERTISEMENTS & PROMOTIONAL CONTENT Examples of WOLF CIRCUS imagery do’s:

18

ADVERTISEMENTS & PROMOTIONAL CONTENT Examples of WOLF CIRCUS imagery don’ts:

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