BRAND STYLE GUIDE
& strategy F R E C K L E D D E S I G N S T U D I O F O R DA R K W I L D WAT E R S
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THE GOAL Your business has evolved from a freelance career. You’re have a passion for creating sales and marketing collateral as well as product packaging for clients who have an existing brand identity. Together, our goal is to craft a brand that reflects your skills and expertise as a print designer while attracting your dream clients. With a strong logo-mark and memorable supporting elements we will reflect the values and aesthetic of your brave and adventurous spirit and appeal to clients who have a strong interest in nature, conservation and travel.
DREAM CLIENTS Your dream clients are primarily men who run established businesses. They are reaching high levels of success and have large disposable incomes. Their businesses have the financial abilities to prioritise marketing in a digital and print sphere where they are currently lacking in intuitive concepts and design. Outside of work (or as their company models) they have a keen interest in nature, conservation and travel. They spend a large portion of their disposable income on volunterr causes that speak to their nature-loving soul. They hold adventure in high regard and value integrity, bravery, passion and accomplishment.
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appeal to clients who have a strong interest in nature, conservation and travel as well as having an established & successful business MAIN GOAL
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YO U R CO M P E TITI O N Your primary competitors are other (online) freelance designers who are offering their services for a fraction of yours and way below market value. Clients are not educated that for this reduced fee they will receive a sub-premium service and outcome. Your competition also includes print & design shops that your clients contact and employ as a result of not knowing who else to hire. Your secondary competition is comprised of local designers who know and practice HTML. The challenge is locating and contacting your dream clients and offering to level-up their marketing strategies by proving you have the necessary skills and experience that they’re lacking with their current design solutions.
YO U R U S P You are an all-round designer in the print field and can supply solutions for all of their marketing problems. You are able to personally handle the print process as you have exeptional knowledge and understanding of the print industry. In addition to this you are approachable and reliable with a fast turn-around, a necessity in a fast-paced business environment. You cope well with crises and can handle and execute lastminute requests with professionalism.
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BRAND WORDS RELIABLE
HELPFUL
S U B S TA N T I A L
U N D E R S TA N D I N G
ADVERTURE
APPROACHABLE
INTERESTING
ENERGETIC
STEADY
B R AV E
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I N S P I R AT I O N
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LOGO 1 | P R I M A R Y
Website & business stationery applications
2 | A LT E R N A T E
Smaller & horizontal applications
3 | S U B M A R K S
Watermark, small space & favicon applications
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LOGO DO’S
The primary logo is always white on a blue background.
The primary logo is on a white background it is blue, charcoal or black.
LOGO DO NOT’S
The primary logo is never on a purple background or purple on a white background.
The primary, alternate & submark logos are never tilted or shown off-balance.
The logo is never used in multiple colours.
The logo and background should never be in low contrasting colours.
F R E C K L E D D E S I G N S T U D I O F O R DA R K W I L D WAT E R S
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R E P E AT PAT T E R N S 1 | GEOMETRIC
1 | I N K WA S H
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TEXTURES 1 | CEMENT
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FONTS 1 | H E A D L I N E
Uppercase only
TREND ROUGH SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890
2 | B O D Y C O P Y
Tracking 50-150
R A L E WAY ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w x yz 01234567890
3 | A C C E N T
Lowercase only
hello lucky abcdefghijklmnopqrstuvwxyz 01234567890 F R E C K L E D D E S I G N S T U D I O F O R DA R K W I L D WAT E R S
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COLOURS 1 | P R I M A R Y
Used on website & business stationery
#284250
#D3D5D1
#1B1A1C
C85M64Y50K39
C16M11Y15K0
C73M68Y63K77
R4 0G66B80
R211G213B209
R27G26B28
2 | S E C O N D A R Y
Used in blog graphics, photographs and other items
#6A535B
#969FA3
#383D3F
C55M64Y50K27
C44M31Y31K0
C72M61Y59K49
R106G83B91
R150G159B163
R56G61B63
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PHOTOGRAPHY Dark Wild Waters photographs are dark and moody, with masculine undertones. They are largely images of nature clearly showing the elements such as wind and water. Office and stationery images are dark, making use of notebooks, devices and what can be widely regarded as ‘hipster’ stationery. All images have an overlay of the brand blue, tweaking the brightness and contrast of the images as required.
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