RAM by mashael w

Brand Guideline

Contents :

Brand Essence

Our logo

Size and clear Space

Correct useage of the logo

Wrong useage of the logo

Color scheme

Typefaces

Tone of Voice

Copywriting Guide

Photography

Website

Contact Detailes

Brand Guideline

Brand Essence

Razanâ&#x20AC;&#x2122;s clothing is all about exuding the femininity, delicacy and grace of the female form. Razan derives most of her inspiration from women themselves and their natural poise. Each piece in her collection is intended to show off its wearer in an elegant light, while maintaining a sense of playfulness as well. The use of soft luxurious textures is dominant and allows for movement in the clothes, which adds a whimsical quality to the collection.

The use of soft luxurious textures is dominant and allows for movement in the clothes, which adds a whimsical quality to the collection. The combination of chiffon and silk lends to the idea of women as soft, ethereal beings, which only enhances their femininity. The unique hand beaded pieces of the collection reflect the meticulousness, layers, and detail that have gone into creating each of Razanâ&#x20AC;&#x2122;s signature flowers. Razanâ&#x20AC;&#x2122;s pieces maintain sculptural and artistic integrity, as well as transport the wearer into the most glamorous and sophisticated realm.

Brand Guideline

Our logo Our logo reflects the simplicity and the elegance of our brand, simple, classy and confidant. Designed using â&#x20AC;&#x153;Copperplate Gothic Lightâ&#x20AC;? typeface.

180 px

Size and Clear Space 100 px

6 px

12 px

Our Brand identity should have the following minimum amounts of space around it. When the logo is used in isolation (e.g. on a letterhead) it needs space so others can see it with ease.

2 px

45 px

Ensure there is a margin equal to a half of the width of the logo.

1 pt

Black boarder surrounding the brand name is another version of our logo which can be used to ensure legibility in some of our materials (e.g. on stickers), There is no maximum size for the identity, minimum width is 35 mm.

45 px

35 mm

Brand Guideline

Correct useage of the logo

Please ensure that our logo is clearly recognizable by using it properly, and do not alter it in any circumstances. Consider the logo version and the background it is placed on to provide the best legibility.

Radius

01. A rounded border around our brand name can be used as an image of our soicial media accounts which display a rounded images (e.g. on Instagram), with a radius equal to 3/4 of the logo width 02. The black panel border strok should always be 1.5 pt and the same spacing that mentiond previously. 03. Inversing the logo colors is acceptable if needed

RAZAN AL AZZOUN I

1.5 pt

Brand Guideline

Wrong useage of the logo To maintain the integrity and clarity of our logo please be aware about the following

RAZAN AL AZZOUNI

01. Do not change the logo strok or add other text inside the black border

02. Never stretch the logo 03. The colour of the logo is always black and white, never to be changed. 04. Our logo is always horizontal, never be tilted or rotated.

RAZAN AL AZZOUN I

Brand Guideline

Color scheme

Although the selection of colours appear simple, we should by no means take them for granted.

A. Basic Colors: Pure black and white B. Secondry Colors:

C M Y K

0% 0% 0% 100%

R 35 G 31 B 32

Pantone: Black U

C M Y K

0% 0% 0% 0%

R 255 G 255 B 255

Pantone: White

C M Y K

67% 63% 45% 27%

R 85 G 81 B 95

Pantone: 425

C M Y K

33% 27% 24% 0%

R 173 G 173 B 178

Pantone: 421

C M Y K

2% 1% 6% 0%

R 249 G 247 B 237

Pantone: 656 U

Brand Guideline

Typefaces To present a consistent and coherent brand image, we have selected one typeface to be used as our primary when producing any of our material.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 , ; / ? `()

Logo Typeface Copperplate Gothic Light. This type face should not be used in any situation but the logo. Titles and headlines For impact our titles and headlines we should always set in Georgia Bold

Body Text Georgia Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 , ; / ? `()

Brand Guideline

One of our essentials is to stay aware of how we are addressing our customers in our tone of voice and our copywriting.

Tone of Voice We sound like a group of artist people who are enthusiastic and passionate about what they are doing. We speak using “we, our” when we are talking about ourselves. We are confident and bold but never arrogant. We use brief, simple and clear sentances. English is our first language but that does not mean we can’t use Arabic also.

Copywriting Guide We have a certain rules and formats we use it in our language. Text formating • Logo typeface should not be used in any situation but the logo. • Headlines are always bold and the same size as the text • The first letter of each word on the headlines should be capitalized • Full capital copy or italic should never used Numbers • Always spell out numbers 9 and under ( i.e. one, two, three, four ). • Always use numerals for 10 and higher ( i.e. 10, 11, 12 ). • Always use numerals when the number relates to a unit of measure, time, proportion ( i.e. 65mph, 5 nights, page 5, 9% ). Time • Use the 24 hour clock instead of the 12 hour clock. • Timings should follow this format - 12.00am, 1.00am, 12.00pm, 4.00pm. Dates • Do not use ordinals (i.e. 3rd, 10th, 1st ). • Refer to dates in this order - 4 January 2015 (Day / Month / Year) . Currency Use the following currency symbols and formats • Use SR not Saudi Riyals • Use USD not $

Brand Guideline

Photography Our photos capture the delicacy and grace of our designs, as well as transport its wearer into the glamorous and sophisticated realm. Making sure that any elements in our imagery supports the essence of our brand.

Our images should be no less than 300 dpi and enlarged no greater than its original size.

Brand Guideline

Website

Our website layout and design is simple, clean and elegant. On our website we use RGB versions only Minimum size 150 pixels

Contact detailes Head Office Prince Bader Bin Abdulaziz Street PO BOX 957 Zip 31952 AlKhobar, Kingdom Of Saudi Arabia studio@razanalazzouni.com T+966138989319 F+966138822575 For press inquiries Norah@razanalazzouni.com