GoldenAuer Photography Guidelines

BRAND GUIDELINES GOLDEN AUER PHOTOGRAPHY

BY:VETTER DESIGN CO

CONTENTS 01

BRAND PILLARS

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COLOR GUIDELINES

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BRAND TYPOGRAPHY

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DESIGN ELEMENTS

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DESIGN USAGE

Brand Guidelines

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01.

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BRAND PILLARS Brand Guidelines

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The Mission

Logo Concept

The Golden Auer brand was created to bring a fresh perspective to the world of photography. In a culture that celebrates false reality and staged photos, Golden Auer stands out with their authentic approach to capturing memories.

The Golden Auer logo conveys an eye-catching paradox. The high end typography paired with imperfect doodles creates a unique brand that is both personable and confident. The purpose of the sketches is to add authenticity to the brand and communicate Golden Auer’s natural gift of relating to their clients.

By taking the time to truly get to know their clients, Golden Auer is able to accurately represent the subjects within their work. The brand itself is built upon spontaneity, creativity, and a welcoming spirit. The inclusive culture within the brand allows for people of all backgrounds to take photos and celebrate their unique story.

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Brand Guidelines

The color palette is warm, dark, and earthy. These tones are often highlighted in the brand’s photography and also make reference to the photographer’s love of the outdoors and moody yet bright style.

Golden Auer Doodles The doodles within the Golden Auer logo bring whimsical and care-free energy. The doodles themselves are meant to be imperfect, simple, and fun. This playful approach adds authenticity to the brand, signaling to customers that they are allowed to fully be themselves.

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Primary Logo The primary logo was created by adding lively swashes to the typography to add an extra sense of life and movement. Above the type, a stamp was created from the G & A, representing “Golden Auer.” This stamp is surrounded by a hand drawn imperfect circle and supporting flower and star doodles.

The doodles themselves do not need to be deeply meaningful.

Their meaning is conveyed by being imperfect drawings of lighthearted objects such as flowers or stars.

Size + Spacing The logo should never appear smaller than 1 inch wide. It must also always be given a boundary of 25% of it’s width to maintain proper spacing.

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Secondary Logo

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When unable to use the primary logo there are two alternatives to choose between. The first option is a logotype with the words “Golden Auer Photography”.

Brand Guidelines

The second option is the logo mark which consists of the stamp design resting alone. Both options are acceptable when the primary logo is not functional.

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Logo Usage On Backgrounds

The full color logo is best used on white clean backgrounds.

The gold logo is best used on dark backgrounds or overlayed on photos.

The white logo is best used on dark backgrounds or overlayed on photos.

The black logo is best used on light colored backgrounds.

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Logo Don’ts In order to maintain the high brand standards there are certain rules to follow. It is important to treat the logo with care and to be mindful of where it is placed and how it is handled.

On the following page are examples showing what NOT to do with the logo. If a question arises surrounding the logo it is important to make sure it does not conflict with the following statements: + The logo must always be easily readable. + The logo’s form must not be altered. + The logo must be consistent with the entire brand.

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Brand Guidelines

Do not change the colors of the logo.

Do not add a drop shadow to the logo.

Do not rearrange the order of the logo form.

Do not place the logo on a patterned background.

Do not lower the opacity of the logo.

Do not cut or distort the logo.

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02.

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COLOR GUIDELINES Brand Guidelines

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Brand Colors

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Dark Green

Gold

Light Yellow

Green Fog

Desert Mauve

Hex: #272822

Hex: #efb03e

Hex: #ffd682

Hex: #b2b09d

Hex: #e6dacf

RGB: 39, 40, 34

RGB: 239, 176, 62

RGB: 255, 214, 130

RGB: 178, 176, 157

RGB: 230, 218, 207

CMYK: 69%, 62%, 69%, 70%

CMYK: 5%, 33%, 87%, 0%

CMYK: 0%, 16%, 57%, 0%

CMYK: 32%, 25%, 39%, 0%

CMYK: 9%, 12%, 16%, 0%

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Brand Guidelines

Purposes Best for accent text and occasionally light backgrounds.

Best for text or doodles overlayed on darker backgrounds.

Best for accent shapes + patterns when overlayed on a darker background.

Best for light backgrounds.

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BRAND TYPOGRAPHY Brand Guidelines

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Cormorant Garamond

About

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Usage

Cormorant is an open-source serif family. Cormorant was designed as a display face. The font has a large variety and is available in five distinct versions.

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Cormorant Garamond is the primary type for the brand. It should be used for headings, quotes, and body text. It is easy to read and works well for large paragraphs.

Heading 1 Heading 1

Cormorant Garamond Bold should be used for large headings such as section headers to draw attention and show importance.

Subheading Subheading

Cormorant Garamond Medium should be used for subheadings such as page titles to establish hierarchy.

Body Copy Body Copy

Cormorant Garamond Regular should be used for body copy. This font is easy to read and works well for large amounts of text.

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BLT- GERHARD DISPLAY

About

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Usage

BLT- Gerhard Display has a bold and elegant natural aesthetic yet is delicate and beautiful. Small caps have been designed for sub headings and allow a visual difference.

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BLT- Gerhard Display is to be used for bold headlines on posters, websites, and marketing materials. BLT- Gerhard Display is NEVER to be used for body type. In the case of Golden Auer Photo, it should be used in all capital letters to mimic the typography of the logo.

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DESIGN ELEMENTS Brand Guidelines

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Principles It is encouraged to incorporate additional design elements into marketing materials. These elements must be consistent and cohesive.

The inspiration for design elements is to capture the look and feel of a travel journal. It is the brand’s goal to capture spontaneity, adventure, beauty, and authenticity through these elements.

These elements include but are not limited to: + Paper backgrounds + Photos of tabletops with journals + Hand written notes + Doodles + Tape + String + Pens and pencils + Polaroids

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Do’s and Don’ts In order to maintain a high standard for the Golden Auer brand, it is important to keep the “travel journal” style elevated and as realistic as possible.

Skeuomorphism is a term used to describe graphic elements that look like real world objects such as wood textures, torn paper, fake tape, or polaroid photos.

These design elements lack authenticity and appear outdated or cheesy to viewers. They should be avoided at all costs. Instead, opt for photos of the real objects. When possible, hand written notes should be written either by hand on paper or on an ipad to add as much authenticity to the brand as possible.

Example of Skeuomorphism

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DESIGN USAGE Brand Guidelines

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Understand + Maximize Your Creative Edge Possibilities are endless. Here are some ideas to turn your big picture story into practical marketing techniques unique to you.

Take the “journal” idea and run with it. Think, “How can this idea be applied to client experience in creative ways.

- Story Telling: Use your social media to tell the love stories of the couples you shoot.

Don’t settle for easy captions- dig deep and tell compelling and personal narratives.

- Love Notes: Ask clients a pointed question during their photo session such as “What would you want your future self to remember about this moment right now?” or “Why do you love your partner?” Write their answer down on the back or front of one of their photos and deliver it to them months later. Could also serve as a creative instagram post.

- Client gift idea: Send couples a high quality journal with a polaroid photo from their shoot taped to the inside cover. “I’m thankful to have been a part of even one page of your story. Here’s to you writing many more.”

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Social Media Social media accounts should consist of the same color tones within the rest of the brand in order to stay consistent. Outdoor scenes, glowing sunset images, and hand written notes and journal entries are images to strive for.

Photography is always better than graphic design or Canva templates on the profile grid. If looking to make a post that is informative, use hand written notes or typography overlayed on top of photography. Other options include writing a note on a journal or piece of paper and curating a staged photo with items such as pens, flowers, or paint.

When not posting photos of client shoots, it is encouraged to post occasional lifestyle photos of the photographer themself.

Other attributes of profile grid posts include: + good use of negative space + photos should feel strong and beautiful + warm tones + greenery + texture

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Tips & Tricks Your social account should bring value. Pretty photos are not enough to stand out among the crowd.

Remember: People want connection more than anything else. Don’t be afraid to show your face, tell stories, and humanize your brand.

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Materials There is unlimited potential to what can be created within the Golden Auer Photography brand. Brand principles can be established across many materials such as print, virtual technology, signage, and clothing.

When placing branding upon different collateral it is important to make sure all material has a common consistency and is clear and easy to understand. The following are examples of crisp, clean, creative, and “on brand” materials.

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An experience that uplifts and inspires.