We should engage our audience with a tone that’s both playful and informative, avoiding buzzwords and language that is dated or cliche.
VOCABULARY + COPY
Purveyors of Imagination
Glimpses of Delight
An Antidote to Beige
The Craft & Curation of Aesthetic Delight
Reimagining everyday items in patterns and prints you won’t find anywhere else
Filled with color, pattern and playful motifs, our signature prints...
PRIMARY LOGO
This is the primary logo. It looks best on a white background, centre-aligned and requires plenty of space to shine–at a minimum, always maintain a perimeter of white space equal to the x-height of the logo type. To ensure legibility of the tagline, the minimum recommended size is 1.5” (38mm) or 200 pixels wide.
SUBMARK / SEAL
The submark is designed to work well in condensed spaces–profile images, sewnin clothing tags, iconography etc. It is also suitable for use as a brand seal in printed correspondence. The submark should be reproduced in colour only. There are no size limitations
LOGO LOCKUP
“Made By” lock up is ideal to use with product photography and on product-related collateral, packaging and shoppable social media posts. To ensure legibility of the tagline, the minimum recommended size is 1.5” (38mm) or 200 pixels wide.
SECONDARY LOGO
The secondary logo variation is more flexible in that it can be reversed out of a solid color and requires less space to breathe. To ensure legibility of the tagline, the minimum recommended size is 1.5” (38mm) or 200 pixels wide. Ensuring adequate contrast and size, the secondary logo may overlay a background image or photography.
WORDMARK
This version of the logo is the most flexible–it is suitable for reproduction at any size, may be reversed out of a solid color or overlay photography if enough contrast exists. As always, maintain a perimeter of white space equal to the x-height of the type (see diagram on previous page). This is the logo to use when in doubt.
WEBSITE TYPOGRAPHY
HERO
STANDARD
BODY
ALT. BODY
tagline
H1: ROBOTO SERIF SEMI-CONDENSED THIN, 48PT
Lorem.
H2: ROBOTO SERIF SEMI-CONDENSED LIGHT, 36PT
Lorem ipsum sit amet adipiscing.
H3: ROBOTO SLAB LIGHT 21PT / Small Caps, 0.2rem Letter Spacing
lorem ipsum sit amet adipiscing.
H4: ROBOTO SLAB LIGHT 14PT / Small Caps, 0.2rem Letter Spacing
lorem ipsum sit amet adipiscing
TWENTIETH CENTURY REGULAR / Uppercase*
lorem ipsum sit amet adipiscing
B1: ROBOTO SERIF CONDENSED REGULAR, 12PT
Ublicaed ignocri squastam sulto inat, ne ina, ocrum in traricata, tis. Um consit vidempr issignoc, Catus. Meniustorum dermanum quodiurox nost pratuidicae cemusque nit, conductam effre, Catumur ionfeconuli ca; nos hacchuciam aut vidienatus.
B2: ROBOTO SLAB REGULAR, 10PT
Ublicaed ignocri squastam sulto inat, ne ina, ocrum in traricata, tis. Um consit vidempr issignoc, Catus. Meniustorum dermanum quodiurox nost pratuidicae cemusque nit, ta re, di ingultor los, conductam effre, Catumur ionfeconuli ca; nos hacchuciam aut vidienatus cris horum abunum in pesse tabus atus hocae postandaci peris.
DIN CONDENSED REGULAR / Uppercase**
*twentieth century is used on the website but isn't otherwise part of the brand identity. ** din condensed is the tagline font. it is not used on the website.
PRIMARY
HEX 000000
RGB 0 / 0 / 0 PMS 100% BL ACK
HEX DEA6FF
RGB 222 / 266 / 255 PMS 251C
SECONDARY
HEX 7999FF
RGB 121 / 153 / 255
PMS 2718C
HEX DCD A48
RGB 220 / 218 / 72 PMS 381C
HEX F2685E
RGB 242 / 104 / 94 PMS W ARM RED C
COLOUR COMBINATIONS
SOCIAL MEDIA
INSTAGRAM POSTS
A mix of product and lifestyle images interspersed with solid colour blocks and feature graphics and/or patterns . Vibrant, clean, bouncy.
CLUTCH BY @FETE.DAY
KALEIDOSCOPIA
This is the general approach for ads, reels and stories – white background, isolated image and branding. The negative space and low-key typography make the product the hero. Image should be well-lit and sharp. Upscale if necessary.
Logo lock up should remain consistent in terms of size, alignment and color, but placement can change.
Don't brand social posts that aren't ads. This is especially true on Tik Tok. Just @ or link website unobtrusively.
These are examples of how the brand aesthetic translates to non-product ads, posts and animation.
LIFESTYLE PHOTOGRAPHY
Eventually, we should get nicer, more eco-friendly hang tags made.
Currently, the sewn in labels look like this (left) and the hang tags have either the colour or black and white logo, depending on the vendor.
