B rand Guid e
our celestarium Our Brand and vibe
Page 4. Why we love to love
Page 8. Why we keep on keeping on
Page 10. About our tribe
OUR VISUAL BRAND: DUALITY
Page 16. How to use our logo
Page 20. Conversely, how not to use it
Page 26. The night sky, our color palette
Page 30. Photo rules and regulations
Page 34. Patterns, patterns
OUR different applications
Page 38. Web and tech things
“We loved with a love that was more than love— I and my annabel lee— with a love that the winged seraphs of heaven coveted her and me.” Edgar allen poe
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our passion for your passion Since our company’s founder, Rebekah Fair, began this box as a small notion of love to her significant other, this company has been dedicated to sharing love. We want to help people be able to have meaningful experiences with their loved one, no matter the obstacle. We want to be able to help everyone feel close to their favorite person, no matter the distance.
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our brand As a brand, we focus on creating meaningful experiences through unique activities and whimsical branding elements. If it’s possible, we want to do it. We want to help others share their time together and have dates and activities that make them feel less alone and closer to the person they love most. Our imagery, colors, and illustrations help us show that two people, colors, or styles that are far from being similar can work well with one another. We seek to create a brand that shows and tells that distance and difference won’t stop love.
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our voice We have a relaxed and casual brand voice because we feel confident that everything will be okay. We know love will always prevail above all obstacles, physical or not. We are whimsical and starstuck daydreamers, determined to accomplish our goals. We believe in love, willpower, and determination. In all we do, we seek to lift others up and help all people however we can. Things may seem impossible, but with reassurance and support from others, we will make it through. Above all else, our brand voice is soothing and confident. Our Moon | Page 9
our audience To the approximate 14 million couples who claim they’re in a long-distance relationship, we’re here for you. We understand that, especially when you’re young, spending quality time together while far apart is a difficult and potentially daunting task. To the approximate 75% of engaged couples who claim to have been in a long-distance relationship at one point, we know what you’re going through. Our audience is people like us, like our founder. People who are apart from their favorite person and want more than anything for it all to work out.
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our community Our community is full of people
Our community knows how it
like us. People in relationships
feels to wake up and message
who spend nights alone on the
the person you love most and
phone with their significant
wait eagerly at night to call
other, dreaming about the day
them.
you can be together. We know about planning dates Our community is made up of
where you video chat and laugh
couples who are tougher than
for hours. We know about the
nails and who have soft hearts.
longing and the silence that
To be away from your favorite
lingers after the call ends.
person for days, weeks, months, even years is tough. That’s what
Our community is made up of
we are too.
people full of love and fighting spirit. We learn to love and
Our community knows what it
show love in nontraditional
feels like to try several different
ways. We find solutions.
messaging apps until you find one that’s perfect for both of
We are here to help our
you to use.
community.
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our visual Brand: duality Majority of our visual brand revolves around the idea of duality, or the thought that two people can be together and act as equal yet opposite or unique forces. From the color scheme to photo preferences, we like to think that the differences between people and the difficulties they face make them all the better.
our logo use When placing the logo on
If the image is in the dark side
imagery, there are quite a few
of our duality, the logo must be
things to keep in mind.
made white and no background objects or light sources may
Our logo has good duality,
interefere with the clear space.
and works well on both dark and light backgrounds. When
When placing the logo on an
placing the logo on a solid
image from the bright half of
color, it’s our preference if you
our duality imagery, it must
use the logo in white. However,
be in the Deep Blue color.
when placing the logo on one of our dark brand colors, you may use any of the depicted versions to the right. The logo may not be used in the Constellation Gold on white. If placing on white, the logo in black, Deep Blue, or Starlight Orange is preferred.
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OUR
OUR
OUR
OUR
OUR
OUR
OUR
OUR
OUR
OUR OUR
OUR OUR
1 inch / 2.54 cm
Smallest Size: 1 inch
OUR
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our clear space AND SIZE The minimum clear space
We know a thing or two about
around our main logo is the
space, but we also know about
height of one capital “R” from
how difficult it is to determine
the “OUR” from in the logo.
what size a logo should be.
More clear space around the
Although that part is up to you,
logo is not necessary but may
we can tell you that the smallest
enhance the appearance
the logo can be is 1” in height.
of the logo.
Anything bigger is good to go, but no smaller than 1” tall.
When placing the logo in white on a dark background, it may be
If the logo needs to be any
more visually pleasing to add
smaller, refer to one of our
additional clear space around
smaller, more square-shaped
the logo, but it is not necessary.
secondary logos.
In cases where the logo will be surrounded by stars, the clear space must be respected in order to maintain clear brand consistency between different applications.
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1
2 OUR
OU
R
3
OUR
4
OUR
5
OUR OUR
6
OUR
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our typography
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“the greatest thing you’ll ever learn is just to love and be loved in return.” eden ahbez
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our colors: city lights and starry nights
Deep Blue
Starlight Orange
Heart of Gold
HEX: 151F48
HEX: C0722B
HEX: F5C05B
R: 22 G: 31 B: 72
R: 191 G: 114 B: 92
R: 245 G: 193 B: 91
C: 100 M: 93 Y: 40
C: 21 M: 61 Y: 99 K: 6
C: 3 M: 25 Y: 75 K: 0
K: 43
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Secondary colors: use sparingly Romance Red HEX: 931E1E R: 147 G: 30 B: 31 C: 27 M: 99 Y: 99 K: 26
Thoughtful Blue HEX: 9CC7E4 R: 156 G: 159 B: 228 C: 37 M: 10 Y: 3 K: 0
Blush HEX: EF9E9F R:238 G: 157 B: 159 C: 3 M: 46 Y: 26 K: 0
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our color use
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our photo preferences, bright and night Photos 1 and 3 show our photo
Photos 2 and 4 on the other
preferences that represent the
hand, demonstrate good exam-
night, the darker half of the
ples of the other half of our
duality, speckled with stars. We
duality, the bright and pure.
like these images to be 90-95%
These photos utlize a 70-90%
dark blue with a 5-10% ratio of
white image with 10-30% of
white, yellow, or blue stars.
additional accent colors. These accent colors can be any hue
We like photos of the night sky
but must be warm tones.
with little to no obstructions. When showing items or rooms In addition, photos with human
with this photo preference, it is
subjects or items with the same
important that they looks green
ratio of deep blue to white,
and vibrant to represent life.
yellow, or light blue is also suitable for this type of photograph style.
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1
2
3
4
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3
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our applications When we think of our applications, both digital and physical, we consider largely how the audience will feel when seeing or experiencing the application. We want them to feel loved, heard, and understood, above all else.
our website
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“Love you forever and forever love you with all my heart love you whenever we’re together love you when we’re apart” i will, the beatles
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