B ra n d Gu i d 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
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 how far the distance.
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our brand As a brand, we focus on creating meaningful experiences through unique activities and whimsical, inspiring branding elements. If it’s possible, 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 purpose We stand to make being apart
experiences that make a rela-
from your favorite person a lit-
tionship feel more complete.
tle bit easier with each passing day. Our subscription box was
Through our subscription box,
created to give couples some-
we aim to make the time away
thing to look forward to each
from you favorite person just
month, despite being apart.
a bit easier for the both of you, even if just for a while.
Since we have been where you are, we know how to make it a little bit easier. When you have a physical activity to look forward to, or have something to do together, you feel more excited to interact with someone and feel that the time together was both more memorable as well as meaningful. What we are trying to do is create those memorable, important
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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 starstruck 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, even if just for a minute.
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
of our duality, the logo must be
a few things to keep in mind.
made white and no background objects or light sources may
Our logo has good duality,
interfere 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 our 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
Above: White logo on three primary brand colors. Bottom: Black and white treatments and Deep Blue treatment.
our
our
our
our
our
Left: White logo on dark branding photo. Right: Deep Blue logo on light branding photo.
1 inch / 2.54 cm
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our
our clear space AND SIZE The minimum clear space,
We know a thing or two about
shown in image one, around
space, but we also know about
our main logo is the height of
how difficult it is to determine
one capital “R” from the “OUR”
what size a logo should be.
from in the logo. More clear
Although that part is up to you,
space around the logo is not
we can tell you that the smallest
necessary but may enhance
the logo can be is 1” in height.
the appearance 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 is
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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our logo rules Image 1: Be sure not to distort
Image 5: When using our logo,
our logo in any way. This in-
be sure to respect the time
cludes stretching it vertically
and effort the designers went
or horizontally.
through to select the appropriate typefaces, Do not alter
Image 2: Although it may be
or replace any logo fonts.
tempting, do not tilt or rotate our logo as it affects legibility.
Image 6: Although it is fine to use the full logo in different
Image 3: Please be sure to
colors, as outlined on page 16,
adhere to the logo color rules
do not make the logo multiple
on page 16 and do not put
colors. Some variant logos may
a dark version of the logo
be multiple colors, but keep
on a dark color or photo.
the main logo a single color.
Image 4: Be careful to make sure that the logo is not cropped in any way or that any element of the logo is missing.
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1
2 our
ou
r
3
our
4
our
5
OUR our
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our
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1
2
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our variant logos Logo 1: This logo stands to be
Logo 4: A combination of
used a graphic asset, more of
the first letters of both words
a piece made to be stamped
from the company name, this
throughout pieces. When it
is a classy looking variant logo.
is used, be sure to bleed it off
It can be used in any corporate
the page on at least one side.
setting or as an accent asset.
This asset may only be used
It may be used in any single
in the example colorway.
primary brand color.
Logo 2: When you have a small
Logo 5: This circular variant
amount of space or a square
logo is ideal for any stamps,
location that needs a logo, this
seals, or square locations.
is a nice shorthand version of
It is versatile in application
the main logo. It may be used
locations and may be used in
in any primary brand color.
any single primary brand color as seen fit by the designer.
Logo 3: Although visually similar to variant logo one, this logo may be changed to two of any of the brand colors when needed.
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our typography, some loud. some quiet. Some are loud, some are quiet. We get it. Mostly, those two voices compliment each other and can work well when put to the test. Our primary typography is the use of Lemon Milk Medium for
Aa
LEMON MILK Medium
headlines and subheads. This font has no lowercase letters but does feature several weights. We like to use it in a 20pt font with 29pts of leading.
Aa
Archer Pro Medium We also use Archer Pro Medium for text and captions. For body copy, it is used in 10pt font with 18pts of leading. This font has many weights as well as ligatures and a lowercase alphabet.
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“the greatest thing you’ll ever learn is just to love and be loved in return.” eden ahbez
our colors: city lights and starry nights
DEEP BLUE
STARLIGHT
HEART
HEX: 151F48
ORANGE
OF GOLD
R: 22 G: 31 B: 72
HEX: C0722B
HEX: F5C05B
C: 100 M: 93 Y: 40
R: 191 G: 114 B: 92
R: 245 G: 193 B: 91
K: 43
C: 21 M: 61 Y: 99 K: 6
C: 3 M: 25 Y: 75 K: 0
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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
our photo preferences, bright and night Photos 1 & 3: These show our
Photos 2 & 4: on the other
photo preferences that repre-
hand, demonstrate good exam-
sent the night, the darker half
ples of the other half of our
of the duality, speckled with
duality, the bright and pure.
stars. We like these images
These photos utilize a 70-90%
to be 90-95% dark blue with
white image with 10-30% of
a 5-10% ratio of white, yellow,
additional accent colors. These
or light blue stars.
accent colors can be any hue but must be warm tones.
We like photos of the night sky with little to no obstructions.
When showing items or rooms with this photo preference, it is
In addition, photos with human
important that they looks green
subjects or items with the same
and vibrant to represent life.
ratio of deep blue to white, yellow, or light blue is also suitable for this type of photograph style.
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2
3
4
our photo rules Our photo rules are put in place
Photo 3: Although this photo
to enhance the effectiveness of
is of preferred subject matter
the impact of our dual branding.
for the light photography and is well-organized, it does not
Photo 1: Photo number one
fit our branding color scheme.
does not fall into either side of our branding. It does not
Photo 4: We love to use large,
have enough white space to
gorgeous photos of the sky,
be categorized as a light photo
truly. However, this photo
and is majority green, not blue,
contains large amounts of off-
so it does not work for the dark
brand coloring, and contains
branding imagery.
more pastel colors than our main brand colors.
Photo 2: This photo, although it does contain a proper amount of white as well as a single person, the person depicted has a negative expression that is not appropriate for use in our brand as we aim to improve moods when people are apart.
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2
3
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our patterns Since we utilize many small assets, large photos, and white space, we do not have many patterns in our standard brand. We have one celestial star pattern that can be applied on top of our brand colors Starlight Orange and Deep Blue. When applying this pattern, the stars and lines must be kept in white to maintain brand cohesion. The pattern, or individual stars, may also be superimposed on photos from both sides of our duality photography branding.
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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, Small but Mighty. Much of our physcial branding uses a strict color palette, limited patterning, and plenty of white space or large blocks of solid color. Since the website is a large representation of our brand, we aim to keep it visually similar. Our website is very easygoing yet romantic. Most of the information can be found on the home page, although subscriptions and personality forms must be located under the “subscriptions� tab. All fonts in our branding can be made into an @font-face and used digitally on the site.
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ABOUT US
SUBSCRIBE
OUR
O U R S TA R S . O U R U N i V E R S E . O U R L OV E .
CONTACT
GALLERY
“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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