2021
Brand Book Identity Manual
Table of
Contents
About
Typography
Brand & Mission
06
Primary Typeface
28
Audience & Key Quality
08
Secondary Typeface
30
Visual Style
Logo Brand Logo
12
Icons and Illustrations
38
Logo Variations
14
Patterns
42
Color Variations
15
Tone of Voice
44
Exclusion Zone
16
Minimum Size
17
Incorrect Applications
18
Color
Applications Packaging
48
Stand Display & Bags
52
Stickers
54
Primary Palette
22
Business Card
56
Secondary Palette
23
Stationary
58
Tertiary Palette
24
Instagram Ads
62
About
About Purple Fun Purple Fun (퍼플펀) is a toy company focused on genderless toys that can be played by every child. It is the very first company that has as its main goal to end sexism on today’s youth. Purple Fun was founded in 2021 as a necessity to confront “girls only” or “boys only” assigned toys and give a new perspective to children and their parents.
ABOUT
2021
Brand Guidelines
Mission Statement
Give fun to every child no matter the gender.
In Purple Fun we want to bring equality to every single children that wants to play without gender boundaries. It does not matter if the kid’s a boy or a girl, what matters is that they have fun! Besides, our brand considers that it is important for children to know that there are no gender rules when it comes to being themselves. This will lead to a good effect on today’s youth. A children’s first years are important for their personal and psychological development, knowing this, our services and products will have a good impact on our target audience.
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ABOUT
2021
Target Audience
Children:
Parents:
- In the ages between 6 and 12
- No age limit
- Every gender/sex
- Where middle class usually resides
08 / Purple Fun Visual Identity Guide
Brand Guidelines
ABOUT
2021
Brand Guidelines
Key Quality
Companies nowadays have this type of focus on their brands but they do not base their image on having this message to the fullest. Our brand will be the first company that guarantees gender neutral toys. We aim to create conscience on keeping a healthy and safe space for children to feel comfortable being who they really are and want to be, not just closing them into stereotype boxes that will pressure them on what society wants them to be.
Ending gender roles with fun since the beginning.
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Logo
LOGO
2021
Brand Guidelines
Brand Logo
+
=
The logo is based on two ideas: the brand’s name, Purple Fun (퍼플펀)), which is the color you obtain by mixing pink and blue; and traditional building toys so it can be easily recognized as a creative toy brand. It consists of a minimal icon with a wordmark and it was designed to allow the making of different visual elements by joining multiple shapes and forms. Logo Animation Video: https://youtu.be/S4bQw2DTGv4 12 / Purple Fun Visual Identity Guide
LOGO
- Construction and proportions.
2021
Brand Guidelines
x2
x 1/3
x1
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LOGO
2021
Brand Guidelines
Logo Variations
There are three ways of showcasing the Brand’s logo. The first one is the main variation and it should be used in most of the applications, it has a square shape so it is easy to arrange. The second and third variations should be used when the space and diagramation of the design needs the logo to change in terms of shape/size, in the bottom left is the horizontal version of the logo and on the right it is the isotype of the main logo. - Main Logo.
- Horizontal Logo.
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- Isotype.
LOGO
2021
Brand Guidelines
Color Variations
- Black & White and reversed.
- Single color uses.
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LOGO
2021
Brand Guidelines
Exclusion Zone
Y
For the Left and Right side of the logo, the X exclusion space that should be considered is the same as the word “fun” from the logo. For the Up and Down side of the logo, the Y exclusion space that should be considered is the same as the horizontal shape that conforms the isotype.
X
16 / Purple Fun Visual Identity Guide
LOGO
2021
Brand Guidelines
Minimun Size
1.4 cm
1 cm 1.4 cm is the minimum size of Purple fun’s logo and for the horizontal logo and the isotype, 1 cm is the minimum size for better legibility.
1 cm
Purple Fun Visual Identity Guide / 17
LOGO
2021
Brand Guidelines
Incorrect Applications
18 / Purple Fun Visual Identity Guide
Don’t distort the logo in any way.
Don’t use an outline for the logo.
Don’t change the letter spacing.
Don’t change the proportions of the Isotype with the name.
LOGO
2021
Don’t use drop shadow effect.
Don’t use colors out of the color palette.
Brand Guidelines
Don’t place the logo on any background that doesn’t create contrast.
Don’t place the logo over solid colors that are out of the color palette or don’t have any contrast.
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Color
COLOR
2021
Brand Guidelines
Primary Palette
The Primary Color Palette is conformed of a Bright Pink and Bright Blue. These can also be used as their own shades with opacity at 100%, 75%, 50% and 25%.
# DE1264
R: 222 C: 7
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G: 18
M: 100
# 4FC3C6
B: 100 Y: 40
K: 0
R: 79 C: 62
G: 195 M: 0
B: 198
Y: 26
K: 0
COLOR
2021
Brand Guidelines
Secondary Palette
The Secondary Palette is conformed of a Bright Yellow and Bright Purple. These can also be used as their own shades with opacity at 100%, 75%, 50% and 25%.
# F2D809
R: 242 C: 7
M: 9
G: 216 Y: 100
# 8A3596
B: 9 K: 0
R: 138 C: 54
G: 53 M: 94
B: 150 Y: 0
K: 0
Purple Fun Visual Identity Guide / 23
COLOR
2021
Brand Guidelines
Tertiary Palette
The Tertiary Palette is conformed of an Electric Blue and Light Gray. These can also be used as their own shades with opacity at 100%, 75%, 50% and 25%.
# 002FE7
R: 0 C: 88
24 / Purple Fun Visual Identity Guide
G: 47 M: 77
# A7A9AC
B: 231 Y: 0
K: 0
R: 167 C: 36
G: 169 M: 28
B: 172
Y: 27
K: 0
# 8A3596
# F2D809 # 4FC3C6
# DE1264 # 002FE7 # A7A9AC Purple Fun Visual Identity Guide / 25
Typography
TYPOGRAPHY
2021
Primary Typeface
Aa
Bw Modelica SS02 / Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yx Zz. 1234567890 ! @”#$%&/()=?<>.
28 / Purple Fun Visual Identity Guide
Brand Guidelines
TYPOGRAPHY
2021
Brand Guidelines
Lorem ipsum dolor sit amet, consectetur adipiscing elit. In elit metus, fringilla vel sem non, vestibulum egestas mauris. Curabitur faucibus quis dui id commodo. Suspendisse semper porta molestie. Cras in lacus non nunc malesuada feugiat. Aenean convallis tellus et malesuada condimentum. LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT. IN ELIT METUS, FRINGILLA VEL SEM NON, VESTIBULUM EGESTAS MAURIS. CURABITUR FAUCIBUS QUIS DUI ID COMMODO. SUSPENDISSE SEMPER PORTA MOLESTIE. CRAS IN LACUS NON NUNC MALESUADA FEUGIAT. AENEAN CONVALLIS TELLUS ET MALESUADA CONDIMENTUM.
- Display text.
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TYPOGRAPHY
2021
Secondary Typeface
Aa
Neue Haas Unica W1G / Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yx Zz. 1234567890 ! @”#$%&/()=?<>.
30 / Purple Fun Visual Identity Guide
Brand Guidelines
TYPOGRAPHY
2021
Brand Guidelines
Lorem ipsum dolor sit amet, consectetur adipiscing elit. In elit metus, fringilla vel sem non, vestibulum egestas mauris. Curabitur faucibus quis dui id commodo. Suspendisse semper porta molestie. Cras in lacus non nunc malesuada feugiat. Aenean convallis tellus et malesuada condimentum. LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT. IN ELIT METUS, FRINGILLA VEL SEM NON, VESTIBULUM EGESTAS MAURIS. CURABITUR FAUCIBUS QUIS DUI ID COMMODO. SUSPENDISSE SEMPER PORTA MOLESTIE. CRAS IN LACUS NON NUNC MALESUADA FEUGIAT. AENEAN CONVALLIS TELLUS ET MALESUADA CONDIMENTUM.
- Display text.
Purple Fun Visual Identity Guide / 31
TYPOGRAPHY
Aa
2021
Neue Haas Unica W1G / Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yx Zz. 1234567890 ! @”#$%&/()=?<>.
32 / Purple Fun Visual Identity Guide
Brand Guidelines
TYPOGRAPHY
2021
Brand Guidelines
Lorem ipsum dolor sit amet, consectetur adipiscing elit. In elit metus, fringilla vel sem non, vestibulum egestas mauris. Curabitur faucibus quis dui id commodo. Suspendisse semper porta molestie. Cras in lacus non nunc malesuada feugiat. Aenean convallis tellus et malesuada condimentum. LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT. IN ELIT METUS, FRINGILLA VEL SEM NON, VESTIBULUM EGESTAS MAURIS. CURABITUR FAUCIBUS QUIS DUI ID COMMODO. SUSPENDISSE SEMPER PORTA MOLESTIE. CRAS IN LACUS NON NUNC MALESUADA FEUGIAT. AENEAN CONVALLIS TELLUS ET MALESUADA CONDIMENTUM.
- Display text.
Purple Fun Visual Identity Guide / 33
TYPOGRAPHY
Aa
2021
Neue Haas Unica W1G / Light Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yx Zz. 1234567890 ! @”#$%&/()=?<>.
34 / Purple Fun Visual Identity Guide
Brand Guidelines
TYPOGRAPHY
2021
Brand Guidelines
Lorem ipsum dolor sit amet, consectetur adipiscing elit. In elit metus, fringilla vel sem non, vestibulum egestas mauris. Curabitur faucibus quis dui id commodo. Suspendisse semper porta molestie. Cras in lacus non nunc malesuada feugiat. Aenean convallis tellus et malesuada condimentum. LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT. IN ELIT METUS, FRINGILLA VEL SEM NON, VESTIBULUM EGESTAS MAURIS. CURABITUR FAUCIBUS QUIS DUI ID COMMODO. SUSPENDISSE SEMPER PORTA MOLESTIE. CRAS IN LACUS NON NUNC MALESUADA FEUGIAT. AENEAN CONVALLIS TELLUS ET MALESUADA CONDIMENTUM.
- Display text.
Purple Fun Visual Identity Guide / 35
Visual Style
VISUAL STYLE
Icons The icons for Purple fun’s brand are designed based on the visual fundaments of the logo, so they look like they’re built just like a toy. They can be used with the multiple colors that the color palette provides.
38 / Purple Fun Visual Identity Guide
2021
Brand Guidelines
VISUAL STYLE
2021
Brand Guidelines
Purple Fun Visual Identity Guide / 39
VISUAL STYLE
2021
Brand Guidelines
Illustrations
The Illustration Style for the brand is a minimal but fun and cute at the same time. It is also based on the logo, so the corners should always be rounded and they should be made from basic shapes such as circle, rectangle, triangles, etc.
40 / Purple Fun Visual Identity Guide
VISUAL STYLE
2021
Brand Guidelines
Purple Fun Visual Identity Guide / 41
VISUAL STYLE
Patterns
42 / Purple Fun Visual Identity Guide
2021
Brand Guidelines
Purple Fun Visual Identity Guide / 43
VISUAL STYLE
2021
Tone of Voice
The tone of voice of Purple Fun is easy to describe. The tone must be friendly and kind, personal yet respectable and not rude at all. Open minded but not controversial and educational but easy to understand. It’s fundamental that the company maintains a good image since it’s going to be a role model for the children. Since Purple Fun’s audience is mainly the children, it needs to use easy words that children can understand easily. Furthermore, the brands refers to the audience as “friends” so they feel more trusted towards the company. Using informal English language, with words like “gonna”, “wanna”, etc. is also important. Purple Fun is about playing and having fun, there are no boundaries and no restrictions when it comes to being who you are and who you want to be.
44 / Purple Fun Visual Identity Guide
Brand Guidelines
lolololol
Play with me!
Hi! :)
You can do it!
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Applications
Toy Packaging
APPLICATIONS
2021
Brand Guidelines
11 cm x 17 cm
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APPLICATIONS
2021
Box Packaging
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
18 cm x 18 cm
50 / Purple Fun Visual Identity Guide
Brand Guidelines
Stand Display
70 cm x 150 cm
APPLICATIONS
2021
Brand Guidelines
Bags
Purple Fun Visual Identity Guide / 53
APPLICATIONS
2021
Stickers
5 cm x 5 cm
54 / Purple Fun Visual Identity Guide
Brand Guidelines
5.1 cm x 8.9 cm
APPLICATIONS
2021
Brand Guidelines
Business Card
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APPLICATIONS
Stationary
58 / Purple Fun Visual Identity Guide
2021
Brand Guidelines
APPLICATIONS
2021
Brand Guidelines
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SOCIAL MEDIA
Ads for Instagram
The tone of voice of Purple Fun is easy to describe. The tone must be friendly and kind, personal yet respectable and not rude at all. Open minded but not controversial and educational but easy to understand. It’s fundamental that the company maintains a good image since it’s going to be a role model for the children.
62 / Purple Fun Visual Identity Guide
2021
Brand Guidelines
IG Ad Animation Video: https://youtu.be/Cu0BgJwKV2s