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Brand Guidelines
Intro
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Brand Guidelines
“I’ve put together a brand that speaks to casual elegance…”
FIONA HORGAN, FOUN DE R
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keep it together This style guide is a reference book meant to help you maintain consistency with the aesthetic standards established for your brand. We want to make sure that after all the hard work put into creating a cohesive look, your logo and overall branding uphold a consistent and professional appearance across all platforms. Following this guide will help you to do exactly that.
key words Casually elegant, unconventional, sustainable, imaginative, comfortable, versatile, energetic, creative, stylish, happy, fresh, unique.
1.0.1
Brand Vision
1.0.2
Ta r g e t P e r s o n a
Overview
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1.0.1
Brand Vision
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Brand Guidelines
moodboard
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mission Hudson Mercantile Co provides stylish stoneware and linens for today’s homes. Our versatile home essentials allow for mixing and matching, allowing you to create your own personal look, evolving as you do. Our elegantly casual products are affordably priced for their superior quality, making eating, bathing and sleeping a dream. We aspire to form the building blocks of your home in a stylish, timeless and versatile fashion.
values Hudson Mercantile Co’s brand purpose is to provide affordable and sustainably sourced dishes, linens and towels that will stand the test of time – both in durability and style. We want to be remembered as an honest, transparent and proudly ethical brand.
1.0.1
1.0.2
Target Persona
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Brand Guidelines
the concious soul My name is Alex. I’m 30 years old and live happy life with my partner in the suburbs. We spend weekends relaxing in our neighborhood with our dog and absolutely love having friends and family over. Though we consider our home as our sanctuary from our busy lives, it has also become such a hub, so why not make it stand out?!
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I love searching the web for home ideas and inspiration that reflect my style and personality. From linens to dinnerware, I must say our home is filled with casually elegant and stylish homeware. Elevating the look of our home has become somewhat of a hobby. The more unique the better!
My partner and I are mindful of the quality of products that we fill our home with, and truly appreciate brands that stand for something more than just the dollar sign. Where things come from and how they are made is important to us. We are always willing to invest in durable, lasting products to timelessly stylize our home. Being concerned about our planet and our effect on it for future generations definitely influences our purchasing decisions.
1.0.2
tip It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines. The logo will be reproduced in various sizes and it may need it to be as small as a postage stamp to fit a stationery. Make sure that text and fine lines are still legible when the logo design is scaled down. Minimum Height: 0.5�
2.0.1
Primary Logo
2.0.2 Secondary Logo 2 .0.3 Logo Usage
Logo
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This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Hudson Mercantile Co’s digital storefront, products, social media presence, ads and other materials, enhancing the professionalism of the brand. This mian logo has two alternatives of which include the
2.0.1
brand taglines.
Primary
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2.0.1
TAG L IN E Stonewa re &Linen s
Alt
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Brand Guidelines
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TAG L IN E Feed .Cl ean se.D ream
2.0.1
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This secondary mark exists of which also has variations with the brand taglines. Hudson Mercantile Co’s secondary marks can be used in place of the primary logo (but should never be used directly next to the primary logo). For instance, don’t use the secondary mark as the profile picture if the primary logo is used for the header – it looks repetitive and is not a good use of
2.0.2
the brand elements.
Secondary
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2.0.2
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TAG L IN E Stonewa re &Linen s
Alt
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Brand Guidelines
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TAG L IN E Feed .Cl ean se.D ream
2.0.2
Use
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A. O L I V E
White Logo Secondary
colour The colour usage for Hudson Mercantile Co’s logo is fairly minimal. It is recommend-
B. L I G H T B L U E
ed to use all logo variations in full black or
Black Logo
white against coloured backgrounds (A, B).
Secondary
While it is good to experiment with colour, it is best to keep a limited colour palette if possible. If necessary, the logo can be used in a solid colour (C) from the main colour palette. Specify corporate colours with CMYK or Pantone references to ensure correct colour reproduction once the logo is printed. The RGB and HEX codes are for
2.0.3
digital use only.
C. P O R C E L A I N E
Olive Logo Secondary
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clear space To ensure logo visibility and impact, maintain a minimum clear space zone. This allows the logo to always appear unobstructed and distinctly separate from any other graphic elements such as type, images, other logos, etc.
The minimum clear space is defined as the height of the letter d. This minimum space should be maintained as the logo is proportionally resized.
To transform lines proportionally in a working file, ensure that ‘Scale Strokes & Effects’ is selected in any Adobe program when resizing.
2.0.3
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photo background The logo can be used on different types of photographic backgrounds but attention should be paid to each option, making sure the logo and type are not obstructed by the image. In most cases, you can use either a solid white or solid black logo on top of a background image.
TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Contrast the logo and background.
2.0.3
4. Applying a darker or lighter transparent overlay
on an image helps makes text more legible.
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WHITE LOGO P r im a r y
BLACK LOGO Second a r y
2.0.3
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unacceptable A few rules are necessary for maintaining the integrity of the brand. Do not compromise the overall look of the logo
A. Do not rotate the logo.
by rotating, skewing, or distorting in any way – that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a
B. Do not squash or stretch. C. Do not place elements in
the logo clear space.
few examples of some ways you should NEVER ever consider using the logo.
D. Do not resize any part. E. Do not rearrange parts or
create compositions that are not already provided. F. Do not add unofficial
elements to the logo. G. Do not use off-brand co-
lours. Reference the Colour Usage section.
2.0.3
H. Do not add drop shadows
or other text styles.
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A.
B.
C.
D.
E.
F.
CAS UA LLY ELEG A N T!
G.
H.
2.0.3
note Consistent use of the colour palette is a crucial part of brand identity, reinforcing the cohesiveness of the brand. Colour also serves a psychological purpose by communicating a certain feeling to your audience.
3.0.1
Primary Colour
3.0.2 Colour Palette
Palette
3.0
Palette
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Brand Guidelines
While it is good to experiment with colours, it is best to keep a limited colour palette if possible. Specify corporate colours with the following references to ensure correct colour reproduction when printing brand collateral.
Light Blue
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Patone 5513 U CMYK 33, 11, 18, 0 RGB 164, 119, 126 HEX #A4777E
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Light Blue
Powder Blue
Brown
PANTONE 427 C CMYK 18, 12, 13, 0 RGB 214, 215, 215 WEB #D6D7D7
PANTONE 9040 C CMYK 13, 2, 7, 0 RGB 226, 238, 237 WEB #E2EEED
PANTONE 412 C CMYK 63, 65, 65, 62 RGB 61, 51, 49 WEB #3D3331
Porcelain
Olive
Black
PANTONE 9100 C CMYK 8, 7, 10, 0 RGB 237, 233, 227 WEB #EDE9E3
PANTONE 7503 C CMYK 34, 35, 68, 4 RGB 175, 154, 100 WEB #AF9A64
Pantone Black 6 C CMYK 0, 0, 0, 100 RGB 0, 0, 0 WEB #000000
3.0.2
definition Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. The term typography is also applied to the style, arrangement, and appearance of the letters, numbers, and symbols created by the process.
4 . 0 . 1 P r i m a r y Ty p e f a c e 4 . 0 . 2 S e c o n d a r y Ty p e f a c e 4.0.3 Visual Hierarchy
Typography
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4.0.1
Primary
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Brand Guidelines
Quick Signature Regular is a custom handwritten font designed by Hendra Pratama. This font is meant to be used for the logo only and cannot be used for or in other brand elements.
Quick Signature Regular
ABCDEF GHIJKLMNOPQRS
abcdefghijklmnopqrstuvwxyz 0123456789!@ÂŁ$%^&*()
Designed by Hendra Pratama
Available DaFont dafont.com/quick-signature.font
designed by Steve Matteson in 1995. It was designed to be a highly-legible font for programming usage and used to be bundled with Microsoft Windows.
Andale Mono Regular
ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz
0123456789!@ÂŁ$%^&*()
Available Cool Text cooltext.com/Download-Font-Andale+
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Designed by Microsoft
Secondary
Andale Mono is a monospaced sans-serif typeface
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IMAGE B rand Rebrand 2nd Ar rondi ssement
Secondary
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Brand Guidelines
Work Sans is a 9 weight typeface family based loosely on early Grotesques, designed by Wei Huang. Overall, features are simplified and optimised for screen resolutions – but still can be used in print well.
Work Sans Medium
ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz
0123456789!@£$%^&*() Work Sans Light
ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz
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0123456789!@£$%^&*() Designed by Wei Huang
Available Font Squirrel fontsquirrel.com/fonts/work-sans
Visual hierarchy refers to the arrangement or presentation of elements in a way that implies importance. This order is created by the contrast of forms in a field of perception.
NEW COLLECTION
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3.0.3
COMING SOON
Hierarchy
Brand Guidelines
definition The term ‘collateral’ refers to the collection of print or digital materials used to define the brand. Collateral design can be focused on print, but a great deal of it is designed for packaging, web and social.
4.0.1 Business Cards 4 . 0 . 2 Sw i n g Ta g 4.0.3 Instagram 4.0. 4 Social Posts
Collateral
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4.0.1
US SIZE 2 x 3.5�
Business Cards
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Brand Guidelines
Tags A swing tag is an informational text attached to a garment for sale and can be also known as a swing ticket. A swing tag
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DIM ENSIONS 85x55mm PA P E R S TO C K Ch in a W h ite WEIGHT 270gsm x2 FINISHES Emboss
may be attached to the garment by thread or by a plastic joiner.
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IMAGE Stock
Instragram
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Brand Guidelines
4.0.3
hudsonmercantileco Our versatile home essentials allow for mixing and matching, allowing you to create your own personal look, evolving as you do.
Posts
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IMAGES Coll ected Stock for in s piration
4.0.4
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