BRAND GUIDELINES
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BRAND GUIDELINES
OLD ESTABLISHED
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CONTENTS
CHAPTER 1 ETHOS BRAND VOICE
CHAPTER 2 BRAND LOGO SOCIAL MEDIA LOGO
CHAPTER 3 COLOUR SCHEME
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CHAPTER 4 TYPOGRAPHY
CHAPTER 5 INSTAGRAM
CHAPTER 6 PHOTOGRAPHIC STYLE
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CHAPTER 1
ETHOS Old
Established
was
founded
distinctive
woman.
Targetting
and created by Olivia Wallace,
women bettween the ages of
in
British
30-50, married and unemployed
Designer Jeka Ross. The name
who want to wear high quality,
links in with the strong theme of
comfortable
abandonment presented in the
classic but modern twist. All our
clothes; places and objects that
garments are one size fits all
have been forgotten and even
and are handmade in Britain..
mis-placed and never found. We
This allows for a relaxed fit for
are a conceptual and affordable
any shape which is an important
luxury womenswear brand for the
feature for our customers.
collaboration
with
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garments,
with
a
BRAND VOICE
ENGAGING
SOPHISTICATED
SUBTLE
ELEGANT
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BRAND VOICE
FRIENDLY
ELEGANT YET ENGAGING
Photography & Styling: Olivia Wallace Makeup Artist: Charlotte Burton Model: Lauren Howells
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Imagery taken from Pinterest
CHAPTER 2
Moodboard
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BRAND LOGO Our logo has a hand written style to it, representing the authentic aesthetic of this womenswear brand. Our full brand name is to be presented on the website and all brochures. The circular design is a profile logo for all our social media platforms. This design can be easily transferable onto other promotional graphics.
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Old Established Old Established Logo usage may vary so we created two versions for light and dark backgrounds. To be used for any promotional aspect
excluding
social
media. Social Media icons are on opposite page.
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CHAPTER 3
PANTONE 722 U
PANTONE 7427 U
PANTONE 5015 U
PANTONE 5669 U
PANTONE 426 C
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COLOUR SCHEME
Our colour scheme is kept simplistic and neutral, with splashes of peach and mauve to lift the palette. We use black for paragraph text and subtitles and all other colours can be used when appropriate to the usage.
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CHAPTER 4
Notera ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz Avenir (Light)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Didot (Regular)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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TYPOGRAPHY
We switch between Notera and
headings
Didot for headings, depending
capitalised. We use Avenir for
on the material and usage.
all base font. Leading is 24 and
Notera is the logo font type
tracking is 40.
face so should always be used
Sizes will vary with both fonts
if using the brand name as a
depending on the usage and
heading. Leading is 45 and
all font should be justified. Any
tracking is 80. Didot regular
colours from the colour palette
should be used for all sub
may be used.
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which
should
be
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CHAPTER 5
INSTAGRAM Our Instagram is our main social media platform, providing our own press imagery for our customers and also inspirations and influences for our brand and photographic style.
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CHAPTER 6
PHOTOGRAPHIC STYLE SLEEK
POISED
FRESH
SHARP
PORTRAITURE
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CREATED BY OLIVIA WALLACE
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