Brand Standards Manual Version 1 2021
Welle - Brand Standards Manual
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Greetings
If you're having a bad day, just remember that tomorrow could be the best day of your entire life!
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Welle - Brand Standards Manual
Table of contents
01
Identity
Mission & Values
02
The Logo
03
Visual Elements
04
Applications
page 6
page 8
Treatment Misuse Clear Space page 14
Color Primary Typeface Secondary Typeface Photography page 20
Stationary Apparel T-Shirt Hem Tag Stickers Socks Packaging Social Media Ads E-Commerce Website
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Identity
01
Mission & Values
Our Mission Our mission is to spark conversations through the clothing you wear. Speaking about self-acceptance, mental health, and spreading positivity are all examples of this. 10% of all purchases are donated to mental health programs that help educate and support those in need. In addition to normalizing the conversation about mental health and eliminating stigma that people of color face within their own community, We are proud to say that our products are made with sustainable quality garments that are ethically produced in the United States.
Our Values Empathy Sustainability Positivity Quality
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The Logo
02
The Logo
Welle - Brand Standards Manual
The Welle logo is designed using a display typeface; Xonda Display. Xonda features playful letter-forms which serve the perfect look and feel.
The brandmark consists of an outline of a head, cloud, two eyes, and a mouth. The logo is meant to be positive, calm, and lively.
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02
The Logo - Treatment
Primary
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The logo may be stacked vertically or grouped horizontally depending on availability of space.
Secondary
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The Logo - Treatment
Wordmark Only
The logo may appear separated. The wordmark and brandmark may be used solely. No other elements from the logo may be separated. The wordmark may be used in our color Raven. It may also be used in the color Salt for situations with a dark background or when contrast is required.
Brandmark Only
Minimum Size
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The Logo - Misuse
When using the logo, never change the color of the cloud, thicken or thin the strokes, use low resolution versions, or distort.
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The Logo - Clear Space
Welle - Brand Standards Manual
To avoid conflict with the logo, it is significant to establish a clear margin that surrounds the logo. The space surrounding the logo should be equivelant to the width of the "W" in the logo. Proportion is key.
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Visual Elements
Visual Elements - Color
R 41 G 41 B 41 Hex code #282828
Welle - Brand Standards Manual
C 71 M 65 Y 64 K 67
R 70 G 92 B 169 Hex code #465ca9
C 82 M 71 Y 0 K 0
Salt
Sapphire
Raven
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R 255 G 255 B 255
C 0 M 0 Y 0 K 0
Hex code #ffffff
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03
Visual Elements - Primary Typeface
Xonda Display
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ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 &@$%!? Welle - Brand Standards Manual
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Visual Elements - Secondary Typeface
Roc Grotesk
Welle - Brand Standards Manual
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 &@$%!? 17
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Visual Elements - Photography
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Keep it simple. White background with an emphasis on the model, garment and graphics.
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03
Visual Elements - Photography
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Applications
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Applications - Stationary
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Applications - Apparel
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Applications - Apparel
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Applications - T Shirt Tag
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Applications - Stickers
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Applications - Packaging
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Applications - Packaging
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Applications - Socks
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Applications - Social Media Ads
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Applications - E-Commerce Website
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Applications - E-Commerce Website
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