Branded by Earth

Logo manual & visual guidelines

May 2022

Index

I Logo III Font II Colors IV Image Signatures Main colors Other colors Proportions Exclusion zone Reduced size Graphic treatment DON’Ts Bely Display Bely Book Primary colors Colors of the earth Shades of grey Icons Photography Product photography 01 02 03 04 05 06 07 08 01 02 01 02 03 01 02 03

Logo

Logo

A circular brand with an image resembling that of tree branches, a single feather, or even the delta of a river.

Branded by Earth’s logo was designed to be easily recognizable under any conditions. It can be applied to any different media, and even to support diverse graphic treatments.

Signatures

The logo has 3 different signatures to be used under different circumstances.

The primary signatures are the horizontal and vertical ones, which display both the symbol and the typographic parts of the logo.

The secondary signature consists of only the symbol and is more appropriate for repetitive applications of the mark.

Vertical

Primary Secondary Horizontal Symbol

Main colors

The standard color for the logo is black, whith white being used as a negative color for dark backgrounds.

Positive

Negative

Other colors

For different media, campaigns, or graphic contexts, the logo may be presented with virtually any colors.

This is a resource to increase its flexibility for different graphic applications.

Proportions

logo proportions

also consistent

The

must be kept at all times in order to maintain its consistency and make it recognizable across all of its touchpoints. The proportions are

between the horizontal and vertical versions. X X 6X 6X 5X 5X

Exclusion zone

When placed against complex backgrounds, the logo will need a buffer zone to maintain its identity.

For reference, the exclusion zone is based on the radius of the symbol.

Reduced size

When applied to restricted-size media (think mobile apps or document footnotes) , the logo should still be recognizable.

it is important to have minimum possible dimensions to ensure the mark’s legibility.

Thus,

Digital Print 100

200

100

40 px 80 mm

Graphic treatment

The symbol version of the logo can withstand different graphic treatments and creative concepts for different campaigns.

However, this should not be done to the primary signatures of the logo.

DON’Ts

Here’s a list to what NOT to do with the logo.

These examples apply to the primary (horizontal and vertical) versions, since the secondary singature (symbol) was defined with flexibility in mind.

Don’t distort the logo.

Don’t add extra elements.

Don’t combine two or more colors.

Don’t displace its elements.

Don’t crop the logo

Don’t outline the logo.

Don’t scale its elements.

Don’t change the logo’s typography.

Don’t rotate separate elements.

Colors

Primary colors

Black and white are the primary colors of the brand. These are very strong, yet neutral colors, that allow for a large variety of combination across different product collections, seasonal launches, and marketing campaings.

HEX000000 R0 G0 B0 C100 M100 Y100 K100 HEXffffff R255 G255 B255 C0 M0 Y0 K0 Full Black Bright White

Colors of the earth

Complementing the two primary, colors, Branded by Earth can use virtually any other color. This goes for general use, multiple shades, and even gradients.

This alows for the brand to fit and adapt to new and recurring trends, as well as to the different colors of natural ingredients, nature photography, and human skin tones.

Shades

of grey For functional purposes like interactivity and legibility, but also for low-contrast designs, the brand can also rely on its six shades of grey. HEX454545 R69 G69 B69 C67 M60 Y58 K43 HEXc7c7c7 R199 G199 B199 C22 M17 Y18 K0 HEX696969 R105 G105 B105 C59 M51 Y50 K19 HEXe6e6e6 R230 G230 B230 C9 M6 Y7 K0 HEX9e9e9e R158 G158 B158 C41 M33 Y33 K1 HEXf2f2f2 R242 G242 B242 C4 M2 Y2 K0 Grey 01 Grey 04 Grey 02 Grey 05 Grey 03 Grey 06

Font

Bely

Designed by Roxane Gataud, Bely is described as a classy throwback text font family with a fearless and venturesome display.

It is a font family with 4 different weights, including two italics. It also has a display version for titles and headlines.

Bely Display

abcdefghijklmnopqrstuvwxyz 1234567890

Bely Bold Bely Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bely Regular Bely Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Image

Icons

Branded by Earth focueses on natural raw materials with recyclable packaging, reduced waste, and cruelty-free lab testing.

To illustrate its commitment with environment preservation and social responsability, the brand has a set of icons to be applied to its products, website, visuals and campaigns.

Photography

The photography of Branded by Earth can be divided into 2 different groups:

Earth and People.

Photography | Earth

The first group is made of photos of the earth. These can vary from small details of sand, dirt, stone, or animals and plants, to aerial views, outstanding landscapes, and even satelite photos of the planet.

Photography | People

The second photographic group is composed people. The main objective is to showcase the peoples of Earth, in all of their diversity.

These photos should look as natural as possible, showcasing interactions between people or with natural elements.

The same principle should apply even tophotos made in studio.

Product photography

The product photos should be minimalistic and hilghlight both its materials and its colors.

In future campaigns, it may also use other complementary materials like wood, leaves or even entire landscapes.

Logo manual & visual guidelines

May 2022