H E AT H E R B O U T I Q U E E x p l o r i n g t h e b a r r i e r s b e t w e e n s i m p l i c i t y, minimalistic ideals & understatement, & fusing with a blend of tropics, wild d r e a m s & t r a n q u i l i t y.
PRIMARY LOGO The primary logo will serve as the first option of branding. In the circumstance the primary logo does not suit the desired purpose of the branding, use the secondary logos.
SECONDARY LOGOS The secondary logos are to be used when the primary logo does not suit the desired purpose of the branding.
COLOUR USAGE The colour usage for Heather Boutique is fairly minimal. The Logo will mostly be used in black or white against neutral backgrounds but can also be used in the brand colours against a contrasting background.
MINIMUM SIZE The smallest the logo should be represented is 10mm
CLEAR SPACE To e n s u r e l e g i b i l i t y, a l w a y s k e e p a minimum clear space around the logo. This space isolates the logo from any competing graphics elements like other logos, body copy that might conflict, over-word and lessen the impact of the logo. The minimum clear space is defined as the height of the middle crease in t h e ‘ R ’ w i t h i n t h e Pr i m a r y l o g o . A s t h e c i r c l e s h a p e o f t h e ‘ b’ w i t h i n t h e secondary logo 1 and as the bottom most branch of the secondary logo 2. This minimum space should be maintained as the logo is resized.
PHOTO BACKGROUND There are a couple of ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the l o g o a n d t y p e a r e n’ t o b s t r u c t e d b y t h e i m a g e . TIPS 1. P h o t o s w i t h s h a l l o w d e p t h s - o f - f i e l d w o r k b e s t . 2. Avoid busy images with too much detail 3. Applying a darker transparent overlay on an images helps make text more readable.
U N AC C E P TA B L E U S AG E A few rules are necessary for maintaining t h e i n t e g r i t y o f t h e b r a n d . D o n’ t compromise the overall look of 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 few examples of some ways you should never consider using the logo. A . D o n’ t r o t a t e t h e l o g o . B . D o n’ t s q u a s h o r s t r e t c h . C . D o n’ t p l a c e e l e m e n t s i n t h e l o g o c l e a r s p a c e . D. D o n’ t r e s i z e a n y p a r t . E . D o n’ t r e a r r a n g e p a r t s o r c r e a t e c o m p o s i t i o n s that are not already provided. F. D o n’ t a d d u n o f f i c i a l g r a p h i c s t o t h e l o g o G . D o n’ t u s e o f f - b r a n d c o l o u r s . H . D o n’ t a d d d r o p s h a d o w s o r t e x t s t y l e s . I.
D o n’ t u s e m o r e t h a n o n e c o l o u r i n t h e l o g o .
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SIMPLICITY MINIMAL TRANQUILITY
MOODBOARD A group of images to set the mood for H e a t h e r B o u t i q u e . Wa r m t o n e s , n a t u r a l light, coastal textures. An overall relaxed, bohemian feel.
say hello
TO MINIMALISTIC IDEALS W W W. H E AT H E R B O U T I Q U E . C O
FONTS Mr Eaves is to ser ve as the primar y font to the b r a n d . I t ’s v e r s i t i l e a n d c a n b e u s e d f r o m l i g h t t o b o l d i n h e a d i n g s o r c o p y. A u s t i n Wo r t h i s t o b e u s e d f o r d e c o r a t i v e p u r p o s e s o n l y. U s e i t f o r h e a d i n g s a n d t o p r o v i d e a h a n d w r i t t e n e l e m e n t , d o n o t u s e i t f o r c o p y. M R E AV E S Light - Bold A B C D E F G H R J K L M N O P Q R S T U V W X Y Z
Austin Worth Regular a b c d e f g h r j k l m n o p q r s t u v w x y z
COLOURS The brand colours consist of warm tones from very light to dark. These are to be the primary colours of the brand and can be a guide for imagery to use the same tones.
POWDER CMYK: 3, 4, 4, 0 RGB: 244, 240, 238 HEX: F4F0EE WHEAT CMYK: 13, 16, 23, 0 R G B : 2 2 0 , 2 0 7, 1 9 1 HEX: DCCFBF C L AY C M Y K : 2 3 , 1 9, 2 0 , 0 R G B : 1 9 7, 1 9 4 , 1 9 2 HEX: C5C2C0 TAUPE CMYK: 25, 36, 43, 0 R G B : 1 9 2 , 1 6 1, 1 4 2 HEX: C0A18E
FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get ahold of me (info@ rubyjeandesigns.com). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.
BRANDING & DESIGN Ruby Jean Designs