CurDon Brand Guide by Michael Bell

BRAND GUIDE CurDon | 3

CurDon | 1

BE YOUR VISION.

Our Mission is to inspire visionaries and creators to make their dreams become reality, and foster motivation through fashion. co u ra ge . p a ssi o n . a mb i t i o n.

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brand and identity guidelines

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color contrast

treatment

Color shows our spirit and promotes brand recognition. Our powerful corporate colors, Ruth Black, Layla Gold, Grays and White reinforce the stature of our company and itâ&#x20AC;&#x2122;s relation to quality. Specific colors from our palette are used in the signatures of the CurDon brand, as shown below. The preferred custom-engineered inks for CurDon match colors are displayed here for reference.

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Notable an acceptable color combinations: A. Black on black B. Metallic gold on CMYK gold C. Metallic gold on gray D. White on white E. Metallic gold on white A.

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graphic elements and usage

The CurDon brand is intended to represent simplicity and quality and those elements are to be immediately recognized in all visuals. The brand is also defined by itâ&#x20AC;&#x2122;s color palette of Black, Gold, White and Gray. Other design elements can also include an elephant or represents of an elephant such as through skin patterns, icons or even pictures. The elephant represents strength, longevity and loyalty. A variety of design elements that represent an elephant may be used within the CurDon brand, however, any and all elephant elements must be approved by CurDon prior to use.

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personas : who is curdon ? ADRIANA IS CURDON.

Adriana had heard of enough of the inappropriate jokes, excuses and grew tired of staring at a ceiling made of glass. So, for her, the solution was to start her own tech company which was also fueled by the words of those who told her it’d be too hard because it’s a [white] male dominated field. Therefore, she decided, “game on” and hasn’t looked back as she thrives and is motivated by what she’s been told she can’t do.

CHRISTOPHER IS CURDON.

Working a desk job never has and never will be his thing. He loves people...All people and isn’t motivated by making money, but rather creating smiles on peoples faces, while making them look good in the process. He’s a family man who likes to keep things simple while still having the things that are most important be of the best quality.

MARCOS IS CURDON.

Some people say that Marcos is the reason why there’s the term, “giving you the shirt of his back” as he bleeds generosity. He has the drive to accomplish just about anything he wants. Right now, that’s to become the best music producer and reintroduce the Jazz music industry to the younger crowd. He works long hours and doesn’t mind the grind as he knows one day he’ll be the one inspiring others to be greater than himself. CurDon | 8

logo variations CurDon is represented by four different logos and icons. These identifiers are the primary, secondary icon, tertiary signature and company emblem. The primary logo is the hallmark identifier which represents the brand in itâ&#x20AC;&#x2122;s entirety. There are no limits to where it can be used, but there are specifications of how it can be used (defined on ahead pages). The secondary icon is the abbreviated version of the primary logo. Itâ&#x20AC;&#x2122;s use is more defined and should not accompany materials or garments independently. However, the icon is intended to

primary logo

secondary logo icon

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CurDon is represented by four different logos and icons. These identifiers are the primary, secondary icon, tertiary signature and company emblem. The primary logo is the hallmark identifier which represents the brand in itâ&#x20AC;&#x2122;s entirety. There are no limits to where it can be used, but there are specifications of how it can be used (defined on ahead pages). The secondary icon is the abbreviated version of the primary logo. Itâ&#x20AC;&#x2122;s use is more defined and should not accompany materials or garments independently. However, the icon is intended to tertiary logo icon

company emblem

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logo space treatment Signature Clear Space

CurDon looks to stands out from the crowd, and so does the signature. To create maximum impact, keep the space around the CurDon signature free from other text and graphics. The clear space on each side of the signature should always be equal to or greater than the x-height of the CurDon word mark.

Font name: Ravensara

3xe

e 3xe

Primary logo clear space. Same clear space definitions are to be applied to all logos.

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2020

ESTD

1.5xe 3xe

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Logo and emblem stacked. These are the only time where any of the logos can combine. In all other cases, the logo must be used alone.

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identity colors Color shows our spirit and promotes brand recognition. Our powerful corporate colors, Ruth Black, Layla Gold, Grays and White reinforce the stature of our company and itâ&#x20AC;&#x2122;s relation to quality. Specific colors from our palette are used in the signatures of the CurDon brand, as shown below. The preferred custom-engineered inks for CurDon match colors are displayed here for reference.

Ruth Black Hex code: 00000

Layla Gold Hex code: D7B740 Metallic gold: D4AF37

Confidence Gray Hex code: fffff

Sky Gray Hex code: DCDDDE

White Hex code: FFFFF CurDon | 13

photography All photography taken for Cur Don is always intended to be of the highest professionalism quality. Photos are to represent the brand by reflecting is values and ideals, while pointing back to theme of passion, courage and ambition. All photos should be taken in good lighting which represent itâ&#x20AC;&#x2122;s models and clothing at its best.

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logo and icon standards 1. Do NOT alter parts of the logo with different color 2. Do NOT alter layout by putting CUR on top of DON 3. Do NOT increase or decrease letter tracking within logo

4. Do NOT add any elements to the logo 5. Do NOT add any wording to the logo 6. Do NOT pair CurDon logo with the CD icon (all rules apply to both logo, icons and emblem)

logo

icon

the

2 3

5 6

the

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1. Do NOT use any other color except those specified 2. Do NOT change typeface

3. Do NOT use drop shadow 4. Do NOT interchange colors in letters 5. Do NOT use any parts of icon or alone 6. Do NOT shrink or skew 7. Do NOT outline logo text 8. Do NOT add or subtract spacing between words

9. Do NOT add icon to any other logo elements except for emblem (fully specified on previous page)

5 CurDon | 16

primary typeface standards

Aa Metropolis

Metropolis Extra Light abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (!@#$%^&*?;:)

Metropolis Extra Light Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (!@#$%^&*?;:)

Metropolis Light abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (!@#$%^&*?;:)

Metropolis Light Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (!@#$%^&*?;:)

Metropolis Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (!@#$%^&*?;:)

Metropolis Regular Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (!@#$%^&*?;:)

Metropolis Thin abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (!@#$%^&*?;:)