BRAND GUIDELINE
BRAND GUIDELINES
2021
CONTENTS
00
BRAND GUIDELINE
2021
1.0
ABOUT
Page 4
2.0
LOGO
Page 9
3.0
COLOR
Page 17
4.0
TYPOGRAPHY
Page 22
5.0
PHOTGRAPHY
Page 26
CONTENTS
ABOUT
BRAND GUIDELINE
At Domhus we design and create products for living the everyday life of home and kitchen. In doing that, we fuse our Italian style, with elegance, quality, and attention to detail, at reasonable (mid-range) prices.
WE ARE
01
ELEGANT
INCLUSIVE
MINIMAL
SUSTAINABLE
MODERN
AFFORDABLE
CLASSY
HIGH-END LOOK
YOUNG
HIGH-END FEEL
POSITIVE
MID-RANGE-PRICE
ABOUT
2021
ABOUT
MISSION & PERSONALITY
BRAND GUIDELINE
We have a modern, minimal and elegant style. We mainly use stainless steel to develop our products because it’s resistant, elegant, and long-lasting. In the future, we’ll start using glass and porcelain too. We try to avoid at all costs plastic products, especially single-use ones. We are young, innovative, and environmentally conscious. For this reason, we try our best to have a positive impact on sustainability and the environment. All of our products' packages are 100% plastic-free. We also have a sub-brand called “DomhusEco". With that we develop products with a greater impact on sustainability and the environment, and that can help fight pollution and climate change in a more active way. Examples of those products are reusable glass and steel straws. All the products of the DomhusEco line are also involved in environmental projects, like reforestation projects, plastic collection projects, etc.
At the end of the day, we try our best to run our business with the best environmental impact possible, and we hope to continue to grow to also have more money to invest to make a difference in this world.
2021
ABOUT
CONCEPT
BRAND GUIDELINE
DOM means home in several Eastern European languages, such as Polish, Bosnian and Croatian. HUS means home in Norwegian. DOMUS means home in Latin.
So many words, which go through history, time, space, travel all over Europe and bring us closer together, under one roof, the home’s one. Because home is not just a collection of tiles and bricks to shelter from the cold where you live and sleep. Home is much more. Home is something personal, something emotional. Home is an emotion. Home is the place you think about when you’re away. It’s the room you want to furnish as you like, it’s the kitchen where you share meals with the people you care about; it’s the sofa that awaits you at the end of the day; it’s your favorite cup, the one where you pour in the coffee every morning, and which automatically makes it taste better. Home is where you loved, where you suffered but also where you rejoiced and celebrated. Where you can cry without being ashamed, but you can also laugh; where you can be alone without feeling alone or surrounded by the people you love the most.
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ABOUT
BRAND GUIDELINE
2021
Home is the place where you gather with your family to celebrate the holidays and where you invite your friends to dinner. Home is life, it’s memories, it’s emotions. We aren’t a large corporation. We don’t have a board of directors and thousands of employees. We are the fruit of ambition. The ambition to be able to provide you with the products and accessories which help you to better live your house every day and that maybe one day will be part of your best memories. The idea of creating something beautiful, practical and useful, without sacrificing quality. Something different for quality of materials, for the attention to details, for the importance we give to each customer. Because every single sale is a small victory and a source of pride for us and the very fact that you are reading these lines means a lot to us.
Welcome Home. Welcome to Domhus.
ABOUT
TARGET AUDIENCE
BRAND GUIDELINE
Maybe they are starting their own family. They want to have a good-looking and modern home, always ready for an Instagram picture. They love fashion and design, maybe they follow artists, influencers, and design-awarded brands on Instagram, but they can’t afford those products. They earn a good salary, nothing special, but more than respectable for their age, so they can afford to buy things when they want, even spending some extra cash on a given product they believe deserves its price. They are well aware of the climate crisis, and they try to do their part to contribute to fighting it. They recycle the trash, try to avoid single-use products, and when they go shopping they prefer sustainable products, but only if this doesn't mean spending too much. They try to do their part, but only if it's not too complicated or they must not commit to it too much. They are not those types of people too much involved, sometimes a bit extremist, about sustainability, like those that don't shop online, that think that Amazon is evil because it's polluting, and only buy bio and farm-to-table products. They spend a lot of time on social media, especially Instagram, and buy almost everything online. They love animals, even if not all of them have one, but they always smile and laugh
Millennials, both men & women, and couples between 25 and 45 years old.
when they see a cute puppy on Instagram. They are sensitive to social themes, like gender equality, racism, discrimination, inclusivity. They love spending time at home but also hanging out with friends, dining and drinking together, and also organize dinners at home, so their home should always be nice and in order.
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LOGO
02
BRAND GUIDELINE
LOGO
2021
LOGO
BRAND LOGO
BRAND GUIDELINE
The brand logo is based on a logotype & logomark design that is customized truly for the brand. The nature of the elements in the logo should not be modified, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times.
2021
LOGO
LOGOMARK
BRAND GUIDELINE
The logomark acts as the identifying mark of the brand and is ideal for social media avatars, stamps, wax seals and stickers. The nature of the elements in the logomark should not be modified, recreated or transformed in any way. The logomark shall never be streched and should be resized proportionately so that they are legible at all times.
2021
LOGO
CLEARSPACE & MINIMUM SIZE
BRAND GUIDELINE
Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.
To ensure legibility and clarity, please do not scale the logo below the recommended size.
MINIMUM WIDTH:
x
x
x
x x
10MM
MINIMUM WIDTH: 8MM
For Brand Logo, the minimum clearspace is
For Logomark, the minimum
determined by the height and width of the letter
clearspace is determined by the
“O” from the logotype as illustrated above.
x-height as illustrated above.
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LOGO
SUB-BRAND LOGO VERTICAL VERSION
BRAND GUIDELINE
The sub-brand logo is based on a logotype & logomark design that is customized truly for the brand. The nature of the elements in the logo should not be modified, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times.
2021
LOGO
SUB-BRAND LOGO VERTICAL VERSION
BRAND GUIDELINE
The sub-brand logo is based on a logotype & logomark design that is customized truly for the brand. The nature of the elements in the logo should not be modified, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times.
2021
LOGO
CLEARSPACE & MINIMUM SIZE
BRAND GUIDELINE
Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.
To ensure legibility and clarity, please do not scale the logo below the recommended size.
MINIMUM WIDTH:
MINIMUM WIDTH:
15MM
25MM
For vertical version Sub-brand Logo, the minimum
For horizontal version Sub-brand Logo, the minimum
clearspace is determined by the height and width of
clearspace is determined by the height and width of the letter
the letter “O” from the logotype as illustrated above.
“O” from the logotype as illustrated above.
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LOGO
INCORRECT USAGE
BRAND GUIDELINE
Below illustrates some example of incorrect logo usage. Please obey the brand guidelines for consistent brand communication.
Do not resize or modify
Do not create compositions that are
Do not change the
any part of the logo
not provided in the guideline
color of the logo
Do not compress or stretch
Do not add in special
Do not use gradient,
the logo, always resize
effects such as drop
always refer to the color
proportionately
shadows or 3D effects
usage guideline
2021
COLOR
03
BRAND GUIDELINE
COLOR
2021
COLOR
BRAND GUIDELINE
BRAND COLORS
Sub-brand Logo Color Usage only
WHITE
LIGHT
GREY
GREY
MEDIUM
DARK
GREY
GREY
GREEN
HEX
HEX
HEX
HEX
HEX
HEX
#FFFFFF
#EAE9E9
#C8C7C5
#706F70
#1D1D1B
#297B3D
CMYK
CMYK
CMYK
CMYK
CMYK
CMYK
0 0 0 0
7 5 5 0
22 17 18 0
57 49 48 15
71 65 67 77
84 28 100 16
RGB
RGB
RGB
RGB
RGB
RGB
255 255 255
234 233 233
200 199 197
112 111 112
29 29 27
41 123 61
2021
COLOR
BRAND LOGO COLOR USAGE
BRAND GUIDELINE
Below demonstrates the recommended color usage for brand application. Our Brand Logo is primarly used in Dark Grey againts White, Light Grey, Grey and Medium Grey background. The logo is used in white when placed on Dark Grey background. The logo can either be used in White or Dark Grey againsts imagery backgrounds. B&W versions can be used when color options are not applicable.
2021
COLOR
SUB-BRAND LOGO COLOR USAGE
BRAND GUIDELINE
Below demonstrates the recommended color usage for brand application. Our Sub-brand Logo is primarly used in Dark Grey againts White, Light Grey and Grey background. The logo is used in white when placed on Dark Grey background. The logo can either be used in White or Dark Grey againsts imagery backgrounds. B&W versions can be used when color options are not applicable.
2021
COLOR
COLOR HIERARCHY
BRAND GUIDELINE
2021
A general color hierarchy is seen as illustrated below. The sizes of the circles visualizes the usage percentage of the brand colors within the branding.
Green is only used for Sub-brand logo color.
White and Light Grey are the most commonly used background
Grey and Medium Grey are
Dark Grey is used mainly used
colors. White is also used a text or logo color when Medium
used as secondary
for logo, text and also as
Grey or Dark Grey background is used.
background colors.
secondary background color.
TYPOGRAPHY
04
BRAND GUIDELINE
TYPOGRAPHY
2021
TYPOGRAPHY
PRIMARY FONT
BRAND GUIDELINE
Typography plays a large role in our brand identity. Montserrat is the chosen primary font for the brand. The sans serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.
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MONTSERRAT fonts.google.com/specimen/Montserrat
AaBb
2021
TYPOGRAPHY
SECONDARY FONT
BRAND GUIDELINE
Roboto is the chosen secondary font for the brand. The sans serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis. It is used for body copy and larger paragraph of text. WIthin brand materials, Roboto should appear smaller in scale as compared to Montserrat.
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ROBOTO fonts.google.com/specimen/Roboto
AaBb
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TYPOGRAPHY
TYPOGRAPHIC HIERARCHY
BRAND GUIDELINE
Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.
Headings in Montserrat Semibold Montserrat SemiBold can be used for smaller exerts of text that require further emphasis such as this paragraph.
Roboto Regular is used for body copy. Roboto Medium can be used when a more heavy weighy is required. Roboto Bold can be used to highlight or emphasize certain area of text of the body copy.
SUBHEADINGS IN MONSERRAT BOLD OR SEMIBOLD
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PHOTOGRAPHY
05
BRAND GUIDELINE
PHOTOGRAPHY
2021
PHOTOGRAPHY
PRODUCT PHOTOGRAPHY
KEYWORDS
ELEGANT MINIMAL MODERN CLASSY QUALITY SUSTAINAILITY HIGH-END
BRAND GUIDELINE
Our product photography style is minimal, clean and straightforward. Excessive decorations are avoided and natural-looking product placements should be utilized to show a sense of interaction with the product. Close-up shots focuses on the details and quality of the product while zoom out shots presents the product as a sense of lifestyle. Avoid using harsh lightning or artificial backdrops to maintain an image between high end and affordable.
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PHOTOGRAPHY
PRODUCT PHOTOGRAPHY
BRAND GUIDELINE
2021
TYPOGRAPHY
ENVIRONMENT PHOTOGRAPHY
BRAND GUIDELINE
Featuring modern & minimal home settings that reflects the personality of the brand. High-end look and feel but still feel cozy and approachable. Plants can be subtely added to bring in some pop of colors to reflect an environmental conscious image. Avoid using harsh lightning or artificial settings to maintain an image between high end and affordable.
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TYPOGRAPHY
LIFESTYLE PHOTOGRAPHY
BRAND GUIDELINE
Human interaction and activity to is added to reflect the connection between the brand and its product with the consumer. Lifestyle photography should portray a natural interaction between the consumer and product to portray a sense of lifestyle. Avoid using harsh lightning or unnatural movements or settings to maintain an approachable image.
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BRAND GUIDELINE
BRAND GUIDELINES
2021