Brand Guideline
mustrd
Brand Guideline 2021
It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
Contents
00
About the Brand
03
Page 04
01
Logo Usage
Page 20
04
Page 10
02
Color Usage Page 17
Typography
Photography Page 24
05
Illustration Page 30
03
mustrd
Brand Guideline
About the Brand
04
What is mustrd?
Mustrd is a digital platform (mobile app and website) aimed to be a singular resource to find and consume all goods and services offered by business owners, freelance contractors, and independent creatives and professionals of black heritage.
mustrd
Brand Guideline
About the Brand
05
Why?
Now, more than ever, we as a society are responsible for bringing wealth equity to communities of color in an effort to bring a longstanding end to socio-economic inequality. Academic studies all conclude the most effective way to do so is through the support of minority-owned businesses, and in this case, black-owned businesses. Currently, there is no centralized hub for the exploration and consumption of black products and services. Some online sources do exist to help point consumers in the right direction of black-owened businesses, however, they are often fragmented, not well maintained, or inaccurate.
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Brand Guideline
About the Brand
06
The Solution
My solution is to create a crowd-sourced black business listing and networking website/app with profiles devoted to brick and mortar and online businesses, brands, freelancers and professionals marketing their services and products providing a marketplace for consumers and the ability for users to discover new products and services, leave reviews, socially engage and self promote.
mustrd
Brand Guideline
About the Brand
07 Purpose
Mustrd is designed to be a single resource to find goods and services offered by black businesses, freelancers and professionals and offers the user the ability to:
• Locate black owned
• Buy directly through the
• Discover black brand
businesses, freelancers,
platform from businesses,
versions of popular products
and professionals based
brands, and entrepreneurs with
and designs through image
on a geographical area
products listed on the platform
and photo matching
• Explore and form networks
• Discover and connect
• Directly connect with
of professionals across every
with black professionals of
vendors (suppliers) for
profession and industry
all backgrounds and levels
quote matchmaking
• Discover local events
• Publish online event flyers
• Discover online black
happening in your area
for marketing and promotion
owned brands and websites
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Brand Guideline
About the Brand
08
How it works? Mustrd is a proposed crowd-sourced black business listing and networking website/app. The site has pages devoted to individual locations, such as restaurants or shops, as well as to online business and brands of all sizes, and freelancers and professionals marketing for services and goods, where users can discover new products and services, leave reviews, Socially engage, self promote, and event plan.
When users create profiles, they will have the choice
Profile card or (page) owners will be able to provide contact
of creating personal and/or professional cards
information and other relevant information about their business and
(pages) with the options to create additional cards
will have the ability to post media such as pics, vids, gifs, audio clips,
they can link with their main profile for the use of
etc, post messages and announcements, respond to reviews and other
professionally promoting themselves, a business or
marketing activities that allow them to directly engage with directly
part-time gig they own, thus creating a larger
platform users. Similarly, users will be able to comment on posts of
network of searchable businesses, professionals,
various kinds, other users' comments, leave reviews, and follow their
and part/full-time freelancers on the platform.
favorite goods and service providers to stay engaged and up to date.
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Brand Guideline
About the Brand
09
Target Audience 16 and 50 years old
High-consumption users will be from the ages of 18- 45 who are seeking to fulfil their shopping needs, from basic beauty
Target audience are users micro targeted
products to high-fashion items. In that
between the ages of 16 and 50 to engage
same age range will be users who are
with the mobile app and website,
looking to market themselves, either
specifically targeting high-consumption
professionally in their career or as a
mobile users. The demographic targeting
business they own. Within the broader age
is broad because the app and website is
range, will be the casual user interested in
a product everyone can use.
browsing content or finding locations.
The goal is for the target audience to be able to readily identify the app within the crowded app marketplace as a high-quality, and therefore trusted app, through the quality of the branding. The same should apply for related product or platform searches on the web. The logo and branding should stand out to the user that this is a reputable company they can feel comfortable being a part of, and sharing information and transacting with.
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Brand Guideline
Logo Usage
10
Logo Usage 01 It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
mustrd
Brand Guideline
Logo Usage
11
Brand Logo
Our brand logo feautures a sans serif font based logotype 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.
In most cases the brand logo shall be presented in all brand materials for consistency in brand communication.
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Brand Guideline
Logo Usage
12
Logomark
The logomark acts as the identifying mark of the brand. The logomark 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.
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Logo Usage
Brand Guideline
13
Logo Clearspace & Minimum Size 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.
Minimum Width:
For brand logo, the minimum clearspace is
15mm
determined by the height and width of the letter "m" from the logotype.
To ensure clarity and legibility, please do not scale the logo below the recommended size. The logo shall never be streched and should be resized proportionately at all times.
Minimum
For logomark, the minimum clearspace is determined by the height and width of the logomark itself.
Width: 7mm
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Brand Guideline
Logo Usage
14
Primary Logo Color Usage
For primary usage, the logo is used in navy blue againts white, light grey, grey, khaki, blush and mustard background. When applied on a navy blue background the logo is used in white.
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Brand Guideline
Logo Usage
15
Secondary Logo Color Usage
For secondary usage, the logo can be used in white againts light grey, grey, khaki, blush and mustard background. The logo can be used in black & white when
mustrd
Logo Usage
Brand Guideline
16
Incorrect Logo Usage
Do not create compositions that
Do not rotate or
Do not resize or modify
Do not add any unofficial
are not provided in the guideline
reflect the logo
any part of the logo
elements in the logo
Do not compress or stretch
Do not use gradient,
Do not change the color of
Do not add in special
the logo, always resize
always refer to the color
logo, always refer to the
effects such as drop
proportionately
usage guideline
color usage guideline
shadows or 3D effects
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Brand Guideline
Color Usage
17
Color Usage 02 It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
mustrd
Color Usage
Brand Guideline
18
Brand Colors
Light Grey
Grey
Khaki
Blush
Mustard
Navy Blue
C11 M8 Y9 K0
C25 M20 Y20 K0
C32 M33 Y46 K1
C14 M39 Y37 K0
C13 M37 Y100 K1
C90 M81 Y31 K59
R224 G224 B224
R192 G192 B192
R177 G160 B138
R217 G164 B148
R219 G161 B38
R24 G31 B65
#e0e0e0
#c0c0c0
#b1a08a
#d9a494
#9ba126
#181f41
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Brand Guideline
Color Usage
19
Color Hierarchy
A general color hierarchy is seen as illustrated on the right. Navy Blue is the most commonly used color followed by White, Light Grey and Mustard. Blush, Khaki and Grey are applied subtlely to bring point of interest.
mustrd
Brand Guideline
Typography Usage
20
Typography Usage 03 It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
mustrd
Brand Guideline
Typography Usage
21
Primary Typeface
Typography plays a large role in the brand
Aa
identity. We use a sans serif typeface named Poppins to add character and personality to the brand.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
The sans serif typeface is used for Headers,
áâàäãåabcdefghijklmnopqrstuvwxyz
titles and smaller exerts of text that require further emphasis.
https://fonts.google.com/specimen/Poppins
1234567890 !@#$%^&*()+
Poppins
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Brand Guideline
Typography Usage
22
Primary Typeface
Aa
Roboto is the secondary typeface, it is used for body copy and larger paragraph of text.
Within brand materials, Roboto should appear smaller in scale in relation to Poppins.
ABCDEFGHIJKLMNOPQRSTUVWXYZ áâàäãåabcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+
https://fonts.google.com/specimen/Roboto
Roboto
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Typography Usage
Brand Guideline
23
Typographic Hierarchy
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.
Subheading in Poppins Medium
Heading with Poppins Medium The heading above is Poppins Medium. Poppins Medium can also be used for smaller exerts of text that require further emphasis such as this paragraph.
Roboto regular is used for body copy. Roboto Light can also be used when a slightly more delicate weight is needed. The subheading above is Poppins Medium. Roboto Bold can be used to highlight or emphasize certain area of text.
Buttons in Poppins Medium
mustrd
Brand Guideline
Photography Style
24
Photography Style 04 It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
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Brand Guideline
Photography Style
25
Photography Style
Our photography style is modern and simple. Included are samples of how our photography style should look like.
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Brand Guideline
Photography Style
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Brand Guideline
Photography Style
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mustrd
Brand Guideline
Photography Style
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Brand Guideline
Photography Style
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mustrd
Brand Guideline
Illustration Style
30
Illustration Style 05 It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
mustrd
Brand Guideline
Illustration Style
31
Illustration Style
Our illustration style are clean and minimal. Typography can be used as an element to highlight quotes or special events. Included are samples of how our illustration style should look like.
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Brand Guideline
Illustration Style
32
Iconography Style
Our iconography style are based on geometric shaped icons that are simple and straightforward. Included are samples of how our illustration style should look like.
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Brand Guideline
Illustration Style
33
Graphic Elements
Thank You