Brand Guideline
2021
NIASHA
Brand Guideline
01
02
04
About the Brand
Logo Usage
Typography
Page 3
Page 4
Page 11
03
05
Color Usage
Photography
Page 8
Page 15
Contents
2
1.0 About the Brand
Brand Guideline
We are a multi-brand online store, focusing on Korean beauty. Our main audience are young women who love taking care of their skin and follow new trends.
About Us
3
Brand Guideline
2.0 Logo Usage
Logo Usage Guidelines on how our logo should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
4
Brand Guideline
2.0 Logo Usage
Our brand logo consist of a logomark & logotype. Our logotype is based on a sans serif typeface that is designed to be simple & modern. The logotype and logomark can be presented together or seperately as individual logos. The logomark acts as the identifying mark of the brand. The logomark is ideal for social media avatars, stamps, wax seals, and stickers. Logomark
The nature of the elements of the brand logo should not be modified, recreated or transformed in any way. The brand logo shall never be streched and should be resized proportionately so that it is legible at all times.
Brand Logo
Logotype
5
Brand Guideline
2.0 Logo Usage
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. x
The minimum clearspace for the brand logo and
x
x
logomark is determined by 1:9 of the logomark size as illustrated on the right. The minimum clearspace for the logotype is determined by 1x the height of the
x
logotype from all sides as illustrated on the right.
To ensure legibility and clarity, please do not scale the logo below the recommended size.
Clearspace & Minimum Size
Minimum Width:
Minimum Width:
Minimum Width:
12mm
8mm
15mm
6
2.0 Logo Usage
Incorrect Usage
Brand Guideline
Do not use gradient,
Do not compress or stretch
Do not add in special
always refer to the
the logo, always resize
effects such as drop
color usage guideline
proportionately
shadows or outline
Do not rotate or reflect
Do not resize or modify
Do not add any unofficial
the logo in any way
any part of the logo
elements in the logo
Do not change the color of
Do not create compositions
logo, always refer to the
that are not provided in the
color usage guideline
guideline
7
Brand Guideline
3.0 Color Usage
Color Usage Guidelines on how our colors should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
8
Brand Guideline
3.0 Color Usage
pink
coral
blue
yellow
mint
purple
50%
50%
50%
50%
50%
50%
R 252 G 237 B 235
R 247 G 221 B 190
R 250 G 190 B 184
R 224 G 190 B 176
R 208 G 204 B 230
R 192 G 202 B 231
C1 M7 Y4 K0
C 2 M 13 Y 25 K 0
C 0 M 31 Y 19 K 0
C 11 M 26 Y 27 K 0
C 17 M 17 Y 0 K 0
C 23 M 16 Y 0 K 0
# FCEDEB
# F7DDBE
# FABEB8
# E0BEB0
# D0CCE6
# C0CAE7
white
black
R 255 G 255 B 255
R0 G0 B0
C0 M0 Y0 K0
C 75 M 68 Y 67 K 90
# FFFFFF
# 000000
Our brand colors include pink, coral, blue, yellow, mint, purple, white and black.
Brand Colors
9
3.0 Color Usage
Brand Guideline
Our brand logo is mainly used on white background but can also be used againts all brand colors in solid or 50%.
Logo Color Usage
10
Brand Guideline
4.0 Typography Usage
Typography Guidelines on how our typography should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
11
Brand Guideline
4.0 Typography Usage
Typography plays a large role in the brand identity. DM Sans 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.
DM Sans
Primary Typeface
ABCDEFGHIJKLMNOPQR STUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ https://fonts.google.com/specimen/DM+Sans
12
Brand Guideline
4.0 Typography Usage
Lato is the secondary typeface. The sans serif typeface is used for body copy and larger paragraph of text.
Within brand materials, Lato should appear smaller in scale in relation to DM Sans.
Lato
Secondary Typeface
ABCDEFGHIJKLMNOPQ RSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ https://fonts.google.com/specimen/Lato
13
Brand Guideline
4.0 Typography Usage
Subheading in Lato Regular Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows
Heading with DM Sans Medium
for clarity, consistency and a legible hierarchy for all communications.
The heading above is in Lato Regular. DM Sans Medium can also be used for smaller exerts of text that require further emphasis such as this paragraph.
Lato Regular is commonly used for body copy. Lato Bold can be used to highlight or emphasize certain area of text of the body copy. Lato Regular is used for subheadings while DM Sans Medium is used for button text.
Typographic Hierarchy
Buttons in DM Sans
14
Brand Guideline
5.0 Photography
Photography Inspirational moodboard on how our photography style should look like. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
15
Brand Guideline
5.0 Photography
Our brand image is modern, trendy, yet friendly and fun.
Keywords
Texture
Clean
Glass
Juicy
Soft
Bubbles
Glowing
Dreamy
Fruits
Water
Natural
Dynamic
Fresh
Stylish
Fun
Photography
16
5.0 Photography
Photography
Brand Guideline
17
5.0 Photography
Photography
Brand Guideline
18
5.0 Photography
Pink
Brand Guideline
19
5.0 Photography
Coral
Brand Guideline
20
5.0 Photography
Blue
Brand Guideline
21
5.0 Photography
Yellow
Brand Guideline
22
5.0 Photography
Mint
Brand Guideline
23
5.0 Photography
Purple
Brand Guideline
24
Brand Guideline
2021