Loo
Brand Guideline
Brand guidelines
2021
Loo
Brand Guideline
2021
Contents
01
02
03
04
About
Logo
Color
Font
PAGE 3
PAGE 7
PAGE 13
PAGE 18
Loo
About
ROSES
2021
R E A L LY
SMELL
Loo
About
About
Our founder is a remote worker and world traveler who has spent the last five years globetrotting with her partner. With hundreds of nights spent in cramped hotel rooms and apartments together, she found herself embarrassed and awkward after routine bathroom usage. After chatting with a handful of friends, she realized this was a common issue, and the only products available lacked ease of application and discreteness. Loo was then born, and odors and embarrassment were eliminated.
2021
Loo
About
2021
Mission
Vision
Our mission at Loo is to
Instilling confidence and limiting
eliminate bathroom
awkward encounters across every
odors with originality,
household by preventing odours
pride and sincerity.
from occurring in the first place.
Loo
About
2021
Loo
Logo
2021
Logo
02 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.
Loo
Brand Logo Our brand logotype is based on a clean & bold serif typeface that is designed to be modern & elegant. A waterdrop element is incorporated into the letter 'o' to reflect the toilet drop concept and is also portrayed in a slight swirled motion to symbolize the toilet bowl flush motion. 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.
Logo
2021
Loo
Logomark The monogram design is extracted from the logotype itself. The brand name & tagline is incorporated in the design to increase brand recognition. Our logomark can be presented with or without the tagline. 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.
Logo
2021
Loo
Logo
2021
Loo
Logo
2021
Clearspace & Minimum Size Clear space is the area surrounding the
x
logo that must be kept free of any
x
other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.
x
x
x
For logotype, the minimum
For logomark with or without the tagline,
clearspace is determined by 2 times
the minimum clearspace is determined
the x-height as illustrated above.
by the x-height as illustrated above.
To ensure legibility and clarity, please do not scale the logo below the recommended size.
Minimum Width:
Minimum Width:
12mm
13mm
Loo
Logo
2021
Incorrect Usage On the right includes some example of incorrect logo usage. Please obey the brand guidelines for consistent brand communication.
Do not resize or modify
Do not rotate or
Do not change the
any part of the logo
reflect the logo
color of the logo
Do not compress or
Do not add in special
Do not place logo on
stretch the logo, always
effects such as drop
low contrast color or
resize proportionately
shadows or 3D effects
imagery background
Loo
Color
2021
Color
03 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.
Color
Loo
2021
Brand Colors HEX
CDC5C1
HEX
FAB69F
HEX
B6D1CF
HEX
30353D
CMYK
18 18 19 1
CMYK
0 34 33 0
CMYK
29 7 18 0
CMYK
73 63 51 56
RGB
205 197 193
RGB
250 182 159
RGB
182 209 207
RGB
48 53 61
SAND
PEACH
SKY
STONE
DARK BLUE
SAGE
BLUE
HEX
E9E9E2
HEX
C8D3C3
HEX
5B6776
CMYK
7 5 9 0
CMYK
22 9 24 0
CMYK
64 48 36 22
RGB
233 233 226
RGB
200 211 195
RGB
91 103 118
Loo
Brand Colors
Color
2021
Loo
Color
Logo Color Usage On the right illustrates the recommended color usage for brand application. Our logo is used in Dark Blue againts White, Sand, Stone, Peach, Sage and Sky background. When the logo is used against Blue and Dark Blue background, the logo is used in White. Black and White versions can be used when color options are not applicable.
2021
Loo
Color
2021
Color Hierarchy A general color hierarchy is seen as illustrated on the right. The sizes of the circles visualizes the usage percentage of the brand colors within the branding.
Dark Blue is mostly used White, Sand and Stone are the most commonly used background colors.
for logo & text color.
Peach, Sage, Sky and Blue are used as secondary background colors.
Loo
Color
2021
Font
04 Guidelines on how our fonts should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
Loo
Font
2021
Primary Font Typography plays a large role in our brand identity. DM Serif Display is the chosen primary font for the brand.
Dm Serif Display
The serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890
fonts.google.com/specimen/DM+Serif+Display
Loo
Font
2021
Secondary Font Manrope is the chosen secondary typeface. It is used for body copy and larger paragraph of text.
Manrope
Within brand materials, Manrope should appear smaller in scale in relation to DM Serif Display.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890
fonts.google.com/specimen/Manrope
Loo
Font
2021
Typographic Hierarchy Typographic hierarchy is a system for
SUBHEADING IN MANROPE MEDIUM
organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.
Headings in DM Serif Display Regular DM Serif Display Regular can also be used for smaller exerts of text that require further emphasis such as this paragraph. Manrope Regular is used for body copy. Manrope SemiBold can be used to highlight or emphasize certain area of text of the body copy. Manrope Medium or SemiBold is used as button text.
MANROPE MEDIUM
Loo
Brand Guideline
2021