B R AND GUIDELINE
Brand Guideline
VE RS IO N 2021
CON T ENTS
About The Brand
BR A ND G U IDE LINE 2021
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Logo Usage Color Usage Typography Application
Contents
AB OUT T H E BR AND
BR A ND G U IDE LINE 2021
AB OUT T H E BR AND
BR A ND G U IDE LINE 2021
About The Brand Lana means gentle and Raye to brighten and bring joy. Both are the embodiment of our products which are designed to support curlies with natural ingredients that are kind and enrich.
We’re plant powered, silicone and sulphate free, with a focus on combining super foods and haircare designed specifically for curly, coily and kinky hair. Our products feature some of nature’s most active minerals and extracts such as kale, quinoa, Irish moss, Green tea, Aloe and Avocado. We know that what goes into our bodies and onto our skin matters and we believe our hair is just as important, so we’ve taken some of nature’s real gems and turned them into nourishment for your hair. That’s our real passion. Our mission is to support curlies with nutrient rich formulas that simplify wash day and restore healthy, nourished hair. What goes in means a lot to us. Ingredients have been carefully sourced and inspired from our heritage a mixture of Caribbean, UK & Asia to create nutrient rich formulas that curls will absolutely love.
LOGO USAG E
BR A ND G U IDE LINE 2021
Guidelines on how our logo should be
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used. It is important that our
Brand Logo
branding remains consistent. Please
Logo Variation
obey the brand guidelines for
Clearspace
consistent brand communication.
Minimum Size Incorrect Usage
Logo Usage
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LOGO USAG E
BR A ND G U IDE LINE 2021
Brand Logo
H ORI ZON TAL B R AND LO G O
Our brand logo consist a logotype and brand tagline.
The nature of the elements in the brand logo should
We have two versions of the brand logo – vertical
not be modified, recreated or transformed in any
and horizontal.
way. The brand logo shall never be streched and should be resized proportionately so that it is legible at all times.
VE RTICAL BR AND LO G O
LOGO USAG E
BR A ND G U IDE LINE 2021
Logo Variation
H ORI ZON TAL LO G OT Y P E
Hrorizontal & Vertical Logotype are logo variations that can be presented when a slightly simplified design would fit the design context better.
VE RTICAL LO G OT YPE
LOGO USAG E
BR A ND G U IDE LINE 2021
LOGO USAG E
BR A ND G U IDE LINE 2021
Clearspace
Clear space is the area surrounding the logo that must
For all logo versions, the minimum clearspace is
be kept free of any other graphic elements. This
determined by the height of the symbol "&" from the
exclusion zone indicates the closest any other graphic
logotype itself as illustrated above.
element can be positioned in relation to the logo.
LOGO USAG E
BR A ND G U IDE LINE 2021
Minimum Size
Minimum Width:
Minimum Width:
Minimum Width:
Minimum Width:
40mm
18mm
30mm
12mm
To ensure legibility and clarity, please do not scale the brand logo below the recommended minimum size.
LOGO USAGE
BR A ND G U IDE LINE 2021
Incorrect Usage
Do not create new
Do not rotate or
Do not resize or modify
Do not add any unofficial
compositions
reflect the logo
any part of the logo
elements to the logo
Do not compress or
Do not use gradient,
Do not change the color of
Do not add in special
stretch the logo, always
always refer to the color
logo, always refer to the color
effects such as drop
resize proportionately
usage guideline
usage guideline
shadows or 3D effects
Above illustrates some examples of incorrect logo usage.
COLO R USAGE
BR A ND G U IDE LINE 2021
Guidelines on how our colors should
OVE RVIE W
be used. It is important that our
Brand Colors
branding remains consistent. Please
Logo Color Usage
obey the brand guidelines for consistent brand communication.
Color Usage
03
BR A ND G U IDE LINE 2021
COLO R USAGE
Brand Colors
WH ITE
C REA M
S UNS HI N E
CORAL
R 255 G 255 B 255
R 249 G 241 B 232
R 254 G 230 B 153
C0 M0 Y0 K0
C2 M4 Y7 K0
C 1 M 7 Y 48 K 0
#FFFFFF
#F9F1E8
#FEE699
G RE E N
BL ACK
R 250 G 186 B 155
R 212 G 222 B 194
R 20 G 24 B 24
C 0 M 32 Y 37 K 0
C 17 M 5 Y 27 K 0
C 73 M 64 Y 64 K 80
#FABA9B
#D4DEC2
#141818
C OLOR USAG E
Logo Color Usage
Our logo is used in Black against White, Cream, Sunshine, Coral and Green. The logo is used in white against Black.
BR A ND G U IDE LINE 2021
COLO R USAGE
Logo Color Usage
Our logo can be used in Black or White against imagery backgrounds.
BR A ND G U IDE LINE 2021
COLOR USAGE
BR A ND G U IDE LINE 2021
CURLS THAT EAT RICH
CURLS THAT EAT RICH
T Y P OGR APHY
BR A ND G U IDE LINE 2021
Guidelines on how our fonts should
OVE RVIE W
be used. It is important that our
Primary Font
branding remains consistent. Please
Secondary Font
obey the brand guidelines for
Typographic Hierarchy
consistent brand communication.
Typography
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T Y P OGR APHY
Primary Font
BR A ND G U IDE LINE 2021
Be Vietnam Pro Regular | Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aa
áâàäãåabcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+ https://fonts.google.com/specimen/Be+Vietnam+Pro
S PE CIF ICATIO N S Typography plays a large role in the brand identity. We
The sans serif typeface is used for Headers, titles and
use a sans serif typeface named Be Vietnam Pro to
smaller exerts of text that require further emphasis.
add character and personality to the brand.
Tracking: 0 Leading: 15 - 80
T Y P O GR APHY
Secondary Font
BR A ND G U IDE LINE 2021
Heebo Regular | Medium | Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ áâàäãåabcdefghijklmnopqrstuvwxyz
Aa Heebo is the secondary typeface, it is used for body copy and larger paragraph of text. Within brand materials, Heebo should appear smaller in scale in relation to Be Vietnam Pro.
1234567890 !@#$%^&*()+ https://fonts.google.com/specimen/Heebo
S PE CIF ICATIO N S
Tracking: 0 Leading: 15 - 50
T Y P OGR APHY
BR A ND G U IDE LINE 2021
Secondary Font
CURLS THAT EAT RICH
https://fonts.google.com/specimen/Poppins
S PE CIF ICATIO N S
Poppins is used for brand tagline. Please obey the specific settings designated for the brand tagline.
Font Style: Medium Tracking: 320
T Y P OGR APHY
Typographic Display
BR A ND G U IDE LINE 2021
Heading with Be Vietnam Pro Regular Be Vietnam Pro Regular can be used for smaller excerpts of text that require further emphasis such as this paragraph. Be Vietnam Pro Medium can be used when a heavier weight is reuqired.
S UB HE AD I NG I N HE E BO ME DIU M
Heebo Regular is used for body copy. Heebo Medium can be used when a heavier weight is reuqired. Heebo Semibold can also be used to highlight certain area of body copy text. Be Vietnam Por Regular is used for button text.
Typographic hierarchy is a system for organising type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.
Buttons in Be Vietnam Pro Regular
AP P LICATION
BR A ND G U IDE LINE 2021
It is important that our branding
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remains consistent. Please obey the
Social Media Template
brand guidelines for consistent brand communication.
Application
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AP P LICATION
Social Media Template
BR A ND G U IDE LINE 2021
B R AND GUIDELINE
Brand Guideline
VE RS IO N 2021