Brand Guideline
2021
FEB
Contents
About the Brand Logo Usage Color Usage Typography Phototgraphy
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PAG E 3 TO 5
PAG E 6 TO 1 0
PAG E 1 1 TO 1 3
PAG E 1 4 TO 1 7
PAG E 1 8 TO 24
About The Brand
Apparel is chosen for the message it communicates about the wearer. Women who are modern will choose contemporary fashions. Women who have an affinity for fitness will wear fitness brands. Women concentrating on work will choose career wear. Consciously or not, our clothes reflect our minds.
H A P P I N E S S C A N B E FO U N D AT T H E I N T E R S EC T I O N O F C LOT H E S T H AT M ATC H O U R STAT E O F M I N D.
At this point in time, we are grappling with gender norms, sexual identities, racial inequality, stability of relationships, career responsibilities, rapid economic changes, political polarization, wealth inequality and environmental crises.
Brand Guideline Page 03
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About The Brand
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ST E E P E D I N K N O W L E D G E O F C U R R E N T A F FA I R S , DATA , A B R OA D C U R I O S I T Y A N D R E S P EC T FO R D I V E R S I T Y, M ’ EC O
EMBODIES A
S E N S E O F C O M M U N I T Y O N T H E G LO B E .
The M’eco woman is a modern citizen who understands issues beyond surface-level rhetoric and antiquated thinking. She is modern, smart, savvy, thoughtful, careful. She is depth and consideration and style. She is in the world “noye”.
D E S I G N S FO R H U M A N I T Y
The psychographic components of the M’eco woman include: a collective consciousness of personal responsibility; a caring of oneself and others simultaneously; a long term view; an appreciation of humanity’s evolution as a collective of individuals; an understanding of the tension between the innovation of tomorrow and the protectionism of yesterday’s structures.
About The Brand
This line is designed for women who are modern in knowledge and attitude. having their modern thinking reected in their style.
M A N Y S M A L L AC TS C O M M I T T E D BY M A N Y, C O N S I ST E N T LY.
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Logo Usage
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01
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.
Logo Usage
PAG E 6 TO 1 0
Logo Usage
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Brand Logo
Our brand logo consist of a sans serif based logotype designed to be minimal & timeless. The brand logo can be presented with or without the brand tagline.
The nature of the elements of the brand logo should not be modiďŹ ed, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that it is legible at all times.
Logo Usage
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Brandmark
The brandmark is the identifying mark or symbol used to represent the brand. The brandmark is ideal for social media avatars, stamps, wax seals and stickers.
The nature of the elements of the brandmark should not be modiďŹ ed, recreated or transformed in any way. The logo shall never be streched and should be resized proportionately so that it is legible at all times.
Logo Usage
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For both brand logo(with or without tagline) and brandmark, the minimum clearspace is determined by the height and width of the letter "M" from the logomark as illustrated on the left.
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:
Minimum Width:
Minimum Width:
25mm
15mm
8mm
Logo Usage
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Incorrect Logo Usage
Below illustrates some examples of incorrect logo usage.
Do not create new
Do not rotate or
Do not resize or modify
Do not add any unofďŹ cial
compositions
reect the logo
any part of the logo
elements to the logo
Do not compress or
Do not use gradient,
Do not change the color
Do not add in special
stretch the logo, always
always refer to the
of logo, always refer to
effects such as drop
resize proportionately
color usage guideline
the color usage guideline
shadows or 3D effects
Color Usage
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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.
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Color Usage
PAG E 1 1 TO 1 3
Color Usage
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DA R K G R E Y
R 109 G 110 B 113 C 0 M 0 Y 0 K 70 # 6d6e71
WHITE
R 255 G 255 B 255 C0 M0 Y0 K0 # ffffff
SAND
R 238 G 230 B 223 C 5 M 7 Y 10 K 0 # eee6df
S K Y B LU E
R 109 G 110 B 113 C 18 M 0 Y 7 K 0 # 6d6e71
Brand Colors
Color Usage
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P R I M A RY U S AG E 2021
B &W U S AG E
For primary usage, the logo is used in dark grey againts white, sand and sky blue background.
For b&w usage, the logo can be used in dark grey
Logo Color Usage
or black againts white background or white againts dark grey or black background.
Typography
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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.
Typography Usage
PAG E 1 4 TO 1 7
Typography
Typography plays a large role in the brand identity. We use a sans serif typeface named
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Spartan
Spartan to add character and personality to the brand.
Aa
The sans serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.
ABCDEFGHIJKLMNOPQRSTUVWXYZ áâàäãåabcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+ Primary Typeface
Typography
Work Sans is the secondary typeface, it is used for body copy and larger paragraph of text.
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Work Sans
Within brand materials, Work
Aa
Sans should appear smaller in scale in relation to Spartan.
ABCDEFGHIJKLMNOPQRSTUVWXYZ áâàäãåabcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+ Primary Typeface
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Typography
SUBH EA DIN G IN WOR K SANS LIGHT O R R EGULAR
Heading with Spartan Regular Spartan regular can be used for smaller exerts of
D E S I G N S FO R H U M A N I T Y
Work Sans Regular is used for brand tagline
text that require further emphasis such as this paragraph. Spartan Medium Italic can be used to highlight certain area of text.
Work Sans Regular is commonly used for body copy. Work Sans Medium can be used to highlight or
Typographic Hierarchy
emphasize certain area of text of the body copy. Work Sans Light or Regular is also used for subheadings while Work Sans Regular or Medium is used for button text.
Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for
BU T TON S IN WOR K SANS
clarity, consistency and a legible hierarchy for all communications.
Photography
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Guidelines 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.
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Photography Style Mood Board
PAG E 1 8 TO 24
Photography
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Photography Style Mood Board
KEY WORDS
modern
contemporary
stylish
minimalist
conďŹ dent
eco-friendly
comfort
feminine
Photography
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Photography
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Photography
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Photography
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Photography
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D E S I G N S FO R H U M A N I T Y
Brand Guideline
2021
FEB