FOCHA Brand Guideline by studiomilk

BRAND GUIDELINE FOCHA sells hand-woven Turkish towels, blankets, scarves, bathrobes crafted by artisans in small family owned workshops in a village in Turkey.

Brand Guideline

2020

Brand Guideline 2020 FOCHA

CONTENTS About the Brand

01 Logo Usage

02 Color Usage

P.3 –––––––– Brand Story

P.6 –––––––– Logo Usage Guidelines

P.12 –––––––– Color Usage Guidelines

03 Typography Usage

04 Photography Usage

05 Illustration Style

P.14 –––––––– Typography Usage Guidelines

P.18 –––––––– Photography Style Moodboard

P.25 –––––––– Illustration Style Moodboard

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Brand Guideline 2020 FOCHA

DISCOVER AUTHENTIC TURKISH TEXTILES Traditional Turkish textiles like Peshtemal, Hammam and Fouta are handcrafted from extra long ﬁber cotton to be exceptionally soft and absorbent. This makes them ideal for soft scarves, ﬂuffy bathrobes and even luxurious towels. With FOCHA only the best touches your skin!

The last Towel you’ll ever need To many, towels might be an afterthought. But they are undeniably an indispensable part of our everyday lives. They touch every single part of our bodies, every time we shower or wash our hands. So spoiling your skin with luxurious towels adds a little extra pleasure to your daily routines.

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Brand Guideline 2020 FOCHA

OUR HERITAGE

Experience the difference

Our hand-woven Turkish towels, blankets, scarves, bathrobes are crafted by artisans in small family owned workshops in a village in Turkey.

Your skin deserves to be graced by only the softest and gentlest fabrics available. Our towels, blankets, scarfs and robes are made from the ﬁnest natural Turkish long ﬁber cotton. This offers a gentle touch on your skin and strong, durable fabric that gets softer with every wash. Their quick drying nature prevents unpleasant odor or mildew for towels that stay fresh. All, while the light weight makes our handwoven products an excellent option for traveling.

Here the traditional craft of looming and weaving unequaled textiles has been passed down generations. By bringing these authentic products to the US, we provide work and income for those artisans and their families. We are proud to help preserve the culture of classic Turkish textile production from disappearing.

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Whether you’re enjoying a nice long bath, creating a cozy atmosphere at home, or staying warm in stylish comfort, you will feel your daily routines with a different touch.

Brand Guideline 2020 FOCHA

A PERSONAL CONNECTION WITH THE ARTISANS From the unique, handwoven patterns to the elegant ornate tassels, our products are handmade by local artisans, mostly women, in a small Turkish village. We believe that it has value to know who crafted the products we buy. So we will continuously be sharing stories about our artisans on our social media proﬁles. These stories give our customers a unique look into the origin and history of their products.

One products, many uses

Turkish textiles are know for their versatility. Traditionally they are used as beach towels, blankets, shawls or even decorative blankets. We want people to see our products as one piece that can be used in many ways. The multipurpose functionality and beautiful patterns makes for both unique gifts and practical travel accessories. They take up much less space than regular towels and are lighter weight, yet highly absorbent — perfect for throwing in your suitcase for your next weekend trip.

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Brand Guideline 2020 FOCHA

ONE 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.

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Brand Guideline 2020 01 –––––––– Logo Usage

BRAND LOGO

Our brand logo consist of a logotype that is customized truly for the brand.Our logotype is based on a sans serif typeface that is designed to be simple & modern. The nature of the elements of the brand 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.

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Brand Guideline 2020 01 –––––––– Logo Usage

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. The minimum clearspace for the brand logo is determined by the height and width of the letter "O" from the logotype. To ensure legibility and clarity, please do not scale the logo below the recommended size.

Minimum Width: 15mm

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Brand Guideline 2020 01 –––––––– Logo Usage

LOGO COLOR USAGE The logo can be used in black against all brand colors as illustrated below.

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cream

beige

sand

blush

sunset

oak

pale green

olive

Brand Guideline 2020 01 –––––––– Logo Usage

LOGO COLOR USAGE The logo can also be used in white against blush, sunset, oak, pale green and olive color.

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cream

beige

sand

blush

sunset

oak

pale green

olive

Brand Guideline 2020 02 –––––––– Logo Usage

INCORRECT USAGE

Do not create compositions that are

Do not rotate or

Do not resize or modify any

Do not add any unofﬁcial

not provided in the guideline

reﬂect the logo

part of the logo

elements in the logo

Do not compress or stretch the logo,

Do not use gradient, always

Do not change the color of logo, always

Do not add in special effects such

always resize proportionately

refer to the color usage guideline

as drop shadows or 3D effects

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Brand Guideline 2020 FOCHA

TWO Color Usage GUIDELINES ON OUR BRAND COLORS. IT IS IMPORTANT THAT OUR BRANDING REMAINS CONSISTENT. PLEASE OBEY THE BRAND GUIDELINES FOR CONSISTENT BRAND COMMUNICATION.

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Brand Guideline 2020 02 –––––––– Color Usage

BRAND COLORS white

R 255 G 255 B 255 C0 M0 Y0 K0

cream

beige

sand

# FFFFFF

blush

black CMYK 3 3 7 0

CMYK 15 14 19 0

CMYK 8 13 20 0

CMYK 7 27 38 0

RGB 243 240 232

RGB 216 209 199

RGB 232 216 200

RGB 234 190 157

#F3F0E8

#D8D1C7

#E8D8C8

#EABE9D

sunset

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oak

R0G0 B0 C 75 M 68 Y 67 K 90 # 000000

pale green

olive

CMYK 20 58 82 4

CMYK 42 56 71 24

CMYK 21 17 34 0

CMYK 43 31 64 4

RGB 196 122 69

RGB 129 97 74

RGB 204 198 171

RGB 151 153 111

#C47A45

#81614A

#CCC6AB

#97996F

Brand Guideline 2020 FOCHA

THREE Typography Usage GUIDELINES ON HOW OUR BRAND FONTS SHOULD BE USED. IT IS IMPORTANT THAT OUR BRANDING REMAINS CONSISTENT. PLEASE OBEY THE BRAND GUIDELINES FOR CONSISTENT BRAND COMMUNICATION.

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Brand Guideline 2020 03 –––––––– Typography Usage

PRIMARY TYPEFACE

Typography plays a large role in the brand identity. Taviraj is the chosen font family and we use the font in various weights. The serif typeface is used for Headers, titles

ABCDEFGHIJKLMNO PQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

and smaller exerts of text that require further emphasis.

Taviraj 15 –––––––– OF TWENTY EIGHT

TAVIRAJ LIGHT

TAVIRAJ MEDIUM

TAVIRAJ LIGHT ITALIC

TAVIRAJ MEDIUM ITALIC

TAVIRAJ REGULAR

TAVIRAJ SEMIBOLD

TAVIRAJ ITALIC

TAVIRAJ SEMIBOLD ITALIC

Brand Guideline 2020 03 –––––––– Typography Usage

SECONDARY TYPEFACE

Nunito Sans is the secondary typeface. The sans serif typeface is used for body copy and larger paragraph of text. Within brand materials, Nunito Sans should

ABCDEFGHIJKLMNO PQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*( )+

appear smaller in scale in relation to Taviraj.

Nunito Sans

Nunito Sans Light Nunito Sans Regular Nunito Sans SemiBold Nunito Sans Bold

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Brand Guideline 2020 03 –––––––– Typography Usage

TYPOGRAPHIC HIERARCHY

S U B H E A D I N G I N N U N I TO S A N S L I G H T

Heading with Taviraj Light Nunito Sans Light is used for body copy. Nunito Sans Regular can also be used when a slightly heavier weight is needed.

Typographic hierarch is a system for

Taviraj Light is used for heading while Taviraj Light Italic can be

organizing type that establishes an order of

used to highlight or emphasize certain area of the heading text.

importance. This allows for clarity,

Nunito Sans can also be used for Subheadings.

consistency and a legible hierarchy for all communications.

Heading with Taviraj Medium Taviraj Regular or SemiBold can be used for heading when a heavier weight is needed. Taviraj Italic or Medium Italic can be used to highlight or emphasize certain area of the heading text. Nunito Sans SemiBold or Bold can be used to highlight or emphasize certain area of text. Nunito Sans Semibold or Bold can be used for button text.

B U T TO N S I N N U N I TO S A N S S E M I B O L D

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Brand Guideline 2020 FOCHA

FOUR Photography Style GUIDELINES ON OUR PHOTOGRAPHY STYLE. IT IS IMPORTANT THAT OUR BRANDING REMAINS CONSISTENT. PLEASE OBEY THE BRAND GUIDELINES FOR CONSISTENT BRAND COMMUNICATION.

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