Brand Guideline
pass it on and love it again
Brand Guideline
Contents
Preloulou
Contents
01
04
Logo Usage
Photography Style
Page 7
Page 20
02
05
Color Usage
Illustration Style
Page 11
Page 26
03 Typography Usage Page 16
Brand Guideline
About the Brand
Preloulou
About the Brand The cutest packs of little onesies you received as a gift, that ruffly rainbow dress that you just couldn’t resist at the boutique fair, and that pair of suspender pants and hat you bought for a one time family photoshoot… soon enough, you realise that your little ones’ closet is stuffed full of beautiful clothes that they no longer can wear.
Does this sound all too familiar to you?
Brand Guideline
About the Brand
Preloulou
We are a pre-loved and past season designer fashion platform for your little ones, helping you to monetise the gems in your little one’s closets and dressing them again in your favourite brands at a fraction of their original price. Our children outgrow their outfits at the blink of an eye, and all these little outfits added up contribute to more than 200,000 tonnes of textile waste a year in Singapore alone. It shouldn’t cost our planet and our children’s future to dress them up fashionably.
Join our community of conscious minded parents who reuse and recycle while keeping their little ones looking fab!
Brand Guideline
About the Brand
Preloulou
Brand Associations
premium
fun
eco-friendly
Brand Guideline
Logo Usage
Preloulou
It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
Logo Usage
01
Brand Guideline
Logo Usage
Preloulou
Our brand logo consist of a logotype based on a rounded sans serif font. The nature of the elements in the 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 they are legible at all times. The heart symbol from the logotype can manipulated and used as graphic elements for brand application.
Brand Logo
Brand Guideline
Logo Usage
Preloulou
Minimum Width: 15mm
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 is determined by the height and width of the heart symbol from the logotype. The logo shall never be streched and should be resized proportionately at all times.
Logo Clearspace & Minimum Size
Brand Guideline
Logo Usage
Preloulou
Do not create compositions that
Do not rotate, reect or
Do not resize or modify
Do not add any unofďŹ cial
are not provided in the guideline
transform the logo in any way
any part of the logo
elements in the logo
Do not compress or stretch
Do not use gradient,
Do not change the color
Do not add in special
the logo, always resize
always refer to the color
of logo, always refer to
effects such as drop
proportionately
usage guideline
the color usage guideline
shadows or 3D effects
Above illustrates some examples of incorrect logo usage.
Incorrect Usage
Brand Guideline
Logo Usage
Preloulou
It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
Color Usage
02
Brand Guideline
Logo Usage
Preloulou
Above are the recommended logo color usage
Primary Color Usage
Brand Guideline
Logo Usage
Preloulou
Above are the recommended logo color usage
Secondary Color Usage
Brand Guideline
Logo Usage
Preloulou
#FAF9F4
#FAC6C8
#F58B83
#99D7D8
#004C6D
C1 M1 Y3 K0
C0 M27 Y11 K0
C0 M56 Y40 K0
C38 M0 Y16 K0
C98 M68 Y36 K20
R250 G249 B244
R250 G198 B200
R245 G139 B131
R153 G215 B216
R0 G76 B109
#FAF9F4
#FAC6C8
#F58B83
#99D7D8
#004C6D
C1 M1 Y3 K0
C0 M27 Y11 K0
C0 M56 Y40 K0
C38 M0 Y16 K0
C98 M68 Y36 K20
R250 G249 B244
R250 G198 B200
R245 G139 B131
R153 G215 B216
R0 G76 B109
Brand Colors
Brand Guideline
Logo Usage
Preloulou
A general color hierarchy is seen as illustrated above. White and pink is the most commonly used color followed by cream, grey and turquoise. Dark Blue is used as text color. The secondary colors are applied subtlely to bring point of interest.
Color Hierarchy
Brand Guideline
Typography Usage
Preloulou
It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
Typography Usage
03
Brand Guideline
Typography Usage
Preloulou
Nunito
Aa Typography plays a large role in the brand identity. We use a rounded sans serif typeface called Nunito to add character and personality to the brand.
ABCDEFGHIJKLMN OPQRSTUVWXYZ áâàäãåabcdefghijkl mnopqrstuvwxyz 1234567890 !@#$%^&*()+
The typeface is used for heading, subheaders and smaller exerts of text that require further emphasis.
Primary Typeface
Brand Guideline
Typography Usage
Preloulou
Nunito Sans
Aa Nunito Sans is the secondary typeface. The sans serif typeface is used for body copy and larger paragraph of text.
ABCDEFGHIJKLMN OPQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
Within brand materials, Nunito Sans should appear smaller in scale in relation to Nunito.
Secondary Typeface
Brand Guideline
Typography Usage
Preloulou
Subheading In Nunito Semibold
Heading with Nunito Sans Bold The heading above is Nunito Sans Bold. Nunito Semibold can also be used for smaller exerts of text that require further emphasis such as this paragraph.
Nunito Sans Semibold is used for body copy. Nunito Sans Regular can also be used when a slightly more delicate weight is needed. Nunito Semibold is also used for smaller exerts of text that require further emphasis, such as the paragraph above.
Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.
Typographic Hierarchy
Brand Guideline
Photography Style
Preloulou
It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
Photography Style
04
Brand Guideline
Photography Style
Preloulou
Our photography style simple yet fun. Included are samples of how our photography style should look like.
Photography Style
Brand Guideline
Photography Style
Preloulou
pass it on and love it again
Brand Guideline
Photography Style
Preloulou
pass it on and love it again
Photography Style
Brand Guideline Preloulou
Page 31
Photography Style
Brand Guideline
Photography Style
Preloulou
Photography Style
Brand Guideline
Illustration Style
Preloulou
It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
Illustration Style
05
Brand Guideline
Illustration Style
Preloulou
Our illustration style simple yet fun. Included are samples of how our photography style should look like.
Illustration Style
Brand Guideline Preloulou
Illustration Style
pass it on and love it again
Brand Guideline