Brand Style Guide
2020
Brand Style Guide
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Logo Usage
06
Photography Style
17
Color Usage
11
Illustration Style
23
Typography Usage
13
Brand Style Guide
Us Two is a pet essential store that provides simple and elegant products for pet owners and their pets.
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Brand Style Guide
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We started our brand while looking for a simple, modern, and affordable carrier for our own dog. The safety and comfort of our pets are priority in our designs and we want our brand to mirror that trustworthy, compassionate feeling. Pet owners typically have positive emotional associations with pets, and we want to reflect this in calm/neutral colors.
simple
modern
natural
comfort
care
calm
Brand Style Guide
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Brand Style Guide
It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
Brand Style Guide: Logo Usage
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Without Tagline
Brand logo Our main logo is based on a simple, modern and uncomplicated sans serif typeface. The nature of the elements in the main 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. The main logo either with or without the tagline shall be presented in all brand materials for consistency in brand communication.
With Tagline
Brand Style Guide: Logo Usage
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Clear space 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 of the brand logo with or without the tagline 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 size To ensure legibility and clarity, please do not scale the logo below the recommended size. The main logo should be no smaller than 1.5cm wide.
Minimum Size:
Minimum Size:
2 cm width
1.5 cm width
Brand Style Guide: Logo Usage
Logo Color usage For primary usage, the logo should always be used in dark green againts light colored background such as white, pale pink, pink, coral, beige and mint.
pale pink pink coral beige mint dark green
Brand Style Guide: Logo Usage
Logo Color usage For secondary usage, the logo can be used in white againts dark colored background such as pink, coral, beige and mint, dark gteen and black.
pale pink pink coral beige mint dark green
Brand Style Guide: Logo Usage
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Incorrect usage
01
Do not rotate the logo
02
Do not compress or stretch the logo.
03
Do not place any elements within the logo clearspace.
04
Do not rearrange parts or create compositions that are not shown in the guideline.
05
Do not resize any part of the logo.
06
Do not add unofficial elements in the logo.
07
Do not use off-brand colors. Always refer to the color usage section.
08
Do not add in special effects (dropshadow, 3D-effects etc)
09
Do not use gradient.
It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.
Brand Style Guide: Color Usage
Page 11
Our brand consist of 6 colors (pale pink, pink, coral, beige, mint and dark green).
Brand Style Guide: Color Usage
Page 12
Brand colors Coral
Pale Pink
C2 M8 Y6 K0 R 246 G 233 B 230 #F6E9E6
Pink
C 10 M 25 Y 22 K 0 R 226 G 192 B 184 #E2C0B8
Coral
C 10 M 35 Y 35 K 0 R 226 G 173 B 155 #E2AD9B
Beige
Pale Pink
Pink
Dark Green
C 15 M 25 Y 30 K 0 R 216 G 188 B 171 #D8BCAB Beige
Mint
C 20 M 8 Y 20 K 0 R 204 G 215 B 203 #CCD7CB
Dark Green
C 66 M 50 Y 60 K 35 R 76 G 87 B 79 #4C574F
Mint
Brand Style Guide: Typography Usage
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We use a combination of 2 Typography
typefaces for our brand. The typefaces have been designed to work together to convey our brand identity, while also allowing for appropriate type hierarchy through the organisation of information.
Brand Style Guide: Typography Usage
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Primary typeface Typography plays a large role in the brand identity. We use a serif typeface to add character and personality to the brand.
Frank Ruhl Libre Regular Frank Ruhl Libre Medium
The serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis. Frank Ruhl Libre is the chosen font family and we use the font in 2 weights: Regular & Bold.
Specifications Tracking (space between letters): 0 - 10 Leading (space between sentence lines): 0 - 50
ABCDEFGHIJKLMNOP QRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
Aa
Brand Style Guide: Typography Usage
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Secondary typeface Raleway is the secondary typeface, we use the font in 3 weights: Regular, Medium & Semibold. Raleway is used for body copy and larger paragraph of text.
Raleway Regular Raleway Medium Raleway Semibold
Within brand materials, Raleway should appear smaller in scale in relation to Frank Ruhl Libre.
Specifications Tracking (space between letters): 0 - 10 Leading (space between sentence lines): 0 - 50
ABCDEFGHIJKLMNO PQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
Aa
Brand Style Guide: Typography Usage
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Typographic
Heading with Frank
Hierarchy
Ruhl Libre Regular Raleway regular is used for body copy. The heading above is Frank Ruhl Libre Regular. Frank Ruhl Libre Medium can be used to highlight or emphasize certain area of text.
BUTTON IN RALEWAY
I'm a Heading Subheading Text Raleway regular is used for body copy. The
Typographic hierarch is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.
heading above is Frank Ruhl Libre Regular. The subheading is Raleway Medium. Raleway Medium can be used to highlight or emphasize certain area of text.
Brand Style Guide: Photography Style
Photography mood The image of the brand is simple, natural, caring, modern, comfort and calm. The photography style is kept simple and straightforward while the tone of colors shall be kept neutral and calm.
simple
modern
natural
comfort
care
calm
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Brand Style Guide: Photography Style
Page 18
Our lifestyle images are neutral in tone and portrays a simple, natural, caring, modern, comfort and calm image.
Brand Style Guide: Photography Style
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Brand Style Guide: Photography Style
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Brand Style Guide: Photography Style BRAND GUIDELINE
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Our product images are clean, straightforward, quality and detailed.
Brand Style Guide: Photography Style
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Brand Style Guide: Photography Style
Illustration style Our illustration style are simple, subtle and uncomplicated, adding a point of interest to the branding.
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Brand Style Guide
2020