CRAFT & FORMS
Brand Guidelines. Craft & Forms brings quality artisanal goods to elevate your home.
CRAFTANDFORMS.COM
CONTENTS
BRAND GUIDELINE 2021
Contents
01
02
03
04
About
Logo
Color
Font
About the Brand
Brand Logo
Brand Colors
Primary Font
Logo Elements
Logo Color Usage
Seondary Font
Clearspace
Color Hierarchy
Typographic Hierarchy
PAGE 12
PAGE 18
Minimum size Incorrect Usage
PAGE 3
PAGE 5
ABOUT
01
BRAND GUIDELINE 2021
About.
ABOUT
BRAND GUIDELINE 2021
About the Brand At Craft & Forms, we believe in promoting sustainable consumption and minimise the impact of modern throwaway culture has on the planet by designing and promoting sustainable homewares that last a lifetime. Each of our products is a synergy between centuries-old traditional crafts and understated clarity of contemporary design.
Our Mission
is to bring our customers a range of unique handcrafted homeware that are thoughtfully designed and sustainably made while equally promoting and supporting local artisan communities, small scale manufacturers from across Asia.
LOGO
BRAND GUIDELINE 2021
Logo.
02 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.
Brand Logo Logo Elements Clearspace Minimum size Incorrect Usage
LOGO
Brand Logo
BRAND GUIDELINE 2021
HORIZONTAL
Our brand logo consist a Logomark & Logotype. We have 2 versions of the brand logo – Vertical and Horizontal. The Logomark ype can be presented together or seperately as individual elements.
The nature of the elements in the brand logo should not be modified, recreated or transformed in any way. The brand logo shall never be streched and should be resized proportionately so that they are legible at all times.
VERTICAL
LOGO
Logo Elements
BRAND GUIDELINE 2021
LOGOMARK
LOGOMARK
The logomark acts as the identifying mark of the brand and is ideal for social media avatars, stamps, wax seals and stickers.
LOGOTYPE
The logotype can be presented when a simplified design would suit the design context better or when the logomark is already presented within a design.
LOGOTYPE
LOGO
BRAND GUIDELINE 2021
LOGO
BRAND GUIDELINE 2021
Clearspace & Minimum Size
Clearspace is the area surrounding the logo
x
x
x
x
that must be kept free of any other graphic x
elements. This exclusion zone indicates the
x
x
x
closest any other graphic element can be positioned in relation to the logo.
x
x
To ensure legibility and clarity, please do not scale the logo below the recommended size.
For vertical brand logo, the minimum clearspace is
For horizontal brand logo, the minimum clearspace
determined by the x-height as illustrated above.
is determined by the x-height as illustrated above.
Minimum Width: 15mm
Minimum Width: 20mm
LOGO
BRAND GUIDELINE 2021
Clearspace & Minimum Size
Clearspace is the area surrounding the logo that must be kept free of any other graphic
x
x
elements. This exclusion zone indicates the
x
closest any other graphic element can be positioned in relation to the logo.
x
x
To ensure legibility and clarity, please do not scale the logo below the recommended size.
For logotype, the minimum clearspace is For logomark, the minimum clearspace is
determined by the height of the letter "A" from the
determined by the x-height as illustrated above.
logotype itself as illustrated above.
Minimum Width: 8mm
Minimum Width: 20mm
LOGO
BRAND GUIDELINE 2021
Incorrect Usage
Do not create compositions that
Do not rotate or
Do not resize or modify any
Do not add any unofficial
are not provided in the guideline
reflect the logo
part of the logo
elements in the logo
Do not compress or stretch
Do not use gradient,
Do not change the color of
Do not add in special
the logo, always resize
always refer to the color
logo, always refer to the color
effects such as drop
proportionately
usage guideline
usage guideline
shadows or 3D effects
BRAND GUIDELINE 2021
COLOR
Color.
03 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.
Brand Colors Logo Color Usage
COLOR
BRAND GUIDELINE 2021
Brand Colors
WHITE
HEX
FFFFFF
CMYK
0 0 0 0
RGB
255 255 255
HEX
F5F3EB
HEX
E7CABD
HEX
717E6C
HEX
34443F
CMYK
3 2 6 0
CMYK
8 20 22 0
CMYK
57 39 58 13
CMYK
73 53 62 49
RGB
245 243 235
RGB
231 202 189
RGB
113 126 108
RGB
52 68 63
CREAM
BLUSH
GREEN
SAND
DARK GREEN
SAGE
OAK
HEX
DCD2C5
HEX
BCC3B5
HEX
A0948B
CMYK
13 14 20 0
CMYK
27 16 28 0
CMYK
39 38 42 2
RGB
220 210 197
RGB
188 195 181
RGB
160 148 139
COLOR
BRAND GUIDELINE 2021
COLOR
Logo Color Usage
Our brand logo can only be applied in the recommended color combinations as illustrated on the right.
B&W versions can be used when color options are not applicable.
BRAND GUIDELINE 2021
COLOR
Logo Color Usage
Our brand logo can be used in full color or full white when applied against imagery backgrounds.
BRAND GUIDELINE 2021
COLOR
BRAND GUIDELINE 2021
Color Hierarchy
A general color hierarchy is seen as illustrated on the right. The sizes of the circles visualizes the usage percentage of the brand colors within the branding.
White, Cream and Sand are the most commonly used background colors.
Dark Green is mostly used for logo & text color.
Blush, Sage, Green and Oak are used as secondary background colors.
BRAND GUIDELINE 2021
FONT
Font.
04 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.
Primary Font Seondary Font Typographic Hierarchy
FONT
Primary Font
BRAND GUIDELINE 2021
Lora Regular | Italic | Medium
Typography plays a large role in our brand identity. Lora is the chosen primary font for the brand.
The serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890
TRACKING: 0
fonts.google.com/specimen/Lora
LEADING: 15 - 50
FONT
Secondary Font
BRAND GUIDELINE 2021
Roboto Regular | Medium | Bold
Roboto is the chosen secondary typeface. It is used for body copy and larger paragraph of text.
Within brand materials, Roboto should appear smaller in scale in relation to Lora.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890
TRACKING: 0 - 50
fonts.google.com/specimen/Roboto
LEADING: 15 - 50
FONT
Typographic Hierarchy
BRAND GUIDELINE 2021
Headings in Lora Regular Lora Regular can also be used for smaller exerts of text that
Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity,
require further emphasis such as this paragraph. Lora Medium can be used when a heavier weight is required.
consistency and a legible hierarchy for all communications.
Lora Italic can be used for pull quotes or small titles. Button in Lora Regular
SUBHEADING IN ROBOTO MEDIUM
Roboto Regular is used for body copy. Roboto Medium can be used when a heavier weight is required. Roboto Bold can be used to highlight or emphasize certain area of text of the body copy. Lora Regular is used as button text.
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