BRAND GUIDELINES
LIFT 2023
©STUDIOMILK
Brand Logo
Clearspace
Minimum Size
Incorrect Logo Usage
COLOR
FONT
Brand Colors
Logo Color Usage
Color Hierarchy
CONTENTS
Primary Font
Secondary Font
Typographic Hierarchy
LOGO
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Guidelines on how our logos should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
LOGO
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CLEARSPACE MINIMUM SIZE INCORRECT LOGO USAGE BRAND LOGO 01
BRAND LOGO
Our brand logo is based on a logotype customized truly for the brand. 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.
©STUDIOMILK CLEARSPACE MINIMUM SIZE INCORRECT LOGO USAGE BRAND LOGO
CLEARSPACE
To ensure legibility and clarity, the logo should be surrounded by a minimum amount of clear space. This separates the logo from competing elements which may detract from the overall impact. At all times, the provided artwork must be used.
The clearspace is measured as based on the height of the letter “l” from the logotype itself as illustrated on the right.
©STUDIOMILK CLEARSPACE MINIMUM SIZE INCORRECT LOGO USAGE BRAND LOGO
MINIMUM SIZE
To ensure legibility and clarity, please do not scale the brand logo below the recommended minimum size during printed settings.
Minimum Width: (Print) 20 mm
©STUDIOMILK CLEARSPACE MINIMUM SIZE INCORRECT LOGO USAGE BRAND LOGO
INCORRECT USAGE
Do not create new compositions.
Do not compress or stretch the logo.
Do not rotate or reflect the logo.
Any usage that differs from those specified in this brand guideline is considered incorrect. Please obey the brand guidelines for consistent brand communication.
Do not outline the logo.
Do not add any special effects to the logo.
Do not change the colour or add gradient to the logo.
Do not adjust the spacing between characters.
Do not re-create the logo using any other typeface.
©STUDIOMILK CLEARSPACE MINIMUM SIZE INCORRECT LOGO USAGE BRAND LOGO
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.
COLOR
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LOGO COLOR USAGE COLOR HIERARCY BRAND COLORS 02
BRAND COLORS
We have 6 brand colors – White, Black, Steel, Ice, Energy & Lift.
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BRAND
LOGO COLOR USAGE COLOR HIERARCY
COLORS
WHITE #EDE5D9 C 6 M 7 Y 13 K 0 R 237 G 229 B 217 STEEL #EDE5D9 C 6 M 7 Y 13 K 0 R 237 G 229 B 217 BLACK #EDE5D9 C 6 M 7 Y 13 K 0 R 237 G 229 B 217 ICE #EDE5D9 C 6 M 7 Y 13 K 0 R 237 G 229 B 217 ENERGY #EDE5D9 C 6 M 7 Y 13 K 0 R 237 G 229 B 217 LIFT #EDE5D9 C 6 M 7 Y 13 K 0 R 237 G 229 B 217
BRAND COLOR USAGE
The logo is used in black againts White, Steel, Ice, Energy & Lift background colors. The logo is used in Energy againts Black background color.
The logo can be used in White, Energy or Black against imagery backgrounds depending on which version creates better contrast.
©STUDIOMILK LOGO COLOR USAGE COLOR HIERARCY BRAND COLORS
COLOR HIERARCHY
Base Color
White is primary background color, used to add clean space in materials, providing a base to support other colors.
A general color hierarchy is seen as illustrated below. The sizes of the circle visualizes the usage percentage of the colors within the branding.
Complimentary Color
Steel, Ice and Loft are used as secondary brand colors, they compliment & contrasts the base color, use to depth to the brand palette.
Main Color
Energy is used to grab attention, it highlights important information/elements, also suitable to used when a bold
Dark Color
Coal is mainly used as logo & text color.
Guidelines on how our fonts should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
FONT
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SECONDARY FONT TYPOGRAPHIC HIERARCY PRIMARY FONT 03
PRIMARY FONT
Typography plays a large role in the brand identity. We use a sans serif typeface named Syne to add character and personality to the brand. The sans serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.
AaBbCc03 SECONDARY
SYNE
FONT TYPOGRAPHIC HIERARCY PRIMARY FONT ©STUDIOMILK
ABCDEFGHIJKLMNOPQRSTUVWXYZ áâàäãå abcdefghijklm nopqrstuvwxyz 1234567890!@#$%^&*()+
SECONDARY FONT
Overpass is a secondary typeface that is used for body copy and longer paragraphs of text. Overpass should be smaller in scale in comparison to Syne during brand application.
OVERPASS AaBbCc SECONDARY FONT TYPOGRAPHIC HIERARCY PRIMARY FONT ©STUDIOMILK
ABCDEFGHIJKLMNOPQRSTUVWXYZ áâàäãå abcdefghijklm nopqrstuvwxyz 1234567890!@#$%^&*()+
TYPOGRAPHIC HIERARCHY
HELLO,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
CONTACT US
A typographic hierarchy is a system that uses typography to create a hierarchical division that can show users where to look for specific types of information by changing the size, font, and layout of different pieces of text.
Heading
Syne Bold
Paragraph
Syne Regular
Subheadings
Overpass Regular
Body Copy
Overpass Regular
Highlights in Bold
Buttons
Syne Bold
SECONDARY FONT TYPOGRAPHIC HIERARCY PRIMARY FONT ©STUDIOMILK OUR STORY
CONTACT
Instagram: @lift.co Website: www.lift.co
LIFT 2023 ©STUDIOMILK