Park and Faith Brand Identity & Guideline

PARK AND FAITH

BRAND STYLE GUIDE 2020

CONTENTS

P.2

ABOUT THE BRAND

BRAND GUIDELINE

Our Story

3

Logo Usage

7

Our Mission

4

Color Usage

12

Illustration Style

24

Our Vision

5

Typography Usage

18

Iconography Style

26

PARK AND FAITH

BRAND STYLE GUIDE 2020

Photography Style

21

ABOUT THE BRAND

Our Story

P.3

“Park and Faith” is a fashion accessory brand which creates stylish diaper bags. The founder, Soo Park, wanted to design an affordable diaper bag that makes all moms look cool and sophisticated.

Our bags are simple, comfortable and come with a luxury feel.

Our designs are the result of the dedication and the creative process of Soo Park, who has been working as a handbag designer for more than ten years. And her professional experience is not the only one fueling her ambition, but the experience as a mother of three energic boys as well.

She is behind every process involved in the manufacturing of our bags. She designs, she tests, she checks the factories we use - all to make sure that our bags follow the highest quality standards.

She is a happy mom with the vision to make other moms as happy as she is when wearing her ageless and versatile creations.

We currently have options for a wide range of needs and wants, all inspired from the real-life of a mother. We have small bags, spacious bags, bags that come with laptop or luggage compartments, bags with plenty of pockets and sleeves, bags that can be worn in different ways depending on your outside experience. And we know that taking your children outside can come with plenty of unpredictable scenarios. That’s why we want moms to always be prepared for everything, and always be in style, no matter what they do, or where they go.

ABOUT THE BRAND

P.4

Our Mission

N O T

Y O U R D I A P E R

A V E R A G E B A G

We want to provide women and mothers across the globe with the most aordable, unique and versatile bags that would meet their everyday needs.

ABOUT THE BRAND

P.5

Our Vision

We believe every woman should be happy regardless of how tight her schedule can be because of the kids.

That is why we carry the perfect products for every occasion.

BRAND GUIDELINE

P.6

Brand Style Guide It is important that our branding remains consistent. Please obey the brand style guide for consistent brand communication.

PARK AND FAITH

BRAND STYLE GUIDE 2020

BRAND GUIDELINE

P.7

Main Logo

WITHOUT TAGLINE

WITH TAGLINE

N O T

Our main logo is based on a sans serif typeface designed to be simple, modern and uncomplicated.

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.

Y O U R

A V E R A G E

D I A P E R

B A G

In most cases the main logo either with or without the tagline shall be presented in all brand materials for consistency in brand communication.

BRAND GUIDELINE

P.8

Secondary Logo

WITHOUT TAGLINE

WITH TAGLINE

N O T

Y O U R D I A P E R

The secondary logo is an alternate variation of the main logo that allows it to be used in context where a stacked and more condensed design would suit the context best.

The nature of the elements in the secondary logo should not be changed or edited in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times.

A V E R A G E B A G

The secondary logo works well for social media avatars where we wish for the full brand name to be present within the same master logo font.

BRAND GUIDELINE

P.9

Brandmark

Submark

The brandmark is constructed using the ʺPʺ and ʺFʺ initials and acts as the identifying mark or symbol used to represent the brand. The brandmark is ideal for social media avatars, stamps, wax seals, and stickers.

Submarks are supporting decorative logos, designed to further enhance and expand upon a brand’s identity. The submark combines the brandmark with the brand name, allowing for easier brand recognition.

The nature of the elements in the secondary logo should not be changed or edited in any way. The logo shall never be streched and should be resized proportionately so that they are legible at all times. `

Submarks are ideal for ‘stamping’ on design materials as a way to add additional branding to collateral that is more subtle.

Submarks are also most ideal for social media as avatars as they work well within smaller settings.

BRAND GUIDELINE

P.10

Logo Clearspace & Minimum Size

Minimum Minimum

Minimum Width: 25mm

Minimum Width: 45mm

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.

Width: 20mm

Width: 10mm

For main and secondary logos with or without the tagline, the minimum clearspace is determined by the height and width of the letter “P� from the logotype. To ensure legibility and clarity, please do not scale the logo below the recommended size.

BRAND GUIDELINE

P.11

Logo Clearspace & Minimum Size

Minimum Height: 6mm

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.

Minimum Height: 15mm

For brandmark and submark, the minimum clearspace is determined by the height and width of the brandmark. To ensure legibility and clarity, please do not scale the logo below the recommended size.

P.12

BRAND GUIDELINE

Logo Color Usage

LOGO IN 3 COLOR

The logo in 3 color (caramel, brown and pink) can be used on light colored backgrounds such as white, pearl and pale pink.

LOGO IN 2 COLOR

The logo in 2 color (caramel with brown or pink) can be used on light colored backgrounds such as white, pearl and pale pink.

P.13

BRAND GUIDELINE

Logo Color Usage

LOGO IN 1 COLOR

For primary usage, brand logos, brandmark and submark can be used in 1 color (caramel/ brown/ pink/ laveder) on light colored backgrounds such as white, pearl and pink & pale pink.

BRAND GUIDELINE

P.14

Logo Color Usage

LOGO IN 1 COLOR

For secondary usage, brand logos, brandmark and submark can be used in white on dark primary & secondary colors.

BRAND GUIDELINE

P.15

Primary Brand Colors

PEARL

PALE PINK

PINK

BROWN

CARAMEL

CMYK

CMYK

CMYK

CMYK

CMYK

C2 M3 Y4 K0

C2 M7 Y9 K0

C7 M20 Y23 K0

C25 M40 Y65 K0

C24 M57 Y76 K0

RGB

RGB

RGB

RGB

RGB

R246 G242 B240

R247 G234 B225

R235 G205 B188

R196 G154 B108

R183 G118 B77

HEX

HEX

HEX

HEX

HEX

#F6F2F0

#F7EAE1

#EBCDBC

#C49A6C

#B7764D

BRAND GUIDELINE

P.16

Secondary Brand Colors

BLUE

PALE PURPLE

LAVENDER

MINT

CMYK

CMYK

CMYK

CMYK

C24 M10 Y15 K0

C11 M18 Y17 K0

C33 M39 Y42 K1

C20 M9 Y16 K0

RGB

RGB

RGB

RGB

R192 G209 B210

R225 G206 B199

R174 G150 B139

R202 G214 B209

HEX

HEX

HEX

HEX

#C0D1D2

#E1CEC7

#AE968B

#CAD6D1

BRAND GUIDELINE

Color Hierarchy

A general color hierarchy is seen as illustrated above. Pearl, Pale Pink, White and Pink are the most commonly used background colours. Caramel & Brown is mostly used for text and icons to bring contrast, while Pale Purple, Lavender, Blue and Mint are used as secondary background colours.

P.17

BRAND GUIDELINE

P.18

Primary Typeface Libre Caslon Text Regular Libre Caslon Text Bold Libre Caslon Text Italic

ABCDEFGHIJKLMN OPQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

Aa

Typography plays a large role in the brand identity. We use a serif typeface to add character and personality to the brand.

The serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.

Libre Caslon Text is the chosen font family and we use the font in 2 weights: Regular, Bold & Italic.

SPECIFICATIONS TRACKING (space between letters): 0 - 10 LEADING (space between sentence lines): 0 - 50

BRAND GUIDELINE

P.19

Secondary Typeface Poppins Light Poppins Regular Poppins Medium Poppins Semibold

Poppins is the second typeface, we use the font in 4 weights: Light, Regular, Medium & Semibold.

Poppins is used for body copy and larger paragraph of text.

Within brand materials, Poppins should appear smaller in scale in relation to Libre Caslon Text.

ABCDEFGHIJKLMNOPQR STUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

Aa

SPECIFICATIONS TRACKING (space between letters): 0 - 100 LEADING (space between sentence lines): 0 - 30

BRAND GUIDELINE

P.20

Typographic

Heading with Libre

Hierarchy

Caslon Text Regular Poppins regular is used for body copy.

Poppins light can also be used when a slightly more delicate weight is needed. The heading above is Libre Caslon Text Regular.

Libre Caslon Text Bold can be used to highlight or emphasize certain area of text.

“Libre Caslon Text Italic can be used for SUBHEADING TEXT

pull quotes.�

I'm a Heading Poppins regular is used for body copy.

Poppins light can also be used when a slightly more delicate weight is needed. 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 Libre Caslon Text Regular.

The subheading is Poppins Medium.

Poppins Semibold can be used to highlight or emphasize certain area of text.

BUTTONS IN POPPINS

BRAND GUIDELINE

Photography Style

Our photography style is clean & straightforward. The imagery direction should portray our tone of voice accurately

Warm, Friendly, Authentic, and Clean.

P.21

BRAND GUIDELINE

Photography Style

Our lifestyle images are neutral in tone and portrays an inspiring, warm, joyful and friendly feeling.

P.22

BRAND GUIDELINE

Photography Style

Our product images are clean, straightforward, quality and detailed.

P.23

P.24

BRAND GUIDELINE

Illustration Style Our illustration style are clean and minimal. They can be abstract and typography can be used as an element to highlight quotes or special events.

P.25

BRAND GUIDELINE

Illustration Style Our illustration style are clean and minimal. They can be abstract and typography can be used as an element to highlight quotes or special events.

BRAND GUIDELINE

Iconography Style

Our iconography style are simple and straightforward. The icons should be constructed out of clean lines for a minimal & modern look.

P.26

PARK AND FAITH

BRAND STYLE GUIDE 2020