QUAIR Brand Guideline by studiomilk

BR AN D GU ID E L IN E S

F E B 2022

CO NT E N T S

BR AN D GU ID E LIN E S

About

Logo

Colour

About

Brand Logo

Brand Colours

Our Product

Clearspace

Logo Colour Usage

Target Audience

Minimum Size Incorrect Logo Usage

Font

Application

Moodboard

Primary Font

Business Card

Photography

Secondary Font

Letterhead

Iconography

Typographic Hierarchy

Social Media Template

Contents

A BO U T

BR AN D GU ID E LIN E S

About

OU R MIS S ION

To bring fresher air to everyone through thoughtfully-designed and effective everyday electronics.

About

Our Product

Target Audience

A BO U T

BR AN D GU ID E LIN E S

About We focus on air purifying products from wearables to in house puriﬁers.

Our core technology used is bipolar ionization which is simply creating positive and negative ions to eliminate virus. Our new products will also feature HEPA filters in our purifiers to better handle things like Covid-19. While our current product portfolio contains mainly air-related products, we are looking to expand into different areas - e.g. electric soap dispensers, UV-light smartphone cleaners, etc What makes our brand unique is we add small elements into our products have little added features that make it more useful for users and don't sacrifice overall performance, while still being a product that is attractive.

About

Our Product

Target Audience

A BO U T

BR AN D GU ID E LIN E S

PR OD U C T P OR TFOL IO

Our Product

About

Our Product

Plasma Mini

Plasma Go

Plasma Pure

A wearable air purifier that uses bipolar

A portable air purifier that uses a Covid-19

A small room purifier that uses a Covid-19

ionization technology (positive and negative

killing HEPA filter and bipolar ions. The device

killing HEPA filter and bipolar ions. The

ions) to eliminate airborne contaminants like

is the size of a Starbucks tumbler and ideal for

device is ideal for use in bedrooms or living

bacteria, viruses, odors, VOCs near the

use in a car, on a desk, or anywhere where

rooms. The device can be positioned so that

wearer's breathing space.

clean air might be a problem for periods of time.

clean air is directed to the user.

Target Audience

A BO U T

BR AN D GU ID E LIN E S

Target Audience

During and after the pandemic many people have increased their knowledge of personal health, whether they wanted to or not. So our key audience are those that are hygenic-driven. From our customers, we see that this type of audience index higher as women and families with kids.

About

Our Product

Target Audience

LOGO

BR AN D GU ID E LIN E S

Logo

U S AGE GU ID EL IN E S

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.

Brand Logo

Logo Lockups

Clearspace

Minimum Size

Incorrect Logo Usage

LOGO

BR AN D GU ID E LIN E S

Brand Logo

Our brand logo is based on a customised logotyep design. 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.

Brand Logo

Logo Lockups

Clearspace

Minimum Size

Incorrect Logo Usage

LOGO

BR AN D GU ID E LIN E S

The space between "I" & "R" determine the space between the Logotype and Tagline

Logo Lockups

Negative space of "R" determine the height of the Tagline

Logotype + Tagline On the right illustrates guidelines for Logotype + Tagline lockup.

Top Line aligns with Tagline ascender

Bottom Line aligns with Tagline baseline

Tagline aligns right with Logotype

Typeface is set in Lexend Deca Light with (0) Tracking

Brand Logo

Logo Lockups

Clearspace

Minimum Size

Incorrect Logo Usage

LOGO

BR AN D GU ID E LIN E S

The space between "I" & "R" determine the space between the Logotype and Country

Logo Lockups

Negative space of "R" determine the height of the Country

Singapore

Logotype + Country On the right illustrates guidelines for Logotype + Country lockup.

Top Line aligns with Country ascender

Bottom Line aligns with Country baseline

Country aligns right with Logotype

Singapore

Typeface is set in Lexend Deca Light with (0) Tracking

Brand Logo

Logo Lockups

Clearspace

Minimum Size

Incorrect Logo Usage

Malaysia

LOGO

BR AN D GU ID E LIN E S

The space between "I" & "R" determine the space between the Logotype and Product Line

Top Line aligns with Product Line Cap-Height

Plasma Mini

Logo Lockups Logotype + Product Line

The space between Logotype and Product Line is 2x the width of the space between "I" & "R"

On the right illustrates guidelines for

Bottom Line aligns with Product Line baseline

Logotype + Product Line lockup.

Plasma Mini Plasma Go

Typeface is set in Lexend Deca Light with (-10) Tracking

Plasma Pure

Brand Logo

Logo Lockups

Clearspace

Minimum Size

Incorrect Logo Usage

LOGO

BR AN D GU ID E LIN E S

Clearspace

To ensure that the brand's logo is legible, it should be surrounded by a minimum amount of clear space. This separates the logo from competing elements such as photography, text, or background patterns, which may detract from the overall impact. At all times, the provided artwork must be used. For all logo versions, the clearspace is measured as based on the height of the letter “I” from the logotype itself as illustrated on the right.

Brand Logo

Logo Lockups

Clearspace

Minimum Size

Incorrect Logo Usage

LOGO

BR AN D GU ID E LIN E S

BR AN D L OGO

Minimum Size

Minimum Width: 15 mm / 42 px

To ensure legibility and clarity, please do not scale the brand logo below the recommended minimum size. BR AN D L OGO + TAGL IN E

Brand Logo

Logo Lockups

Clearspace

BR AN D LOGO + C OU N TR Y

Minimum Width:

20 mm / 56 px

Minimum Size

Incorrect Logo Usage

LOGO

BR AN D GU ID E LIN E S

Minimum Size

Minimum Width: 30 mm / 85 px

Minimum Width:

To ensure legibility and clarity, please do not scale the

28 mm / 78 px

brand logo below the recommended minimum size.

Minimum Width: 32 mm / 90 px

Brand Logo

Logo Lockups

Clearspace

Minimum Size

Incorrect Logo Usage

LOGO

BR AN D GU ID E LIN E S

Incorrect Usage

Any usage that differs from those specified in this brand

Do not create new

Do not compress or

Do not rotate or

compositions.

stretch the logo, always

reflect the logo.

Do not outline the logo.

resize proportionately.

guideline is considered incorrect. Please obey the brand guidelines for consistent brand communication.

Brand Logo

Logo Lockups

Do not add any special

Do not change the colour or

Do not adjust the spacing

Do not re-create the logo

effects to the logo.

add in gradient to the logo.

between characters of the logo.

using any other typeface.

Clearspace

Minimum Size

Incorrect Logo Usage

CO LO U R

BR AN D GU ID E LIN E S

Colour

U S AGE GU ID EL IN E S

Guidelines on how our colours should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.

Brand Colours

Logo Colour Usage

CO LO U R

BR AN D GU ID E LIN E S

Brand Colours Coral Sand Our brand colour palette consists of 6 different hues - Coral Sand, Peach Breeze, Blue Sky, Bath Salt, Cool Mint and Faded Denim.

#FFF4EE

#FDD1AF

#BADDF1

R : 255

C :0

R : 253

C : 25

R : 186

M:4

G : 244

M : 20

G : 209

M:3

G : 221

Y :4

B : 238

Y : 31

B : 175

Y :1

B : 241

Bath Salt #EAF6F6

K :0

Cool Mint

Faded Denim

#D5EBE7

#2C4777

C :7

R : 234

C : 16

R : 213

C : 81

R : 44

M:0

G : 246

M:0

G : 235

M : 61

G : 71

Y :3

B : 246

Y :9

B : 231

Y :7

B : 119

K :0

Logo Colour Usage

Blue Sky

C :0

K :0

Brand Colours

Peach Breeze

K :0

K : 37

CO LO U R

Logo Colour Usage

Our brand logo is used in Faded Denim against Coral Sand, Peach Breeze, Blue Sky, Bath Salt, Cool Mint and White background. The logo is used in White when used against Faded Denim background. B&W Versions can be used when colour options are not applicable.

Brand Colours

Logo Colour Usage

CO LO U R

BR AN D GU ID E LIN E S

Logo Colour Usage

Our brand logo is used in Faded Denim or White when applied against imagery backgrounds, depending on which version creates better contrast,

Brand Colours

Logo Colour Usage

FO NT

BR AN D GU ID E LIN E S

Font

U S AGE GU ID EL IN E S

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.

Primary Font

Secondary Font

Typographic Hierarchy

FO NT

BR AN D GU ID E LIN E S

Primary Font

Regular

S P E C IFIC ATION S

Tracking: (-10) - 0

Lexend Deca https://fonts.google.com/specimen/Lexend+Deca

Leading: 15 - 100

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Headlines, titles and smaller textual exerts that need to be highlighted

áâàäãåabcdefghijklmnopqrstuvwxyz

should be displayed in Lexend Deca.

0123456789!@#$%^&*()

Primary Font

Secondary Font

Typographic Hierarchy

FO NT

BR AN D GU ID E LIN E S

Secondary Font

Arimo https://fonts.google.com/specimen/Arimo

Arimo is a secondary typeface that is used for body copy and longer paragraphs of text. Arimo should be smaller in scale in comparison to Lexend Deca during brand application.

Primary Font

Secondary Font

ABCDEFGHIJKLMNOPQRSTUVWXYZ áâàäãåabcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()

Typographic Hierarchy

Regular

Medium

Semibold

S P E C IFIC ATION S

Tracking: 0 - 100 Leading: 15 - 100

FO NT

BR AN D GU ID E LIN E S

About Quair

Heading Lexend Deca Regular

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Lexend Deca Regular

sed diam nonummy nibh euismod tincidunt ut laoreet.

Typographic Hierarchy

Subheadings OU R S TOR Y

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.

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C ON TAC T U S

Primary Font

Paragraph

Secondary Font

Typographic Hierarchy

Arimo Medium

“

Body Copy Arimo Regular

Enjoy the fresh breeze.

Highlights in Arimo Semibold

”

Quotes Lexend Deca Regular

Buttons Arimo Medium

A P P LI C AT I O N

BR AN D GU ID E LIN E S

Application

U SAGE GU ID EL IN E S

It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.

Business Card

Letterhead

Social Media Template

TY P O GR A P H Y

B R A N D GU ID E LIN E S

FR ON T

Business Card

Size: 3.5 in x 2 in BAC K

Front of card printed in Sky Blue with Logo Embossed. Back of card in white with information printed in Faded Denim.

Wilton Anthony Manager

wilton.anthony@quair.co

+60 1632 3589

Address Line 1 xxxxx, Address Line 2 xxxxxx, Postcode 10000,

www.quair.co

Business Card

Letterhead

Social Media Template

Country.

TY P O GR A P H Y

B R A N D GU ID E LIN E S

www.quair.co

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Letterhead

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Size: A4

magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore

Information printed on white paper in Faded Denim.

magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Wilton Wilton Anthony Manager

Business Card

Letterhead

Social Media Template

+60 1632 3589

Address Line 1, Address Line 2,

wilton.anthony@quair.co

Postcode 10000, Country.

TY P O GR A P H Y

B R A N D GU ID E LIN E S

What our customers say ...

Our Giveawa in y Jo

N E WI

TITLE HERE

TON

Hygiene Tips

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adipiscing elit. Lorem ipsum dolor sit amet,

enim ad minim veniam, quis nostrud exerci tation.

consectetuer adipiscing elit.

Plasma Mini

consectetuer adipiscing elit.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

Lorem ipsum dolor sit amet, consectetuer

elit, sed diam nonummy nibh euismod tincidunt ut

Social Media Template

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Title for Tech Explanations

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New Product

Product Feature Here

INTRODUCING

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Product Feature Here Lorem ipsum dolor amet, consectetuer

Product Feature Here

adipiscing.

Lorem ipsum dolor amet, consectetuer

Lorem ipsum dolor amet,

consectetuer. Lorem

ipsum dolor amet,

consectetuer adipiscing.

adipiscing. www.quair.co

Sales Happening Lorem ipsum dolor amet,

Lorem ipsum dolor amet, consectetuer adipiscing.

TITLE HERE

How To Title

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Business Card

Letterhead

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consectetuer adipiscing.

Social Media Template

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WWW.QUAIR.CO

Informative Stats

SHOP NOW AT

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30%

MO O D BO AR D

BR AN D GU ID E LIN E S

Moodboard

U S AGE GU ID EL IN E S

Guidelines on how our photography & iconography should look like. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.

Photography

Iconography

M O O D BO AR D

BR AN D GU ID E LIN E S

Photography Product On the right includes examples of how our product photography should look like. Our product photography should be clean and straightforward. Avoid cluttered backgrounds, utilize natural light and settings instead.

Photography

Iconography

M O O D BO AR D

BR AN D GU ID E LIN E S

Photography People On the right includes examples of how our people photography should look like. Portray natural eye-contact and interactions, our people photography should aim towards a close to lifestyle approach.

Photography

Iconography

M O O D BO AR D

BR AN D GU ID E LIN E S

Photography Mood On the right includes examples of how our mood photography should look like. Mood photography is used to better convey a sense of emotion and feeling. Feature nature landscapes or textures to evoke a sense of comfort, fresh, clean, peace and flow.

Photography

Iconography

M O O D BO AR D

BR AN D GU ID E LIN E S

Iconography

On the right includes examples of how our iconography should look like. Our icon style takes inspiration from the letter "Q" of our brand logo. We use outlined icons with round edges. Similar to the letter "Q", we also feature disconnect strokes in our icons. The design of the icons should be kept simple and straightforward.

Photography

Iconography

BR AN D GU ID E L IN E S

F E B 2022