LESS
VISUAL STYLE
GUIDE
CONTENTS 1
LOGO a b c
Logo Symbol Artwork: Lock-Ups
2 TYPOGRAPHY 3 COLOUR a Logo Colours b Palette c Colour Usage 4
Digital & Print a b
5
Clear Space Sizing
LOGO USAGE
A logo identifies a business in its simplest form via the use of a mark or icon. The logo identifies a business or product in its simplest form — Here ‘s how it looks
Logo
01
A LOGO ORIGINS Our name is derived from the idea of “less is more�, inspired by how basic and minimalistic apparels are a necessity in every wardrobe. Our identity: A place where fashion and functionality meets; an apparel brand that meets the needs and expectations.
I
CONSTRUCTION
The 10 x 12 grid
I
B SYMBOL SYMBOL Our symbol was derived by the mathematical, inequality sign, “<” which means less than”. It seemed apt as a way to represent the brand and incorporate it as part of the logo. The symbol was then modified (but still retaining the sign’s simple 2 diagonal lines) to incorporate the brand’s core identity, minimal, basic & modern.
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C ARTWORK LOCK-UPS II HORIZONTAL LOCKUP
I LOGOMARK
The logo exists in only one lock-up: horizontal. The lock-up is fixed, so please do not try to tweak or recreate the logo from its core elements.
I
LOGOMARK
Used primarily as an app icon, and on
corporate communications, the logomark should only be used when there is clear
III ROUND AVATAR
context around the product/apparel.
II
HORIZONTAL LOCKUP
III ROUND AVATAR The round avatar is used only where
other round avatars are used, such as, in
the product and on social networks such as Google+
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The choice of typeface and how you make it work with your layout, grid, colour scheme and design theme will make the difference between a good, bad and great design. â&#x20AC;&#x201D;
Typography
02
TYPOGRAPHY Typography For the horizontal lockup, the font “Sackers Gothic Std” in Heavy in Uppercase is used as part of the brand logo and identity. Tracking: 300 pts
Kerning/Leading: 0 pts
Colour: Pantone Cool Gray 10C R100 G101 B105
Primary Typeface
SACKERS GOTHIC STD ABCDEFGHIJKLMNO PQRSTUVWXZ
0123456789
C61 M53 Y48 K19 HEX646569
Logos that do not adhere to the specific typeface & character styles will alias.
Light ABCDEFGHIJKLM NOPQRSTUVWXZ 0123456789
Medium ABCDEFGHIJKLM NOPQRSTUVWXZ 0123456789
Heavy ABCDEFGHIJKLM NOPQRSTUVWXZ 0123456789
Brands and color are inextricably linked because color offers an instantaneous method for conveying meaning and message without words. â&#x20AC;&#x201D;
Color
03
A LOGO COLOURS PANTONE 7590C R211 G180 B151 C17 M28 Y41 K0 HEX 03B497
PANTONE 439C R164 G169 B173 C38 M27 Y27 K0 HEX A4A9AD
PANTONE 425C R85 G87 B89 C65 M56 Y53 K29 HEX 555759
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PANTONE COOL GRAY 10C R100 G101 B105 C61 M53 Y48 K19 HEX 646569
B PALETTE THE PALETTE Our palette is defined by 3 core colours: Less Black, Less Grey & Less Neutral Tan - each accompanied by its respective tints. Black is our primary brand colour, inspired by the basic & classic straight lines that are often associated with minimalism & functionality Our tan, is a neutral colour that is used to link the brandâ&#x20AC;&#x2122;s logo to its identity environmentally friendly & sustainable fashion.
The greys make up the supporting palette. Used as subtle backgrounds, supporting text and graphic elements.
PANTONE BLACK 6 R0 G0 B10 C0 M0Y0 K100 HEX 000000
PANTONE 425C R85 G87 B89 C65 M56 Y53 K29 HEX 555759 PANTONE COOL GRAY 10C R100 G101 B105 C61 M53 Y48 K19 HEX 646569
PANTONE 439C R164 G169 B173 C38 M27 Y27 K0 HEX A4A9AD
PANTONE 427C R209 G211 B212 C0 M0 Y0 K20 HEX D1D3D4
PANTONE 7590C R211 G180 B151 C17 M28 Y41 K0 HEX 03B497
C COLOUR USAGE COLOUR All logo versions exist in 2 colour options.
1
2
3
1 FULL COLOUR The primary use of the logo should
always be in full colour. Use whenever possible.
2 BLACK BLACKGROUND The logo should still be in full colour behind a black background.
3 GREY SCALE The black logo should only be used in greyscale designs or alongside other greyscale logos.
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The technical and typographic techniques employed to arrange and style words and numbers as they appear on a page/screen. â&#x20AC;&#x201D;
Digital & Print
04
A CLEAR SPACE clear space The clear space is the smallest distance allowed between the logo and any other graphic object; logo, physical or digital page edge, copy etc. Think of it as the logoâ&#x20AC;&#x2122;s comfort zone.
B SIZING 1 2
sizing
50px
20px
1 THE 8:10 RULE For digital use, always use the logo at a dimension where the width and height of the logomark is in the ratio of 8:10. Produced at dimensions outside of this rule, the logo will alias.
75px x 95.24px
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MINIMUM DIMENSIONS FOR MOBILE 0.8in
0.3in
l e s s Aliased example: LOGOS @ 60px x 51.087px 24.121px x 51px
MINIMUM DIMENSIONS FOR PRINT 100px x 126.99px 50px
2 MINIMUM SIZES The minimum size that the logo appears on different devices is important to ensure legibility. Have a look at these guidelines and please be mindful when creating your design.
20px
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MINIMUM DIMENSIONS FOR WEB
120px x 152.38px
When using logo, certain rules, dos and donâ&#x20AC;&#x2122;ts should be adhered to in order to standardise the brandâ&#x20AC;&#x2122;s identity. â&#x20AC;&#x201D;
Logo Usage
05
LOGO USAGE USE The way that you use the logo affects the impact of your communications and the brand image. We are still a young brand, and it is important to us that our logo is always used correctly.
RECOLOUR
STRETCH OR SKEW
PLEASE DONâ&#x20AC;&#x2122;T.. Please be mindful of these common errors when using the different logo versions. If you are ever in doubt, please send us an
email with your design to brand@ less.com
ADD TEXTURES, BEVELS, OR OTHER EFFECTS
GET CREATIVE WITH SHADOWS
RESIZE OR MOVE THE LINES
ROTATE
D E S I G N E D BY N U R SYA F I QA H