Jessie leong Brand Guidelines by Thomas Squire

Jessie Leong Brand Guidelines

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Logo Colour Typography Iconography Tone of voice Social Media Print

Logo Mark

The logo mark for the Jessie Leong brand consists of one mark which works across print and web communications. The logo has been developed around the cultural values that Jessie Leong holds within her work, this forms the basis for the visual aesthetic of the brand itself. The logo mark can be used in full colour in any either of the two primary colours within the colour palette or the logo mark can be used in either black of white where full colour is not available. The logo should only ever be presented as a single colour and should not be produced using several colours. The logo should only be produced in the colours within the colour palette.

Logo

Logo Spacing

When using the logo mark across either print or web communication a minimum spacing of 0.5x of the overall height the logo is being produced at should pad the outside of the logo. This padding should remain consistent across any productions of the logo and should be followed when the logo is used at any size.

Logo

0.5 x

Watermarks

When using the logo as a watermark several guidelines apply. The logo mark should be solely and by itself other text, links or otherwise should not appear directly on image print or web based. The logo mark should only be placed within the bottom left corner of the image using the minimum spacing guidelines. The logo mark when being used as a water mark should only be used in the colour white. To different opacities of the logo mark should be employed regarding the colour of the image, an overlay white or light image should a water mark opacity of 50% whereas a dark image should use an opacity of 30% use of either is at the discretion of the designer.

Logo

50%

30%

Colour Palette

The colour palette for the Jessie Leong brand is build upon two principle colours for block colour and colour for typography. Block colour should be used background within both print and web communications. These block colour should only be used when creating background and should not be used for typography, the logo mark should also not be produced in these colours. All typography across the brand should be produced in either gold or white. The gold colour can be used across either block colour. White typography should be used only on the dark blue colour and not set on the green background.

Colour

Block

Typography

CMYK

C M Y K

77 73 50 61

C M Y K

16 0 34 0

C M Y K

25 41 82 16

C M Y K

0 0 0 0

RGB

R G B

49 43 55

R G B

224 235 192

R G B

178 136 66

R G B

255 255 255

Hex

#312B37

#E0EBC0

Color Plan

Amethyst

Pistachio

#B28842

#FFFFFF

Dynamic Palette

The brand also makes use of a dynamic colour palette which is employed across digital communications. This is where colours are picked from images to create narratives and bring together typographic content with images. This dynamic colour palette is created by colour picking tones and colour from key images in a sequence or set. Although designer discretion is advised, the colour being picked should represent the image as whole, and be representative of the overall tonal value of the image.

Colour

Typefaces

Three typefaces from the Jessie Leong brand, Lydian BT is the primary typeface of the brand and is mirrored within the logo mark, This typeface should be used fro headings and should not be used for body copy. Furthermore this typeface should be used at 20pt of larger. Additionally two weights of proxima nova are employed across the brand. This is a common web font and should be used across all print and web communications. Commonly the bold variant is used for heading and the Light variant is used for body copy.

Typography

Lydian BT Bold Headings

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLM NOPQRSTUVWXYZ&0123456789!@£$%^&*() ,./;’\[]<>?:”|{}

Proxima Nova Bold Sub Headings Body

abcdefghijklmnopqrstuvwxyzABCDEFGHJ JKLMNOPQRSTUVWXYZ&0123456789!@£ $%^&*(),./;’\[]<>?:”|{}

Proxima Nova Light Body

abcdefghijklmnopqrstuvwxyzABCDEFGHJ JKLMNOPQRSTUVWXYZ&0123456789!@£ $%^&*(),./;’\[]<>?:”|{}

Styles

Three principle typographical style are employed across the brand although other variants are applied. The main typographical style is produced from Lydian BT as a heading typeface and Proxima Nova bold is used for body, this style is commonly used across web communications, this style should be followed for producing web pages which detail photo narratives. The second typographical style used Proxima Nova Bold for the heading and Proxima Nova Light for body copy, This typographical style is typically used across print media and across the mobile version of the Jessie Leong website. The third typographical style is Proxima Nova Light as a font for stand out text and editorial pieces. This is where the type is large and dominants a piece of communication. This style is followed across print and web.

Typography

Headings and body copy 1

Morbi euismod magna ac lorem rutrum elementum donec viverra ellentesque In pellentesque faucibus vestibulum. Nulla at nulla justo, eget luctus tortor. Nulla facilisi. Duis aliquet egestas purus in blandit. Curabitur vulputate, ligula lacinia scelerisque tempor, lacus lacus ornare ante, ac egestas est urna sit amet arcu. Class aptent taciti sociosqu ad litora torquent per conubia nostra.

Headings and body copy 2

Morbi euismod magna ac lorem rutrum elementum Donec viverra ellentesque In pellentesque faucibus vestibulum. Nulla at nulla justo, eget luctus tortor. Nulla facilisi. Duis aliquet egestas purus in blandit. Curabitur vulputate, ligula lacinia scelerisque tempor, lacus lacus ornare ante, ac egestas est urna sit amet arcu. Class aptent taciti sociosqu ad litora torquent per conubia nostra.

Body copy

In pellentesque faucibus vestibulum. Nulla at nulla justo, eget luctus tortor. Nulla facilisi. Duis aliquet egestas purus in blandit.

Icons

To mirror the typographical style of the brand two weights are employed across the brand which reflect the weight shown through Proxima Nova Light and Bold. Light iconography should be used when creating icons to be used a part of user interface elements across the brand and across digital device from computer, to tablet and mobile phones. Bold iconography should be employed as a means to educate or communicate for abruptly an idea or communication.

Iconography

UI Bold

UI Light

Principles

Relating to the ideas, customs, and social behaviour of a society. Relating to the arts and to intellectual achievements. Having, showing, or caused by strong feelings or beliefs. The prevailing fashion or style at a particular time. Popular; fashionable. Thinking about or planning the future with imagination or wisdom. A person with original ideas about what the future will or could be like.

Tone of voice

Cultural, Passionate, Vogue, Visionary.

Twitter

When the brand translated across the Twitter digital platform the logo mark should be used for the pages profile page, photography should not be used as the profile image. Furthermore only the blue and gold representation of the logo and block colour should be used and not the green variation. The Twitter cover image should be consist of one image that is taken from the Jessie Leong website and cropped according to the image to highlight the main focus of the image.

Social Media

Facebook

When the brand translated across the Facebook digital platform the logo mark should be used for the pages profile page, photography should not be used as the profile image. Furthermore only the blue and gold representation of the logo and block colour should be used and not the green variation. The Facebook cover image should be consist of one image that is taken from the Jessie Leong website and cropped according to the image to highlight the main focus of the image.

Social Media

Business Cards

When reproducing the business card several guideline apply. The business card can be produced on either or both GF Smith Colour plans in the colours outline in the colour specification. The business card should not be produced on any other stock, additionally these colour should not be replicated using inks and should only be produced from the colour of the stock itself. When printing the business card both the typography and the logo should be foil blocked in gold, the logo mark nor the typography should be produced using inks or a similar colour or tone.