Visual Identity Guidelines
Introduction
Our brand is the mental perception that we want our potential and existing customers to have about our business. As with all successful brands, our aim is for Lavish Limos to be recognisable, to resonate and to be remembered.
By using these guidelines consistently, we are ensuring the integrity of our visual identity and helping to create a positive brand image... i.e. people perceiving us in the way that we would like to be perceived.
An important part of our brand is our visual identity. This is often the first impression that individuals get of our business, whether from our website, social media presence, printed material or from the livery on our vehicles.
The visual assets featured in this guide, including our logos, colours, typefaces and design elements, are designed to be flexible. They can of course be incorporated into other designs, but the core integrity of our brand should always be considered carefully.
Colour palette Primary colours Colour plays an important part in our visual identity. The primary palette has been selected as the colours help to create the feelings of quality, purity, perfection and mystery. At least two of our primary colours should be used on any collateral, products or literature.
Secondary colours Our secondary palette is made up of supplementary colours such as those found on or in our vehicles. These can be used to complement (not substitute) our primary colours, as they may be more appropriate for certain audiences or situations.
Lavish Grey
Lavish Silver
C:0 M:0 Y:0 K:95 R:65 G:64 B:66 Hex #414042
C:9 M:6 Y:7 K:0 R:229 G:229 B:229 Hex #E5E5E5
Lavish Black
Lavish White
C:0 M:0 Y:0 K:100 R:0 G:0 B:0 Hex #000000
C:0 M:0 Y:0 K:0 R:255 G:255 B:255 Hex #FFFFFF
Lavish Burgundy
Lavish Ice Blue
C:30 M:90 Y:65 K:20 R:152 G:52 B:69 Hex #983445
C:60 M:35 Y:0 K:0 R:105 G:147 B:204 Hex #6993CC
Lavish Gold
Lavish Pink
C: M:25 Y:60 K:0 R:253 G:197 B:120 Hex #FDC578
C:19 M:63 Y:0 K:0 R:255 G:102 B:255 Hex #FF66FF
Fonts ABCDEFGHIJAKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Trench Thin is the logotype font, and is also used for headings in print material. All headings should be written in sentence case.
ABCDEFGHIJAKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Raleway Semi-Bold is used for digital headings, and all subheadings (print or digital).
ABCDEFGHIJAKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Raleway Regular is the main body font for all applications (digital and print).
The logo Signature Our primary logo, or ‘signature’ is made up of four components... the rosette, logotype, keyline and contact info.
LL
Signature
This version should be used whenever the logo is standing alone, such as on signage or a vehicle.
Rosette
Lavish Limos 07976 109170 lavish-limos.co.uk
Logotype Keyline
Contact info Colour variations
A
B
When used on different backgrounds, there are four colour options available... A: B: C: D:
LL Lavish Limos
Lavish Silver Lavish Grey Blackout Whiteout
07976 109170 lavish-limos.co.uk
C
LL Lavish Limos 07976 109170 lavish-limos.co.uk
D
Secondary logo This version may be used where the primary logo doesn’t lend itself to the application, for example on the side of a vehicle. It may be used in any of the colour variations.
Simplified logos In circumstances where our contact details are displayed nearby (i.e. on a printed leaflet, webpage or business stationery), we use simplified versions of our logo that feature only the rosette and logotype...
Exclusion zone To help ensure clarity and maximum impact, a clear space (exclusion zone) should be left around the logo. The size of the exclusion zone is scalable, and is measured by taking the ‘o’ from the logotype and checking that at least this space is maintained around the logo.
LL
Things to avoid To maintain the integrity of the logo, it should always be used in the ways outlined in this guide. Here are a few things to avoid...
X
Don’t use versions of the logo or backgrounds that do not allow sufficient contrast.
X
ish
Lav
170
109 76 079
s
o Lim
.uk
co os.
m h-li
is
lav
Don’t stretch, tilt or distort the logo.
LL
X
Lavish Limos Don’t recolour the logo.
X
Don’t use incomplete versions of the logo.
Other design elements The rosette The rosette can be used as a translucent background on both images and solid colours. When doing this, select the most appropriate colour variation (either light or dark) and choose a suitable opacity level of between 5%-80%, ensuring that background and foreground items are still visible. The rosette can be placed in any corner (not centred) and it must bleed off two edges of the page. Always ensure that the ‘LL’ centre is fully visible.
The ‘swoosh’ This may be used to separate various sections of printed material (such as leaflets or banners) - for example, to provide a border to an image.
Usage examples
Leaflets and posters
Business stationery
Vehicle graphics
Workwear and badges Website