Visual Style Guide
YOUR BRAND IS JUST BEGINNING
We did it! Together, we were able to create a visual brand that perfectly fits your business and goals. It’s true, visuals don’t make a brand whole, but they help a heck of a lot. These guides will help keep consistency in your future marketing and design materials.
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MOOD BOARD Using the items established on this mood board, we will be able to successfully create a brand that communicates your messaging to your ideal clients. It will add a level of clarity and cohesiveness to your professional brand.
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MINIMAL | LUXURIOUS | CLASSIC | POWERFUL | FEMININE FREE FOLK AGENCY
BRAND MOOD BOARD
JANUARY 2021
MINIMUM SIZE The smallest the logo should be represented is 1.5� wide.
PRIMARY LOGO This is the main logo that will be used across primary brand applications. This logo type and it’s mark variations helps your current and future audience easily identify Free Folk Agency on all branded eorts. Additionally, it enhances the unique professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
P R I M A RY V E RT I C A L Use this logo in situations where a taller mark is needed.
SECONDARY MARKS Your secondary marks can be used to replace the primary logo, but should never be used directly next to the other. For instance, if your primary logo is used as your Facebook cover photo don’t use a secondary as the proďŹ le photo.
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UNACCEPTABLE USAGE A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in anyway. This includes adding unnecessary and unattractive text decorations like drop shadows and outlines.
A. Do not rotate the logo. B. Do not stretch the logo. C. Do not use the primary and secondary logo together. D. Do not resize any part of the logo. E. Do not use low contrasting colors with the logo and background color.
COLORS Color is an integral part of the brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves as psychological purpose by communicating a certain feeling to your audience.
PANTONE P 1-1 C RGB 247 247 243 HEX F7F7F3 CMYK 0 0 2 3
PANTONE P 179-2 C RGB 224 222 221 HEX E0DEDD CMYK 0 1 1 12
PANTONE P 48-1 C RGB 241 229 216 HEX F1E5D8 CMYK 0 5 10 6
PANTONE P 179-16 C RGB 45 45 43 HEX 2D2D2B CMYK 0 0 5 82
PANTONE P 179-2 C RGB 225 224 217 HEX E1E0D9 CMYK 0 0 4 12
PANTONE P 44-3 C RGB 175 150 136 HEX AF9688 CMYK 0 14 22 32
A CHANCE ON YOU RSEL NTURE F IS TH DVE H A C N A C E E BEST KIND OF A G ON Y N I K OUR NTURE SELF TA DVE IS THE B A H A C N F A C O E EST KIND G ON Y KIN OUR NTURE SELF TA DVE IS THE B A F O EST KIND K TA
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TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the brand feel established and should be used across all print and web applications. Kern Maukta Mahee to at least 80 for both headlines & body copy. This will help the chunks of text from feeling so heavy.
BODY COPY
Maukta Mahee A a B b C c D d Ee F f Gg H h I i J j Kk Ll Mm Nn O o Pp Qq R r S s Tt U u V v W w X x Yy Zz HEADLINES
M A U K TA M AH EE A A B B CC D D EE FF GG H H I I J J KK L L MM NN O O PP QQ R R SS T T U U VV W W X X Y Y ZZ
IMPACT
Blackstone
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz SINGLE WORD HIGHLIGHTS
REBORN AA BB CC DD EE FF GG HH II JJ KK LL MM NN OO PP QQ RR SS TT UU VV WW XX YY ZZ
BRANDING & DESIGN
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