KAMELIA JEWELRY Brand Guidelines v1.0
Contents 1.0 Intro 2.0 Identity 2.1 Logo Clear Space 2.2 Logo Placement 2.3 Monochrome Logo 2.4 Logo Misuses 3.0 Typography 4.0 Color Palette - Primary Palette 4.1 Color Palette - Secondary Palette 5.0 Application Examples
1.0 Intro Brand Story The brand inspired by my idol person my grandma “Kamelia� who I always adore her fashion in wearing jewelry. She was very picky but her sense of style was always simple and charming and adds elegance touch to her look. So I created this brand to share simple jewelry pieces to our customers that can be worn every day and in every occasion.
Values
Vision
Uniqueness Subtlety Beauty Gentleness Personal touch
A uique jewely peice for every women
Positioning We want the widest reach possible through our social media outlets, but also keep a personal connection to the women that will choose us. We want to establish ourselves as an icon for timeless beauty and style.
Personality Thoughtful Intimate Expressive
Offer We offer a touch of subtle beauty and a sense of style to every woman that chooses
2.0 Identity Our logo is the first contact we have with ourpublic. It illustrates simplicity and because is mixes camellia flower in origami outlines and the shape of Kamelia initial “K�. We strive to give the impression of a real person behind the logo, and not justa faceless organization. The copperplate script that was used is gentle, curved and intimate, but due to the wide counters and slight line angle is also dynamic, spontaneous and vivid. The logo is made up of two elements: the symbol and the logotype.
LOGO TYPE
LOGO
SYMBOL
While it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best.
2.1 Logo Clear Space To ensure that our signature versions are clearly visible in all applications, surround them with sufficient clear space —free of type, graphics,and other elements that might cause visual clutter—to maximize the recognition and impact of our identity. To ensure the integrity and legibility of the logolock-ups, the area directly sur-
2.3 Monochrome Logo The preferred color for our logo is in one of our vibrant colors. In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances we may use a gray version (made as a 75% tint of black) or a one-color black or white logo.
75% Black logo on white background
Black logo on white background background
White logo on 75% black background
White logo on 75% black background
2.4 Logo Misuses To maintain the integrity of the Kamelia Jewelry logo, and to promote the consistency of the brand, it is important to use the logo as described in these guidelines. The examples shown here illustrate possible misuses of the Kamelia Jewelry logo that should be avoided.
3.0 Typography Primary typeface - Helvetica Neue Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./ Scondary typeface - Verdana pro light
4.0 Color Palette Primary Palette
PANTONE
Pantone Solid Coated 695 C
PANTONE
Pantone Solid Uncoated 649 U
CMYK
27, 65, 41, 3
CMYK
0, 0, 0, 0
RGB
182, 110, 120
RGB
255, 255, 255
HEX
#b66e78
HEX
#ffffff
PANTONE
Pantone Uncoated 4 21 U
PANTONE
Pantone Solid Coated Neutral Black C
CMYK
0, 0, 0, 26
CMYK
0, 0, 0,100
RGB
255, 255, 255
RGB
35, 32, 31
HEX
#bdbdbd
HEX
#23201f
PANTONE
Pantone Pastels Neons Coated 9345 C
CMYK
3, 5, 3, 0
RGB
244, 238, 238
HEX
#f3edee
4.1 Color Palette Secondary Palette
PANTONE
Pantone Solid Uncoated 7585 U
PANTONE
Pantone Solid Uncoated 423 U
CMYK
0, 32, 40, 29
CMYK
0, 0, 0, 43
RGB
182, 123, 109
RGB
146, 146, 146
HEX
#B67B6D
HEX
#929292
PANTONE
Pantone Solid Coated 563 C
PANTONE
Pantone Solid Uncoated 255 U
CMYK
40, 0, 6, 29
CMYK
0, 39, 7, 48
RGB
109, 182, 171
RGB
132, 80, 123
HEX
#6DB6AB
HEX
#84507B
5.0 Application Examples In this section you will see different application examples for various items of how logo can be integrated in the design.
Maryam Al Muhairi Founder
Design Matters If youâ&#x20AC;&#x2122;ve just read these guidelines, you have our appreciation. It means you share our belief in details and quality. We know applying these principles takes time and effort, but the stories we tell in all our Kamelia Jewelry will be stronger for it. If you ever have additional questions about our visual identity and its application in design, donâ&#x20AC;&#x2122;t hesitate to contact brand@kameliajewelry.com Thank you.
Copyright Š 2015 Kamelia Jewelry