Belle Memoire - Brand Guidelines

BRAND GUIDELINES 2021

Contents

01

Introduction Overview

02 Identity Design Brand Mnemonic Brand Logo Logo Proportions Logo Constructions Logo Spacing Logo Sizing Logo Variants Logo Usage

03 Color Palette Brand Color Palette Primary Color Palette Secondary Color Palette Special Color

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04 Typography Typography Primary Typeface Typesetting Secondary Typeface Typographic Hierarchy Logo Typeface

05 Imagery Product Shoot with Models (Coloured) Product Shoot with Models (Black and White) Making Process Minimal Approach Theme Based Imagery Treatment Digital Media Examples Monochrome Approach

06 Grid System Social Media Posts A4 Ads Newspaper Ads Vertical Banners

07 Graphic Assets Iconography Pattern

08 Collaterals Corporate Collaterals Digital Products Packaging Merchandise Store Facade

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01

Introduction 2021

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Overview HOME TO THE MOST EXQUISITE JEWELS IN THE WORLD Belle Memoire – Extraordinary creations forever entwined with beautiful memories Our story unfolds over a decade of extra ordinary friendship between three business women driven by their common passion for vintage jewellery, pursuit of exquisite craftsmanship, creations to crafting the extraordinary and exceptional intricate pieces of art in high jewellery and watches.

Three successful women entrepreneurs hailing

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from - the magical Arab nation of UAE, the alluring grandeur of UK and the mystical royal nation of India came together for the creation of Belle Memoire, an unique idea of fascinating jewellery creations borne out of French, European, Arab and Asia Pacific influences blended with the emotional power of diamonds and gemstones.

The House of Belle Memoire stands for the finest, the rarest and only the very best precious stones.

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02 Identity Design 2021

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Brand Mnemonic

B+O

The logo has been designed keeping in mind the feminine nature of the brand and the curves of the logo depict the same too. A small diamond shape has been used at the centre of ‘O’ reflecting the brand’s product range and the same shape has been used to construct the other letters.

The mnemonic has been developed using the ‘B’ and ‘star element in O’ of the Bulgari typeface creating a unique identity for the brand.

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Masterbrand Logo Logo in Vertical Stacking (Primary Logo) The Belle Memoire Logo is a combination of Belle Memoire's mnemonic along with customised logo type. For this logo, the stems of the letterforms of Bulgari typeface have been customised to give a visual identity that is unique to the brand. The grid used for the logo is 1:6 (H:W) so that it is easy to scale in any medium.

This vertically stacked logo with mnemonic is the primary visual identifier for the brand.There is also a horizontally stacked version of logo that can be used as and when required.

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Logo Proportions Vertical Stacking The logo has been made in the ratio of 1:6 (H:W). Whereas the logo typography is 6 times the width of the mnemonic, and the height of the mnemonic is 5:4 times than the logo typography. Placement of the mnemonic will always be center aligned to the logo typography when unstacked.

Horizontal Stacking When the logo is stacked together, height of the mnemonic and the logo typography are in the ratio of 1:1. The distance between the mnemonic and the logo typography Belle is 1.07 times than the height of the mnemonic. Width of the logo is 6 times the height of the mnemonic.

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Logo Construction Spacing The logo has been spaced and made with the help of 'X' square to show its size proportion and the spacing between them when the logos are stacked and unstacked. Below is shown the 'X' square with 1:1 ratio and 'X' can be any positive value.

1

x

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1

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Logo Spacing Safe Zone To preserve the integrity of the logo, an architectural framing has been formed in order to maintain safe space around it which is 30% of the mnemonic size.

This is an area which should not be encroached upon, when the logo is used on artwork.

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Logo Sizing Logo Size for Print and Digital Media

Minimum size for print (vertical stacking)

Minimum size for print (horizontal stacking)

4.5 cm; 300 DPI

3.0 cm; 300 DPI

Minimum size for digital media (vertical stacking)

Minimum size for digital media (horizontal stacking)

4.5 cm; 300 DPI

3.0 cm; 300 DPI

To ensure maximum visibilty of the logo, the following size regulations should be followed: Minimum size for print (vertical stacking) - 4.5 cm; 300 DPI Minimum size for print (horizontal stacking) - 3.0 cm; 300 DPI Minimum size for digital media (vertical stacking) - 320 px; 72 PPI Minimum size for digital media (horizontal stacking) - 300 px; 72 PPI

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Logo Variants Monochrome Logo The logo has been made in the ratio of 1:6 (H:W).

Whereas the logo typography is 6 times the width of the mnemonic, and the height of the mnemonic is 5:4 times than the logo typography. Placement of the mnemonic will always be center aligned to the logo typography when unstacked.

Both the horizontally and vertically stacked logo can be placed in black and white settings as per usage requirements.

Vertically Stacked (primary)

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Horizontally Stacked (alternative)

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Logo Variants Coloured Logo In case of colored variants, the logo with gradient type can be placed on 5 of these colors of the brand's color palette. If using gradient as background, use the color Tawny Port Maroon for the type. Any other variations with background colours or typographic colours would be considered as wrong usage of logo.

Vertically Stacked (primary).

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Horizontally Stacked (alternative).

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Logo Usage Logo Do's The logo should always be used with its right color combination. As shown in the two images on left.

Usage of black variant of the logo to be used over light background.

Vertical stacking of the logo should always be done with right proportion and placement.

Vertically Stacked (primary).

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Horizontally Stacked (alternative).

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Logo Usage Logo Don'ts Using logo in a different color for the background other than the brand colors.

Stretching of the logo disproportionately.

Changing the stacking of the logo - other than the vertical and horizontal versions mentioned in the brand guidelines.

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Logo Usage Logo Don'ts (continued) Using a different color for the logotype (even if its on the same background, it shall be considered wrong).

Different font for the logotype.

Changing color of logotype.

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Changing font of logotype.

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03 Color Palette 2021

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Brand Color Palette Turquiose Amethyst Duo Dark purples, maroons, rusty pinks and reds form this colour story. Dusty blues and teals to lighter shades of sand and peach. The various shades of turquoise resonates competence, quality, sophistication and modernity. A mix of dark and light hues depict luxury, royalty, trustworthiness & dependability.

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Primary Color Palette Maroon-Purple Supremacy Nothing gets more luxurious than a purple or a maroon.

Shades inspired from organic things like grapes and wine.

The primary palette for Belle Memoire comprises of Tawny Port Maroon, Grape Purple, Camelot Red, Light Teracotta Brown and Pippin Brown. Combinations of these colors together form a luxurious approach for Belle Memoire.

Tawny Port Maroon and Grape Purple also go well with shadow gold, which is the special color for the brand.

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Secondary Color Palette Modern and Cool Tones As our primary palette is warm and luxurious, our secondary palette is made of cool tones and trending hues. This palette as a supporting palette to our primary palette. It adds sophistication, reliability and modernity to our luxurious royal tones.

It comprises of Persian Green, Dark Cerulean and Almost Black.

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Special Color Shadow Gold Special toned gold to match both the color palettes.

The hexadecimal color code #89764b is a shade of yellow. In the RGB color model #89764b is comprised of 53.73% red, 46.27% green and 29.41% blue. In the HSL color space it has a hue of 42 (degrees), 29% saturation and 42% lightness.

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04 Typography 2021

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Typography Importance of Typography Typography is an essential part of branding. Based on the selection of the right type, it would reflect Belle Memoire's sophistication, modernity, luxuriousness, royalty, trustworthiness & dependability. Thus, a brand typeface is essential and should be applied consistently rather than using random typefaces for different settings and purposes.

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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 Antique

A modern luxe serif typeface.

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Primary Typeface Antique Antique is used as primary typeface for Belle Memoire as it is a modern luxury serif typeface that aligns well visually with the typography of the Belle Memoire Logo.

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Aa Aa Antique Regular

Antique SemiBold

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AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)

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HEADLINE LABEL 1 Typesetting

Antique SemiBold; 72 pts

Headline Label 2 Antique Regular; 72 pts

Permissible usage of primary fonts are stated as shall be used as per the set rules. Use a range of weights to create a clear hierarchy. The hierarchy outlines is relative to the size of the application.

Subtitle 1 Antique SemiBold; 48 pts (minimum size for web - 24 pts)

Subtitle 1 Antique Regular; 48 pts (minimum size for web - 24 pts)

Body Text 1 Antique Regular; 30 pts (minimum size for web - 16 pts)

Captions Antique Book Italic; 24 pts (minimum size for web - 12 pts)

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Secondary Typeface Proxima Nova Proxima Nova is an extremely popular typeface, and suitable for usage acrss various mediums. It is often described as a hybrid of Futura and Akzidenz Grotesk, combining a geometric appearance with modern proportions. It works well with serif typefaces to give a sleek luxury outcome.

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Aa

Proxima Nova Regular AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)

As we use Proxima Nova for secondary purposes in our brand, the frequently used weight is Proxima Nova Regular which is used for captions, footers, secondary body texts etc. *Don't use Proxima Nova for headings or subtitles.

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Typographic Hierarchy Heading, Sub-heading, Bodycopy, Captions & Footer Type hierarchy is very important and shows how the font and text looks at various sizes and in headings of various weights.

Antique Regular is our headline weight, sub-heading weight, and body weight due to its versatile look at various sizes.

While Proxima Nova Regular is our weight for captions and footer text.

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Regular 72 pts

Antique Regular is our headline weight.

Regular 30 pts

Antique Regular is also our sub-heading weight.

Regular 18 pts

Antique Regular is also our bodycopy weight.

Regular 16 pts

Proxima Nova Regular is our footer weight.

Regular 14 pts

Proxima Nova Regular is our caption weight.

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Logo Typeface Bulgari We have customised Bulgari typeface to make the logo for Belle Memoire. Bulgari is a display serif font which is famous for its ligatures and decorated typeforms.

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Aa Bulgari

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For the logo we have straightened out the stylized stems for alphabets 'E' and 'R'.

In case of super big display headings, we can use Bulgari to attract the viewer's attention.

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05 Imagery 2021

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Imagery Product Shoot with Models Coloured Using color blocking in clothes and natural light will make the products stand out. We can use natural light artistically to generate viewer interest.

Closeup shots focusing on jewellery is also a good idea for coloured product shots. While shooting for a particular theme for a season, we can follow the same kind of tone throughout for e.g. the warm tone in the first photograph.

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Imagery Product Shoot with Models - Black & White Black & white portraits never go out of style. They create a sense of charm and nostalgia. As a brand who portrays themselves as sophisticated, luxe and modern; achromatic portraits with models wearing jewellry are a good idea to showcase the brand's essence.

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Imagery The Making Process Trust is of importance when it comes to building brands. The customer should trust the brand to be loyal to it. Shots of the making process help in building trust. They make the brand look authentic.

Using focus to show process would be a great idea at gaining the attention of the audience/viewer.

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Imagery Jewellry Shots - Minimal Approach Shots of jewellery in dark backgrounds, so that the jewellery stands out. These kind of shots help the audience to identify jewellery in catalogues and online platforms. Also because of the contrast in such shots, the jewellery remains in focus.

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Imagery Jewellery Shots - Theme Based Every season, there is a different collection that comes in the market based on trends. We can do photoshoots based on our themes for the jewellery collection.

For e.g.

Organic (the images on left) Vintage (the images on right)

Organic 2021

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Imagery Imagery Treatment

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When using photographs for digital or prints, follow the rules mentioned below to create a harmonious visual identity: All images should have the mnemonic placed on it (especially for websites and social media posts).

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Whenever using texts on image - place a black overlay of 15% to 30% on image, so that the text is legible.

Whenever using texts on image - place the text on sides so that it doesn't overlap with the subject of the photograph (left aligned, when put on left side, and right when put on right side).

The text can be centre aligned only when its not disturbing the subject and can be only placed at the bottom of the image.

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Imagery Digital Media For digital media, there are different platforms and formats for design. These are most used aspect ratios and usage cases with relevance to the brand requirements.

Most common aspect ratios (top left downwards) 3:2, 16:9, 4:3, 1:1, 1:4, 5:1.

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Imagery Examples for Ratio 3:2

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Following are examples of different image treatments for ratio 3:2.

While using the mnemonic and type on an image, we would suggest you to use an opacity of 65%, so that the text or mnemonic looks harmonious with the photograph.

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Imagery Examples for Ratio 16:9 Following are examples of different image treatments for ratio 16:9. This size is usually used for cover images or sliders on web. Make sure that the images used for this format are set at 300 PPI.

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While using the mnemonic and type on an image, we would suggest you to use an opacity of 65%, so that the text or mnemonic looks harmonious with the photograph.

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Imagery Xeritior eptate pre consequ amusam, eatem nusam nihilla quodige nientum Erum anditi qui dolo occusciunt.

Examples for Ratio 4:3 Following are examples of different image treatments for ratio 4:3.

While using the mnemonic and type on an image, we would suggest you to use an opacity of 65%, so that the text or mnemonic looks harmonious with the photograph.

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Imagery Examples for ratio 1:1

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Following are examples of different image treatments for ratio 1:1 which is a popular size for social media platforms like Facebook and Instagram.

While using the mnemonic and type on an image, we would suggest you to use an opacity of 65%, so that the text or mnemonic looks harmonious with teh photograph.

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Imagery

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Examples for ratio 1:4 Following are examples of different image treatments for ratio 1:4. This size is popular for web banners used for advertisements. Make sure that the logo is clearly visible in these images.

While using the mnemonic and type on an image, we would suggest you to use an opacity of 65%, so that the text or mnemonic looks harmonious with the photograph.

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Imagery

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Examples for ratio 5:1 Following are examples of different image treatments for ratio 5:1. This size is popular for web banners used for advertisements. Make sure that the logo is clearly visible in these images.

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While using the mnemonic and type on an image, we would suggest you to use an opacity of 65%, so that the text or mnemonic looks harmonious with the photograph.

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Imagery Photographs in Black and White

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We suggest using colored photographs for jewellery ideally. As colored photographs can make the jewellery look more realistic.

Use monochrome images only for special campaigns or web banners. It is suggested to increase the contrast of the images by 30% when converting the images to black and white. This will help the jewellery to stand out.

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06 Grid System 2021

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Grid System Social Media Post In branding, grid systems are very important to layout a consistent architecture of how the various brand assets and components would look and feel. While being invisible, grid systems play a critical role in what would be considered pleasing or not in the brand visual language.

Grid systems are very important in print materials such as letterheads, business card, posters and also on the web and images photos being used.

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Grid System Social Media Post Many variations can be made using the simple grid. For maintaining consistency on social media, it is suggested that we use the monogram in every post and play with color blocking to develop interesting grids.

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Grid Systems A4 Ads A4 Ads for Belle Memoire can use the brand pattern, colors, both their tpefaces along with photographs of the products.

We intend to focus more on the photographs with minimal type.

We can use the horizontal logo stacking or the mnemonic for the A4 ads.

We can use vertical stacking only if the strip is horizontally placed below the photograph.

Layout with pattern and mnemonic.

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Grid Systems A4 Ads We need to remember that affluence is the jey that create great advertisements, so we need to make sure the products and brand photoshoots are in focus and take up 2/3rd of the space on A4 ads.

Layout with color blocking and horizontally stacked logo.

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Grid Systems

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Newspaper Ads Individuals scan through newspaper, so ads should have a visual recall value. For that we should focus our product along with our logo. Therefore, we have opted for a minimal and classic chandelier layout for newspaper ads.

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Grid Systems Vertical Banner Vertical banners are used to present seasonal updates like new collection or product deals. We are again following a simple chandelier heirarchy so that we can clearly tell our consumer what our offer is.

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07 Graphic Assets 2021

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Iconography Icon Style Icons help in developing a harmonious visual identity for brands. We have created our own set of icons which are classic but with a bling.

As the diamond shape is a primary part of our visual identity, we have incorporated it in our icons, which make them look interesting and make them stand out.

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Iconography Email Icon

Cart Icon

Delivery Icon

Location Icon

Contact Icon

Catalogue Icon

Icon Formatting We have created a versatile set of icons, which can be used as per the requirement. We have the gradients, the color and the black and white - all of which are scalable and can be used as and when required.

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Set of simple line icons set in brand's primary color - Tawny Port Maroon.

Set of simple line icons set in basic color White.

Set of simple line icons set in brand's secondary color - Persian Green.

Set of simple line icons set in brand gradient Shadow gold.

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Iconography Icon Detailing

Rounded joint

Stroke weight - 1 pt

This section shows how we create our icons and structural details that shall be followed while creating our icons.

The icons are set in a square grid, having the stroke weight of 1 pt. All the strokes have a round cap and round joint. Based on requirement, the following guides can be followed and any icon could be created.

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Rounded cap

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Pattern Mnemonic Pattern Mnemonic patterns are like an idenitifcation for modern luxe brands. It adds an element of design and modernity to a brand. For this purpose, we have created a pattern from the mnemonic of our logo to enhance the visual appeal of the brand.

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08 Collaterals 2021

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Collaterals Corporate Collaterals Corporate collaterals for the brand includes leather binded journal, email signatures, envelopes, letterheads and business cards.

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Collaterals Digital Products The website mockups depict the refreshed look and feel for the brand on desktop, mobile and tablet versions.

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Collaterals Packaging Carry bags and tags for the brand.

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Collaterals Packaging Examples of luxury paper with the monogram pattern that would be used for gift wrapping and other packaging purposes.

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Collaterals Packaging Examples of how the luxurious gift boxes for Belle Memoire would look like.

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Collaterals Packaging Examples of how the luxurious gift boxes and ribbons for Belle Memoire would look like.

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Merchandise Engravings and Embossing on Products Examples of engraved surfaces and embossings on products.

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Merchandise Print on DIfferent Materials Examples of UV gloss and matte print on paper. Gold embossing and debossing print on paper, leatheretc.

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Store Facade Examples of how the store front would look with branding in different materials.

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Belle Memoire Address of this place where its located in Dubai 2021

Phone Email Web

+32 9777766547 belle_memoire@gmail.com www.bellememoire.com

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