DESIGN ELEMENTS
When creating both informational documents and promotional content the overall aesthetic must communicate our brand, but remain appropriate for the context in which it is shown.
INFORMATIONAL DOCUMENT When using type in informational documents, legibility and effective placement are extremely centered and sub-headings should be aligned left. The typeface (Helvetica) should appear no smaller than 9/ll (Font size: 9 pt, Leading: 11 pt). Borders may be used to contain information in an aesthetically pleasing manner, while alluding to our traditional and vintage inspirations. They should appear in 1861 BOUTIQUE pink with a 2 pt thickness. A portion of the center top and bottom of the borders never appear, as this is where the heading and brand logo appear.
PROMOTIONAL CONTENT Far more freedom and expression can be found in promotional content. However, we do have one guideline in regards to text placement. Whenever possible, the text should be centered. If the text is not aesthetically pleasing while centered, adjust it to an appropriate alignment.
ORIENTATION use your best judgment, but keep in mind the overall aesthetic of 1861 BOUTIQUE.
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