BELINE

BRAND GUIDELINES

INTRODUCATION

WHO ARE WE?

BELINE is a French luxury fashion house famous for its timeless elegance and innovative design, attracting a clientele of affluent individuals who appreciate the craftsmanship and modern aesthetic. BELINE originated from a French name meaning “goddess.” Our brand is well known for making individuals feel like goddesses and revolutionizing self-worth through innovative design and a modern approach. Our brand is synonymous with Parisian chic, offering a curated selection of ready-to-wear apparel, accessories, handbags, and footwear. At BELINE, we prioritize the comfort and confidence of our customers, crafting pieces that exude refinement and self-assurance. Today, BELINE operates boutiques worldwide and continues to expand creativity through fashion.

INTRODUCTION

MISSION

Our mission is to embrace the “BELINE” within you and to empower individuals through clothing that unleashes your inner confidence and unique aesthetic. BELINE encourages individuals to face every day as the fearless goddesses you are.

BRAND VOICE

BELINE’s brand voice exudes elegance, sophistication, and aspiration. With a touch of timeless luxury, we convey confidence, grace, and a deep connection to French heritage, captivating an audience that values craftsmanship, innovation, and self-assurance. Using modern, minimalist language to attract indiviuals appreciate the finer things in life and understand the essence of true luxury.

TARGET AUDIENCE

BELINE’S target audience is primarily any individual who considers themselves sophisticated and fashion-forward. Those who enjoy the finest things in life and have a passion for clothing that makes them feel confident, successful and independent. BELINE’S target audience is affluent suburban eras in fashion capitals such as Paris, New York, Tokyo, and London. With a status of upper-middle class to an affluent individual aged 18, “Gen Z” to 70, or “baby bloomer,” who desires to be associated with a prestigious brand and enjoys craftsmanship and quality. These individuals showcase brand loyalty by investing in the high-end luxury goods and accessories that BELINE offers. Not only are these individuals following fashion trends, but they consider themselves a trendsetter for BELINE social media and fashion events. Seeking only limited edition and exclusive collections appreciating BELINE premium products.

PRIMARY LOGO

Our logo showcases the intertwining of two mirrored serif Bs, forming the graceful silhouette of a butterfly wings. This representation embodies themes of beauty, goddess, transformation, and hope, highlighting the elegance and confidence associated with our brand. Additionally, the mirrored Bs symbolize the reflection of one’s authentic self. The deliberate use of symmetry adds balance, attractiveness, and a sense of trustworthiness to our logo.

PICTORIAL MARK

Our mark draws inspiration from the canary diamond representing love, loyalty, rarity, purity, happiness, and inner beauty. The pattern of our mark reflects the interior architecture of the Eiffel Tower’s first floor, featuring a glass railing. This design element influences the placement of semicircles along the edges of the diamond, symbolizing France’s beauty and its profound relationship with the world of fashion.

Vertical Logo

Monochromatic logo

Our logo is exclusively permitted to appear in primary and secondary brand colours but must be always legible to the eye at all times.

Black background

Golden background

Horizontal Logo

Black Background

White Background

Light Brown background

Logo Monochromatic logo

Brown Background

Sliver Background

CLEAR SPACE

Our designated minimum clear space is defined to safeguard our logo from any external elements. The x-height of the “N” in “BELINE” serves as the standard measurement, within which no other elements are permitted to be placed.

RESTRICTIONS

Avoid altering the original logo in any manner that would compromise its legibility to the viewer. Consider mandatory restrictions as provided.

1. do not vertically flip the logo

2. do not add effects, for example, drop shadows

3. do not horizontally flip the logo

4. do not have the logo in front of a competing background

5. do not rotate the logo

6. do not warp the logo

PATTERNS

DIAMOND PATTERN

Our mark maintains consistency across both patterns, with the design exclusively intended for backgrounds or clothing. The first pattern incorporates more negative space, creating visual interest through the proximity of small and larger diamonds. While the second pattern features evenly spaced with a more straightforward composition to create elegancy.

TYPOGRAPHY

TYPOGRAPHY

BELINE maintains brand consistency by exclusively using two typefaces. “BELINE” is represented in Bodoni 72 Old-style Book, chosen for embodying classic elegance as a transitional serif font. Bodoni’s has high contrast between thick and thin strokes and should only be used for headings and titles. Our subheadings must all be in Helvetica Regular, as the geometric typeface offers simplicity and readability.

A B C D E F G H I J K L M N O P Q R S T U

V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z 1

BODONI 72 OLDSTYLE BOOKAa HEADINGS

SUB-HEADINGS

A B C D E F G H I J K L M N O P Q R S T U

V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

HELVETICA REGULAR Aa

1 2 3 4 5 6 7 8 9 0 (!@#$%^&*)

COLOUR

CORPORATE COLOURS

Our brand colour reflects our BELINE identity. Yellow embodies the golden hue of canary diamonds, symbolizing elegance and loyalty, infusing our logo with history, weight, and wealth. It also draws inspiration from the boldness and confidence associated with the lion. In contrast, black exudes luxury and exclusivity, while white contributes to a minimalistic aesthetic, enhancing the overall appeal of our brand.

WHITE:

CMYK:0/0/0/0

RGB:255/255/255

HEX:FFFFFF

BLACK:

CMYK:0/0/0/100

RGB:0/0/0

HEX:#000000

YELLOW:

CMYK:0/35/84/0

RGB:251/176/64

HEX:#fbb040

SECONDARY COLOURS

Our brand incorporates a secondary colour palette to offer a greater variety of colours. The Eiffel Tower inspires our secondary colours, including Light brown, Dark brown and silver, adding minimalistic aesthetic and richness to our brand.

LIGHT BROWN:

CMYK:34/52/100/16

RGB:155/112/37

HEX:#9b7025

DARK BROWN:

CMYK:51/67/91/63

RGB:70/43/0

HEX:#462b00

SILVER:

CMYK:16/12/13/0

RGB:212/212/211

HEX:#d4d4d3

COLOUR QUANTITY

Consideration of colour quantity is essential to maintaining our brand cohesive.

IMAGERY

PHOTOGRAPHY

Our brand photography serves to convey trends, boldness, and luxuriousness to capture the essence of our brand’s elegance and sophistication. Photography must feature captivating compositions, illuminated with high-quality lighting and resolution.

APPLICATIONS

MERCHANDISE

It is essential to have BELINE’s logo on all merchandise, accompanied by a consistently minimalist or artistic background to enhance and complement the design.

SOCIAL MEDIA

Our brand social media is our marketing platform offering customers the opportunity to engage with our premium products and indulge in the luxury experience we provide.

EXTERIOR

BELINE’s boutiques exude elegance, featuring our brand name and logo in positions where they are easily visible and legible.

SOURCES

PG25-person walking in all white.

Credit: Alina Bordunova by Unplash.

https://unsplash.com/photos/aperson-wearing-a-white-outfitLq78VGxRJhc

SOURCES

These images are solely to be used for comp purposes during the proposal process. If the client accepts the proposal, then the client must purchase the license for:

PG27-Three women posing together.

Credit: Haley Lawrence by Unsplash.

https://unsplash.com/photos/threewomen-lying-on-white-surface6ugQ978v-zg

PG27-Woman wearing a black tank top b&w. Credit: Aiony Haust by Unplash.

https://unsplash.com/photos/ grayscale-photo-of-woman-wearingblack-spaghetti-strap-top-j5L0X1ioajw

PG28-Man wearing a red blazer.

Credit: Pascal Bräuer by Unsplash.

https://unsplash.com/photos/manstanding-front-of-concrete-building-atdaytime-ttdio_nOPjQ

PG29-Woman in a black blazer.

Credit: Dominik kielbasa by Unsplash.

https://unsplash.com/photos/womanin-black-blazer-smiling-ssnCzNayHC4

PG31-Woman wearing sunglasses.

Credit: Olena Bohovyk by unsplash.

https://unsplash.com/photos/ woman-wearing-green-notchedlapel-suit-jacket-and-sunglassesKoF8YnZEUYE

PG31-Person holding a black bag. Credit: Tamara Bellis by unsplash. https://unsplash.com/photos/personholding-black-crossbody-bagnOnT17lKYz8

PG31- Three white shopping bags. Credit: Laura Chouette by unsplash. https://unsplash.com/photos/blackframed-sunglasses-on-white-printerpaper-0t8mw38bagY

PG32-Person holding a phone. Credit: Thought Catalog by unplash. https://unsplash.com/photos/ person-using-black-smartphonecAEQVM60PLI

PG33- man standing in front of store. Credit: Dyana Wing So by unsplash. https://unsplash.com/photos/man-inblack-jacket-walking-on-pedestrianlane-during-daytime-PAfM5FQ1Drk