BRAND GUIDLINES 2020
CONTENTS 3 Mission Statement 4 Logo 5 Brand Values 6 Colour Palette 7 Typography 8 Photography 9 Pinterest Image Style 10 Working with Other Brands
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Mission statement The ultimate mission Jade Marie wishes to achieve is to regularly talk about the darker side of mental health and life on the autistic spectrum, to try to break down some of the stigmas and misconceptions that still seem to be common; even in 2020! Jade Marie does this by collaborating with other brands to educate a wider audience and through blog posts, raw Instagram posts, and both in-person + online workshops. By raising awareness of such issues, Jade Marie hopes to educate more people on the topics and create an inclusive, safe community for people to openly talk about them.
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Long Logo
Clear Space The clear space should add 30px to all sides of the logo
Minimum size 464px x 140px including clear space
position the logo in the centre or corner of an image
Logo
scale the logo to keep the dimensions proportionate
keep the tagline readable when scaling
use the long logo when there is enough space and doesn’t clash with other elements Small Logo/Favicon
colour variations Minimum size 91px x 86px including clear space
Clear Space The clear space should add 30px to all sides of the logo.
cut off the tagline scale the logo too small so the tagline can’t be read font variations
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Brand Values Ethical Eco-friendly
Jade Marie is brand that prides itself on being down-to-earth and doing its best for the environment and community.
Honest
The values listed to the left are core brand values that every piece of content created must represent.
Transparent
Jade Marie also works with other brands who represent the same values and does its best to form an open, inclusive community.
Educational
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Primary
Colour Palette
#BC7A2f Paragraph Text
The Jade Marie brand colours illustrate a warm, cosy feeling.
#585759
Off-white should be the only colour used on-top of another brand colour, to ensure readability. Any brand colour can be used on-top of the off-white.
Primary Highlights (links) #A6572F Secondary Highlight/ Background #B29C95
Brand colours may be mixed when using the Tokyo Combination font, ensuring that a darker colour is used for the outline. If more than one colour is intended to be used (for example in a header), it is encouraged to not deviate from the specified colour palette.
Background #F5F2F0
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Typography The Tokyo Combination is commonly used to highlight key words in headers
Use a darker colour for the outline so it is still eligible.
Only use the brand colours for the type in any piece of content
Tokyo Regular
abcdefghijklmnopqrstuvwxyz!?"&@ 1234567890
Raleway Regular
Tokyo outline Tokyo Combination Tokyo Combination
abcdefghijklmnopqrstuvwxyz!?"&@ 1234567890
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ!?"&@ 1234567890
abcdefghijklmnopqrstuvwxyz!?"&@ 1234567890
Used for:
Used for:
Logo Headers
Paragraph text
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photography
Subject
Composition
Tone
Selfie Lifestyle Relevant to post content
Slight high angle Stack objects Pillow in background/object using brand colour
Warm Cosy Natural Light Lightroom Preset
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Topic
Pinterest image style Titile
Extract
When designing a blog post image for Pinterest, it should be layed out in the format shown to the left. Headers should use the Tokyo Regular font. Topic text should be grey and title the primary brand colour. The extract should us Raleway Regular font. All type must follow the typography guides stated on page 7.
Image
Website URL
Any images used will have a more muted tone compared to other brand photos but still ultimiatley follow the photography guides stated on page 8. The website URL is highlighted by using a colour box behind the text. It is advised to stick to the grey to keep the colour use consistent.
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Working with other brands
Represent the same brand values as Jade Marie
Brands that encourage weight loss
Value Jade Marie as a person and a brand
Non-inclusive brands
Adhere to Jade Marie’s target audience and collaberate on content that they will find useful and educational
Anything that contradicts Jade Marie’s content and goes against brand values
Must be a brand that Jade Marie can endorse and finds what they do interesting
No opportunites to collaberate on educational content
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hello@jademarie.co.uk @itsjademarie jademarie.co.uk
