BRAND GUIDELINES
P AGE 1
LOVE, OLIVIA
BRAND OVERVIEW Olivia Jane Robin, owns a private boutique wedding attire shop located at Bayview and Eglinton in Toronto. She graduated with a fashion degree and possesses extensive industry experience, and provides seamstress services in her store. Her goal is to eventually franchise her business. The target group is 25-35 years old women who are engaged and planning their weddings. They are looking for an environmentally friendly and contemporary wedding dress that is either made from an independent designer, or custom made piece that does not cost an arm or leg. The marketing strategy focuses on providing unique and contemporary wedding attire that is affordable, environmentally friendly, and made from ethically sourced materials.
P AGE 2
BRAND GUIDELINES
P AGE 3
LOVE, OLIVIA
NATURAL EARTHY SOPHISTICATED FRESH ELEGANT MINIMALIST DELICATE MODERN
P AGE 4
BRAND GUIDELINES
MOODBOARD & STRATEGY The moodboard is clean, elegant, with a touch of nature. The design style is influenced by minimalism, specially the neutral tones and negative space. Inspired by modern sustainability branding, handdrawn monoline graphic elements, and the delicate serif typeface with low–contrast in strokes feel classy, organic, and friendly. The overall visuals are simple yet contemporary, and appeal to the target group who cares about environmental sustainability and likes modern wedding attires with a variety of textures.
P AGE 5
P AGE 6
BRAND GUIDELINES
THE CORPORATE MARK The corporate mark is modern, clean, yet sophisticated. The line-art is an elegant blend of the owner’s name and business, which makes a very stylish personal brand mark. The line art feels delicate while the low–contrast serifs keep it feeling down–to–earth and minimalistic. This is the main logo that will be used across primary brand applications, including websites and social media. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to the guidelines.
P AGE 7
P AGE 8
BRAND GUIDELINES
SECONDARY LOGO Love Olivia’s other logo lockups includes a corporate mark with a tagline. This version can be used in cases where the brand would like to emphasize its position statement. Never use the secondary logo directly next to the main corporate mark.
P AGE 9
LOVE, OLIVIA
a.
c.
e.
b.
d.
f.
P AGE 10
BRAND GUIDELINES
GRAPHIC ELEMENTS Love, Olivia’s graphic elements are inspired by the nature and fashion. The minimalistic line art style is cohesive with the overall brand style. It creates a dreamy yet earthy presence for the brand. The graphic elements can be used across all platforms and with the corporate marks in cases where the brand name is already displayed.
P AGE 11
COLOUR USAGE The logo will mostly be used in color (A, B). When necessary, a solid brand colour or black/white version can be used (C,D). A.
B.
C.
D.
P AGE 12
BRAND GUIDELINES
PHOTO BACKGROUNDS There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type are not obstructed by the image.
P AGE 13
CORPORATE MARK USAGE Here are a few examples of some ways you should consider using the logo.
A. When the corporate colours are unavailable use 100% black. B. Use the official reverse on any dark background. C. Always leave a blank space of at least 25% of the longest dimension on all sides of the mark. D. Do not reproduce the mark any smaller than one and a half inches based on the longest side. E. Use only the official colour, positioning and size when the tagline is combined with the corporate mark. F. Do not reproduce the mark any smaller than two inches based on the longest side. P AGE 14
BRAND GUIDELINES
A.
B.
C.
D.
E.
F.
1.5 in ch es
2 inc he s P AGE 15
LOVE, OLIVIA
GOLDENBOOK
Goldenbook
Use for headlines
Bold
Font Versions: Bold
A a B b C c Dd E e F f G g H h I i J j K k L l M m N -
Sentence case
n O o P p Q q R r S sTt U u Vv Ww X xYy Z z
NEUE KABEL
NEUE K AB EL
Use for subheads
MEDIUM
Font Versions: Medium
A b C D E f G H I J K L M -
UPPERCASE
N O P Q R S T u V w X y Z
T YPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the modern, clean, elegant feel of the brand and should be used across all print & web.
NEUE KABEL
Use for body Font Versions: Regular Sentence case
P AGE 16
Neue Kabel Regular A a B b C c D d E e F f G g H h I i J j K k L l M m N n O o P p Q q R r S sTt U uVvWwX xYyZz
BRAND GUIDELINES
Love, Olivia Bride At Love, Olivia Bridal Boutique, we believe in healing and renewing our Mother Earth by implementing slow fashion practices. H O N O R M O T H E R E A RT H
P AGE 17
LOVE, OLIVIA
COLOUR PALETTE Colour is an integral part of brand identity. Consistent use of the colour palette not only reinforces the cohesiveness of the brand, but colour also serves a psychological purpose by communicating a certain feeling or message to your audience.
D AV Y S G R E Y
ALABASTER
CMYK: 0, 4, 10, 67
CMYK: 0, 2, 6, 10
RGB: 84, 81, 76
RGB: 230, 226, 217
Hex: #54514c
Hex: #e6e2d9
LIVER CHESTNUT
EBONY
CMYK: 0, 31, 53, 42
CMYK: 3, 0, 28, 59
RGB 148, 102, 69
RGB: 101, 104, 75
Hex: #946645
Hex: #65684b
SHADOW
GRULLO
CMYK: 0, 9, 24, 50
CMYK: 0, 7, 15, 32
RGB: 127, 116, 96
RGB: 234, 233, 229
Hex: #7f7460
Hex: #aea294
P AGE 18
BRAND GUIDELINES
P AGE 19
LOVE, OLIVIA
BRAND APPLICATION Stationery • Company letterhead
P AGE 20
BRAND GUIDELINES
BRAND APPLICATION Stationery • Business card
P AGE 21
LOVE, OLIVIA
BRAND APPLICATION Stationery • Envelope
Back
Front P AGE 22
BRAND GUIDELINES
BRAND APPLICATION Stationery • Email Signature
P AGE 23
LOVE, OLIVIA
BRAND APPLICATION Roll–out • Product Inserts
P AGE 24
BRAND GUIDELINES
BRAND APPLICATION Roll–out • Product Inserts mock–up
P AGE 25
LOVE, OLIVIA
BRAND APPLICATION Roll–out • Rectangle clothing tags
P AGE 26
BRAND GUIDELINES
BRAND APPLICATION Roll–out • Rectangle clothing tag mock–up
P AGE 27
LOVE, OLIVIA
BRAND APPLICATION Roll–out • Circular clothing tags
P AGE 28
BRAND GUIDELINES
BRAND APPLICATION Roll–out • Circular clothing tag mock–up
P AGE 29
LOVE, OLIVIA
BRAND APPLICATION Roll–out • Bags
P AGE 30
BRAND GUIDELINES
BRAND APPLICATION Roll–out • Wrapping paper
P AGE 31
LOVE, OLIVIA
BRAND APPLICATION Roll–out • Stickers
P AGE 32
BRAND GUIDELINES
BRAND APPLICATION Roll–out • Boxes
P AGE 33
LOVE, OLIVIA
BRAND APPLICATION Packaging Design • Natural Antibacterial Sprays The natural antibacterial sprays come with 4 different scents: • Fresh Bouquet, • Balsam Fir, • Olive, • and Frosted Pine
P AGE 34
BRAND GUIDELINES
BRAND APPLICATION Signage & Store front
P AGE 35
LOVE, OLIVIA
BRAND APPLICATION Interior Signage The interior signage/wayfinding will be painted on the wall in a delicate smaller fonts instead of a big, right–in–the–face font size. Since bridal fitting is an intimate, engaging experience, we would like to encourage the customers to ask questions such as “where’s the fitting room?”, instead of grabbing a piece of clothing and heading to the fitting room themselves without interacting with the staff.
P AGE 36
BRAND GUIDELINES
BRAND APPLICATION Environmental Posters 4 environmental posters are illustrated and designed for the brand. The posters will be in the form of mural to create a fresher, less clustered look.
P AGE 37
LOVE, OLIVIA
BRAND APPLICATION Environmental Posters
P AGE 38
BRAND GUIDELINES
BRAND APPLICATION Environmental Posters
P AGE 39
LOVE, OLIVIA
BRAND APPLICATION Environmental Posters
P AGE 40
BRAND GUIDELINES
SOCIAL MEDIA Instagram posts
P AGE 41
LOVE, OLIVIA
WEBSITE Homepage
P AGE 42
BRAND GUIDELINES
P AGE 43
LOVE, OLIVIA
WEBSITE Product Page
P AGE 44
BRAND GUIDELINES
P AGE 45
LOVE, OLIVIA
FINAL COMMENTS If ever in doubt on how to use your brand elements, just refer back to this guide or feel free to get a hold of me (mj@bigearscreative.com). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.
P AGE 46
BRAND GUIDELINES
BRAND DESIGNED BY BIG EARS CREATIVE WWW.BIGEARSCREATIVE.COM P AGE 47