Soley & the Bear

Brand Guidelines

About the brand The Mission ........................... 01 The Vision ............................. 02 The Values ............................. 03 About Bea Müller ................... 04 Logo Primary logo ......................... 06 Logo colour variations ............. 07 Secondary logo ...................... 08 Logo usage............................ 09 Colour Palette Primary & Secondary .............. 12 Colour map ........................... 13 Contents Fonts & Usage Brand fonts ........................... 15 Fonts in use ........................... 16 Characters Bear ..................................... 18 Soley .................................... 21 Soley + Bear .......................... 22 Other characters .................... 26 Patterns Primary patterns ................... 29 Secondary patterns ................ 32 Product ideas Baby & toddler apparel ........... 35 Homewares .......................... 39 Baby & toddler accessories ...... 42 Lifestyle ................................ 44 Matching sets ........................ 46

The Mission

To create moments of connection through the use of colour, nature and the evocation of emotions.

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Soley & the Bear was born from artist Bea Müller’s love of her daughter Soley. This sparked the inspiration to create an inclusive brand that draws on natural themes to portray the bond between caregiver and child. The Bear represents protection, a strong embrace and the power in every parent or guardian.

The themes of self-care and connection are present, especially in a post-natal setting where the sense of self becomes broadened. Female empowerment is also at the heart of the brand, to give all mamma bears the confidence to thrive and grow as individuals and as parents.

Brand Vision

Through beautiful illustrations of nature Bea encourages those making the journey towards a more sustainable and balanced existence. Now, more than ever people turn to the support of nature to rebalance, restore and reconnect. Soley & the Bear draws upon this connection to create an open and inclusive space empowering women from all backgrounds to thrive and create positive change.

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The heart of Soley & the Bear

Connection

Soley & the Bear represents the connection between caregiver and child. A deep, emotional connection which will last a lifetime. A connection you feel in that rare quiet moment when you wrap your baby in a blanket, or when they grab for a toy you’re holding.

Protection

The Bear represents protection in many different senses. Protecting your loved ones, nature, and your own mental and physical well-being especially in the post-natal period.

Inclusivity

Motherhood can take many forms and this brand nurtures and embraces everyone in their journey at all stages with support and no judgement.

Nature

We are led by nature in everything we do. Inspired by the beauty of nature we promote positive climate action and sustainability in all aspects of the brand.

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About Bea Müler

Bea Müller is a European illustrator and Mama Bear based in London. If you see a bright pink colour against a dark green background combined with some florals and a pinch of quirkiness, the chances are high you landed on her work. Bea’s illustration career started off drawing her daughter Soley and herself as a Bear (Bea), this is when the brand name Soley & the Bear was born.

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Logo & Usage

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Primary Logo

We have two variations of our primary logo. One as a type based design, and the other incorporating the illustrative icon either to the side or stacked. The type based logo lock-up visually mirrors the connection of parent and child. This will clearly communicate the brand to new audiences, but easily across digital and print touch-points as well as on licenses in apparel and homewares. This logo can then be used with or without the illustrative icon logo.

Full logo line

Type logo

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Full logo stacked

Light background

Dark background

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Secondary Logo

Illustrative Icon

This illustration was created by Bea Müller and has been used as her Instagram logo for a while. It was key to using this mark as a starting point for building the brand as tells the story of child being looked after by the parent figure of the bear.

Circular

The circular version of the logo is useful for social media and other digital platforms. It is a more playful and compact version of the full logo and can act as a ‘stamp’ when overlaid on imagery.

This logo can also be created in the secondary colour ways for darker backgrounds.

See next page for more examples

Illustrative icon

Circular

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EXCLUSION ZONE

Exclusion zones

The logo and icon has an exclusion zone around it. Other text or graphics should not be placed in this area. This protects the clarity and visual integrity of our branding and ensures the logos/icons have sufficient clear space surrounding them.

Icon

The exclusion zone spacing is the equivalent of the height of third of the icon.

Logo

The exclusion zone spacing is the height of ‘&’ in the logo, aligned to the top and bottom of the text. This applies to all logo variations.

Height of the ampersand aligned to text

EXCLUSION ZONE

Third height of the illustrative icon

EXCLUSION ZONE EXCLUSION ZONE

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Logo usage

Whilst the brand is flexible, there are a number of possible ways in which it can be misused.

Shown here are some examples of what NOT to do with our logo. This applies to all versions of the logo.

Do not distort

Do not outline

Do not encroach on the exclusion zone

Do not allow copy or images to go into the exclusion zone.

Do not use on intricate backgrounds

Do not use on low contrast backgrounds

Do not space or rearrange

Do not add effects

Do not use other typefaces

Do not use non-brand colours

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Colour Palette

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HEX: #F2A1A6

RGB: 242, 161, 166

CMYK: 0%, 33%, 31%, 5%

HSV: 356°, 33%, 95%

Colour palette

Colour provides a strong visual link to our brand identity across a wide range of applications.

The Soley & the Bear primary brand colours are Teal and Pink. These should be the dominant colours in every form of branded communication.

Colours are given codes, ensuring we use the same tones across all applications. It is important that we use the correct colours as it is a key indicator of our brand. We use RGB and HEX colours for digital/screen platforms such as social media and our website and we use Pantone and CMYK colours for physical printed matter.

Secondary and Accent colours

To help offer variation when the primary colours are already in use, we can also use the secondary/ accent colours to enable design alternatives.

Our accent colours is are red and yellow which adds vibrancy and works well as a call to action in contrast with the green and yellow.

HEX: #055C59

RGB: 5, 92, 89

CMYK: 95%, 0%, 3%, 64%

HSV: 178°, 95%, 36%

HEX: #EDF5F2

RGB: 237, 245, 242

CMYK: 3%, 0%, 1%, 4%

HSV: 158°, 3%, 96%

HEX: #F09938

RGB: 240, 154, 55

CMYK: 0%, 36%, 77%, 6%

HSV: 32°, 77%, 94%

HEX: #C7DBF5

RGB: 199, 219, 245

CMYK: 19%, 11%, 0%, 4%

HSV: 214°, 19%, 96%

HEX: #FAE0E3

RGB: 250, 224, 227

CMYK: 0%, 10%, 9%, 2%

HSV: 355°, 10%, 98%

HEX: #FA1729

RGB: 250, 23, 41

CMYK: 0%, 91%, 84%, 2%

HSV: 355°, 91%, 98%

NEUTRAL HIGHLIGHT

PRIMARY

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HIGHTLIGHT MUSTARD

PRIMARY DUSTY PINK

NEUTRAL PASTEL PINK

Colour map

This colour blend map shows how the colours can integrate with one another and be used as highlights, backgrounds or neutral tones across all branding touch points.

NEUTRAL SEA FOAM

NEUTRAL SKY

HIGHLIGHT POPPY

PRIMARY TEAL

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Fonts & Usage

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Fonts

Quincy is the primary header font, with Ofelia supporting in sub headers and body copy.

Quincy’s is a soft sans serif that conveys the personality of the brand values in a welcoming way. It should not be used as the sub header or body copy font.

Ofelia Display Bold and Regular compliment the Quincy serfif and have an approachable feel, rounding off the Soley & the Bear visual tone of voice creating a balanced pairing. It is also very easy to read and is accessible to all.

Type styling and how the fonts are used is important as it communicates a tone of voice, which needs to align with our brand personality and values. Avoid overloading the design with information or using fonts randomly out of their usage shown on this page. As a general rule, the less text the better!

Aa abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*()<>?:”|}{ Ofelia Display Bold Subheads Aa abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*()<>?:”|}{ Ofelia Display Regular Body Aa abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*()<>?:”|}{ Quincy CF Bold Headings

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Fonts in use

Here is an example of font hierarchy that should be used across all communication touch points.

In order to use these fonts you will need to install the files on your computer, unless using Canva. Contact sophie@thebrightagency.com to access.

8pt is the smallest pt size your text should be. Combined with a strong colour contrast ensures maximum legibility.

Hello

We are Soley & the Bear

Connect with us on social

Header Font: Quincy CF Weight: Bold Case: Lowercase Size: Large (60 - 140pt) Sub Header Font: Quincy CF Weight: Bold Case: Lowercase Size: Half pt size of header Intro Paragraph Font: Ofelia Display Weight: Bold Case: Lowercase Size: Roughly half pt size of sub header Body paragraph Font: Ofelia Display Weight: Bold Case: Lowercase Size: Roughly half pt size of sub header SOLEY & THE BEAR BRAND GUIDELINES 16

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Characters

The Bear

safety and protection, the

is an integral part of any design. SOLEY & THE BEAR BRAND GUIDELINES 18

Representing

Bear

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Soley

Soley is an inquisitive little girl in her instantly recognisable red polka dot dress. She appears on products which feature scenes with the Bear or other characters such as wall art or cushions.

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Where appropriate, both characters can appear together, hugging, napping and exploring the world together.

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Further characters

These secondary characters can be used on Soley & the Bear designs to widen the design programme, but should always appear with the Bear as the main focus

The Sea

The Sky

Soley & the Whale Exploring Soley & the Bird Exploring

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Patterns

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Patterns

Primary patterns:

• Soley spots

• The Bear

• Floral & Foliage

Secondary patterns:

• Soley & Bear together

• Other characters like the Whale and Bird

• Elements of landscapes, such as fish, clouds, stars, and sky

The primary patterns can be used independently, and secondary patterns can complement or be used in conjunction with them. This collection of patterns and illustrations lends itself well to a diverse range of product categories, including apparel, homeware, lifestyle, and accessories.

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Primary patterns