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A complete branding guidelines for you

Britta van der Linden

to understand the LeanBack brand.

Brand Guidelines.

Contents

3 10

Brand Guidelines

BRAND IDENTITY Primary logo Logo construction Logo application Clear space & minimum size Misuses Photo backgrounds Photography Patterns USP & proposition

BRAND COLOURS Colour Palette

12 15

BRAND ELEMENTS Typefaces Brand mark

APPLICATION Business cards Uniforms

C R E AT E D BY

A complete branding guidelines for you

Britta van der Linden

to understand the LeanBack brand.

BRAND IDENTITY Primary logo Clear space & minimum size Logo application Photography Patterns USP & proposition

Primary logo

LeanBack’s primary logo consists of a round script font. This is the main logo to be used within primary brand applications. It is essential to the success of the brand that the logo is always appliedcorrectly and according to the guidelines.

Clear space & minimum size

Always keep a minimum clear space around the logo. This space isolates the logo from any other competing elements like body text or other logos and graphic elements, that might come in conﬂict with, overcrowd or lessen the impact of the logo. The minimum clearspace needed around the logo is measured by the width of the dot x4.

Logo applications

The logo should be applied in any of the the full coloured options shown wherever possible. In other occasions the logo can be applied in a colour according to the artwork’s palette. This needs to match the allowed colour combinations. See misuses section for more details.

Photography

The primary & the secondary logo’s can be used on photography, but the clearity of the logo has to be taken into consideration. The acceptable colour to be used on the photo background is white. Tips: Photo backgrounds 1) Photographs with shallow depth ﬁeld work best 2) Avoid busy photographs with too many details 3) Applying a darker transparent overlay on a photograph makes the logo more visible

Patterns

The LeanBack brand has its different patterns. The brand wants to make a statement just with the logo, because the product (bath poncho) will not always looks the same, (for example; in the future) we dicided to just apply the logo in a fun way. The patterns must always consist of the brand colours.

Usp & proposition

Brand Guidelines

USP ‘’Voelt goed, doet goed.’’

PROPOSITION 100% warm en comfortabel in onze bad poncho, waar je ook bent.

BRAND COLOURS Colour Palette

Colours

Brand Guidelines

The LeanBack brand provides ﬂexibility through its wide colour palette. The primary colour palette consists of a blue tint (Ocean blue), a sand colour (Baby beige) and a red colour (Happy red).

OCEAN BLUE >>

BABY BEIGE >>

HAPPY RED >>

CMYK | 82 58 44 40 #314857

CMYK | 5 15 22 0 #f3decb

CMYK | 0 84 57 0 #e94754

BRAND ELEMENTS Typefaces Brand mark

Typefaces

Brand Guidelines

Primary Typeface Fira Sans - Light (Text Colour #858181) ABCDEFGHIJKLMNOPQRST U V W X IJ 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 ij y z

‘’Voelt goed, doet goed.’’

Fira Sans - Medium (Text Colour #858181) ABCDEFGHIJKLMNOPQRST U V W X IJ 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 ij y z

‘’Voelt goed, doet goed.’’

Fira Sans - Bold (Text Colour #858181) ABCDEFGHIJKLMNOPQRST U V W X IJ 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 ij y z

‘’Voelt goed, doet goed.’’

Secondary Typeface Kiro - ExtraBold (Text Colour #858181) ABCDEFGHIJKLMNOPQRST U V W X IJ 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 ij y z

Brand mark

Brand Guidelines

The LeanBack brand mark is not something what will be used often. It’s optional.

100%

30%

20%

10%

APPLICATION Business cards Uniforms

Business cards

Uniforms

Work outﬁt: 1) Sweater 2) Tank top

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