STYLE GUIDE
ELEGANT MYSTERIOUS INQUISITIVE
MOOD BOARD Golden Thorn is an art and luxury goods brand with a dreamy aesthetic inspired by lush nature, stormy seas, gilded objects, and contemporary minimalism. 1
PRIMARY LOGO Golden Thorn’s primary logo is a stacked custom wordmark. The g, e, h, o, and r have all been modified to represent thorns as a visual play on the name. Strong forms transition into delicate serifs conveying strength and sophistication. While the thorn motif makes one think of roses and sacrifice giving the logo an air of romance and mystery. 3
gold & brown
black
gold
white
COLOR VARIATIONS When possible, the two-color version of the logo should be used. The logo may also be reproduced in a single color—gold or black on a light background, or in white over a dark or complex background. 4
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SECONDARY LOGO
gold & brown
Golden Thorn’s secondary logo is a one-line wordmark that can be used in place of the primary logo. It can be used with or without the tagline ‘FINE ART & GIFTS.’ ‘FINE ART & GIFTS’ should be presented in dark brown for the two-color logo and in gold, black, or white to match the corresponding single-color logo.
gold
black
white
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GOLD CMYK: 27, 37, 73, 3 RGB: 186, 152, 93 Hex: #ba985d Pantone: 7407 C
DARK BROWN CMYK: 55, 59, 82, 54 RGB: 72, 61, 37 Hex: #483d25 Pantone: 7554 C
HUNTER GREEN CMYK: 78, 51, 85, 66 RGB: 28, 51, 28 Hex: #315F30 Pantone: 627 C
COLOR PALETTE Golden Thorn’s color palette is inspired by nature with deep muted shades of gold, dark brown, hunter green, and a contrasting alabaster. The primary colors of gold and dark brown convey luxury, stability, and refined taste. Gold symbolizes wealth, prestige, prosperity, and success. Related to yellow, it is an optimistic color that exudes confidence. Brown is associated with the earth and symbolizes stability and reliability. The accent colors of hunter green and alabaster reinforce the posh and earthy quality of the palette. Green is associated with nature, growth, and prosperity. Alabaster is a neutral color that conveys class and sophistication.
ALABASTER CMYK: 2, 2, 7, 0 RGB: 247, 244, 235 Hex: #f7f4eb Pantone: 11-4302 TCX
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CLEAR SPACE The clear space around the logo should be at least one-half the height of the capital D. This space isolates the mark from competing elements, Ensuring legibility and maintaining the logo’s impact. This minimum space should be maintained as the logo is proportionally resized.
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.28″
.75″
.125″
MINIMUM SIZE To ensure legibility the primary logo should never appear smaller than ¾″ wide. The secondary logos should never appear smaller than 1.42″ wide.
1.42″
.2423″
1.42″
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LOGO DON’TS To maintain the integrity of the brand, the logo must not be altered in any way outside of the guidelines provided. Do not change the logo’s color or composition. Do not crop, rotate, skew, or otherwise distort the proportions of the logo. Do not outline or add effects to the logo. Do not use the logo on busy, complex backgrounds, or on low-contrast colors.
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Don’t change the colors.
Don’t rotate the logo.
Don’t stretch or compress the logo.
Don’t create new compositions.
Don’t resize any element.
Don’t outline the logo.
Avoid adding effects like shadows, glows, bevels, embossing, and gradients.
Don’t use the logo on a low contrast background.
Don’t use the logo on busy or complex backgrounds.
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LOGO DOS Surround the logo with plenty of clear space as mentioned on page 9. Use the two-color logo on white, cream, and other light backgrounds. Use the gold logo on dark backgrounds, and on muted images but make sure there is good contrast. The white logos should only be used on dark backgrounds. The black logos should only be used on white or gray in grayscale situations.
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TYPOGRAPHY
Raleway [Regular]
Consistent typography is important for maintaining brand image. Raleway is Golden Thorn’s primary font, and also used for major headers. Its tall, clean letterforms are elegant and contemporary. For a more traditional feel, Aldus Roman or Italic can be used for either body copy or stationery text.
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 0 1 2 3 4 5 6 7 8 9 Used for body copy.
Raleway [Bold] 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 0 1 2 3 4 5 6 7 8 9 Used for headers.
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Aldus [Roman]
Views of San Gervasio
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
San Gervasio is a Mayan archaeological site located in northern Cozumel. It was a sacred site where the Mayan worshiped the Goddess “Ixchel”. The original images were captured on 120mm film using a Holga camera, a toy camera popular for its vignetting and light leak aesthetic. The prints were then developed in a darkroom with a silver gelatin process. These techniques give the images a rich and dreamy quality.
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 0 1 2 3 4 5 6 7 8 9 Used for body copy.
Raleway Bold / Raleway Regular
Aldus [Italic]
Views of San Gervasio
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
San Gervasio is a Mayan archaeological site located in northern Cozumel. It was a sacred site where the Mayan worshiped the Goddess “Ixchel”. The original images were captured on 120mm film using a Holga camera, a toy camera popular for its vignetting and light leak aesthetic. The prints were then developed in a darkroom with a silver gelatin process. These techniques give the images a rich and dreamy quality.
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 0 1 2 3 4 5 6 7 8 9 Used for emphasis.
Raleway Bold / Aldus Roman 16
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