STAY AWESOME After all the hard work put into creating a cohesive brand design, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.
WHIMSICAL HOSPITABLE HEARTFELT MOODBOARD It’s whimsical, fun-loving, and hospitable with an emphasis on genuine personal connections. Inspired by the outdoors and heartfelt experiences, the visuals are playful, warm, spark joy, and have a bit of a wild side. The hand-crafted and vintage lettering style conveys a sense of free-spiritedness that’s still rooted in family-first values. It appeals to the young lovers who radiate reckless joy and have a deep value for marriage and unconditional love beyond the wedding day.
MINIMUM SIZE The smallest the logo should be represented is 1â€? wide.
PRIMARY LOGO Gabriel Conover’s primary logo is whimsical and playful, with a cozy, warm feeling nostalgic of sharing stories around a campfire. The two dancing bears have a free-spirited, childlike vibe to reflect the super fun-loving nature of young couples in love. It’s fun and adventurous yet still deep and heartfelt, reflective of the joyful yet meaningful nature of Gabe’s work. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify the website, social media presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
SECONDARY LOGOS Gabriel Conover’s secondary marks can supplement the primary logo (B, C, E) or be used in replace of of the primary logo (A, D, F). These marks should never be used directly next to the primary logo. For instance, don’t use E as the profile picture if the primary logo is used for the header – it looks repetitive and isn’t a good use of the brand elements. The monograms and badges can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, option F could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.
COLOR USAGE The color usage for Gabriel Conover is fairly minimal. The logo will mostly be used in white or gold on a colored or photo background. When necessary to display in black on white, the outlined version should be used (C).
CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
This estimated minimum space should always be maintained as the logo is proportionally resized.
PHOTO BACKGROUND 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 arenâ€™t obstructed by the image. In most cases, you can use either a solid white or outlined black logo on top of a background image. TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps makes text more readable.
A. Don’t rotate the logo. B. Don’t squash or stretch. C. Don’t place elements in the logo clear space.
UNACCEPTABLE USAGE A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way – that includes adding unnecessary and
D. Don’t resize any part. E. Don’t rearrange parts or create compositions that are not already provided.
unattractive text decorations like drop shadows and
F. Don’t add unofficial
outlines. Here are a few examples of some ways you
elements to the logo.
should NEVER ever consider using the logo. G. Don’t use off-brand colors. Reference the Color Usage section. H. Don’t add dropshadows or other text styles. I. Don’t contain the logo in a box when used on a background.
FRESH ON THE BLOG
Adventurous Mountain Bridals with a Classic Twist These two were more than adventurous with me. Even in their wedding outfits, they were able to climb up steep, jagged rocks and sit on the edge of an overlook. Jake and Lizâ€™s adventurous bridal session was not even challenging. Their natural beauty and passionate love for each other made my job a breeze.
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the playful and heartfelt feel of the brand and should be used across all print & web applications.
Use for headlines & body.
Judson Italic & Regular
A B C D E F G H I J K L M
Web letter-spacing: .01em
N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
Use for subheaders
UPPERCASE Web letter-spacing: .3em
1 2 3 4 5 6 7 8 9 0
CMYK: 82, 51, 58, 35 RGB: 45, 82, 82
Color is an integral part of brand identity. Consistent use of the color palette with not only reinforce the
cohesiveness of the brand, but color also serves a
CMYK: 26, 32, 54, 1
psychological purpose by communicating a certain
RGB: 191, 165, 127
feeling to your audience.
The warm earthy color palette keeps the brand feeling fun, exciting, and inviting, while the for-
est green calms it down a bit to facilitate deeper
CMYK: 12, 12, 16, 0
meaningful relationships. Color psychology sug-
RGB: 223, 215, 206
gests brown stimulates friendliness and reliability,
and green provides a sense of peace and calm â€“ all feelings couples should have when entrusting Gabe with capturing their stories.
CMYK: 2, 1, 2, 0 RGB: 248, 247, 245 Hex: #f8f7f5
FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get ahold of me (firstname.lastname@example.org). 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.
BRANDING & DESIGN