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.
COZY NOSTALGIC SOPHISTICATED MOODBOARD Kindred’s brand is fresh and cozy with a chic vintage style. Inspired by concepts like hygge and slow living, the charming visuals conjure feelings of coziness, small moments, and comforts of home. The overall vibe is like “stepping into a warm bowl of oatmeal”. The use of clean white space and mature typefaces help give the brand a more sophisticated, high-end feel. Yet, the rustic illustrations adds a personal touch and keeps it relatable and attainable. The lettering styles also have a traditional quality, giving it a sense of nostalgia, while the vintage hand drawn elements add an authentic, timeless, and inviting feel.
MINIMUM SIZE The smallest the logo should be represented is 1.75â€? wide.
PRIMARY LOGO Kindredâ€™s primary logo is classic and nostalgic with a vintage feel. The rough quality of the serif letters is reminiscent of old book pages, giving it a cozy vibe. And the wide spacing helps it feel open and inviting. This icon option features a charming French chateau and evokes a dreamy sense of home. The really loose hand-drawn style makes it feel relatable and attainable vs overly high-end, and adds to the overall handcrafted feel of the brand. 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 Kindred’s secondary marks can supplement the primary logo (B, C, E) or be used in replace of oof the primary logo (A, D, F). These marks should never be used directly next to the primary logo. For instance, don’t use F 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 A 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 Kindred is fairly minimal. The logo will mostly be used in black or white (A, B, D). When necessary, it can also be presented in a solid brand color (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.
The minimum clear space is defined as the height of the K. This minimum space should 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 solid 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.
THE SPIRIT OF HOME
THE SPIRIT OF HOME WARES FOR SLOW LIVING
The thing we love most about the concept of home is how it’s simultaneously universal and unique - we all know what it means to be home yet that looks and feels different for everyone. That’s why we’ve made it our mission to bring comfort and beauty to your home through our collection of handmade products that incorporate simple, fresh, timeless designs.
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the timeless and inviting feel of the brand and should be used across all print & web applications.
Use for headlines.
A B C D E F G H I J K L M
Web letter-spacing: .2em
N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0
MR EAVES SAN
Use for subheaders & body.
M R E AV E S S A N Regular
UPPERCASE & Sentence Web letter-spacing: .3em (for headers) Web letter-spacing: .02em
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 1 2 3 4 5 6 7 8 9 0
CMYK: 49, 42, 70, 16 RGB: 125, 120, 87 Hex: #7d7857
CMYK: 24, 24, 31, 0 RGB: 195, 184, 171
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 psychological purpose by communicating a certain
feeling to your audience.
CMYK: 2, 1, 2, 0 RGB: 248, 247, 245
The warm natural tones further enhance the
coziness of the brand. Color psychology suggests browns are deeply connected to home. They’re also wholesome, approachable, and genuine – all
feelings customers should have about Kindred’s
CMYK: 31, 67, 71, 18
brand and products.
RGB: 155, 92, 73 Hex: #9b5c49
CMYK: 49, 57, 68, 32 RGB: 107, 87, 70 Hex: #6b5746
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