Issuu on Google+

1


BRAND GUIDELINES


KEEP YOUR BRAND LOOKING ITS BEST After all the hard work put into making your brand design awesome, 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.

3


PRIMARY LOGO Lila Reyna’s primary logo is a simple hand-lettered wordmark. The hand-lettering gives the logo a natural feel, while the italics encompass the energy and movement characteristic of the martial arts aspect of the brand. This is the main logo that will be used across primary brand applications. This mark helps audiences easily identify Lila Reyna’s website, ads, products, 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.

BRAND GUIDELINES


MINIMUM SIZE The smallest the logo should be represented is .75� or 225px high.

5


A.

B.

C.

D.

E.

BRAND GUIDELINES


WORDMARK

LOGO VARIATIONS

Main logotype.

Lila Reyna’s logo variations consist of 2

A) horizontal

wordmarks, 2 secondary logos, and 1 combined

B) stackel

lock-up. These can be used in replace of the primary logo (but should never be used directly next to the primary logo in the same design). The wordmark can be used horizontally or vertically stacked. The icons should not be used

ICONS

above or directly next to the main wordmark, but can be used on their own when the full name is

Symbols and secondary

not necessary to include. For example, C could be

branding.

used as a profile picture on Instagram/Facebook

C) flame icon

since the username will be adjacent to it in plain

D) AAT logo

text. However, the C should never be used directly above or next to E – it looks repetitive and isn’t a good use of the brand elements.

LOCK-UP Combined wordmark and icon. F) icon lock-up

7


COLOR USAGE There are a few different ways to use the logo in color. The primary logo can be used in black or color on a white background (A & C). On a dark background, use the logo in white or color (B). On a light background, the logo should be black (D).

A.

B.

C.

D.

BRAND GUIDELINES


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 R shape (of the main logotype) and the flame icon (for the secondary logo). This minimum space should be maintained as the logo is proportionally resized.

9


BRAND GUIDELINES


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 aren’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. The color logo only works on a particular type of image so use with care. 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.

11


A. Don’t rotate the logo. B. Don’t squash or stretch. C. Don’t add an outline.

UNACCEPTABLE USAGE

D. Don’t remove parts of the logo.

A few rules are necessary for maintaining the

E. Don’t resize any part of

integrity of the brand. Don’t compromise the

the logo.

overall look of the logo by rotating, skewing, or distorting in any way – that includes adding

F. Don’t rearrange any

unnecessary and unattractive text decorations

elements of the logo to

like drop shadows and outlines. Here are a few

create a composition that

examples of some ways you should NEVER ever

is not already provided as

consider using the logo.

an alternate lock-up. G. Don’t change the color of parts of the logo. Use the color usage guide. H. Don’t add dropshadows or other text styles (bevel, emboss, gradient, etc). I. Don’t contain the logo in a box when used on a background.

BRAND GUIDELINES


A.

B.

C.

D.

E.

F.

G.

H.

I.

13


BRAND GUIDELINES


DEEP PLUM

CMYK: 62, 85, 51, 68 RGB: 57, 30, 42 Hex: #391e2a

MOODBOARD BURGUNDY

The moodboard for Lila Reyna is warm and

CMYK: 37, 95, 87, 64

energetic with a sense of powerful femininity that

RGB: 82, 26, 19

is both motivating and tranquil. The patterns and

Hex: #521a13

brush strokes beautifully illustrate movement while giving a subtle nod to the martial arts influence of Lila’s self-defense techniques.

BURNT ORANGE

CMYK: 28, 89, 100, 37

COLOR PALETTE

RGB: 128, 46, 22 Hex: #802e16

The burnt oranges and yellows are powerful and inviting. Oranges and yellows represent energy and excitement, paralleling the way women should

ORANGE

feel in the workshops; while deep purples repre-

CMYK: 14, 62, 90, 4

sent spirituality and introspection, tying it back to

RGB: 208, 116, 45

the mind-body aspect of the brand.

Hex: #d0742d

GOLD

CMYK: 12, 24, 71, 1 RGB: 227, 188, 94 Hex: #e3bc5e

15


Hone your INTUITION, harness your NATURAL ABILITIES, & connect with your POWER SELF-DEFENSE & EMPOWERMENT FOR WOMEN

BRAND GUIDELINES


TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the spiritual and powerful feel of the brand and should be used across all print & web applications.

VIDALOKA

Use for headlines. UPPERCASE

V IDA L OK A 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

Use for headlines and

Bodoni Italic

subheads.

A B C D E F G H I J K L M

BODONI ITALIC

Sentence case

N O P Q R S T U V W X Y Z a

n

b

o

c

p

d q

e

r

f

s

g

t

h

u

i

v

j

w

k

x

l

y

m

z

1 2 3 4 5 6 7 8 9 0

MONTSERRAT

Use for subheads & subbranding. UPPERCASE

M O N T S E R R AT 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

17


FINAL COMMENTS If you’re ever in doubt, just refer back to this document or feel free to get ahold of me (corinne@stuckwithpins.com). 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.

BRAND GUIDELINES


19


Lila Reyna - Brand Guide