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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.

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PRIMARY LOGO Lost Socks?’s primary logo is a hand-drawn wordmark. The freestyle hand lettering has a fun and whimsical vibe representative of the playful nature of the brand. The letterforms don’t take themselves too seriously, making the brand feel approachable and welcoming of all audiences interested in quirky and unique socks. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Lost Socks?’s store, packaging, 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.

BRAND GUIDELINES


MINIMUM SIZE The smallest the logo should be represented is .5� or 150px high.

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MINIMUM SIZE The smallest the logo should be represented is 1� or 300px high.

BRAND GUIDELINES


ALTERNATE LOGO Lost Socks?’s alternate logo is an emblem made up of hand-lettering and cute iconic graphics. The iconic symbol features a pair of mix-matched lost socks coming together to form a symmetrically balanced shape. While the shape is simple, the different patterns add a sense of quirkiness. Like the primary logo, the alternate logo has the same playful hand-drawn vibe, but the uniformity of it prevents the emblem from feeling too childish. This alternate logo can also be used across most primary brand applications, such as store signs, window displays, packaging, print material, websites, etc.

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A.

B.

C.

D.

E.

F.

BRAND GUIDELINES


WORDMARK Lost Socks? wordmark. A) with tagline B) without tagline

LOGO VARIATIONS Lost Socks?’s logo variations consist of 2 wordmark options, 2 emblem options, and 2 different wordmark & icon lock-ups. 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).

EMBLEM Lost Socks? emblem. C) full emblem D) socks icon only

The wordmark can be used with or without the tagline, and with or without the sock icon. The emblem can be used in full or just with the sock icon when the name is not necessary to include. Option D should only be used in select cases where the name is already displayed in plain text. For example, the icon could be used as a profile picture on Instagram/Twitter/Facebook since the username will likely be adjacent to it in plain

LOCK-UP

text. This should never be used directly next to any of the other options that include the icon.

Combination of icon

For instance, don’t use option D as the profile

and wordmark.

picture if option F is used for the header – it

E) with tagline

looks repetitive and isn’t a good use of the brand

H) without tagline

elements.

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GRAPHIC ELEMENTS This collection of fun hand-drawn illustrations adds to the whimsical nature of Lost Socks?’s brand. These can be used as the full circular collage for large applications (like window signs, banners, or patterns), or applied on their own as individual graphics (such as on websites, packaging, stickers, etc). In order to maintain brand consistency, these graphic should never be used as part of the primary logo or replace elements of the main logo.

BRAND GUIDELINES


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COLOR USAGE

DON’T use the color logo on a colored background.

There are a few different ways to use the logo in color. The primarly 2 color logo can be used on both white and dark backgrounds (A & B). Or a black logo can be used on a white background (C). On a colored background, the white logo should be used (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 asterisk shape (of the emblem) or the O shape (of the logotype). This minimum space should be maintained as the logo is proportionally resized.

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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 2 color emblem logo won’t likely work with many photos (see example below), so it’s best to stick with the 1 color wordmark options. 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.

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

UNACCEPTABLE USAGE

D. Don’t resize the tagline. E. Don’t change the

A few rules are necessary for maintaining the

composition or resize any

integrity of the brand. Don’t compromise the

part of 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.

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BRAND GUIDELINES


MUSTARD YELLOW

CMYK: 2, 25, 71, 0 RGB: 249, 195, 99 Hex: #f9c363

MOODBOARD The moodboard for Lost Socks? is bright and

AQUA BLUE

modern with whimsical hand-drawn elements,

CMYK: 55, 0, 18, 0

giving it a fresh playful vibe.

RGB: 105, 202, 211 Hex: #69cad3

COLOR PALETTE LIGHT GREY

The yellow, blue, and peach color palette is vibrant

CMYK: 4, 2, 2, 0

and lively, making the overall design eye-catching

RGB: 242, 243, 244

and inviting.

Hex: #f2f3f4

RED ORANGE

CMYK: 0, 71, 67, 0 RGB: 243, 111, 87 Hex: #f36f57

PEACH

CMYK: 0, 30, 18, 0 RGB: 250, 191, 186 Hex: #fabfba

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LIFE IS TOO SHORT to worry about matching socks Polka dots, stripes, argyle, zig-zags. Cotton, wool, nylon, polyester, spandex.

BRAND GUIDELINES


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

BARIOL BOLD

Use for headlines and subheads. UPPERCASE, lowercase Web letter-spacing: 1em

Bariol 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 1234567890

LATO

Use for body copy. Sentence case Web letter-spacing: .5em

Karla 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 1234567890

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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


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LOST SOCKS? - Brand Guide