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.
DEEP & MOODY BOLDLY FEMININE SENSUAL & EDGY MOODBOARD Run Deepâ€™s brand is dark and moody with a deep sense of raw femininity. Itâ€™s sensual but not excessively sexual; and boldly feminine but not overly girly. The swirling calligraphic lettering mimics the organic lines and curves of the body, but the bold monoline style keeps it feeling strong and powerful vs dainty or whimsical. The illustrations are reminiscent of traditional tattoo art and add to the overall alternative vibe of the brand.
MINIMUM SIZE The smallest the logo should be represented is 1.5â€? wide.
PRIMARY LOGO Run Deepâ€™s primary logo is a wordmark and icon. The main lettering style has a strong and bold, yet subtly feminine feel. The hand icon holds a sparkle, symbolic of the magic deep inside each of Run Deepâ€™s subjects. 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.
Run Deep’s secondary marks can be used in replace of the primary logo (but should never be used directly next to the primary logo). For instance, don’t use A 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 & badges can be used when the full
MONOGRAMS & ICONS
B) monogram C) hand icon D) hand monogram
primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the monogram could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.
E) Run Deep stars F) badge
COLOR USAGE The color usage for Run Deep is fairly minimal. The logo will mostly be used in black or white against neutral backgrounds (A, B, D). An outlined version of the hand icon can also be used against white backgrounds (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 â€œunâ€? and sparkle. 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 D. Don’t resize any part. A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall
E. Don’t rearrange parts or
look of the logo by rotating, skewing, or distorting
create compositions that
in any way – that includes adding unnecessary and
are not already provided.
unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER ever consider using the logo.
F. Don’t add unofficial elements to 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.
WORK WITH ME
WHATEVER YOU DO, WHATEVER YOU LOVE
Make sure it runs deep.
Run Deep Boudoir is a boutique boudoir studio for passionate and creative people who have a bit of fire in their bellies. Itâ€™s about capturing real human beings, showcasing their vulnerability and strength, and creating images with guts and depth. RUNDEEPBOUDOIR.COM
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the deep & feminine feel of the brand and should be used across all print & web applications.
Use for headlines.
De lla Re s p i r a Regular
A B C D E F G H I J K L M
Web letter-spacing: .025em
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 & body.
BRANDON GROTESQUE MEDIUM
UPPERCASE, Sentence case
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
CMYK: 72, 66, 65, 75 RGB: 30, 30, 30 Hex: #1e1e1e
COLOR PALETTE DARK CHOCOLATE
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: 69, 65, 66, 71 RGB: 39, 36, 34 Hex: #272422
The dark and neutral color scheme enhances the
CMYK: 47, 47, 61, 16
boldness of the brand while the warm neutral
RGB: 129, 115, 96
tones keep it feeling inviting and comforting.
Color psychology suggests black evokes feelings of strength and empowerment, while brown implies all
CMYK: 21, 19, 25, 0
reflective of the way women will feel working with
RGB: 203, 195, 184
CMYK: 17, 13, 12, 0 RGB: 209, 210, 212 Hex: #d1d2d4
FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get ahold of me (email@example.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.
BRANDING & DESIGN
Published on Oct 6, 2017