Branding Guidelines

Brand Guidelines.

August 2021

INTRODUCTION

04

ABOUT THE BRAND Brand Story Brand Personality Vision & Mission Values & Slogan Target Audience Design Rationale

06

LOGOS Logo Marks & Types Size Safety Area Legibility Incorrect Usage

12

TYPOGRAPHY Typefaces Usage

18

COLOURS Colour Palette Colour Combinations

22

GRAPHIC ELEMENTS Iconography

26

BRAND APPLICATION Social Media Assets

28

Contents.

01

Introduction.

Welcome to the Jolly Days Brand Guidelines.

This document contains all information that you need to know about how the Jolly Days brand should be used on different platforms and products, ensuring it remains consistent throughout. While we strive for consistency of brand presence, we believe in the creative spirit, so this guide will also help you to use the brand assets creatively and effectively. Please refer back to this guide and adhere to the standardisation often. We hope you enjoy getting to know Jolly Days better.

5.

02

About the Brand.

Story.

Created in 2016, initially, it was a place to throw random graphic stuff while practising and exploring for a style, but it was quite on and off for the past few years. Then in the latter days, it was worst when the inspiration was lost and leading to a strong art block. Also, I developed a bad state of mental health for personal reasons, and furthermore, I don’t see the joy in doing things I used to love anymore.

Thankfully, it didn’t sink deep into the darkness for too long. And, to go back to doing things that were once enjoyed, I know that a restart was necessary. So I put in extra efforts to do a redesign of this place and at the same time, restart myself as a person. Thus, to remind me not to forget the feeling of joy in illustrating, not to forget what brings me the love in creating, Jolly Days is born.

7.

Brand Personality.

Our brand personality reflects how we portray to our audience. By keeping these traits in mind, it helps the brand to stay unified and connect with our clients more effectively.

Colourful & Bright Quirky Soft Warm Cheerful

Fun & Joy 8.

Vision.

To develop a graphic and illustrating style that compliments other creations that ultimately present the idea of ‘fun and joy’.

Mission.

To create an art and handicraft space for an audience who enjoy art creations by representing a series of characters for different identities.

9.

Values & Slogan.

To bring JOY through arts & creations

Have FUN exploring creativity

Never forget the PASSION in creating what I once enjoyed

“Representation of fun and joy.”

10.

Target Audience.

The brand main demographic is young adults, preferable females at the ages below 32 years old. Their interests revolve around colourful and character-based graphics and illustrations, doing handicrafts, and doodling. They have a middle-class income level and are located worldwide.

Even if these are not their primary hobbies, they still have a slight interest in anything that is fun, doodly, owning cute merchandise. Some other brands that they can resonate with include Blue Citrus, Apple Cheeks, Made by Malin, Paloma The Peach, Laurel Mae Art, Trxyland.

While the current targeted platform is reaching out online to a larger audience, it presents the challenge of overcoming consumer reluctance to purchasing products they can’t experience first hand. However, the ultimate goal is to have a physical place for these people to visit and have fun in the space.

11.

03

Logos.

The design rationale of the definitive logo is to use a character as the master artwork. The graphic (head) and logotype approaches are cheerful, warm, and quirky.

Whole of the logo, even the stylised letterings, are self drawn by the creator. While this serves as the main logo, these two elements are allowed to be used as individual components under certain conditions. Such as, the graphic alone can be used on websites and social media’ display pictures.

13.

Logomarks & types.

Primary Logo

Logo Mark

14.

Secondary Logo

Alternative Logo

Sizes & Safety Area.

Logos in Logos in Physical Media Digital Media

Unless impossible stated otherwise due to limitations, it will be necessary to increase and decrease the logo sizes but always keep it in proportion as the priority.

12mm

12mm

min. width 28mm

No object or element should cross the safety area to ensure enough breathing room around the logo.

This is applicable for all types of logos.

min. width 50mm min. width 150px

15.

Legibility.

Do not use any other coloured backgrounds other than the ones shown here. This is applicable for all logos.

16.

Incorrect Usage.

Do not change the logo’s orientation or rotation

Do not display the logo with limited legibility

Do not add any special effects to the logo

Do not display the logo in a different configuration

Do not remove the elements around the main logo

Do not change the orientation of the logomark

Do not change the original colours of the logo

Do not disproportionately scale the logo

17.

04

Typography.

Typography.

Section header, title

It is a powerful tool and a key element of a creative identity.

Sub-section, headline

Itiatiun tiuntur? Orum re sollum vellab ipistis quis estoribea consequi coris nus qui cone volores edipsum quatis que quam rectis dicid quo blabor re, sus, occum aut del modion porectur min core ea volessit ra suntia vendipiendae nestis vitaten derupta dus alicipis eveliqu iaturep erspiet magnis voluptatur, quam ant officium fuga. Dem quid milicimpost derchil luptatio bernam quis porrorro totatem eos volestis soluptatur, quiam, sus ventem et eum, occus comnimo opta aut odistibus ent, omnim earios simus est porem. Iduciaerciis inciundust, cus, omnimagnam, suntempe imus, sequunt dolorat urerchi taeperspic te peditas es dem nus perum, expliquasiti aut ut esserumquam, officto magnis sition est, ut porporest, sequo beatet utem quatis senistia num nihicae imod maior aut labore, sit, qui od ut el iliquistis provid quatessi tem volupta sitibus amusciiscium hil molor susam ut utem dolest et ped quia volupta tuscius re, optas deritat iisinis dolupta quibus dolorro voluptatam quo imusdan daecusdam niet reped modia volorit, simi, tem voluptae es etur?

Body text

Note, after a great content: Anything worth mentioning

Notes

This booklet is created for the branding, version 1, August 2021.

Annotation

Do I look cute or fancy?

Social Media Images 19.

Typefaces.

DM Serif Display.

Futura PT

This typeface should only be used as Headers, Titles, Headlines, Quotations (anything featuring in the content).

The suggested sizes for print material, allowed to be adjusting accordingly and proportionately. Stylised with a period at the end.

This typeface comes in light, book, medium, demi, heavy, bold and extra bold. Body copy should be set in the light weight for legibility. Medium or demi weights should be used for highlighting certain important content. Avoid using the next weights; always use alternative weights to show contrast.

Weight: Regular Kerning: Metrics Tracking: 0 Leading: Auto

Kerning: Metrics Tracking: 0 Leading: 18 pt

Only Header Font Size: 36 pt Other Sub-section Size: 24 pt

Body Copy Font Size: 14pt Annotation Size: Light Italic, 12pt

ABCDEFGHIJKLMNO P Q R STUVWXYZ

ABCDEFGHIJKLMNO PQRSTUVWXYZ

abcdefghijklmnop qrstuvwxyz

abcdefghijklmnopqr stuvwxyz

1234567890

1234567890 1234567890

20.

Jolly Days This is a self created typeface to be used specially only for social media image contents. Sizes are flexible but it should be adjusted accordingly and proportionately.

Colours usage depends on the image background.

Notes: While the font sizes stated are for reference (minimum, it should be heavily adhered to) but they are all allowed to adjust accordingly and proportionately. The key idea is to emphasise and have clear legibility across different mediums and platforms. Arrangement of texts should always be in the content importancy (eg. title > content > annotation).

Weight: Regular Kerning: Metrics Tracking: 0 Leading: Auto Minimum Font Size: 24pt

ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890 21.

05

Colours.

23.

Colour Palette.

Primary Palette

Secondary Palette

These primary colours should be used on all platform materials. They are the foundation of the brand and must be used to build consistency and recognition.

These colours can be used as an addition to enhance or compliment to the primary palette. They should be used in moderation.

24.

BURNT ORANGE

SOFT PINK

PANTONE 7416C CMYK 5, 70, 72, 0 RGB 231, 111, 81 #E76F51

PANTONE 487C CMYK 0, 38, 32, 0 RGB 248, 173, 157 #F8AD9D

TEAL GREEN

TURQUOISE

PANTONE 5483C CMYK 69, 32, 43, 5 RGB 88, 139, 139 #588B8B

PANTONE 324C CMYK 37,1, 18, 0 RGB 159, 215, 212 #9FD7D4

BUTTERSCOTCH YELLOW

BRIGHT YELLOW

PANTONE 157C CMYK 1, 44, 76, 0 RGB 246, 159, 80 #F69F50

PANTONE 1345C CMYK 1, 19, 60, 0 RGB 251, 207, 123 #FBCF7B

Supporting Palette

Combinations

These supporting colours can be used on any materials.

They can be used for background if needed. The brown should be used in all platform as the base text colour.

Some examples of colour combinations.

Min. 1 Primary, 2 Secondary, 1 Supporting

CREAM PANTONE 7506C CMYK 0, 5, 12, 0 RGB 254, 239, 220 #FEEFDC MUTED GREEN PANTONE 580C CMYK 21,3, 30, 0 RGB 203, 223, 189 #CBDFBD BROWN PANTONE 476C CMYK 52,68, 74, 63 RGB 67, 45, 35 #432D23

25.

06

Elements.

The brand patterns and graphics consist of a mixture of simple shapes and doodles.

These graphics can be used on a range of platforms and collaterals as a decorative element, eg. instagram posts.

The graphics can also be used as they are or put together to make compositions to compliment the overall design.

These can even be used as iconography to symbolise certain important content.

Depending on where the graphics are used, or the main content’s overall scheme, the colours can vary, but they should always be referenced to those in the colour palette only.

These graphics can be scaled and rotated to desire proportionately but they should never be used as the main element.

For iconography, it should be using vector graphics.

Thus, it should reference to the image on the right for such usage.

27.

07

Social Media Assets.

Facebook top banner

Facebook top banner

Display Pictures

29.

Connect here Instagram: @the.jollydays | @paper.spreads Facebook: the.jollydays Youtube: Jolly Days

Brand Guidelines.

Version 0.1 Original Published: 1 August 2021 Last Update: 10 September 2021 Created by: deellys Questions: hereis.jollydays@gmail.com