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
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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