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haus

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Branding Guide


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Logo structure The structure of the logo is made up of three pieces. First there is the letterhead, wowhaus all in lover case in Star Avenune, an font that will be discussed further in this guide. Next is the coloured block or blocks, depending on the verision of the logo being used. These are rounded blocks without strokes, that are filled with one of Wowhaus’ four pantone colours. Lastly there is the sub icons, which go inside the boxes, filled with either white, or whatever the background colour of the piece is, if it would still be strong enough to provide contrast with the coloured blocks.

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First simply type out “wowhaus” in Star Avenue. For this example we are using 36 pt. Do NOT Bold, Uppercase, Italisize, or Underline. Add four space between “wow” and “haus”, no more, no less.

12px 36 px

36 px

12px 12px

36 px

12px

12px 12px 12px

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12px

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Create a box of the colour you will be using. Since the font this time is 36pts, the box will be 36px. Add a rounded corned to the box equal to one third of box’s value, in this case 12. Add the box in the gap we created earlier, with equal spacing on either side, as well as the bottom being flushed with the text.

Next add the sub icon to the box, centering it within the box. Adjust the size of the stroke according to the rules on sub icon sizing discussed later.

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The Structure and Layout of the Icon is now complete.


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Logo placement and sizing Any logo is only at it’s most iconic only when it is placed and sized in a way that compliments it’s structure. Here are some rules and guideline to follow when placing the wowhaus logo on a piece.

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The logo can be scaled to various sizes, and the rules of spacing still apply. Remember to rescale the strokes of the sub icon whenever you rescale the logo as a whole.

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Good

Better

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Stroke Unscaled

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The logo can also be rotated if it would better serve the piece. The logo should only be rotated in amounts of 90 degress, in holding with bauhaus design principles. Upside down is also to be avoided under all but the most extraneous circumstances.

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The same size used to round the corners, in this case 12px, is also used as the minimum size of space between the logo and other surrounding pieces. In any case this is the minimum space, if more is possible without threaten the design, use it.

Rare If Ever

us

w o w

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Never


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sub icons There are four core sub icons to be used in the wowhaus brand. Each sub icon is a vector designed with adjustable stroke, and some have sectors of filled in objects as well. They also all have a colour associtated with them.

The Egg Chair, with Purple. Used in the home department as well as any items that are signiture to wowhaus, as it is the most ironic. The Double Lamp, with Orange. Used in the lighting department as well as small goods, electronics, and accessories. The Business Desk, with Green. Used in the business department as well as office pieces and purchases or projects for other companies. The Round Burea, with Red. Use in the bedroom department as well as any items that do not fit in with the above catagories.

sub icon sizing 12 px

.33 px

24 px

.66 px

36 px

1 px

72 px

2 px

148 px

4 px


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sub icon rules

The stroke size of each icon should be the same size across the sub icons. The inner and outer lips of the Egg Chair should be close, but not touching. The lower part of the Egg should be joined by the stroke to the base, without a gap. The connection on the Double Lamp should be smoothed and seemless with the stroke. The stems of the Double Lamp should be 50% thicker then the normal stroke. The handles of the Business Desk and Rounded Burea should be close to stroke’s thickness Do Not adjust the size of the handles, adjust the size of the stroke.


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sub icons spacing With the coloured boxes or without, the space between the sub icons remains the same, use this as a guide for spacing in patterns and other uses besides the logo.


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colour guide

Pantone

CMYK

Web/RGB

2593 M

C 61 M 89 Y0 K0

R 66 G 69 B 99

165 M

C0 M 59 Y 96 K0

R FF G 99 B 33

391 M

C 13 M0 Y 100 K 33

R 163 G 165 B 16

C0 M 95 Y 100 K0

R 238 G 49 B 36

485 M


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fonts and characters

star avenue 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 ! @ # $ % ^ & * ( ) _ + / ? - = { } [ ] \ | : ; ' " , . < > Century Gothic a o A O

b p B P

c d e q r s t C D E Q R S

f g h i j k l m n u v w x y z F G H I J K L M N T U V W X Y Z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _ + / ? - = { } [ ] \ | : ; ' " , . < >


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other examples

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Wowhaus Branding Guide By Shellshock, Boston John Day-Fratto 2010


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