The Lane Brand Guidelines

T H E LA N E BRAND GUIDELINES

BRAND CONCEPT PREVIEW

BRAND CONCEPT PREVIEW

T HE LANE

S A N

A clean beauty salon specializing in precision haircuts and custom color

F R A N C I S C O

THE LANE

LO G O P R E S E N TAT I O N S

PRIMARY

Dark background

THE L A N E

Drawing inspiration from the footprint of The Lane Salon, we carry through recognizable elements of the original visual presence while reworking to provide a clean,

S F

elevated, and refreshed mark. Maintaining a meaningful foundation inspired by our original logo, The Lane logo suite provides a refined, unique, and timeless presence.

Our primary brand mark includes an SF notation, separated from the main type by a

WORDMARK

SECONDARY

single vertical ‘lane’, symbolizing the brand name minimally while providing depth and visual interest. The vertical line is carried through our brand mark variations, creating cohesion throughout each presentation. The SF notation grounds the brand to San Francisco, while also providing a subtle,

THE L A NE

TH E LA NE S A L O N

|

S A N

F R A N C I S C O

undisclosed double entendre that symbolizes the two founders through their first initials, a nod to the foundation and history of the brand that has been built. Should the brand expand locatons, additional location-marked logo versions will be created.

The Lane logo compostions may be used across brand materials interchangeably as

BRAND MARK

best fit.

THE L A NE

T HE L AN E S A L O N

THE LAN E

S A N

F R A N C I S C O

LO G O P R E S E N TAT I O N S

PRIMARY

Light background

THE L A N E

Drawing inspiration from the footprint of The Lane Salon, we carry through recognizable elements of the original visual presence while reworking to provide a clean,

S F

elevated, and refreshed mark. Maintaining a meaningful foundation inspired by our original logo, The Lane logo suite provides a refined, unique, and timeless presence.

Our primary brand mark includes an SF notation, separated from the main type by a

SECONDARY

WORDMARK

single vertical ‘lane’, symbolizing the brand name minimally while providing depth and visual interest. The vertical line is carried through our brand mark variations, creating cohesion throughout each presentation. The SF notation grounds the brand to San Francisco, while also providing a subtle,

THE L A NE

TH E LA NE S A L O N

|

S A N

F R A N C I S C O

undisclosed double entendre that symbolizes the two founders through their first initials, a nod to the foundation and history of the brand that has been built. Should the brand expand locatons, additional location-marked logo versions will be created.

The Lane logo compostions may be used across brand materials interchangeably as

BRAND MARK

best fit.

THE L A NE

T HE L AN E S A L O N

THE LAN E

S A N

F R A N C I S C O

TYPOGRAPHY The primary headline font family that should be used in all marketing and communication materials for The Lane is Arsenal, providing a clean, minimalist, while strong presence. The subheadline font family that should be used is Hanken Grotesk, a clean, timeless sans-serif. The Paragraph font family that should be used in materials for The Lane is Noto Sans, clean and uncluttered, balancing modern with traditional. These families used in combination provide a balanced presence, presenting The Lane in a minimalist, design-forward, timeless light.

TITLE CHARACTER STYLES:

TYPOGRAPHY IN USE EXAMPLE:

H1

Aa S EC O N DA RY

Headline Arsenal Tracking should be set to 0

ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456890

HE A DL I N E

PRIMARY HEADLINE Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolorev magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla

H2

Aa

SUBHEADLINE Hanken Grotesk - Regular-Medium. All caps.

Tracking should be set between +200 and +300.

ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456890

BODY CHARACTER STYLE:

Aa Paragraph

Noto Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456890

Noto Sans - Light or Regular as best fit Tracking should be set to 0 and no more than +35.

COLOR The color palette for The Lane reflects the essence of the brand: minimal, refined, and effortlessly sylish. Anchored by deep, while warm onyx and slate, balanced by natural and dynamic neutrals, the palette communicates a clean and inviting presence, providing an elevated yet understated aesthetic. These colors should be used for all communication to ensure a consistent design scheme is maintained.

W H E AT SADDLE

PA R C H M E N T ONYX

SAGE

S L AT E

CEDAR

BONE

W H E AT

SADDLE

SAGE

CEDAR

S L AT E

ONYX

BRAND ELEMENTS Shadow and texture elements may be used as background throughout brand materials to provide depth. Shadow and texture elements should be used sparingly to maintain clean and balanced presence in cohesion with the brand as a whole.

T HE LAN E

S A N

F R A N C I S C O

THE LANE SALON

BR A N D GUIDELIN ES P R E PA R E D BY E T H O S D ES I G N L LC