La Familia | Brand Manual

Design & Brand Guidelines

CONTENTS 1

Introduction

4-5

2

The Logo — Clearspace — Logo Variants — Logo Placement

6 7 8-9 10-11

3

Colour Palette — Primary Colour Palette — Primary Colour Tints — Secondary Colour Palette — Secondary Colour Tints

14

15

Typography — Primary Typeface — Primary Typeface Weights

16 17

Social Media — Instagram — Facebook & Twitter

18 19

6

Grid System

20-21

7

Signage & Mockups

22-25

8

Imagery — Photography — Moodboard

26 27

Credits

28

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5

9

La Familia Corporate Brand Guidelines

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INTRODUCTION

A BRAND & THE DESIGN THE DESIGN GUIDELINES These guidelines describe the visual and verbal elements that represent La Familia´s corporate identity. This includes our name, logo and other elements such as color, type and graphics.

Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our Shop.

These guidelines reflect La Familia´s commitment to quality, consitency and style.

The La Familia brand, including the logo, name, colors and identifying elements, are valuable Shop assets.

Each of us is responsible for protecting the Shop’s interests by preventing unauthorized or incorrect use of the La Familia name and marks.

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La Familia Corporate Brand Guidelines

THE LOGO SECTION 1 CORPORATE LOGO

SECTION 2 LOGO VERSIONS LOGO LIGHT VERSION

1

The Logo Light Version will be used when the backround color ist dark colored.

2

LOGO DARK VERSION 1

LOGO DARK VERSION 2

The Logo Dark Version will be used when the backround color ist light colored.

The Logo Dark Version will be used when the backround color ist light colored.

1) The Logo Type Consists of a text based design inspired from the God Father movie evoking its elegance and a red rose showing the elite personality of the business.

2) The Logo tag line Carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters in Golden tone of the chosen corporate color. The font that is used here is Lato Black

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La Familia Corporate Brand Guidelines

La Familia Corporate Brand Guidelines

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SECTION 3 LOGO CLEARSPACE

SECTION 4 LOGO VARIANTS

CLEARSPACE Full Logo

MINIMUM LOGO SIZES Full Logo Minimum Size: 20mm x 3.33 mm

40 mm

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30 mm

La Familia Corporate Brand Guidelines

La Familia Corporate Brand Guidelines

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Correct Logo Placement

Guideline for Logo Placement

THE LOGO PLACEMENT -

Explanation: To place the La Familia Shop’s logo in the correct way please use one of the approved styles that are shown on the right. To place the La Familia´s logo in other ways is not allowed.

Parameter Example Logo Placement 297 x 210mm DIN A4

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La Familia Corporate Brand Guidelines

La Familia Corporate Brand Guidelines

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La Familia Brand Manual

Colors are one of the most important things to transfer a brand to the customers.

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La Familia Corporate Brand Guidelines

La Familia Corporate Brand Guidelines

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COLOR SYSTEM Secondary Color system

T H E P RI M A RY CO LO R S YS T E M A N D CO LO R CO D E S

Explanation: The Secondary colors are complementary to our official colors, but are not recognizable identifiers for La Familia´s Shop. Secondary colors should be used sparingly, that is, in less than 10 percent of the palette in one piece.

1

COLOR CODES CMYK : C017 M098 Y092 K007 Pantone : 297C RGB : R193 G040 B045

40 %

20 %

Color Tones Color plays an important role in the La Familia corporate identity program.

The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice” color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the La Familia brand identity across all relevant media.

Check with your designer or printer when using the corporate colors that they will be always be consistent.

100 %

80 %

60 %

Gradient Red Gradient

2

COLOR CODES CMYK : C000 M000 Y000 K000 Pantone : 297C RGB : R000 G000 B000

40 %

20 %

Color Codes CMYK : Pantone : HKS : RGB : Web :

C020 M000 Y000 K080 442C 98K R000 G000 B000 #000000

Color Codes CMYK : Pantone : HKS : RGB : Web :

C020 M000 Y000 K080 442C 98K R000 G000 B000 #000000

Color Codes CMYK : Pantone : HKS : RGB : Web :

C020 M000 Y000 K080 442C 98K R000 G000 B000 #000000

Color Codes CMYK : K080 Pantone : HKS : RGB : Web :

Color Codes CMYK : Pantone : HKS : RGB : Web :

C020 M000 Y000 442C 98K R000 G000 B000 #000000

C020 M000 Y000 K080 442C 98K R000 G000 B000 #000000

Color Tones 100 %

80 %

60 %

Gradient Black Gradient

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La Familia Corporate Brand Guidelines

La Familia Corporate Brand Guidelines

Color Usage Use them to accent and support the primary color palette.

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TYPOGRAPHY Corporate Font Lato Primary Font : LATO -

01 The corporate Fonts and typography Typography plays an important role in communicating an overall tone and quality.

Careful use of typography reinforces our personality and ensures clarity and harmony in all Metricss Agency´s communications.

We have selected Playfair and Montserrat, which helps inject energy and enthusiasm into the entire Metricss Agency´s communications, as the primary and secondary corporate typefaces.

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Bold

Regular

Figures

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La Familia Corporate Brand Guidelines

Designer : Claus Eggers Sørensen -

La Familia Corporate Brand Guidelines

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SOCIAL MEDIA Social Media Instagram

Social Media Facebook

4.1 Instagram Tiles Metur, cus eum quaestion por sequia dolore aspere rae. Ita debis ut omniendiae nus et volore doloria nime eruntem fugitam as aborro voluptur, etur rati aborepre nus conseque volo enisqui qui sit plabori tatur? Omnimet illaboreicab is eum inimin nis et quosamus, nonetureptas quae il moditas perferumque consernate quia.

“The secret of change is to focus all of your energy, not on fighting the old, but

H APPY H OL IDAY S!

—

on building the new”

We will be closed over the holiday period.

Reopen on the 5th Jan.

S

4.2

Facebook Banner 851 x 315 pixels

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— “Design is more than just a

20% OFF — everything!

few tricks to the eye. It’s a few tricks to the brain.”

— N EV I L L E BRO DY

A

INT E RVIE — W

Nikki Riley —

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“THE SECRET OF CHANGE IS TO FOCUS ALL OF YOUR ENERGY, NOT ON FIGHTING THE OLD, BUT ON BUILDING THE NEW”

— “The secret of change is to focus all of your energy, not on fighting the old, but on building the new”

Twitter Banner 1500 x 500 pixels

— SOCR ATES

SO CR ATES

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La Familia Corporate Brand Guidelines

La Familia Corporate Brand Guidelines

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GRID SYSTEMS

A4 Vertical Grid System Examples

In graphic design, a grid is a structure made up of a series of intersecting straight (vertical, horizontal, and angular) or curved guide lines used to structure content.

THE GRID SYSTEM Explanation: The grid serves as an armature on which a designer can organize graphic elements (images, glyphs, paragraphs) in a rational, easy to absorb manner. A grid can be used to organize graphic elements in relation to a page, to other graphic elements on the page, or relation to other parts of the same graphic element or shape.

Parameter Example Grid System for DIN A4 297 x 210mm

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La Familia Corporate Brand Guidelines

Parameter Example Grid System for DIN A4 297 x 210mm

La Familia Corporate Brand Guidelines

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SIGNAGE & MOCKUPS

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La Familia Corporate Brand Guidelines

La Familia Corporate Brand Guidelines

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La Familia logo can be applied to any merchandising template, that is t-shirt, gift box, wine bottles or anyother mockup as desired.

Some examples are illustrated in the images below to give an idea of how the branding could be done using the La Familia logo

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La Familia Corporate Brand Guidelines

La Familia Corporate Brand Guidelines

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Mood Board & Inspiration

Mood boards can be a great way to convey your design idea, win pitches and get an early sign-off. Follow our expert advice on how to create them.

Be inspired. Be glad.

Be glorious. Be individual.

Moooooood...

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La Familia Corporate Brand Guidelines

La Familia Corporate Brand Guidelines

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WE LOVE THAT BRAND. La Familia Brand Collection

THANK YOU FOR ATTENTION!