BRAND GUIDELINES
D E S I G N E D B Y keren eli se cre at i v e
T H E H O M E P L A NNE R C O
DESIGNED BY
ke re n el is e cre ativ e
Brand Guidelines for THE HOME PLANNER CO
Good design is obvious. Great design is transparent. - Andrew Grant, Even
“Crafting brand strategies with real-life applicability allows us to translate original ideas into uniquely impactful brand strategies defining the future of brands across all dimensions.”
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02 The Logo
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03 The Color
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04 Typography
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05 Imagery
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06 Checklist
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07 Business Card/Email Sig
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k e re n eli s e c re ativ e
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01 Introduction
Brand Guidelines for THE HOME PLANNER CO
The contents.
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Your business is the body your brand is the soul.
Brand Guidelines for THE HOME PLANNER CO
A brand isn’t a logo . Or your business cards . It’s not words on a page or images on a screen . It’s not a billboard or your social media page. It’s these things, but really, so much more. Most important, a brand is about people . When you interact with someone, they won’t always remember the particulars of your conversation . But you can be sure they’ll remember how you made them FEEL . That’s a brand.
keren elise G RA P H I C D E S I G N E R
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k e re n eli s e c re ativ e
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Your brand indentity tells
Brand Guidelines for THE HOME PLANNER CO
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people who you are, what you do, why you do it, and
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how you do it.
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Brand Guidelines for THE HOME PLANNER CO
The Logo THE LOGO IS THE CORE OF A BRAND’S IDENTITY.
Logo & usage Main Logo Logo clearspace
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Logo & usage. THE LOGO HAS TWO COLOUR OPTIONS:
Brand Guidelines for THE HOME PLANNER CO
Ligh Beiges and White are the main logo colours. ONE colour is to chosen as the main colour for the logo. All below colours can be used throughout social media etc, but one is to be used as your main colour choice.
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Logo.
THERE ARE FIVE TYPES OF LOGO VARIATIONS: A full version for website (or anything that requiresthe full logo.) And a short version without the submark, and a round simplified submark version for social media.As well as a Journal and non journal version. A full house and outline house.
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It never should be less than that. The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder legibility of the brand.
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The Home Planner co Logo requires serperation from the other elements around it. The space required on all sides is roughly as per the image.
Brand Guidelines for THE HOME PLANNER CO
Logo clearspace.
Please note that text or pictorial figures, which have strong impact or impression, should not be placed near the logo, even though you keep the isolation area blank.
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Brand Guidelines for THE HOME PLANNER CO
The Color WITH 93% OF CUSTOMERS INFLUENCED BY COLORS AND VISUAL APPEARANCE
Brand colors Additional colors Use of colors
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ASHY BE I GE
WA R M FOA M
CMYK
45 / 45 / 46 / 32
CMYK
29 / 30 / 38 / 0
CMYK
14 / 19 / 36 / 0
RGB
111 /101 / 97
RGB
185 / 169 / 154
RGB
220 / 199 / 166
Hex
#6f6561
Hex
#b9a99a
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WA RM SL AT E
Brand Guidelines for THE HOME PLANNER CO
Brand colors.
USING THESE COLORS The primary colors include a Ashy Beige color and a color tone called Warm Foam, that embodies the creativity and dynamic of the company. The additional colors are Warm Slate and a Milky Grey to give a light touch to the brand. Lighter tints of these colors are also allowed, but the Logotype + background may only be used with a 100% tint. PAG E 1 1
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Additional colors. “With that in mind, and a solid understanding of your brand personality, choosing the right color for your brand can be a rational, informed decision, rather than a fleetBrand Guidelines for THE HOME PLANNER CO PAG E 1 2
ing or whimsical preference.”
Fresh Linen
Beige Dust
Milky Grey
#f8f3ed
#e6e0d4
#d0cbc8
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k e re n eli s e c re ativ e
Brand Guidelines for THE HOME PLANNER CO
The use of colors CMYK - use primarily to produce print applications with images. Example - brochure, flyer, poster etc. RGB/HEX - REG is used for all screen based applications. Example - websites, apps The palette allows the addition of secondary colors to enrich The Home Planner Co’s visual identity as a whole. Lighter tints (up to 20 %) of these colors are also allowed.
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Brand Guidelines for THE HOME PLANNER CO
Typography TYPOGRAPHY IS 95% OF DESIGN – IT’S A DRIVING FORCE IN ALL FORMS OF COMMUNICATION ART
The primary typeface Title typeface Script Typeface The Rundown
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Ador Hairline
A humanist sans serif that falls in the “evil serif” genre, especially designed for contemporary typography and comes up with 7 weights from extralight to black plus true italics and 293 ligatures and initial letters. A large x-height not only creates space in the letters for extra-bold styles, but also lends Ador Hairline an open and generous character in the more narrow and semi-bold versions. The nice balance between sharp ink trapped and soft, dynamic shapes helps to work in small sizes. Diagonal stress, angled finials and the 4 degree true italic styles give Ador Hairline a dynamic look. The font contains 1,026 glyphs and a wide range of flexibility for Latin language support for every typographical need. Ador Hairline is a contemporary sans serif typeface, special for logotypes, brands, magazines, editorial, and advertising uses. Ador Hairline was on the shortlist of Communication Arts 2020.
ABCDEFGH IJKLMNOPQRSTUVWXYZ
Found on: https://fonts.adobe.com/fonts/ ador-hairline
abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?+*# Font Styles
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ABOUT THE FONT
Brand Guidelines for THE HOME PLANNER CO
Primary typeface.
Regular / Light italic / Regular / SemiBold SemiBold italic / Bold / Bold italic
AaBb
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Title typeface. ABOUT THE FONT Bulgari - Modern Font by Sans and Sons
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introducing our new “Bulgari” Modern Font with Elegant Style is perfect for branding, logos, invitation, master heads, and more. Found on: https://creativemarket.com/
Bulgari ABCDEFGH IJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?+*# Font Styles Regular
AaBb
say hello for our first debut “ Hello Paris “ with Modern Elegant Style this is perfect for branding, logos, invitation, masterheads and more. Found on: https://creativemarket.com/
Hello Paris Script ABCDEFGH IJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?+*# Font Styles Regular / Light italic / Regular / SemiBold SemiBold italic / Bold / Bold italic
AaBb
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ABOUT THE FONT
Brand Guidelines for THE HOME PLANNER CO
Script typeface.
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The rundown. Ador Hairline / Bold 43 pt
The quick brown Brand Guidelines for THE HOME PLANNER CO
Bulgari / Regular 37 pt
The quick brown fox
These fonts should be the only ones used to project a consistent visual identity. This includes promotional materials, social media, advertising, digital assets, and printed materials. The font Ador Hairline is available in 7 weights. We use 2 of them. The Bold and Regular versions. Use Uppercaps + 50 Spacing for headers, Websites, important notes in a graphic.
Ador Hairline / Regular 22 pt / Spacing 50 / All Caps
THE QUICK BROWN FOX Hello Paris Script / 51 pt
The quick brown fox PAG E 1 8
THE RULES
The font Bulgari is similar the main logo, use where a serif font is needed. Do not overuse - To keep the focus on the logo. The font Hello Paris Script is to only be used sparingly as it is in the logo - word ‘journal’.
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Brand Guidelines for THE HOME PLANNER CO
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Presence. Make sure your Branding is always the focus of your design. Never over shadowed by images or design.
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W W W .T H E H O M E P L A N N E R C O . C O M
Brand Guidelines for THE HOME PLANNER CO
Instagram. Not only is Instagram fun and creative, but it’s one of the best ways to grow your engagement, build brand awareness, and even drive sales!
W W W .T H E H O M E P L A N N E R C O . C O M
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Brand Guidelines for THE HOME PLANNER CO
Imagery BRAND IMAGE IS THE OVERALL IMPRESSION IN CONSUMERS’ MIND THAT IS FORMED FROM ALL SOURCES
Mood 23 Moodboard Palette 24 Photos 25 Checklist 26 Business Card & Email Sig 29 Social Templates/ TY card 30
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Brand Guidelines for THE HOME PLANNER CO
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Mood.
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Mood Board. COLOUR PALETTE
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hex rgb cmyk
248 243 237
hex rgb cmyk
208 203 200
#f8f3ed 2 3 5 0
#d0cbc8 18 16 17 0
hex rgb cmyk
230 224 212
hex rgb cmyk
185 169 154
#e6e0d4 9 9 15 0
#b9a99a 29 30 38 0
hex rgb cmyk
220 199 166
hex rgb cmyk
111 101 97
#dcc7a6 14 19 36 0
#6f6561 45 45 46 32
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Brand Guidelines for THE HOME PLANNER CO
Photos. Make sure your photos represent your colour palette as well as your brands overall mood. To have a cohesive look throughout your socials, print and online presence.
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The checklist. BEST TO HAVE A CHECKLIST. THEN YOU KNOW YOU’VE DONE EVERYTHING PERFECTLY!
Brand Guidelines for THE HOME PLANNER CO
0 1 . The l o go Only use approved versions of the logo. Please check that you have respected the minimum size and exclusion zone requirements. The logo should not appear on color backgrounds without being reversed out.
0 2 . Co l o r Please make sure that only your approved primary and secondary colors are used.
0 3 . T yp o grap hy
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Use the font Ador Hairline Bold (*or similar free font - needs to be approved) for all top headings, Special Headings use Bulgair. Small special words can be in Hello Paris Script(if suitable). For body text us Ador Hairline Regular*.
0 4 . Im ager y Use minimal and clean photos that fit with the overal brand mood. Greyscale photos are only when the colorschemes don’t fit.
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Brand Guidelines for THE HOME PLANNER CO
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Brand Guidelines for THE HOME PLANNER CO
Business Card & Email Signature BRAND COHESIVENESS IS IMPORTANT ALL THE WAY THROUGH TO YOUR PRINTED WORK AND PRESENCE ONLINE.
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Brand Guidelines for THE HOME PLANNER CO
Your files.
Your Business Card is set up to print at 90x50mm - to be printed on 300gsm(or more) white card of your choice. I recommend Pinc.co.nz in Auckland (can email files). Email signature is set up to be inserted into your gmail (or the like) email signature make it medium size or close to to fit within your signature.
AiesMuay 0 2 7
3 6 8
0 1 3 3
@thehomeplannerco
dcc7a6 199 166 19 36 0
h e l l o @ t h e h o m e p l a n n e r c o . c o m W W W.T H E H O M E P L A N N E RCO . CO M
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Your files.
Brand Guidelines for THE HOME PLANNER CO
Your Thank You Card is set up to print at 105x74.25mm - to be printed on 2500gsm(or more) white card of your choice. I recommend Pinc.co.nz in Auckland
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Your files.
Social Media Templates are set up at 1020px square. I have mocked up 4 watermarked examplesas well as 4 coloured options with name/submark at bottom. Please only use Branding Colours for social media squares.