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BRAND CORE & VISUAL IDENTITY GUIDELINES

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Table Of Contents BRAND IDENTITY

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LOGO 8–12 COLORS 13–16 TYPOGRAPHY 17–21 SAMPLES 22–25

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Hey, I’m Clara

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...and this is my personal brand. Why an entire brand guide for a one-person business? Because 1 I just love doing this kind of stuff 2 making sure a brand stays cohesive is hard work no matter how many employees you have So, let’s get started!

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Brand Identity

BRAND IDENTITY

MISSION, VALUES & PERSONALITY.

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Mission & Values MISSION

My mission is to bring more clarity to the world by the means of Graphic Design and Information Design. It is achieved on a large-scale through educational blog posts, and on a smaller scale through applied work with individuals and businesses.

BRAND IDENTITY

VALUES

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Sharing

Teaching and learning from others

Clarity

Translating complex concepts into simple words and illustrations

Alignment

Creating visual assets in alignment with the client’s brand identity

Generosity

Going the extra mile

Quality

Consistently offering the best work and satisfaction to the client


Personality MOODBOARD

The brand is vibrant and dynamic. The clean lines and solid colors exude clarity and boldness, with a rejuvenating edge thanks to the offset recurrent theme.

TONE OF VOICE

The tone of voice is friendly, fun and approachable. It is about inviting a friend over a cup of coffee to discuss super interesting stuff. Emojis are welcome.

BRAND IDENTITY

Copy should always be written with the purpose clarifying or translating complicated concepts into easy-to-grasp English.

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Logo

LOGO

A VISUAL AT THE HEART OF YOUR BRAND IDENTITY.

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Logo Lockups There are two lockups of the logo. The icon by itself should be used most of the time as a logo, except when the name has to be specified.

HORIZONTAL LOCKUP

VERTICAL LOCKUP

LOGO

ICON

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Logo Variations

LOGO

COLOR AND REVERSED

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GREYSCALE AND REVERSED


Clear Space three-dimensional materials. Proper use of clear space ensures visual impact and legibility of the logo. Additional clear space is preferred whenever possible.

LOGO

A minimum amount of clear space must always surround the lockups to separate it from other elements, such as headlines, text and imagery, as well as the outside edge of printed, electronic and

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LOGO

Logo Don’ts

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Colors DARK & VIBRANT, NIGHT & PAPAYA.

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BRAND COLORS 14

Night

Papaya

HEX RGB CMYK

HEX RGB CMYK

#002B54 0.43.84 100.49.0.70

#F68B69 246.139.105 0.56.59.0

White


Brand Colors Night is the primary color used throughout the brand. This color is mostly used on large areas as a dark background theme. In print (CMYK), the text body can be written with 100% black instead to avoid blurriness. Bold headlines should remain in the Night color in digital and print.

Papaya is the brand accent color. Color psychology suggests that orange exhudes energy and dynamism, balancing the more conservative blue. Papaya is used to underline the headlines and hyperlinks.

It can be used as a uniform background, or as a text color to overlay a colored background.

BRAND COLORS

White is the relief color, compensating the two very strong main colors.

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Designing for Accessibility Designing with accessibility in mind ensures that the materials created is usable by all, including those with low vision. You should make color choices that exhibit high color contrast, especially between text and background elements.

LOW COLOR CONTRAST

abc

abc

abc

abc

abc

abc

abc

abc

BRAND COLORS

HIGH COLOR CONTRAST

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abc

abc

abc

abc


Typography

BRAND COLORS

TEXT, BEAUTIFULLY ARRANGED.

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POPPINS EXTRABOLD

POPPINS EXTRALIGHT // TRACKING 50 PT SANS REGULAR // TRACKING 25

PT SANS ITALIC // TRACKING 25

Typography Styling EXAMPLE OF HOW TO USE TYPEFACES Cus explacest, sit liquia quiassum eaquoste nonsecat ero blab invel ium quas dis quis aditati volorer chilia sequiandam facepro ritate samet doluptae periorporit reheni rectia dolorrum. Uda nonsequo dust lab ium conecati officim illiciantus et utem fugia doluptatem dolorestist autem uta cor moles de pratat quam atectibea cor alibus volorum eat.Ucim raecullatia nit laceatur sin es vid ut eaquistotae.

TYPOGRAPHY

Ut ut velit, eturibusaped quoditias ut fugia voluptiam volupta taecum que venem quosaperum. Voluptia se eum vel moles excearc ipsant endae exceratem solori ullitium repeditaque vende is explam res acea adicae lanis sendit eliquam ut ma quiamus experch illabo.

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PT SANS BOLD // TRACKING 25

Nemqui conse et qui officipsant. Ide venesedit perio venit aceaquaerum re velias sunt utem dus coreped mi, odia idit ea dolluptam adis eumet endaeror rescime.


Primary Typeface

EXTRABOLD REGULAR

EXTRABOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%*&”()_

Ide venesedit perio venit aceaquaerum re velias sunt utem dus coreped mi, odia idit ea dolluptam adis eumet endaeror rescime.

EXTRALIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%*&”()_

EXTRABOLD ITALIC Ide venesedit perio venit aceaquaerum re velias sunt utem dus coreped mi, odia idit ea dolluptam adis eumet endaeror rescime.

EXTRALIGHT REGULAR Ide venesedit perio venit aceaquaerum re velias sunt utem dus coreped mi, odia idit ea dolluptam adis eumet endaeror rescime.

EXTRALIGHT ITALIC Ide venesedit perio venit aceaquaerum re velias sunt utem dus coreped mi, odia idit ea dolluptam adis eumet endaeror rescime.

TYPOGRAPHY

Poppins

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Secondary Typeface

PT Sans BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%*&”()_

REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%*&”()_

BOLD

Ide venesedit perio venit aceaquaerum re velias sunt utem dus coreped mi, odia idit ea dolluptam adis eumet endaeror rescime.

BOLD ITALIC

Ide venesedit perio venit aceaquaerum re velias sunt utem dus coreped mi, odia idit ea dolluptam adis eumet endaeror rescime.

REGULAR

TYPOGRAPHY

Ide venesedit perio venit aceaquaerum re velias sunt utem dus coreped mi, odia idit ea dolluptam adis eumet endaeror rescime.

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REGULAR ITALIC

Ide venesedit perio venit aceaquaerum re velias sunt utem dus coreped mi, odia idit ea dolluptam adis eumet endaeror rescime.


Iconography

 

 

§    

Icons should be suggestive of the functionality with which they are associated. The best icon will suggest to the user the primary purpose of the program or operation without having to read accompanying text.

    

Users recognize functionally suggestive icons more rapidly than other forms because they directly associate with a physical object or action.

The icons used are from the FontAwesome library.

DIGITAL ASSETS

    

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Samples

DIGITAL ASSETS

THE BRAND IN USE.

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PROFILE IMAGE

BANNER

The brand icon is reproductible at small sizes, either in a square or round frame, making it an ideal choice for social media profile images and

A horizontal lockup logo can also be added to a social media banner.

DIGITAL ASSETS

Social Media

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Stationary Samples BUSINESS CARD (FRONT)

BUSINESS CARD (BACK)

LETTERHEAD

Topic of this letter Dear Sir or Madam , Jan 1s t, 2019

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To

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John Smith

dolor in hendrerit in vulputa te velit esse molestie c onsequat, vel illum dolore

CEO

eu feugiat nulla facilisis at vero eros et ac cumsan et iust o odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore

Company Name Berlin , 10243

STICKER 1

te feugait nulla

facilisi . Lorem ipsum dolor sit ame t, cons ectetuer adipiscing eli t, sed diam nonummy nibh euismod tincidunt ut laore et dolore magna aliquam erat volutpa t. Ut

STICKER 2

wisi enim ad minim veniam , quis nostrud exerci tation ullamc orper suscipit lobor tis nisl ut aliquip ex ea commodo c onsequat. Lorem ipsum dolor sit ame t, consectetuer adipiscing elit , sed diam nonummy nibh euismod tincidunt ut laore et dolore magna aliquam erat volutpa t. Ut wisi enim ad minim veniam , quis nostrud exerci tation ullamc orper suscipit lobor tis nisl ut aliquip ex ea commodo c onsequat. Regards ,

PRINT ASSETS

Clara L e

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AndreasStraĂ&#x;e 20 Berlin 10243

Clar a L e

Clara Le

GRAPHIC DESIGNE R clarale.com


Email Signature The email template uses Calibri and Arial Black, which are widely available system fonts and good substitutes for PT Sans and Poppins.

To... CC... BCC...

Icons are directly coded in the signature with a SVG format.

Subject

The picture is fetched from linkedin.com/clarale.

Clara Le

GRAPHIC DESIGNER C clarale.com ďƒĄ /clarale ď‚• +41 77 498 92 37

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Profile for leclara

Clara Le's Personal Branding Guide  

So excited to share my personal branding guidelines with you! Get in touch at

Clara Le's Personal Branding Guide  

So excited to share my personal branding guidelines with you! Get in touch at

Profile for leclara