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Our logo is very important. We must Treat it nicely. Never abuse our logo, or the missing ‘O’ will hunt you down.




This logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.

The same logo should also be used for all screen work, including websites, banners and presentations.


Do’s and Dont’s. You wouldn’t want to be seen wearing odd socks now, would you? Take a moment to think beforehand. We’re not a rules and regulations kind of brand, nevertheless, we want to share what we think is cool, and what should be punishable.

01 Space around the logo

03 Red alert!

Always leave the logo with some room to breathe, you don’t want to suffocate it, do you? Use a white contrasting background, to help it to stand out.

Do not place the logo on horrid colours. Please try to compiment the logo at all times.

02 If the unavoidable happens... Unless it is necessary, avoid sitting the logo on a colour or a photograph, otherwise, use the white version of the logo.


04 Spinning out of control Do not rotate the logo.






The typefaces. We work very closely with the Phosphorus Family. Phosphorus Sulphide We mainly use the daughter of the family, Phosphorus Sulphide, for our logo. She can also be used for headings, as you have seen...

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789


Good Evening. You know the helvetica family, right? Helvetica Neue We use Helvetica Neue Light for our body copy, although we do adjust the tracking, to make sure it is legible for all sizes.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789


Our colour scheme allows our stock to have the wow factor. minimalistic will never go out of fashion. Trends change, a lot, so we keep our colour scheme very basic, to allow our logo to be adapted to the current running trends. It also benefits us as our stock stands out against the black and white. Minimalistic. Simplistic. Classic.


The standard colours, although, if it looks good, experimentation can take place.

CMYK 0/0/0/0 RGB 255/255/255

CMYK 0/0/0/100 RGB 0/0/0


We want to communicate many messages to our customers. Straplines. We aim to include the words ‘Lost’ or ‘Found’ in our straplines to relate to the meaning of the business.

Although we have a range of five straplines to use, we don’t have a particular favourite. The range of these straplines focuses on the different aspects of our business, and we use which ever one is the most fitting.


If placed underneath the logo, Helvetica Neue should be used, and the strapline should be in uppercase. Or, you can experiement with typefaces, as long as the Lost & Found logo is related and visible for all to see.

The Straplines If you haven’t found it yet, keep looking. The way to love anything is to realise it may be lost. I’m so glad that I’ve finally found you. The best treasures are yet to be found. Being lost isn’t always a bad thing.

If a strapline is not used, then the website url should be placed underneath, if the website is not visible elsewhere. For example, on a leaflet, if the website is not stated above, it should be placed underneath the logo, replacing the strapline.

The tracking may then be altered to ensure that the website is the same width as the logo.

w w w. l o s t a n d f o u n d t h r i f t s t o re . c o . u k


The camera never lies.

When we take and use photographs, mainly for the website and marketing marterial, Lost & Found images should be stylish, and contain character, but making the particular item the focus.


Consideration of the target audience is important, as you want the images to appeal and capture them.

The current trends and style of the stock should also be taken in to consideration at all times.

The main target audience for Lost & Found, is both males and females aged between 18 and 26 years of age.








Our Final Words.

If you’re ever in doubt, just refer back to this document. We don’t ask for much, just a little love and respect for our brand. We think it’s a pretty flexible system that allows creativity. And make us proud.


Brand guidelines  
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