Brand
OVERVIEW THE IDENTITY OF AURORA
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AURORA BRAND OVERVIEW
INTRODUCTION
Design guidelines
CONTENTS 01 INTRODUCTION Message From Our Founder
05 STATIONERY 7
02 ABOUT US
The Letterhead
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The Envelope
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The Business Cards
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Full Stationery Set
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Positioning Statement
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Mission Statement
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Tagline
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06 APPLICATION
Target Audience
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Products
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Brand Purpose
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Clothing
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Brand Voice
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Merchandise
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Promotional
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03 SIMILAR BRANDS Papier Brief
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Cloth and Paper Brief
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04 DESIGN Our Primary Logo
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Our Secondary Logo
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Logo Color Variations
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Logo Clearspace
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Incorrect vs Correct Logo Usage
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Color Palette
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Primary Typography
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Secondary Typography
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01.
INTRODUCTION
AURORA BRAND OVERVIEW
INTRODUCTION
Aurora, by definition, is “the first appearance of light in the morning or the time of its appearance”. We at Aurora advocate for caring for yourself and your mental health through writing. One of our main goals is to allow individuals to fully feel and release any and all emotions through short writing prompts that allow self reflection. Often times I, like many others, can find myself treating others with kindness, yet still neglecting care and kindness for myself. Through writing, we are granted the opportunity to say what sometimes spoken words can not. We can pour our minds and hearts onto the pages and truly immerse ourselves in emotions and reflect on them in a positive and gentle light. With Aurora, we hope that you too can find good in each day.
Emily Everson Founder
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02.
ABOUT US
POSITIONING STATEMENT
FOR INDIVIDUALS WI PEACE AND DAILY IS THE METHOD TO FULL POTENTIAL TH REFLECTION AND GRAT HELPS YOU TO ORGA YOUR
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AURORA BRAND OVERVIEW
ABOUT US
TH A GOAL OF INNER GROWTH, AURORA O REACHING YOUR HROUGH PRACTICING TITUDE. ONLY AURORA ANIZE AND CLEANSE MIND.
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MISSION STATEMENT
TO ADVOCATE FOR E LOVE AND MENTAL H TURNIN
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AURORA BRAND OVERVIEW
ABOUT US
EXCEPTIONAL SELFHEALTH WITH EACH G PAGE.
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TAGLINE
“FIND GOOD
IN EACH DAY.”
Get to know our
TARGET AUDIENCE WHO DO WE DEFINE AS OUR AUDIENCE? While we feel the ideas of practicing self-love and treating mental health are not defined by or pertain to any specific age or gender, we direct our products toward women, specifically women ages 18 - 24.
WHY THIS DEMOGRAPHIC? Aurora is a woman-founded business and was designed to accomodate to other women that may be newly entering college, their careers, or figuring life out in general. There are many stressors and difficulties people of this age group are faced with as this tends to be the time people are figuring out who they are, what they enjoy, and who they want to be.
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AURORA BRAND OVERVIEW
ABOUT US
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AURORA BRAND OVERVIEW
ABOUT US
Get to know our
BRAND PURPOSE WHY WE ARE DIFFERENT We stand out from our competitors by providing products with an original combination of wellness journaling and daily planning as well as creativity boosting and mind stimulating activities.
T H E P R OB L E M S W E S O LV E We provide a therapeutic method for individuals to keep track of what happens in their day-to-day life. We pride ourselves on encouraging others to understand the importance of mantaining their mental health and putting love and effort into themselves. Everyone is worthy of love and happiness and through our products, individuals can begin to understand that.
WHY WE EXIST We exist simply to promote and advocate for quality mental health and self image. Through a unique experience of journaling that allows thinking about the good things in our lives as well as good features about ourselves, we make this possible.
WHY PEOPLE SHOULD CARE People can benefit from journaling in many ways, aside from the creative opportunities that can be presented. According to the University of Rochester Medical Center, “One of the ways to deal with any overwhelming emotion is to find a healthy way to express yourself. This makes a journal a helpful tool in managing your mental health. Journaling can help you manage anxiety, reduce stress, and cope with depression. Journaling helps control your symptoms and improve your mood by helping you prioritize problems, fears, and concerns and providing an opportunity for positive self-talk and identifying negative thoughts and behaviors.”
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Get to know our
BRAND VOICE OUR VOICE INCLUDES WORDS THAT WE FEEL BEST RELATE TO OUR BRAND AND HELP TO CONVEY THE MESSAGE WE SHARE.
Comforting
Nosta
Humble 20
algic
AURORA BRAND OVERVIEW
ABOUT US
Encouraging
Peaceful
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03.
CASE STUDY OF OTHER BRANDS
Brand Case #1 ABOUT PAPIER Founded in 2015, Papier strives to produce high quality stationery products with endless fun and eclectic designs to choose from. Papier often collaborates with other popular brands and artists as well as up and coming artists to constantly produce new designs in order to allow for more diverse options for people to choose from. Papier also focuses on the importance of sustainablility by issuing eco-friendly production practices through using ethically sourced paper and recyclable packaging, for example.
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AURORA BRAND OVERVIEW
SIMILAR BRANDS
Brand Case #2
C L O T H & PA P E R
ABOUT CLOTH & PAPER Cloth and Paper was founded for the purpose of providing people with chic and minimalist stationery products. Founded in 2015, the purpose of Cloth and Paper is to put fashion and luxury into planners, pens, and more. This is achieved through products such as leather planners, planner stickers and inserts, transparent stick notes, and more that emphasize and feature a sleek and luxurious look. Another option are subscription boxes that are curated every month with different products for subscribers to sample and use.
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04.
DESIGN
The anatomy of
THE PRIMARY LOGO
THE PRIMARY AURORA LOGO COMBINES 2 ELEMENTS: The A in the center and the sun that circles around it. These elements should never be changed. Position, size and color, along with the spatial and proportional relationships of the Aurora logo elements, are predetermined and should not be altered. Used consistently, they will reinforce understanding and representation of the company.
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AURORA BRAND OVERVIEW
DESIGN
The 2 elements of the logo
The A
The sun
THE VISUAL IDENTITY STANDARDS ARE BASED ON THESE PRINCIPALS:
Logo consistency
Consistency of application
Consistency of quality
Maintaining logo elements, typeface, color, proportion, clear space and size guidelines.
Maintaining logo placement and prominence across all communications.
Ensuring that all uses communicate a consistant message of quality and excellence.
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The anatomy of
THE SECONDARY LOGO
Auror THE SECONDARY AURORA LOGO COMBINES 2 ELEMENTS: The Aurora sun logo and our brand name typed out in our primary typeface, Lust. These elements should never be changed. Position, size and color, along with the spatial and proportional relationships of the Aurora logo elements, are predetermined and should not be altered. Used consistently, they will reinforce understanding and representation of the company.
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AURORA BRAND OVERVIEW
DESIGN
The 2 elements of the logo
Aurora Our brand name
The sun logo
This logo is used sparingly and appears less often than the primary logo. The secondary logo does however appear on our company stationery package and occasionally merchandise.
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Logo primary
COLOR VARIATION
Double Spanish White colored logo
Rajah colored logo
Brown Rust colored logo
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AURORA BRAND OVERVIEW
DESIGN
Logo secondary
COLOR VARIATION
Black logo
Grey logo
Sometimes, often due to production costs, you need another color apart from the primary logo color palette. The logo must be used following the convention of using a light color on a dark background or a dark color on a light background. You must honor the Aurora color palette and use black or gray if necessary.
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The logo
CLEAR SPACE The Aurora logo requires serparation from the other elements around it. The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder the legibility of the brand. 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.
Whenever you use the logo, it must be surrounded with clearspace to ensure its visibility.
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AURORA BRAND OVERVIEW
DESIGN
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Incorrect and
CORRECT USE Don’ts
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Add drop shadows
Use non-approved colors
Smash the logo
Stretch the logo
Add treatments or effects
Create outlines of the logo
AURORA BRAND OVERVIEW
DESIGN
Do’s
Use the logo without the background
Use it on a solid background
Increase the logo size, but maintain proper preportions
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Logo
COLOR PALETTE USE OF COLOR FOR THE PRINTED & DIGITAL LOGO: The following palette has been selected for use in Aurora communcations. Lighter tints of these colors are also allowed, but the Logotype may only be used with a 100% tint. The primary colors include three sandy, earthy tones, that embody the boho inspired and nature based style of the company. The additional colors were chosen to reflect other tones found in nature as well as to add pops of color to the brand palette.
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Color 1
Color 2
Color 2
DOUBLE SPANISH WHITE
RAJAH
BROWN RUST
COLOR CODES
COLOR CODES
COLOR CODES
CMYK
CMYK
CMYK
10 / 13 / 29 / 0
0 / 41 / 63 / 0
22 / 63 / 83 / 8
RGB
RGB
RGB
229 / 214 / 183
249 / 166 / 107
186 / 109 / 64
HEX
HEX
HEX
#e5d6b7
#f9a66b
#ba6d40
AURORA BRAND OVERVIEW
DESIGN
Other brand
COLORS The palette allows the addition of secondary colors to enrich the Aurora visual identity as a whole. Lighter tints of these colors are also allowed.
Color 1
Color 2
Color 2
SAGE
FUZZY WUZZY BROWN
LYNCH
COLOR CODES
COLOR CODES
COLOR CODES
CMYK
CMYK
CMYK
47 / 26 / 54 / 2
18 / 84 / 72 / 5
60 / 42 / 25 / 1
RGB
RGB
RGB
142 / 160 / 130
195 / 75 / 73
115 / 134 / 160
HEX
HEX
HEX
#8ea082
#c34b49
#7386a0
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The primary
TYPEFACE
Font Lust
Aa 123 42
AURORA BRAND OVERVIEW
DESIGN
ABCDEFGH IJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Lust fine Lust fine italic Lust display Lust display italic Lust regular Lust italic
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The secondary
TYPEFACE
Font Mostra Nuova
Aa 123 44
AURORA BRAND OVERVIEW
DESIGN
ABCDEFGHIJKL MOPQRSTUVWX YZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Mostra Nuova thin Mostra Nuova light Mostra Nuovo regular Mostra Nuova bold Mostra Nuova heavy Mostra Nuova black
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05.
STATIONERY
The
LETTERHEAD
11”
8.5”
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AURORA BRAND OVERVIEW
S TAT I O N E RY
The
ENVELOPE 4”
9.25”
The
BUSINESS CARD 2”
3.5”
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AURORA BRAND OVERVIEW
S TAT I O N E RY
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06.
APPLICATION
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AURORA BRAND OVERVIEW
INTRODUCTION
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AURORA BRAND OVERVIEW
INTRODUCTION
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AURORA BRAND OVERVIEW
INTRODUCTION
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AURORA BRAND OVERVIEW
INTRODUCTION
Click here to watch app walkthrough.
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W W W. A U R O R A . C O M