Branded by Earth | Logo Manual & Visual Guidelines

Logo manual & visual guidelines May 2022

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May 2022

Index

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I Logo

III Font

01 02 03 04 05 06 07 08

01 02

Signatures Main colors Other colors Proportions Exclusion zone Reduced size Graphic treatment DON’Ts

Bely Display Bely Book

II Colors

IV Image

01 02 03

01 02 03

Primary colors Colors of the earth Shades of grey

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Icons Photography Product photography

May 2022

Logo

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May 2022

Logo A circular brand with an image resembling that of tree branches, a single feather, or even the delta of a river.

Branded by Earth’s logo was designed to be easily recognizable under any conditions. It can be applied to any different media, and even to support diverse graphic treatments.

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May 2022

Signatures

Primary

Secondary

The logo has 3 different signatures to be used under different circumstances.

The primary signatures are the horizontal and vertical ones, which display both the symbol and the typographic parts of the logo.

The secondary signature consists of only the symbol and is more appropriate for repetitive applications of the mark.

Vertical

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Horizontal

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Symbol

May 2022

Main colors The standard color for the logo is black, whith white being used as a negative color for dark backgrounds.

Positive

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Negative

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May 2022

Other colors For different media, campaigns, or graphic contexts, the logo may be presented with virtually any colors.

This is a resource to increase its flexibility for different graphic applications.

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May 2022

Proportions 5X

The logo proportions must be kept at all times in order to maintain its consistency and make it recognizable across all of its touchpoints.

The proportions are also consistent between the horizontal and vertical versions.

5X

X

X

6X

6X

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May 2022

Exclusion zone When placed against complex backgrounds, the logo will need a buffer zone to maintain its identity.

For reference, the exclusion zone is based on the radius of the symbol.

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May 2022

Reduced size When applied to restricted-size media (think mobile apps or document footnotes) , the logo should still be recognizable.

Digital

Print

100 px

200 mm

50 px

100 mm

40 px

80 mm

Thus, it is important to have minimum possible dimensions to ensure the mark’s legibility.

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May 2022

Graphic treatment The symbol version of the logo can withstand different graphic treatments and creative concepts for different campaigns.

However, this should not be done to the primary signatures of the logo.

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May 2022

DON’Ts Here’s a list to what NOT to do with the logo.

These examples apply to the primary (horizontal and vertical) versions, since the secondary singature (symbol) was defined with flexibility in mind.

Don’t distort the logo.

Don’t add extra elements.

Don’t combine two or more colors.

Don’t displace its elements.

Don’t crop the logo

Don’t outline the logo.

Branded

by Earth Don’t scale its elements.

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Don’t change the logo’s typography.

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Don’t rotate separate elements.

May 2022

Colors

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May 2022

Primary colors Black and white are the primary colors of the brand. These are very strong, yet neutral colors, that allow for a large variety of combination across different product collections, seasonal launches, and marketing campaings.

Full Black

HEX000000 R0 G0 B0 C100 M100 Y100 K100

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Bright White HEXffffff R255 G255 B255 C0 M0 Y0 K0

May 2022

Colors of the earth Complementing the two primary, colors, Branded by Earth can use virtually any other color. This goes for general use, multiple shades, and even gradients.

This alows for the brand to fit and adapt to new and recurring trends, as well as to the different colors of natural ingredients, nature photography, and human skin tones.

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May 2022

Shades of grey For functional purposes like interactivity and legibility, but also for low-contrast designs, the brand can also rely on its six shades of grey.

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Grey 01

Grey 02

Grey 03

HEX454545 R69 G69 B69 C67 M60 Y58 K43

HEX696969 R105 G105 B105 C59 M51 Y50 K19

HEX9e9e9e R158 G158 B158 C41 M33 Y33 K1

Grey 04

Grey 05

Grey 06

HEXc7c7c7 R199 G199 B199 C22 M17 Y18 K0

HEXe6e6e6 R230 G230 B230 C9 M6 Y7 K0

HEXf2f2f2 R242 G242 B242 C4 M2 Y2 K0

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May 2022

Font

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May 2022

Bely Designed by Roxane Gataud, Bely is described as a classy throwback text font family with a fearless and venturesome display.

It is a font family with 4 different weights, including two italics. It also has a display version for titles and headlines.

Bely Display

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Bely ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold abcdefghijklmnopqrstuvwxyz 1234567890

Bely ABCDEFGHIJKLMNOPQRSTUVWXYZ Regular abcdefghijklmnopqrstuvwxyz 1234567890

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Bely ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890

Bely ABCDEFGHIJKLMNOPQRSTUVWXYZ Italic abcdefghijklmnopqrstuvwxyz 1234567890

May 2022

Image

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May 2022

Icons Branded by Earth focueses on natural raw materials with recyclable packaging, reduced waste, and cruelty-free lab testing.

To illustrate its commitment with environment preservation and social responsability, the brand has a set of icons to be applied to its products, website, visuals and campaigns.

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May 2022

Photography The photography of Branded by Earth can be divided into 2 different groups: Earth and People.

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May 2022

Photography | Earth The first group is made of photos of the earth.

These can vary from small details of sand, dirt, stone, or animals and plants, to aerial views, outstanding landscapes, and even satelite photos of the planet.

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May 2022

Photography | People The second photographic group is composed people. The main objective is to showcase the peoples of Earth, in all of their diversity.

These photos should look as natural as possible, showcasing interactions between people or with natural elements.

The same principle should apply even tophotos made in studio.

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May 2022

Product photography The product photos should be minimalistic and hilghlight both its materials and its colors.

In future campaigns, it may also use other complementary materials like wood, leaves or even entire landscapes.

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May 2022

Logo manual & visual guidelines May 2022

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May 2022