Brand Identity Guidelines
Contents 1. Logo 2. Typography 3. Color Palette
amor araku
1. Logo
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brand guidelines
nolemo
1.1 Primary & Secondary Logo The primary logo consists of a logotype. The logo should be used on all brand collaterals. The secondary logo is a symbol. It should be used in case of space constraints.
brand guidelines
nolemo
1.2 Exclusion Zone When reproducing our logo, be mindful of the elements surrounding it. There should be a clear space around the logo as shown. The secondary logo should be used in case of space constraint. Space equal to half of the character's width should be left vacant on all four sides of the logo.
brand guidelines
nolemo
1.3 Color Variations The full color logo should always be used against a white background or any lighter colors. The logo can also be used in the brand's primary color (#f6d2bb) against any darker brand color as shown in the picture. The same color restrictions apply to the secondary logo as shown.
brand guidelines
nolemo
brand guidelines
1.4 Minimum Size When reproducing our logo, be mindful of the size and make sure it is legible. The primary logo should not be smaller than 1" while designing for print and 72 px while designing for web. The secondary logo should not be smaller than 0.2" while designing for print and 14.4 px while designing for web.
minimum print size 1" minimum digital size 72px
minimum print size 0.2" minimum digital size 14.4px
nolemo
brand guidelines
1.5 Unacceptable Usage To maintain a consistency across all the brand collaterals, we have identified a few ways in which our logo should not be used. The logo's integrity should remain intact. Here are a few examples to show how our logo should not be tampered with.
do not rotate the logo
only use specified colors
do not use effects such as drop shadow
do not distort the logo
amor araku
2. Color Palette
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brand guidelines
nolemo
rgb 39 79 114 cmyk 91 66 34 18
rgb 246 210 187 cmyk 2 19 24 0
Color is an integral part of a brand identity. Consistency in color helps build cohesiveness amongst brand collaterals. Our color palette is carefully curated and offers a sense of calm and reliability which is eccentric to the brand core. These colors should be used across collaterals in the correct proportions as shown on the right. Peach and green are the brand's primary colors; blue and maroon, secondary; & white and light green, tertiary.
rgb 117 59 85 cmyk 48 83 45 27
rgb 86 117 114 cmyk 69 41 51 14
rgb 244 244 244 cmyk 3 2 2 0
rgb 178 209 194 cmyk 30 6 26 0
brand guidelines
amor araku
3. Typography
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brand guidelines
nolemo
Our typefaces are unique and should be used across all web and print applications. Both the primary and secondary typeface come in various weights. These styles should be used judiciously according to the requirements to create visual hierarchy in design.
brand guidelines
Ibarra Real Nova is our headline typeface Lato is our secondary typeface
nolemo
Ibarra Real Nova is a beautiful serif typeface family suitable for headings and sub headings. The serifs impart a feminine feel to the typeface making it suitable for the brand.
brand guidelines
Ibarra Real Nova Regular
Ibarra Real Nova Italic
Ibarra Real Nova SemiBold
Ibarra Real Nova SemiBold Italic
Ibarra Real Nova Bold
Ibarra Real Nova Bold Italic
You can download the typeface from https://fonts.google.com/specimen/Ibarra+Real+Nova#standard-styles
nolemo
brand guidelines
Lato Hairline
Lato Hairline Italic
Lato is a san serif typeface family designed in the Summer 2010 by Warsaw-based designer Łukasz Dziedzic. The semi-rounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness.
Lato Light
Lato Light Italic
Lato should be used for body copy.
Lato Regular
Lato Italic
Lato Bold
Lato Bold Italic
Lato Black
Lato Black Italic
You can download the typeface from https://fonts.google.com/specimen/Lato#standard-styles
nolemo
Designed by Saloni Garg April 2021 theinvisiblegrid
brand guidelines