SINUOUS BRAND GUIDELINES
This brand is a plus-size, women’s clothing line. Designed to appeal to the bold, full-figured female between the ages of 20 and 35, this brands voice communicates an unapologetic self-love and promotes body confidence.
To be the most affordable, and fashion forward, womens plus size brand, meeting more than just your sizing needs.
We value your trust and comfort. We foster an environment where you can shine and be confident in the skin you’re in. It is our top priority to make sure you feel whole by encouraging you to be yourself & feel free.
You are a woman shining bright in your 20’s or 30’s. Living in Canada or the U.S. You’re confident in your own skin & appreciate a fierce & bold outfit. You don’t hide your body; you love and celebrate it. You stand out.
From colours & prints, to cut outs & materials, you dress for you.
You’re unapologetically spicy. You’re an educated go getter. A boss, bringing home an attractive income to support your shopping habits. You love to make a statement.
You wear new outfits when you go out. You take selfies & get photos with the girls. You proudly post on social media; you encourage other women to be brave. Single or in a relationship, you are maintained & beautiful.
By definition is to have many curves
We speak confidently & to the point. We are certain in what we say, without question. We speak clearly but add flare in our language when the occasion calls for it.
Staying trendy and respectful of time, we use symbols in lieu of words. We spell out numbers – we don’t give our attention to age, size, or weight.
We are strong communicators. There’s no need for bullet form. People listen when we speak. There are no hyphenated words –we don’t need to pause. We give ourselves space to be free & comfortable. Tracking and leading can be used to increase clarity, when needed, but we never look loose – we keep it together.
FIERCE BOLD
OUR VOCABULARY
DIVERSE CONFIDENT COMFORTABLE LOVE Passion CURVY EDGY SKIN BRIGHT
APPRECIATE SOCIAL STRENGTH BRAVE MAINTAINED ENCOURAGE FLARE Sensual
Celebrate STAND OUT SPICY GO GETTER BOSS Beautiful PERSONALITY SUPPORT PROUD UNAPOLOGETIC
SINUOUS BRAND GUIDELINES
LOVE THE SKIN YOU’RE IN
Savoye LET
Savoye is our secondary copy when we want a little extra. Savoye is proud in an eighteenpoint font or greater. This font is gorgeous in black or Alzarian Red. This beautiful font shows off its curves with a fifty-point tracking. Keep this font classy by only capitalizing the first letter in a sentence.
Use Didot in bold for headers and titles.
When the occasion calls, use it for copy in regular or bold. Didot can be used in any case and brand colour. Use point size fourteen or greater. We use Didot bold in Coral Reef when we want to shine and show class. Title pages are prime opportunities for this elegance and flare.
Cochin is our primary copy. We use Cochin in black & Alzarian Red. Use this font in regular when using a larger point size, and in bold for fourteen-point or smaller. Pair Cochin with any of our other fonts for hierarchy.
Use this typeface with pride.
We use this font in our social media ads and presentations. We encourage you to use it loud and proud.
Make it big, make it clear,
Make it comfortable, SHOW IT OFF
abcdefghijklmnopqrstuvwxyz
Our icons use circles and curves. They represent our values.
BLACK
HEX #000000
RGB: 0/0/0
CMYK: 75/68/67/90
CMYK: 26/100/100/29 COLOUR PALETTE
ALZARIN RED
HEX #83181B
RGB: 131/24/27
CORAL REEF
HEX #A8815D
RGB: 197/185/167
CMYK: 22/24/34/0
Our colour palette consists Black, Alizarin Red, and Coral Reef. We use Black for its diversity. Use it for power with Didot bold, show elegance when pairing with Savoye, & achieve sophistication with Cochin.
Alizarin Red has an ability to evoke deep emotions (Art, 2009).
It’s described as “timeless elegance that continues to inspire and enchant” (Newton, 2023).
This deep, cool red represents strength, passion, and confidence.
Coral Reef was chosen to add versatility and class.
Stand out with Coral Reef in large scale such as title pages.
When the mood calls for a softer tone, and add a touch of class and use on decorative elements.
From black leather to chiffon and everything in-between, we provide options for anytime of the day & occasion
We pose confidently, showing off our curves and outfits.
We love our skin. We care for it and show it off.
When shooting in B&W, we use strong lighting, moody shadows, and mid-range backdrops in a solid shade.
Our models rock red or nude lips.
They confidently wear heels or high boots.
They’re maintained. Hair is down & styled.
When shooting in colour, our environments match the style of outfits our models are wearing.
The logo marks’ snakes were designed to represent the nested word SIN in SINUOUS. Inspiration for our logo derived from the story of Adam and Eve. The snakes are connected at the nose and body to represent passion.
The negative space between the snakes creates a heart shape, representing love.
L
LOVE THE SKIN YOUR IN
Our logo is versatile. As a package including logo mark, word mark, and tagline, or just our logo mark alone, feel comfortable giving our brand attention.
Negative Space: A tagline “S” height between logo mark and word mark. A word mark “S” height for a border.
In horizontal form, leave 1/12th of space between logo mark & word mark. In vertical form, leave 1/7th of space between logo mark & word mark.
Logo mark can be in all black, all red, or left side black with the right side red.
Our logo has been thoughtfully crafted and is encouraged to be enjoyed as designed. The stroke, height & width were designed to mimic the curves we are proud of. These shouldn’t be changed.
LOVE THE SKIN YOUR IN
The logo mark can stay striking in our Alzarian Red or change into a sophisticated black. Give space between the logo mark and word mark for comfort, but keep it together.
These images are solely to be used for Comp purposes during the proposal process. If the client accepts the proposal, then the client must purchase the license for:
PG2–Hanging In Red. Credit: Aovica, https://aovica.com/products/plus-size-sexy-dress-womenwholesale-fall-clothes-solid-long-sleeve-deep-v-neck-mini-dresses-club-birthday-outfits-dropshipping?variant=43142508904681
PG3-Stand with Confidence. Credit: https://stylishcurves.com/plus-size-valentines-day-dresses/
PG7-Business meshed with pleasure. Credit: Chic and curvy, https://chicandcurvy.com/products/ final-sale-plus-size-sheer-mesh-bodycon-dress-in-black-1?variant=39595841388649
PG8-Sexy print to see. Credit: High fashion wears, https://www.highfashionwears.com/products/ l532963249-sexy-print-split-joint-see-through-v-neck-pencil-skirt-dresses?variant=f85d7223-8ea44f3e-8734-82da6dc723cc
PG9-Add some gold. Credit: Shein, https://us.shein.com/Plus-One-Shoulder-Contrast-Mesh-Velvet-Bodycon-Dress-Without-Bra-p-7790862cat-1889.html?utm_source=pinterest.com&utm_medium=cpc&utm_campaign=uspin_dpa_plussize_sf2111037388877479&url_from=uspin_dpa_plussize_sf2111037388877479&epik=dj0yJnU9N2pYSGpDY2w2X29EZGFlNGoyNXctTUtJNnU1NkE4VlcmcD0wJm49ODVnT0o3ZFZqblUyWk1xYVp0REFDQSZ0PUFBQUFBR1lWaDJF
PG11-Show it all. Credit: Remembered elegance, https://www.rememberedelegance.com/collections/dresses
PG23- Can’t say no. Credit: Tumblr, https://say-no-to-thinspo.tumblr.com/post/14855753750/thelowsandwoesofafatgirl-plus-size-modeling
PG24-Bold and know it. Credit: Plus model, https://www.plus-model-mag.com/2014/10/fiona-falkiner-term-plus-size-qualms-called-plus-size-model/
PG25-Even in pjs. Credit: Rock every style, https://www.rockeverystyle.com/products/rockeverystyle-jumpsuits-women-outfits-l82153015420-sexy-casual-print-hollowed-out-frenulum-o-neck-skinny-jumpsuits?variant=ae022c27-3206-42c7-878c-030d6f49c988
PG35-Naturally a stunner. Credit: Anne of carversville, https://anneofcarversville.com/editorials/
BACK COVER-See-through Confidence. Credit: Know fashhion style, https://www.knowfashionstyle.com/Black-Sexy-Patchwork-See-throughMesh-V-Neck-Straight-Dresses-p1435722.html?parent_user_id=0&utm_source=sns_share&utm_medium=share_pinterest&epik=dj0yJnU9b0ZxM1ZnWG51MVdUX0RaTXVHVHBkaGZ1RHVHZUtRZC0mcD0wJm49d0lVcmkxLUFaTkNOT3FJN0x6S3JLQSZ0PUFBQUFBR1lWZ2tj
