Craft&Forms Brand Guideline

CRAFT & FORMS

Brand Guidelines.

Craft & Forms brings quality artisanal goods to elevate your home.

CRAFTANDFORMS.COM

CONTENTS

BRAND GUIDELINE 2021

Contents

01

02

03

04

About

Logo

Color

Font

About the Brand

Brand Logo

Brand Colors

Primary Font

Logo Elements

Logo Color Usage

Seondary Font

Clearspace

Color Hierarchy

Typographic Hierarchy

PAGE 12

PAGE 18

Minimum size Incorrect Usage

PAGE 3

PAGE 5

ABOUT

01

BRAND GUIDELINE 2021

About.

ABOUT

BRAND GUIDELINE 2021

About the Brand At Craft & Forms, we believe in promoting sustainable consumption and minimise the impact of modern throwaway culture has on the planet by designing and promoting sustainable homewares that last a lifetime.

Each of our products is a synergy between centuries-old traditional crafts and understated clarity of contemporary design.

Our Mission

is to bring our customers a range of unique handcrafted homeware that are thoughtfully designed and sustainably made while equally promoting and supporting local artisan communities, small scale manufacturers from across Asia.

LOGO

BRAND GUIDELINE 2021

Logo.

02 Guidelines on how our logo should be used. It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.

Brand Logo Logo Elements Clearspace Minimum size Incorrect Usage

LOGO

Brand Logo

BRAND GUIDELINE 2021

HORIZONTAL

Our brand logo consist a Logomark & Logotype. We have 2 versions of the brand logo – Vertical and Horizontal. The Logomark ype can be presented together or seperately as individual elements.

The nature of the elements in the brand logo should not be modified, recreated or transformed in any way. The brand logo shall never be streched and should be resized proportionately so that they are legible at all times.

VERTICAL

LOGO

Logo Elements

BRAND GUIDELINE 2021

LOGOMARK

LOGOMARK

The logomark acts as the identifying mark of the brand and is ideal for social media avatars, stamps, wax seals and stickers.

LOGOTYPE

The logotype can be presented when a simplified design would suit the design context better or when the logomark is already presented within a design.

LOGOTYPE

LOGO

BRAND GUIDELINE 2021

LOGO

BRAND GUIDELINE 2021

Clearspace & Minimum Size

Clearspace is the area surrounding the logo

x

x

x

x

that must be kept free of any other graphic x

elements. This exclusion zone indicates the

x

x

x

closest any other graphic element can be positioned in relation to the logo.

x

x

To ensure legibility and clarity, please do not scale the logo below the recommended size.

For vertical brand logo, the minimum clearspace is

For horizontal brand logo, the minimum clearspace

determined by the x-height as illustrated above.

is determined by the x-height as illustrated above.

Minimum Width: 15mm

Minimum Width: 20mm

LOGO

BRAND GUIDELINE 2021

Clearspace & Minimum Size

Clearspace is the area surrounding the logo that must be kept free of any other graphic

x

x

elements. This exclusion zone indicates the

x

closest any other graphic element can be positioned in relation to the logo.

x

x

To ensure legibility and clarity, please do not scale the logo below the recommended size.

For logotype, the minimum clearspace is For logomark, the minimum clearspace is

determined by the height of the letter "A" from the

determined by the x-height as illustrated above.

logotype itself as illustrated above.

Minimum Width: 8mm

Minimum Width: 20mm

LOGO

BRAND GUIDELINE 2021

Incorrect Usage

Do not create compositions that

Do not rotate or

Do not resize or modify any

Do not add any unofficial

are not provided in the guideline

reflect the logo

part of the logo

elements in the logo

Do not compress or stretch

Do not use gradient,

Do not change the color of

Do not add in special

the logo, always resize

always refer to the color

logo, always refer to the color

effects such as drop

proportionately

usage guideline

usage guideline

shadows or 3D effects

BRAND GUIDELINE 2021

COLOR

Color.

03 Guidelines on how our colors should be used.

It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.

Brand Colors Logo Color Usage

COLOR

BRAND GUIDELINE 2021

Brand Colors

WHITE

HEX

FFFFFF

CMYK

0 0 0 0

RGB

255 255 255

HEX

F5F3EB

HEX

E7CABD

HEX

717E6C

HEX

34443F

CMYK

3 2 6 0

CMYK

8 20 22 0

CMYK

57 39 58 13

CMYK

73 53 62 49

RGB

245 243 235

RGB

231 202 189

RGB

113 126 108

RGB

52 68 63

CREAM

BLUSH

GREEN

SAND

DARK GREEN

SAGE

OAK

HEX

DCD2C5

HEX

BCC3B5

HEX

A0948B

CMYK

13 14 20 0

CMYK

27 16 28 0

CMYK

39 38 42 2

RGB

220 210 197

RGB

188 195 181

RGB

160 148 139

COLOR

BRAND GUIDELINE 2021

COLOR

Logo Color Usage

Our brand logo can only be applied in the recommended color combinations as illustrated on the right.

B&W versions can be used when color options are not applicable.

BRAND GUIDELINE 2021

COLOR

Logo Color Usage

Our brand logo can be used in full color or full white when applied against imagery backgrounds.

BRAND GUIDELINE 2021

COLOR

BRAND GUIDELINE 2021

Color Hierarchy

A general color hierarchy is seen as illustrated on the right. The sizes of the circles visualizes the usage percentage of the brand colors within the branding.

White, Cream and Sand are the most commonly used background colors.

Dark Green is mostly used for logo & text color.

Blush, Sage, Green and Oak are used as secondary background colors.

BRAND GUIDELINE 2021

FONT

Font.

04 Guidelines on how our colors should be used.

It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.

Primary Font Seondary Font Typographic Hierarchy

FONT

Primary Font

BRAND GUIDELINE 2021

Lora Regular | Italic | Medium

Typography plays a large role in our brand identity. Lora is the chosen primary font for the brand.

The serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890

TRACKING: 0

fonts.google.com/specimen/Lora

LEADING: 15 - 50

FONT

Secondary Font

BRAND GUIDELINE 2021

Roboto Regular | Medium | Bold

Roboto is the chosen secondary typeface. It is used for body copy and larger paragraph of text.

Within brand materials, Roboto should appear smaller in scale in relation to Lora.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890

TRACKING: 0 - 50

fonts.google.com/specimen/Roboto

LEADING: 15 - 50

FONT

Typographic Hierarchy

BRAND GUIDELINE 2021

Headings in Lora Regular Lora Regular can also be used for smaller exerts of text that

Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity,

require further emphasis such as this paragraph. Lora Medium can be used when a heavier weight is required.

consistency and a legible hierarchy for all communications.

Lora Italic can be used for pull quotes or small titles.

Button in Lora Regular

SUBHEADING IN ROBOTO MEDIUM

Roboto Regular is used for body copy. Roboto Medium can be used when a heavier weight is required. Roboto Bold can be used to highlight or emphasize certain area of text of the body copy.

Lora Regular is used as button text.

CRAFT & FORMS

CRAFTANDFORMS.COM