In order to produce effective communication material for Lervia that is consistent in its look and feel, we have created these guidelines to help you along the way. Furthermore, it will ensure that everything we convey to our audience will be delivered in one absolute and coherent voice.
These guidelines are the core essentials in mending the brand, and must to be read thoroughly to understand how tocommunicate the brand.
Should there be any additional questions about putting the brand together, or difculties in understanding, we have provided you with relevant contacts for more detailed information.
Our Brand
Our Brand
WHO WE ARE
Lervia is a hygiene and skincare brand made from natural compounds, utilizing goat milk extract that aids in skin smoothing and nourishment. The goat milk component promises to tackle women’s skin concerns for inflammation, aging, acne, protect skin from UV rays, and helps regenerate dead skin cells.
The brand’s name, Lervia, derived from the word “lervia” which is a part of the binomial name for the Barbary sheep, Ammotragus lervia. The word "lervia" comes from the wild sheep of northern Africa, which were called "lerwee".
Our Brand
WHAT SETS US APART
Ingredients in soap bars are highly concentrated thus the beneficial component of goat milk extract in Lervia’s bars yield effective results in hydrating, nourishing, and easing inflammation. Lervia’s soap bars also contains fewer unnecessary chemicals and instead opt for natural, organic ingredients to tackle skin issues gently.
Lervia also promises to be an advocate for sustainability and environment-conscious. Soap bar packagings are made of carton box therefore they don’t generate plastic waste. Carton box packagings are also cost effective and affordable, making Lervia attainable to diverse groups of people.
Logo & Identity
Brand Elements LOGO ANATOMY
Lervia’s logogram forms a picturemark of a goat made of thick strokes. The lines are thick but ends in delicate thin lines to create a dynamic look, and emulate the logo’s typeface. The goat represents Lervia’s main component which is goat milk extract. The goat adorns feminine features to highlight Lervia’s primary consumers.
The logo’s typeface uses the font Civita Light Italic which embodies the brand’s mesge and claim of ensuring hydration and nourishment for skin, hence the type’s rounded corners and flicked ears to resemble the wave of water while also displaying approachable yet elegant look.
LOGOTYPE
LOGOGRAM
Brand Elements LOGO COMPONENTS
Lervia’s logo consists of two components: Logotype and Logogram, a new addition to Lervia’s previous logo to capture one of the brand’s key ingredient: goat milk.
In its application on any mediums, the two components of the logo may be separated and used individually.
LOGOTYPE
LOGOGRAM
Clear Space
PRIMARY LOGO
The purpose of setting up minimum space between the logo and its surroundings is to keep the image clear and legible at all times.
The A in the standard logo is determined from the height of the logotype, and is measured so that the minimum clear space steers the logo clear from other objects.
HORIZONTAL SPACE
Clear Space
SECONDARY LOGO
Secondary logo is treated the same way as primary logo, keep the surrounding space clear to prevent logogram from overlapping with other elements.
The A in the standard logo is determined from the height of the logotype, and is measured so that the minimum clear space steers the logo clear from other objects.
HORIZONTAL SPACE
Sizing
MINIMUM SIZE
The use of the logo must always follow the minimum size standard on every space. The purpose of setting the minimum size standard is to keep the logo visible and legible at all times.
PRINT: 30mm
PRINT: 35mm
PRINT: 60mm
In print, the logo should not appear smaller than 40mm in width and should maintain its proportion
Incorrect Use UNACCEPTABLE LOGO USAGE
It is not allowed to change, manipulate, or decorate the logo. Use of the logo can only be produced from the digital master artwork.
The logo is an absolute single entity and should not be separated or re-composed. The logo must always be placed with the mandatory minimum clear space
DO NOT APPLY INCORRECT COLOR
DO NOT ROTATE THE LOGO
DO NOT OUTLINE THE LOGO
DO NOT EXCEED SIZE LIMIT
DO NOT ADJUST THE SIZE OF ELEMENTS
DO NOT USE BLURRY OR PIXELATED LOGO
DO NOT ALTER THE PLACEMENT
DO NOT SCALE UNPROPORTIONATELY
DO NOT APPLY SHADOW
Backgrounds COLORED BACKGROUNDS
White and black are the only color options for the logo as to not overwhelm and confuse the implementation on several backgrounds. The golden rule is the logo white should be used on dark backgrounds, whereas black is used on light backgrounds.
White is the ideal background color to create a high-contrast visual. While black is acceptable, lighter backgrounds are recommended.
LIGHT BACKGROUND LOGO: #78A9A4
COLORED BACKGROUND A LOGO: #241F20
DARK BACKGROUND LOGO: #EDEDED
COLORED BACKGROUND B LOGO: #FFFFF
Backgrounds MONO COLORS
The mono logo is used wherever reproduction methods are restricted to black and white. Make sure that there’s enough contrast between the logo and background color.
The mono version of the logo are:
1. Black logo on white background
2. Black logo on gray background
3. White logo on black background
Brand Colors
Colors PRIMARY COLORS
Color strongly helps in building interest and association with the brand. The logo colors that represents Lervia is a vital part of the overall logo and should always be used in accordance with the rules contained in this book without exception to maintain consistency and continuity of the Lervia brand.
Green is our primary color, and it should be applied when the media displays multiple wonders and when the media does not communicate wonders.
DARK #241F20
GRAY #ECECEC
PINK #E8D7D6
GREEN #78A8A3
Color Philosophy COLOR ASSOCIATIONS
Green is the primary color for Lervia’s brand and is used across its branding and promotional media. Green is often associated with nature, hydration, organic, and evokes a soothing feeling. Warm pink is used as the secondary color.
Aside from being feminine, the warmth resembles the color of fresh warm milk, it also looks delicate. Light gray and black are used to complement the lighter tones of the palette, they are neutral and evokes elegance.not communicate wonders.
Civita is our primary typeface. It has a gentle character, designed for clarity. The typeface has soft, rounded corners that represents Lervia’s delicate components in its soap. It is functional yet shows personality.
Helvetica Neue is utilized as the secondary typeface to maintain legibility for body copy and other descriptive contents. An improved version of Helvetica, the Neue includes heavier punctuation marks and increased spacing in numbers. The type is clean and modern, easily readable on digital and print.
All rights reserved. No part of this publication may be produced or transmitted in any form by any means, electronic or mechanical, including photocopying, recording or any information storage on retrieval system, without written permission from the publisher and the copyright owners, except in the case of educational purposes. For more information, contact Lervia.
Printed in Indonesia
First Printing, 2025
Lervia
Gedung Sapta Pesona
Jalan Medan Merdeka Barat No. 17 Jakarta 10110 INDONESIA
