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Personality

Logo

Use/Misuse

Typography

Color

Photography

Texture

Implementation

P E R S O N A L I T Y

VOICE

The brand personality represents a few major ideas. Femininity should

be an undertone of all materials. All materials should feel down to

earth and forward moving, with gentle nods to the past, but moving

towards the future.

Any copy written on brand materials should take on a voice that em-

bodies the brand personality. All copy should have at least three of the

“brand is” elements, so that none of the copy is dry or bland.

CONFIDENT

INTELLIGENT

POSITIVE

FUN

ARROGANT

CONDESCENDING

NAIVE

CHILDISH

T H E P E R S O NA L I T Y

IST H E P E R S O NA L I T Y

IS NOT

L O G O

The logo embodies many facets

of the brand. IT is clean and

trendy with gentle notes to the

past and the femininity that can

be felt throughout the brand. It

can be used in white, dark grey

or single color.

(least preferred option)

L O G Ou s e / m i s u s e

Logo should maintain correct

proportions with proper spacing

around in order to be impactful

and noticeable. Logo should

not be skewed, used on back-

grounds that don’t provide

contrast or used on top of busy

photography. Elements, like dia-

mond, can be used individually

at times if needed.

CORRECT USE INCORRECT USE

Aa Bb Cc Dd EeLavenderia can be used in one of its three weights to represent the feminine aspect of

the brand. It will only be used in larger scale applications, such as headings and single

words and in the logo.

Aa Bb Cc Dd EeAileron, the san serif font, can be used in one of its 16 weights. It will especially be used

in the context of body copy.

Aa Bb Cc Dd EeRoboto Slab, the slab serif font, should be used in one of its four weights, especially in

the context of headlines and subheadlines. The serif and slab serif represent the more

serious driven side of the brand, while still retaining a comfortable and approachable feel.

T Y P O G R A P H Y

Three different fonts can be

used, with a variety of weights

to ensure brand consistency.

The fonts can be mixed to add

variety and interest.

C O L O R

Five different colors can be

used throughout brand materi-

als. The two grey colors serve as

light and dark anchor colors. All

body copy should be written in

the dark grey color, and the light

grey can serve as a background

color.

The three pop colors, green,

blue and peach will function as

flat background colors as well

as text colors on white back-

ground. No black will be used

throughout brand materials. No

materials will use more than two

of the “pop” colors at one time.

COLOR USAGE

RGB: 223 | 222 | 218

CMYK: 11% | 9% | 11% | 0%

HEX: #DFDEDA

PANTONE: 1U

RGB: 201 | 196 | 125

CMYK: 23% | 15% | 62% | 0%

HEX: #C9C47D

PANTONE: 7765U

RGB: 255 | 176 | 141

CMYK: 0% | 37% | 42% | 0%

HEX: #FFB08D

PANTONE: 162U

(35%)(15%) 20% 20% 10%

RGB: 202 | 220 | 214

CMYK: 21% | 5% | 15% | 0%

HEX: #CADCD6

PANTONE: 7722U

RGB: 80 | 79 | 88

CMYK: 67% | 61% | 50% | 31%

HEX: #504F58

PANTONE: 6U

P H O T O G R A P H YPhotography should be crisp

and clean, featuring a single

subject. The photos should be

filtered in a manner that retains

colors while softening the

image. Images taken of pro-

fessional work may be treated

differently to retain integrity of

design.

I do not own the images to the left,

they are merely for representational

purposes

T E X T U R E

Textures like wood and screen-

print that fit within the brand’s

personality can be used on ico-

nography, illustration and logo,

but should not be used on large

flat backgrounds. Textures can

also be used as pohotography

and treated in the same manner

as photography.

612.532.4440 | a-ahlm@bethel.edu | aahlm.wordpress.com