amanda ahlm - brand guidelines
DESCRIPTION
A brand manual for Amanda Ahlm's personal brand.TRANSCRIPT
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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 | [email protected] | aahlm.wordpress.com