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Design Standards

Moodboard

The moodboard was curated to express the “mood” of the brand and to inspire all visual decisions.

We are shifting the visuals to include a lot more minimalist themes, more white space, and less of the deep colors for backgrounds. This has a higher-end, unisex feel, and gives the symbolism of space for our client’s brands to take center stage.

Logos

Primary logo use on white/light backgrounds

Logo use on dark backgrounds

Logo on photo backgrounds

(Make sure it is readable.)

Primary Colors

Dark Blue

#160A3B

C 15%

M 19%

Y 0%

K 77%

Use for: Backgrounds, text colors

Blurple

#4E32A9

C 36%

M 47%

Y 0%

K 34%

Use for: Links, Calls to action, accents, backgrounds.

Dark grey

#21242A

C 4%

M 2%

Y 0%

K 84%

Use for: Backgrounds, dark text colors

Northern Lights

#81C2BA

C 25%

M 0%

Y 3%

K 24%

Use for: Backgrounds, light text colors, accents

Dark Teal

#336A70

C 24%

M 2%

Y 0%

K 56%

Use for: Backgrounds, accents

yellow

#e8c830

C 0%

M 13%

Y 72%

K 9%

Use for: Buttons, Calls to action, Accents

warm white

#e9e8e7

C 0%

M 0%

Y 1%

K 9%

Use for: Backgrounds, light text colors

Additional Logos / Graphics

Accents / Textures

Kaye’s Copper

Use for: Clipping mask for borders, icons, logo, text (especially the script)

Marble

Use for: Backgrounds

Copper Script Font

‘Born Ready’ font filled with Kaye’s Copper. (created using a clipping mask)

**USE SPARINGLY.

PHOTO OVERLAY

 

 

 

 

 

Photo with #160a3b layer set to multiply. Adjust opacity for desired effect.

Use for: H1-H3 headlines, block quotes. 

*Do not increase letter spacing

Eksell Display

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

[email protected]#$%^&*()_+-=~

Use for: H4-H6, buttons

MR. EAVES BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

[email protected]#$%^&*()_+-=~

Use for: Body / paragraph text

Mr. Eaves Book

ABCDEFGHIJKLMOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

[email protected]#$%^&*()_+-=~

Use sparingly for: Quotes / Accents

Born Ready
ABCDEFGHIJKLMOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

[email protected]#$%^&*()_+-=~

headline 1 /

#160A3B

50PX

1EM HEIGHT

Body text /

#000A28

24PX

1.7EM HEIGHT

Links /

#4E32A9

BOLD, UNDERLINED

quote /

#4E32A9

30PX

1EM HEIGHT

headline 4 /

#000A28

26PX

ALL CAPS

1.7EM HEIGHT

Headline Level 1

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.  Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. This is a link.

  • Example
  • Example
  • Example
  • Example

“This is a quote from a very impressive person.”

HEADLINE LEVEL 4

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.  Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Image Style

casual but professional

SPACE, STARS, THE UNIVERSE, NORTHERN LIGHTS

MOCKUPS OF CLIENT WORK, COURSES, PRODUCTS, RESOURCES (PREFER MAC)

Whitespace, minimalist

Books, glasses

Magical or inquisitive images. (Magnifying glass, crystal ball, reflections, illusions)

Pictures of Kaye

Work from Anywhere, online business

HIGH TECH, FUTURISTIC

Repeating patterns, especially featuring triangles

Photos of Kaye’s interests: decor, favorite brands, books, travel

Lights, twinkle lights, spiral patterns

Image Don’ts

Corporate or brick-and-mortar

Cities, skyscrapers, traffic, “concrete jungle”

Messy, cluttered, busy workspace

Too saturated or way outside our brand color palette

THINGS THAT WOULD NEVER HAPPEN IN REAL LIFE. ALSO PREFER A MIX OF GENDERS & RACES IN PHOTOS

TOO MESSY/BUSY AND COLORS ARE WAY OFF.
(Patterns and geometry should be clean and minimalist in style)

Pinks, too feminine

PEOPLE LOOKING CONFUSED, FRUSTRATED, ETC.
(Instead focus on the positive transformation)