loveculture brand bible

54
BRANDING THE FUTURE OF

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600% sales increase in the first four months of this new brand image and execution of creative.

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Page 1: Loveculture Brand Bible

BRANDING THE FUTURE OF

Page 2: Loveculture Brand Bible

LOVE CULTURE!

THE MOST IMPORTANT ASPECT OF THIS BRAND IS THE TARGET. AND THE TARGET IS YOUNG.

YOUNG IN SPIRIT, YOUNG IN ATTITUDE, YOUNG IN APPROACH TO HER WORLD AND FASHION.

Page 3: Loveculture Brand Bible

LOVE CULTURE!

HOW WE REPRESENT THIS GIRL IS CRITICAL. THE CONSUMER MAY BE OLDER OR YOUNGER, BUT THE LOVE CULTURE GIRL MUST BE : 1)! 19 – 23 IN AGE 2)! ASPIRATIONAL BUT APPROACHABLE IN BEAUTY (THE FRIEND WHO IS BEAUTIFUL BUT ALMOST DOESN’T KNOW IT.) 3)! FASHION FORWARD, BUT CHANGING EACH DAY. AS SHE EXPLORES WHOM SHE IS BECOMING, HER TASTES AND LOOKS EVOLVE. 4)! AT THE EDGE, BUT NOT OVER, OF TRENDS IN BEAUTY AND FASHION 5)! COME ACROSS AS SOMEONE YOU WANT TO SPEND TIME WITH, SOMEONE WHOSE WORLD YOU WANT TO EXPLORE.

Page 4: Loveculture Brand Bible

we get fashion. we get intimate. we get her life.

AND HOW WE DO THESE THINGS IS A DELICATE BALANCE. THE CUSTOMER NEEDS TO SEPARATE THE LOVE CULTURE GIRL FROM THE MASS OF OTHER “GIRLS” IN THE MARKETPLACE. SHE IS NOT ABERCROMBIE, SHE’S TOO STRONG FOR THAT. SHE’S NOT FOREVER 21, SHE’S TOO COOL FOR THAT. SHE’S NOT WETSEAL, SHE’S TOO FASHION SAVVY FOR THAT. IN THE END, WE MUST ACCEPT HER STRENGTH AS PART OF HER MAKEUP, AND SHOW THAT SHE IS COOL, THAT SHE HAS EDGE. AND THAT MEANS PUSHING SOME BOUNDARIES AT TIMES, CREATING

FASHION AND MOMENTS AND STORIES THAT PEOPLE CAN BEGIN TO IDENTIFY AND UNIQUELY “LOVE CULTURE”.

Page 5: Loveculture Brand Bible

BECAUSE OUR GIRL CHANGES MOOD AS OFTEN AS SHE CHANGES CLOTHING, HER STORIES WILL BECOME IMPORTANT FOR MAKING HER “LOVE CULTURE”.

SO WE WILL BUILD A TOOLBOX OF ELEMENTS THAT HELP SET UP HER WORLD EACH SEASON, AND WE NEED TO MAKE SURE WE PUSH TO MAKE THE TOOLS WE USE

1)! MODERN 2)! ON-TREND

3)! SURPRISING

she is not afraid of sexy. she is not afraid of sweet. she is obsessed with and emulates pop culture.

SEASON,

Page 6: Loveculture Brand Bible

THE FIRST TOOL IS LOVE.

Page 7: Loveculture Brand Bible

UNLIKE ANY OTHER BRAND OUT THERE, LOVE CULTURE HAS THE UNIQUE PERMISSION TO “OWN” THE THING THAT DRIVES YOUNG WOMEN’S LIVES,

THE THING THAT THEY OBSESS OVER AND SHARE AND DESIRE,

WE. OWN. LOVE.

LOVE FOR LIFE. LOVE FOR FRIENDS. LOVE FOR LOVE.

BUT.

WE WON’T SHOW IT LIKE THE PICTURES ABOVE. NO SOFT FOCUS DREAMY FAKE LOVE.

’S LIVES,

Page 8: Loveculture Brand Bible

WE WILL SHOW LOVE IN UNEXPECTED, ENERGETIC, JOYOUS AND SLIGHTLY SEXY WAYS.

WE WILL SHOW ALL KINDS OF LOVE, FROM LOVE OF FRIENDS TO LOVE OF BOYS TO LOVE OF CLOTHES . . . BUT ULTIMATELY, THE UNEXPECTED, OFF, LITTLE MOMENTS OF LOVE

THAT MAKE IT REAL, THAT MAKE IT POWERFUL,

THAT MAKE IT SOMETHING THE CONSUMER WANTS TO BE A PARTICIPATE IN.

Page 9: Loveculture Brand Bible

THE BEST LOVE STORIES WILL COME FROM SMALL MOMENTS, THINGS CAPTURED IN BIGGER STORIES, THE KISS THAT IS UNEXPECTED, THE HUG THAT GOES ON A MOMENT TOO LONG . . .

WHAT WE CAN FEEL AS SOMEONE WATCHING A STORY BEGIN, RATHER THAN AN OBVIOUS DISPLAY.

Page 10: Loveculture Brand Bible

WE CAN EVEN FIND FUN LOVE STORIES BETWEEN FRIENDS, BUT THE KEY IS TO FIND LOVE IN SMALL WAYS,

IN SINGLE SHOTS THAT TELL STORIES.

Page 11: Loveculture Brand Bible

LOVE CULTURE IS LIKE A STILL FROM A GREAT MOVIE. YOU ARE FEELING A STORY FROM JUST A SINGLE MOMENT.

YOU FEEL THE LOVE FROM ONE FRAME ALONE.

Page 12: Loveculture Brand Bible

AT OTHER TIMES, PARTICULARLY IN GROUPS OF FRIENDS, WE WANT TO EXPRESS LOVE MORE DIRECTLY.

SO WE WILL BEGIN TO FILL THE BRAND WITH HEARTS AND SYMBOLS, WHIMSY AND A SENSE OF YOUTH,

THAT WILL BECOME ADDICTIVE TO FIND.

LIKE THE NEIMAN MARCUS BUTTERFLY, THE SYMBOLS OF LOVE WILL BE OUR GAME TO UNCOVER EVERY SEASON.

Page 13: Loveculture Brand Bible

THIS SYMBOL, THIS HEARTS INTO HANDS,

IS FAST BECOMING A TUMBLR OBSESSION.

LOVE CULTURE NEEDS TO OWN IT.

WHAT YOUNGER, MORE INTERACTIVE,

MORE EXPRESSIVE WAY IS THERE, TO “BRAND”

LOVE?

Page 14: Loveculture Brand Bible

TOOL TWO : OUR GIRLS

Page 15: Loveculture Brand Bible

BEAUTY IS, YES, SUBJECTIVE.

BUT THE LOVE CULTURE GIRL CAN NOT BE TRADITIONALLY BEAUTIFUL.

SHE MUST BE UNIQUE, BECAUSE SHE HAS STRENGTH.

SHE IS CONFIDENT, SHE IS COOL,

SHE HAS SOME EDGE TO HER.

THERE IS NO DENYING SHE IS ATTRACTIVE, SOMETIMES SO MUCH SO

THAT SHE CAUSES HEADS TO TURN.

BUT THIS IS NOT WHO SHE IS.

OUR MODELS MUST BE ONES THAT STAND OUT FOR THEIR ENERGY,

THEIR QUIRKS, THEIR PERSONALITY.

BECAUSE ONLY THEN WILL THEY BECOME LOVE CULTURE GIRLS.

STRONG. SEXY.

CONFIDENT.

IN LOVE WITH LIFE. AND THEMSELVES.

LIFE. THEMSELVES.

Page 16: Loveculture Brand Bible

WE WILL WANT TO BUILD A CAST, A CREW OF GIRLS,

SOME WHO REPEAT, SO THE CONSUMER GETS TO “PICK”

A FEW TO RELATE TO, TO LOOK FORWARD TO,

TO ASPIRE AND IMITATE.

ONLY IN THE MIX IS THERE MAGIC.

Page 17: Loveculture Brand Bible

THERE IS AN ENERGY AND A MYSTERY TO A LOVE CULTURE GIRL.

SHE STAYS WITH YOU LONG AFTER YOU FIRST SEE HER.

Page 18: Loveculture Brand Bible

TOOL NUMBER THREE : OUR BOYS

Page 19: Loveculture Brand Bible

SO THE GIRLS BEGIN TO HAVE SOMEONE TO PLAY OFF OF, TO “LOVE”,

EVEN AS A FRIEND, WE WILL BUILD A CAST OF GUYS THAT ARE RELATABLE,

BUT ALSO HEARTHROBS.

YOUR BEST FRIEND, WHO SUDDENLY COULD BECOME MORE.

Page 20: Loveculture Brand Bible

TOOL NUMBER FOUR : FRIENDSHIPS

Page 21: Loveculture Brand Bible

they share a love of fashion, that isn’t serious.

they use technology, and relate through it.

ultimately, the relationships with her girlfriends

are her true loyalty.

AS CRITICAL AS A “LOVE INTEREST” IS TO TELLING HER STORY, HER RELATIONSHIPS WITH HER FRIENDS ARE EVEN MORE CENTRAL TO HER LIFE.

THEY ARE HER FAMILY AND HER SUPPORT GROUP, AND BY SHOWING AND ENCOURAGING THAT INTERACTION,

WE GET TO PARTICIPATE IN HER SOCIAL NETWORK, HER WEB OF FASHION CONTACTS,

AND PERHAPS, GET INVITED AND SHARED WITH HER FRIENDS.

BY SHOWING HER THAT WE LOVE HER FOR HER FRIENDSHIPS, WE WILL BE LOVED IN RETURN.

Page 22: Loveculture Brand Bible

IT DOESN’T MATTER THE SEASON OR WHERE WE SET HER, WE NEED TO REMEMBER AND ENJOY THAT HER INTERACTIONS ARE OFTEN

GOOFY, OVER THE TOP, RUDE, AND VERY VERY PHYSICAL.

GIVING THE LOVE CULTURE GIRL PERMISSION TO PLAY, TO EXPRESS HERSELF WITH HER FRIENDS,

MAKES HER MORE REAL.

Page 23: Loveculture Brand Bible

TOOL FOUR : THE “OLSEN” EFFECT

Page 24: Loveculture Brand Bible

AS UNIVERSALLY AS THEY ARE ADMIRED IN THIS DEMOGRAPHIC, THERE IS A LESSON TO BE LEARNED IN THE OLSEN TWINS ATTITUDE.

THERE IS A DELICATE MIX OF “PRETTY AND LADYLIKE” WITH “ROCKER AND I-DON’T-CARE”

THAT ADDS UP TO SOMETHING IRRESISTABLE.

IT ADDS UP TO A GIRL TAKING OVER.

IT ADDS UP TO A LOVE CULTURE GIRL.

Page 25: Loveculture Brand Bible

pretty with an edge of sexy. NOT unhappy or angry. NOT messy or slutty.

IN ORDER TO REMAIN UNIQUE, THIS EFFECT NEEDS TO REMAIN ABOUT ATTITUDE, NOT THE WHOLE PACKAGE.

Page 26: Loveculture Brand Bible

TOOL NUMBER FIVE : STYLING.

THE LOVE CULTURE GIRL DRESSES LIKE AN OFF-DUTY MODEL. THIS IS A VERY SPECIFIC POINT OF VIEW.

IT TAKES TRENDS THAT ARE CURRENT, PIECES THAT ARE OUTSTANDING AND UNIQUE,

AND MIXES THEM WITH DENIM, WITH TEES, WITH UNEXPECTED MASH-UPS OF TEXTURE AND COLOR, AND MOST IMPORTANTLY,

WITH AN ATTITUDE THAT DOESN’T TAKE FASHION SERIOUSLY, WHILE LOVING EVERY STITCH OF IT.

Page 27: Loveculture Brand Bible

LOVE CULTURE ALSO FOCUSES ON THE DETAILS. BECAUSE THE DETAILS ARE WHAT MAKES FASHION REAL. AND FUN. ONE NECKLACE CAN CHANGE AN OUTFIT. A NAIL COLOR CAN CREATE CREDIBILITY.

ONE SHOE CAN CHANGE YOUR DAY.

Page 28: Loveculture Brand Bible

WHILE NOT IMPOSSIBLE, OUR STYLISTS WILL HAVE TO LEARN HOW TO MIX STREET WITH RUNWAY,

SO IT IS VISUALLY IMPACTFUL, SLIGHTLY ASPIRATIONAL,

BUT COMPLETELY WEARABLE, WITH THE RIGHT

LOVE CULTURE ATTITUDE.

CULTURE

ATTITUDE.

Page 29: Loveculture Brand Bible

EVEN HAIR AND MAKEUP PLAY THEIR PART, TAKING THE RIGHT TRENDS IN BEAUTY

AND APPLYING THEM IN WAYS THAT MAKE OUR CONSUMER WANT TO TAKE NOTES,

TRY NEW THINGS, AND EMULATE WHAT LOVE CULTURE TRIES.

WE START WITH A CLEAN LOOK, A “NO-MAKEUP” MAKE-UP,

AND THEN ADD ONE KEY TREND ELEMENT FOR EACH GIRL.

THE RIGHT NAIL COLOR IS THE NEW BADGE OF A SEASON, THE RIGHT HAIR TAKES A LOOK FROM DIFFICULT

TO DESIRED.

Page 30: Loveculture Brand Bible

TOOL SIX : WE TIE TOGETHER WITH “LOVE QUOTES”

Page 31: Loveculture Brand Bible

OUR LANGUAGE SHOULD INCLUDE DISCUSSIONS ABOUT LOVE.

WHAT IT MEANS, HOW IT MAKES YOU FEEL, HOW TO TREAT IT/GIVE IT/LIVE IT.

THESE QUOTES CAN BE ONES WE MAKE UP, OR ONES WE TAKE FROM GREAT FIGURES IN LITERATURE AND HISTORY,

BUT ULTIMATELY, SHOULD LAYER OVER OUR IMAGES, HIDE IN OUR STORES, BUILD AN OPEN OWNERSHIP WITH LANGUAGE

THAT WE ARE THE BRAND ABOUT LOVE. LANGUAGE

Page 32: Loveculture Brand Bible

"True love is rare, true friendship is rarer."

Page 33: Loveculture Brand Bible

"You can't blame gravity for falling in love."

Page 34: Loveculture Brand Bible

"Only when you see people looking ridiculous do you realize just how much you love them.! do you realize just how much you love them.

Page 35: Loveculture Brand Bible

"Make yourself necessary to somebody.!

Page 36: Loveculture Brand Bible

"It's the friends you can call up at four am that matter."

Page 37: Loveculture Brand Bible

"Love is friendship set on fire."

Page 38: Loveculture Brand Bible

"Love doesn't make the world go round, love makes the ride worthwhile."

Page 39: Loveculture Brand Bible

WITH THESE TOOLS IN PLACE, AND ADHERENCE TO THEM,

LOVE CULTURE WILL FAST BE RECOGNIZED IN THE FASHION FIELD AS A LEADER,

AN INNOVATOR, AND A PLACE TO FALL IN LOVE . . .

WITH FASHION, WITH FRIENDS, AND WITH YOURSELF.

Page 40: Loveculture Brand Bible

THE BRAND BIBLE : HOW WE USE THE TOOLS, EVERY DAY.

Page 41: Loveculture Brand Bible

LOVE CULTURE!

TOOL NUMBER SEVEN : PHOTOGRAPHY

Page 42: Loveculture Brand Bible

AS THE BRAND EVOLVES AND STORIES ARE TOLD, THE PHOTOGRAPHY NEEDS TO REMAIN FOCUSED ON CERTAIN THINGS: NATURAL LIGHT, OR LIGHT THAT FEELS GENERATED BY HER WORLD, NOT A FASHION SHOOT.

A SENSE OF BEING A PART OF HER WORLD, OR AT LEAST A TRUSTED VISITOR, WHO CAN SEE THE SMALL MOMENTS. DETAILS THAT CARRY THE STORY.

EMOTION THAT FEELS GENUINE OVER POSES AND “MODELING” AN EDGE THAT FEELS YOUNGER, WHILE ENERGETIC AND OWNABLE.

Page 43: Loveculture Brand Bible

TOOL NUMBER EIGHT : THE EDITORIAL APPROACH TO LAYOUT

FROM NOW ON WE WILL BEGIN TO TAKE AN “EDITORIAL” FASHION APPROACH TO THE USE OF OUR PHOTOGRAPHY. IN ORDER TO STAND OUT IN THE FIELD, WE NEED TO THINK LIKE A MAGAZINE, TELLING STORIES NOT ONLY IN OUR PHOTOGRAPHY, BUT IN OUR LAYOUT AND OUR TYPE DESIGN. WE SHOULD HAVE “COVER IMAGES” THAT LEAD THE STORIES, AND ARE BRANDED WITH OUR LOGO. WE SHOULD HAVE “SPREADS” THAT FLESH OUT THE TRENDS AND MIX GRAPHICS TO HELP EDUCATE.

A LOVE CULTURE MAGAZINE IS NOT OUT OF THE QUESTION DOWN THE ROAD.

Page 44: Loveculture Brand Bible

TOOL NUMBER NINE : THE COLLAGE-EFFECT

WE WILL BEGIN TO BE MORE AGGRESSIVE IN OUR USE OF PHOTOGRAPHY, AND IN HOW WE LAY IT INTO THE PAGE AND THE STORE. WE WANT THE EYE TO BE DELIGHTED AND DETAILS TO COME TO THE FRONT, BY LAYERING AND MIXING IMAGES, CREATING COLLAGES THAT ARE ALMOST “FLIP-BOOKS” OF FASHION, AND MENTAL CANDY OF THE STORIES WE TELL EACH SEASON.

Page 45: Loveculture Brand Bible

TOOL NUMBER TEN : THE BRAND VOICE

IN COPY, WE MUST SOUND LIKE A FASHION INSIDER, ONE WHO IS A TRUSTED FRIEND SHARING TIPS WITH HER BUDDIES.

WE WILL TALK WITH A SENSE OF HUMOR ABOUT FASHION, THAT RESPECTS TRENDS AT THE SAME TIME.

WE MUST KNOW WHAT WE ARE TALKING ABOUT.

WE MUST SOUND LIKE WE HAVE SAT THROUGH THE SHOWS, DISTILLED THE LATEST NEWS,

AND ARE BRINGING IT TO THE STORES AND WEB AS AN AUTHORITY.

SO, IN HEADLINES,

THE FOCUS MUST BE ON THE TREND, NAMING IT IN A WAY THAT IS UNDERSTANDABLE

YET NOT COPYING ANYONE ELSE’S TAKE:

THE “IT” KNIT : WE LOVE A ZIG ZAG MOMENT (FOLLOWING THE MISSONI KNIT TREND)

IN PRODUCT WE MUST BE CONCISE, DESCRIBING WITH LANGUAGE THAT IS AUTHORITATIVE,

YET TWISTS IT WITH ATTITUDE TOWARDS THE END:

THE NEW MOTO-BAG IS STUDDED IN ALL THE RIGHT PLACES, AND YOU DON’T NEED A HARLEY TO PULL IT OFF.

AND WITH QUOTES, WE STAY SEASONAL AND LOVE-CENTRIC :

A SUMMER FLING IS SOMETIMES ALL THE TIME IT TAKES TO BE READY FOR FALL A SUMMER FLING IS SOMETIMES ALL THE TIME IT TAKES TO BE READY FOR FALL

Page 46: Loveculture Brand Bible

brand style guide | elements; the LOGO

Main logo

shield logo

shield

Page 47: Loveculture Brand Bible

BRAND STYLE GUIDE | LOGO color use

LOGO COLORS:

COLOR USAGE:

MIXING COLORS:

The logo is the most important graphic associated with our brand, and so it is important that the logo evokes the spirt of the brand. Because of this, the usage and and color of the brand will be limited to situations that enhance the brand/logo.

The logo should appear in red where ever possible.

The logos should appear in black only on black and white materials.

The logo may appear in white on photos or when place on dark colors.

The logo may appear in grey or tints of gray, but where ever possible the logo should appear in red.

When it enhances the logo, the logo can appear in more than one color.

NO other colors should be used besides combinations of the logo colors.

Page 48: Loveculture Brand Bible

BRAND STYLE GUIDE | LOGO prohibited use

The logo should not appear in any other colors, except those in the style guide.

The logo should not be scaled disproportionately.

Parts of the logo should not appear in any other colors, except those in the style guide.

Parts of the logo should not appear in color combinations that make the logo unclear or hard to read.

The logo should not appear on photos that make the logo unlear of hard to read.

The logo should not cover important features of a photo/product shot.

Page 49: Loveculture Brand Bible

BRAND STYLE GUIDE | elements; fonts

MAIN FONT: ITC AVANT GARDE GOTHIC(to be used for most copy except featured item

titles and headlines)

ITC Avant Garde Gothic Extra Light CondensedITC Avant Garde Gothic Extra Light Condensed ObliqueITC Avant Garde Gothic book CondensedITC Avant Garde Gothic book Condensed ObliqueITC Avant Garde Gothic Medium CondensedITC Avant Garde Gothic Medium Condensed ObliqueITC Avant Garde Gothic Demi CondensedITC Avant Garde Gothic Demi Condensed ObliqueITC Avant Garde Gothic Bold CondensedITC Avant Garde Gothic Bold Condensed ObliqueITC Avant Garde Gothic Extra LightITC Avant Garde Gothic Extra Light ObliqueITC Avant Garde Gothic bookITC Avant Garde Gothic book ObliqueITC Avant Garde Gothic MediumITC Avant Garde Gothic Medium ObliqueITC Avant Garde Gothic DemiITC Avant Garde Gothic Demi ObliqueITC Avant Garde Gothic BoldITC Avant Garde Gothic Bold Oblique

Lassigue D’matoHEADLINE/FEATURE FONT: LASSIGUE D’MATO(to be used for featured quotes and headlines)

AdobeJenson Pro LightAdobeJenson Pro Light Italic

TERTIARY FONT: ADOBE JENSON PRO LIGHT(to be used for product detail copy)

VerdanaVerdana ItatlicVerdana BoldVerdana Bold Itatlic

WEB FONT: ADOBE VERDANA(to be used only online )

Page 50: Loveculture Brand Bible

BRAND STYLE GUIDE | elements; fonts

Lassigue D’mato

abcdefghijklmnopqrstuvwxyz 1234567890-=ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890-=

“This is my wish for you: Comfort on difficult days, smiles when sadness intrudes, rainbows to follow the clouds, laughter to kiss your lips, sunsets to warm your heart, hugs when spir-its sag, beauty for your eyes to see, friendships to brighten your being, faith so that you can believe, confidence for when you doubt, courage to know yourself, patience to accept the truth, Love to complete your life.”

HEADLINE/FEATURE FONT: LASSIGUE D’MATO(to be used for featured quotes and headlines)

Page 51: Loveculture Brand Bible

BRAND STYLE GUIDE | elements; color

MAIN PALETTE

SECONDARY PALETTE(to be used sparingly)

R: 175 G: 15 B: 30HEX#: AF0F1E

C: 0 M: 100 Y: 59 K: 17PANTONE: 200C

R: 255 G: 255 B: 255HEX#:: FFFFFF

C: 0 M:0 Y: 0 K: 0PANTONE: WHITE

R: 156 G:70 B: 121HEX#:: 924679

C: 36 M:73 Y: 0 K:0PANTONE: : 2583C

R: 51 G: 51 B: 51 HEX#: 333333

C: 68 M: 49 Y: 54 K: 28PANTONE: COOL GRAY 11C

R: 0 G:: 0 B: 0 HEX#: 000000

C:100 M:100 Y: 100 K:100 PANTONE: BLACK

R: 72 G:35 B: 75 HEX#: 48234B

C:75 M:100 Y: 0 K:25PANTONE: 269C

R: 119 G: 119 B: 119HEX#: 777777

C: 0 M: 0 Y: 0 K: 40PANTONE: COOL GRAY 6

R: 194 G: 194 B: 194HEX#: C2C2C2

C: 20 M: 12 Y: 13 K: 0PANTONE: COOL GRAY 2C

Page 52: Loveculture Brand Bible

brand style guide | elements;photo usage & cropping

Please ensure that all photography evokes the Sprit of the brand. This is achieved in layout by the use of cropping, scale, and layout.

ImAGe CroppInG The cropping of the photography should evoke the brand. When cropping; scale, color, and texture should be taken into account when deciding how and what to crop. When mutliple images are use, they should be intergrated to tell stories, but also feature the product in the best possible way. While the photography creates a compelling story, the product must always be the hero.

SCAleScale can be a powerful tool

in creating stories around the clothing. It can detail unique

features and exploit moments that can be lost if traditionally

cropped. Don’t be afraid to use scale, as texture adds

uniqueness.

Page 53: Loveculture Brand Bible

brand style guide | elements;photo usage & cropping

Copy on layouts should foremost feature the product. By alternating the style and weight of the fonts use in layouts, (the copy can create a hierarchy of information in the layout) bringing attention to the most pertinent information.

use of coPy on Photos Playing with font weight, size, and style can make the product messaging really stand out and create dynamic messaging that engages the audience. The type should enhance the product; pairing with the image to draw attention and create interest. Scale, weight, and size can create emphasis to give punch to headlines. It also can be used to feature what is most important.

Page 54: Loveculture Brand Bible

brand style guide | elements;patterns and gradient backgrounds

Patterns and gradient use adds a richness to the layout, giving a little extra touch. They should be used as tertiary elements and should be use sparingly.

PatternsPatterns should stay within the brand color palette. They can be tints or transparent.

gradientsGradients can be linear, diamond, angled, reflected, or radial. They should be used as a background and should be ajusted to enhance the layout. They should never be disracting or pull attention away from the product. The Gradient should only be in the love culutre red (hex# af0f1e pantone 200C) fading to either black (prefered) or white (allowed).