BRAND GUIDEEverything lies in the Base.05APPLICATIONS04BRANDELEMENTS03COLOURS &TYPOGRAPHY02LOGO &SYMBOL01INTRODUCTIONIntroductionIntroductionLeaf Footwear is a comfort frst brand that aims to eliminate all footwear related problems.The brand provides sustainable and aesthetic options for orthopaedic issues - from slippers, insoles, sandals and even closed toed shoes. The brand’s motto is to be the ‘Arch Enemy of Foot pain’ and to spread awareness and eliminate foot pain from people’s lives.LOGO02Age no bar: While old age & diabetes brings pain with it, this seems to be a problem running across ages. AwarenessApart from fat feet, different feet problems need to be addressed- disease + age + birth defect + rare infammations. Difference between ortho + fat feet.Strength MarkersWarranty, technology, comfort and aesthetic need to be highlightedOptionsOptions in terms of colors, type of products (insoles vs slippers vs customisation) needs to be provided.Science needs to be at the forefrontDoctor’s recommendation, community word of mouth reviews will be super importantLOGO03Arch enemy of footpainVISIONMISSIONA no compromise comfortable solution for foot related problemsCreating products for foot related problems,backed by science and formLOGO04LogoThe logo is a custom letter form of the word Leaf. With a hidden leaf in the letter a and an underlying arch the logotype is inspired by the two pillars of the brand -sustainability and comfort.LogoLOGO06LOGO07LOGO08The brand is accompanied by a recognisable motif that can be printed on the product itself, for better recall and brand loyalty.MotifLogo VariationThe logos can be used in different ways and sizes.When to use:Print: 3.5 x 1 inWeb: 300 pxWhen to use:Print: 3.5 x 1 inWeb: 300 pxWhen to use:Print: 3.5 x 1 inWeb: 300 pxLOGO09xxxxLogo Clear SpaceTo ensure the right amount of breathing space around the logo, the following process should be applied:Step 1Pick the letter ‘a’Let the width of ‘a’ be x.Step 2Use x as a measure from all sides to demarcate the minimum space required at all times.12xLOGO10On productOn packagingIn IsolationLOGO11Logo UsageLEAF FOOTWEARLEAF FOOTWEARLOGO12Logo misuseMake sure to not use the logo in the following mannerStretch itChange the archFlip the archAdd arch under full nameMake it strokeAdd a containerColors & Type#D6E481#003D20#D8D8D8#FFF7EA#F9CCAD#D4EDED#C8C3B0#CCE2D6#000000PRIMARY PALETTESECONDARY PALETTECOLORS AND TYPE14A natural deep green along with a light green form the primary palette for the brand. For extensive use on digital platforms, the secondary palette is an extraction from the product colors itself. They are to be used as 10% tints of product colors to act as backgrounds for products + containers in social and digital media.Color#F8F7CBHOW TO PICK FOR SECONDARY PALETTETINT PERCENTAGE FOR SECONDARY PALETTE IS 10% OF THE HUECOLORS AND TYPE15COMBINATIONS OF COLORThe...
