Brand Book.M A R C H2 0 2 3BRAND BOOK. 02Objective.The objective of this book is to formulate & harmonise design elements of the Jellycat brand to obtain a recognisable brand identity across all touchpoints.Our Purpose.To share joy.BRAND BOOK. 03Our Vision.To become the most loved soft toy company in the world.BRAND BOOK. 04Our Pillars.Playful Luxurious LoveableThe three pillars at the heart of the brand expression that should define all touchpoints.BRAND BOOK. 05Playful.JOYFUL, CREATIVE, COLOURFUL, AMUSINGBRAND BOOK. 06We are curious, open and unafraid to make mistakes or try new things. We look for the colour in life and thread it through each task. We play and tinker and forget to eat lunch. We throw out the rules, reimagine the ordinary and disrupt current design with newness at every opportunity.We go to great lengths to do things differently, always looking to offer the unexpected.BRAND BOOK. 07Luxurious.ASPIRATIONAL, ATTENTION TO DETAIL, AUTHENTICTime is the greatest luxury of all – and we give ours generously to chase excellence. Our beautiful toys are the result of hundreds of decisions and thousands of conversations. We set ourselves apart by aiming to exceed expectations in every area; concept, design, materials, execution, communication and service.Through diligence and perseverance, we strive to forge an iconic brand.BRAND BOOK. 08BRAND BOOK. 09Loveable.INDIVIDUAL, EMOTIVE, COMPANIONSHIPOur noticeably gentle approach to design – delicate expressions, hues, textures and shapes – reflects our gentle approach to business. We strive to do things in a way that is thoughtful, generous, patient and full of heart.For people of all ages, a Jellycat is far more than a toy. It is an endearing companion that can bring joy, humour and even sunshine on the cloudier days.A Jellycat radiates warmth and attracts it in return.We aim to do the same across all of our touchpoints.BRAND BOOK. 10BRAND BOOK. 11Let’s dive into the Jellycat brand identity.Brand Expression.BRAND BOOK. 12To be used without restrictions!Primary Markers.BRAND BOOK. 13The Jellycat.The iconic brand asset.THE JELLY THE WOBBLESBRAND BOOK. 14The Original Logo.The logo is Jellycat’s leading brand asset. A small version of the Jellycat logo has been created when smaller than 15mm.PROPORTIONS<15MMBRAND BOOK. 15Logotype In Black.Use the black version for application on blue and colour backgrounds.BRAND BOOK. 16HELLOWELCOME TO OUR NEW BOUTIQUEMonotone Version.Use the monotone version of the Jellycat logo when there is a need for a lighter colour impact,and when printing specs do not allow multi-colour: cutout sticker, silk screen printing, hot stamping, debossing etc.BRAND BOOK. 17The White Version.A white version of the Jellycat logo has been created for usage on a dark background.BRAND BOOK. 18Logotype In Gold.Use the gold version for applications on luxe range. Gold is typically ...
