Visual System
Brands I Like
Moodboard
The Look
The Logo Suite
Simple Wordmarks
Primary Use: When you just want them to read or you want to combine a wordmark with an icon in one design. For example, you want to use the on of your main icons at the top of your letter head, but now your name doesn't show up anywhere, so you can pop the simple wordmark in the footer without having to mess with any fonts.
Rule of thumb: Only use when you really just want them to read your name. No fluff.
Best Used For:
Website footers
At the bottom of PDFs
In combination with other brand elements
Wordmarks
Primary Use: When your brand name IS the logo and you don't need (or want) a separate icon carrying any weight. Think of it as the version you build your whole identity around, not just a leftover piece.
Rule of thumb: When space is limited and you need to make an impact. This works best for clean layouts.
Best Used For:
Headers
Photo overlays
Use as your "primary logo"
Logo - Museum Bust
Primary Use: This is your default, icon plus wordmark together. Use it on your website header, business cards, proposals, anywhere someone's seeing your brand for the first time and needs the full picture in one glance.
Rule of thumb: Use when you want represents the brand fully in one image.
Best Used For:
Large Displays
Website Banners
Brochures
Reverse Logos
For Dark Backgrounds
Primary Use: Use this on dark backgrounds where you would normally use your full logo.
Best Used For:
On dark background
Over dark images
Elements
Combine these with simple wordmarks – or if the design calls for it, wordmarks – to show off your brand even more.
Icons: Use when logos simply don't fit.
Monograms: Use as "Tiny Wordmarks"
Other elements can be used as decorations
Best Used For:
Small Designs
Patterns
Decorative elements
Color Palette
HOT PINK
HEX:
#FB008D
CMYK:
0, 100, 44, 2
RGB:
251, 0, 141
CRUELLA
HEX:
#D40322
CMYK:
0, 99, 84, 17
RGB:
212, 3, 34
BABY
HEX:
#FBC9E5
CMYK:
0, 20, 9, 2
RGB:
251, 201, 229
SHADOW
HEX:
#100B08
CMYK:
0, 31, 50, 94
RGB:
16, 11, 8
LIGHT
HEX:
#FDFDFB
CMYK:
0, 0, 1, 1
RGB:
253, 253, 251
Color Palette Adaptability
HOT PINK
HEX:
#fd99d1
HEX:
#fd66bb
Hot Pink 100%
HEX:
#bc006a
HEX:
#7e0047
HEX:
#3f0023
Cruella
HEX:
#f6cdd3
HEX:
#ee9aa6
HEX:
#e5687a
Cruella 100%
HEX:
#6a0211
Baby
HEX:
#fddeef
Baby 100%
HEX:
#bc97ac
HEX:
#7e6573
HEX:
#3f3239
Typography System
Heading Font: Arnovia Expanded
Canva Free Dupe Options:
Agrandir Grand - Bold
Aksen Expanded - Bold
To help give that extra-wide font effect, make the letter spacing 50
Paragraph text - Montserrat: Lorem ipsum dolor sit amet consectetur adipiscing elit. Quisque faucibus ex sapien vitae pellentesque sem placerat. In id cursus mi pretium tellus duis convallis. Tempus leo eu aenean sed diam urna tempor. Pulvinar vivamus fringilla lacus nec metus bibendum egestas. Iaculis massa nisl malesuada lacinia integer nunc posuere. Ut hendrerit semper vel class aptent taciti sociosqu. Ad litora torquent per conubia nostra inceptos himenaeos.
Lorem ipsum dolor sit amet consectetur adipiscing elit. Quisque faucibus ex sapien vitae pellentesque sem placerat. In id cursus mi pretium tellus duis convallis. Tempus leo eu aenean sed diam urna tempor. Pulvinar vivamus fringilla lacus nec metus bibendum egestas. Iaculis massa nisl malesuada lacinia integer nunc posuere. Ut hendrerit semper vel class aptent taciti sociosqu. Ad litora torquent per conubia nostra inceptos himenaeos.
Textures & patterns
Add these as textures over solid colors, backgrounds to social media posts, or just to add some extra branding zhuzh
Photos to Snap
Since social media, has taken over the marketing world, our brands now live online. Here's a super short and quick reference for you on photos you can snap with your phone that would be very "on brand" and look great on your feed.
Quick Tip: If you use an editing tool, like Lightroom mobile, choose one or two filters [I suggest one lighter and one darker, but neither should be overpowering] and use those consistently. Your feed with look polished and clean.
Editing POV
Process
The Set Up
BTS
"Who is she?"
Teasers
Big Personalities
Brand Messaging
Resources
Okay, so you just got handed a bunch of files, but how do you actually use them? No worries. Here's a quick guide for you on how and where to use those files.
PNG
When: Digital use where you need a transparent background.
Where: Websites, social media, Canva, PowerPoint, email signatures.
JPG
When: You don't need transparency and want a smaller file size.
Where: Photos, website backgrounds, anywhere with a solid background already.
SVG
When: You need your logo to resize without ever getting blurry.
Where: Websites (especially responsive ones), web icons, anything coded by a developer.
AI / EPS
When: A professional (printer, designer, sign maker) needs to edit or scale your logo.
Where: Large format printing, billboards, vehicle wraps, promotional products.
When: You want a universal, easy-to-open file that still looks crisp.
Where: Sending to printers, sharing in proposals, anywhere non-designers need to open it.
TTF / OTF
When: You're installing a font on your own computer to use in design programs.
Where: Canva, Desktop apps like Word, Photoshop, Illustrator.
WOFF / WOFF2
When: A font needs to load fast and look right on a website.
Where: Website code, nowhere else — don't use these for design work.
"Reverse" Logos or Graphics
When: A transparent logo or an illustration needs to go on a dark background
Where: Anywhere the final file was designed for.