Divi Filius Brand Style Guide

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Divi Filius Brand Style Guide

01. Blueprints + Foundations.................. 05

Vision Statement 07

Brand Story 09

Mission Statement 11

Motto 13

Brand Values 15

02. Framing + Interior................................................... 17

Naming 19

Logo 21

Logo Applications 23

Unacceptable Logo Use 31

Colors 33

Typography 35

Imagery 41

03. Walls + Exterior.................................................................................... 49

Identity 51

Website 57

Application 59


01. Blueprints + Foundations


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01. Blueprints + Foundations


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THE

STORY

very saint has a past. Every great

leader has his humble beginnings.

Gaius Octavius was an ordinary

boy born into a plebeian family. It was

during the Ides of March, however, when

his great-uncle, Julius Caesar, was

assassinated. Much to everyone’s surprise,

Caesar had written in his will that

Octavius was his son who would succeeed

his throne. It was at this moment when

Octavius realized his potential for

greatness, understood the weight of his

purpose, and accepted his responsibility to

lead Rome. In order to mark the inception

of this leadership, Octavius took on the

title “Divi Filius” — The Divine Son.

From this point on, Divi Filius fought

tirelessly in order to build Rome into one

of the wealthiest, largest, and most

powerful empires in history. With his rise

to greatness, Divi Filius was eventually

named “Caesar Augustus” — meaning

sacred or revered. Although Augustus

held many titles throughout his reign, the

significance behind the name Divi Filius

is that it refers to the specific point in

Augustus’s life when he was realizing his

self-worth and beginning to boldly accept

the responsibilities of his purpose. The

moment of “Divi Filius” is a

self-realization of potential greatness; a

re-birth; an awakening; a rising of the

sun; a going forth towards a vision. This

is the significance behind our name, and

is the very title that we hope to instill

within every visionary.

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01. Blueprints + Foundations


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MISSION

STATEMENT

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TO

EMPOWER

THE

VISIONARY

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01. Blueprints + Foundations


THE

MOTTO


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BRAND

VALUES

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B O L D N E S S

Forward; not hesitating in the face of danger; challenging; daring - these are all

definitons of the term “bold,” and are also statements that we aim to exemplify in

both our products as well as our actions. Ideas and visions, no matter big or small,

will always equate to nothing without the boldness to move forth and take action.

C R E A T I V I T Y

Our main objective is to represent and promote creativity. We believe that every

individual is a visionary, and has the potential to create something great. By

expressing this belief, we hope to be able to identify and bring out the creativity in

every single individual.

E X C E L L E N C E

Whether it be the quality of our garments, our work ethic, our customer relationships,

or even our location and store layout, we value excellence, and strive to

provide nothing less than the highest quality of output.

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01. Blueprints + Foundations


“A genius is the one most like himself.”

- Thelonious Monk


02. Framing + Interior


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BRAND

NAME

ivi Filius is about a determined individual that has a

grand vision. He or she has dreams of creating something

relevant, unique, and meaningful in this life. Divi Filius is

the artist, silently working late into the night -- day in and day out,

year in and year out. Because Divi Filius believes that greatness

begins within the self.

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02. Framing + Interior


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BRAND

LOGOS

he Divi Filius’s logos draw influence from Caesar Augustus

and the Roman Empire. While the text is reminiscent of

Ancient Roman script, the gold coin of Augustus signifies

the power, authority, and greatness that Augustus himself achieved

within his lifetime. For the Seal Logo, the face of the head is

intentionally removed in order to allow the viewer to identify with

the symbol while also signifying Divi Filius’s belief that every

individual is capable of carrying out their visions in order to

achieve greatness. The rising sun in the background represents the

beginning stages of this greatness. These signature elements should

never be separated. The size and position along with the spatial and

proportional relationships of the logos are predetermined, and

should never be altered.

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1. Seal Logo

The Seal Logo consists of an image of the

coin of Augustus as well as the name of

the brand. This logo will function mainly

as a visual symbol as opposed to

representing the name of the brand.

Examples of logo use include (but not

limited to) in-store signage, letterheads,

envelope seals, website visuals, clothing

logos, etc.

2. Text Logo

The Text Logo is the main logo that will

represents the name of the brand. This

logo is appropriate for most all

situations including storefront signage,

clothing tags, website title-page logo,

products, commercials, print ads,

packaging, etc.

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02. Framing + Interior


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P R I M A R Y L O G O A P P L I C A T I O N

Divi Filius Seal

The Divi Filius Seal has been carefully designed to reflect the brand

personality, and should always appear in its original form with

sufficient clear space surrounding it.

To ensure maximum impact in environments where it appears with

other elements, clear space must be maintained on all sides of the

logo. The minimum clear space required (x) is relative to the size of

the logo.

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C O L O R E D L O G O

Depending on the purpose and contrast of the logo in relation to

its application, the Divi Filius Seal can be displayed in different

colors/shades found in the color section of the style guide

L O G O / I N V E R S E

In situations where the Divi Filius Seal is not legible due to

darker backgrounds or stylistic inconsistencies, the logo can be

inverted.

M I N I M U M L O G O S I Z E

In order to maintain the stylistic legibility of the Divi Filius Seal,

a minimum size has been established.

- Web-Based Applications: 108 px

- Print-Based Applications: .375 inches

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02. Framing + Interior


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A C C E P T A B L E L O G O U S A G E

Divi Filius Seal

There should always be an adequate amount of contrast between

the logo and the background it appears on. It is preferred that the

Divi Filius Seal is printed on photographs, patterns, or plain backgrounds

that are either in grayscale or have low saturation if there

is sufficient contrast.

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02. Framing + Interior


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S E C O N D A R Y L O G O A P P L I C A T I O N

Divi Filius Text Logo

The Divi Filius Text Logo has been carefully designed to reflect the

brand personality, and should always appear in its original form

with sufficient clear space surrounding it.

To ensure maximum impact in environments where it appears with

other elements, clear space must be maintained on all sides of the

logo. The minimum clear space required (x) is relative to the size of

the logo.

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C O L O R E D L O G O

Depending on the purpose and contrast of the logo in relation to

its application, the Divi Filius Seal can be displayed in different

colors/shades found in the color section of the style guide

L O G O / I N V E R S E

In situations where the Divi Filius Seal is not legible due to

darker backgrounds or stylistic inconsistencies, the logo can be

inverted.

M I N I M U M L O G O S I Z E

In order to maintain the stylistic legibility of the Divi Filius Seal,

a minimum size has been established.

- Web-Based Applications: 108 px

- Print-Based Applications: .375 inches

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02. Framing + Interior


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A C C E P T A B L E L O G O U S A G E

Divi Filius Text Logo

There should always be an adequate amount of contrast between

the logo and the background it appears on. It is preferred that the

Divi Filius Text Logo is printed on photographs, patterns, or plain

backgrounds that are either in grayscale or have low saturation if

there is sufficient contrast.

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02. Framing + Interior


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U N A C C E P T A B L E L O G O U S A G E

Divi Filius Seal

Do not use the wrong color.

Do not alter the logo design.

Do not use multiple colors.

Do not use gradients.

Logo is not visible due to low contrast.

Logo is not visible due to low contrast.

There is too much detail in the background.

Background has too much color.

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U N A C C E P T A B L E L O G O U S A G E

Divi Filius Text Logo

Do not use the wrong color.

Do not use the wrong color.

Do not use gradients.

Do not alter the logo design.

Logo is not visible due to low contrast.

Do not use gradients.

Do not use complicated backgrounds.

Do not use gradients.

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02. Framing + Interior


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COLOR

BREAKDOWN

ivi Filius’s brand colors include black, white, and gold.

The colors black and white are chosen in order to represent

timelessness, stability, depth, and power. Additionally,

these tones are basic and versatile in function. The color gold

reflects the historical significance of gold to the Roman Empire.

Before the reign of Augustus, gold was considered a rare

commodity. Due to Augustus’s success as leader, however, gold

eventually became an abundant resource in Rome -- signifying a

thriving economy and culture. Because this period of growth was so

significant to Rome, the color gold has come to represent the

greatness and power of Caesar Augustus. This is the same color

that forms the basis of Divi Filius’s identity.

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Divi Filius White

Pantone 000 C

C=0 M=0 Y=0 K=0

R=255 G=255 B=255

Divi Filius Light Gold

Pantone 7752 C

C=23 M=28 Y=86 K=0

R=193 G=172 B=81

Divi Filius Dark Gold

Pantone 104 C

C=30 M=40 Y=100 K=5

R=167 G=141 B=57

Divi Filius Rusted Gold

Pantone 7553 C

C=49 M=57 Y=73 K=35

R=98 G=84 B=65

Divi Filius Black

Pantone Black 6

C=0 M=0 Y=0 K=100

R=38 G=36 B=37

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02. Framing + Interior


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BRAND

TYPOGRAPHY

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02. Framing + Interior


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P R I M A R Y D I S P L A Y T Y P E F A C E

Times New Roman

Times New Roman Regular is the primary display and headline

typeface which gives Divi Filius an elegant and timeless presence.

A B C D E

F G H I J K L M N

O P Q R S T U

V W X Y Z

0 1 2 3 4 5 6 7 8 9

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U S I N G T I M E S N E W R O M A N

Headline Sizing

This typeface is intended to be the most dominant type on the page,

and should mainly be used for headlines and main messages.

* Sizes starting at 12 pt. (smaller headlines) and 18 pt. (typical headlines).

HEADLINE

Headline Sizing: Web

For the web, this typeface is intended to be the most noticeable on the

webpage, and should be used mainly for headlines and main messages.

* Sizes starting at 36 px.

WEB HEADLINE

Tracking and Leading

It is preferred, depending on the situation, that the tracking of Times

New Roman is increased for aesthetic effect. The spread out type will

not only create a sense of breathing room, but will also help viewers

associate the type with the Divi Filius brand.

I N C R E A S E D T R A C K I N G

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02. Framing + Interior


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S U B H E A D S A N D B O D Y C O P Y

Times New Roman Italic

Times New Roman Italic is the primary subhead and body copy

typeface which gives Divi Filius an personable gentleness.

Aa Bb Cc De Ee

Ff Gg Hh Ii Jj Kk Ll Mm Nn

Oo Pp Qq Rr Ss Tt Uu

Vv Ww Xx Yy Zz

0 1 2 3 4 5 6 7 8 9

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U S I N G T I M E S N E W R O M A N I T A L I C

Subhead and Body Copy Sizing

This typeface is intended to be soft and easy to read, and should

mainly be used for subheads and body copy.

* Subhead sizing starting at 12 pt. Body copy sizing starting at 8 pt.

Subhead Times New Roman Italic 14 pt.

Body copy Times New Roman Italic 10 pt.

Body copy Times New Roman Italic 8 pt.

Subhead and Body Copy Sizing: Web

For the web, this typeface is intended to be easy to read on the

webpage, and should be used mainly for subheads and body copy.

* Sizes starting at 18 px.

Subhead Times New Roman Italic 24 px.

Body copy Times New Roman Italic 18 px.

Body copy Times New Roman Italic 6 px.

Tracking and Leading

Generally, Times New Roman Italic does not require changes in

tracking or leading. Depending on the situation, however, minor

adjustments can be made.

* Ex. 18 pt. body copy, 20 pt. leading.

Times New Roman Italic

18 pt. body copy

20 pt. leading.

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03. Exterior + Walls


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BRAND

IMAGERY

ivi Filius focuses on the individual -- specifically his or her

unique ideas and potential for greatness. As a result, we

want to create a brand image that provokes deeper thinking

and communication of purpose. In order to achieve this effect, our

images must be minmalistic, incorporate generous amounts of

blank space, and limit the usage of color.

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02. Framing + Interior


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M O D E L S

The models used to represent our brand must appear pensive, bold,

and determined. Our goal is to portray them as “visionaries” who

hold the potential to do great things. The environment must be simple,

and the image as a whole must create a strong sense of depth.

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02. Framing + Interior


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C L O T H I N G / P R O D U C T S

Much like our models, the clothing and products from Divi Filius

must be presented in a way that is thoughtful and bold. In order to

keep the images simple and focused, it is preferred that the inclusion

of external/environmental factors are kept to a minimum.

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02. Framing + Interior


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L A N D S C A P E S / A T M O S P H E R E

When presenting landscapes or locations, it is important to maintain

a consistent brand image by choosing places that appear to have lots

of space, depth, and history. The intention of these images is to bring

about thought and inspiration.

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02. Framing + Interior


DREAM AS IF

YOU’LL LIVE

FOREVER.

LIVE AS IF

YOU’LL DIE

TOMORROW.

- James Dean


03. Exterior + Walls


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BRAND

IDENTITY

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03. Exterior + Walls


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WEB

PAGE

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03. Exterior + Walls


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BRAND

APPLICATION

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03. Exterior + Walls

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