Brand Style Guide

COMPANY BRAND BOOK 

2017

TABLE OF CONTENTS 

IDENTITY 

THE LOGO 

THE PALETTE 

THE TYPE SYSTEM 

THE IMAGERY 

2 

6 

14 

18 

22

IDENTITY

and definition 

FOX AND HELL GIRL: FASHION FOR THE DARING, 

BOLD, and UNTAMEABLE WOMAN; dress for the 

free-spirited rebel; EDGY AND PLAYFUL 

SILHOUETTES; THE CALM AND THE STORM. 

3

BRAND VISION & MISSION 

FOX AND HELL GIRL CHALLENGES GENERALIZATIONS 

OF FEMINIITY. FOX AND HELL GIRL DESIGNS FOR 

THE SUPERIOR AND NOT THE INFERIOR, THE WILD 

NOT THE SUBMISSIVE. THE BRAND MISSION IS TO 

FILL THE CLOSESTS OF WOMEN OF THE GLOBE.

BRAND ATTRIBUTES 

THE FOX AND HELL GIRL ATTRIBUTES ARE 

CONSTITUENT OF; 

CONSISTENCY 

APPEALING 

UNIQUENESS 

INSPIRATIONAL 

4

the LOGO

logo constituents 

THE FOX AND HELL GIRL LOGO IS CONSTITUENT 

OF THREE BASIC ELEMENTS; THE LETTER “F” OF 

THE JUNIPER FONT FACE, THE LETTER “H” OF THE 

JUNIPER FONT FACE, AND THE FULL TITLE OF THE 

BRAND OF THE RIFT FONT FACE. 

1 

3 

FOX AND HELL GIRL 

2 

7

logo construction 

WHEN CONSIDERING THE CONSTRUCTION OF THE 

LOGO, IT IS BEST TO UNDERSTAND THE SERIES OF 

RECTANGLES THAT MAKE UP ITS FORM. 


8

variations 

VARIATIONS OF THE LOGO MAY INCLUDE; THE 

LOGO IN ITS ENTIRETY MINUS THE TITLE, THE 

LOGO SLPIT INTO 3 SECTIONS, THE UPPER 

PORTION OF THE LOGO, AND THE LOGO SPLIT IN 

HALF. 

1 

2 

3 

4 

9

chromatic variations 

CHROMATIC VARIATIONS OF THE LOGO MAY 

INCLUDE; BLACK ON WHITE, WHITE ON BLACK, 

VARIOUS BLUES ON WHITE, WHITE ON BLUE, AND 

A PURPLE TONE ON WHITE. 





PANTONE 280 C 


PANTONE 7445 C 


PANTONE 661 C 

10

minimum sizes 

THE MINIMUM SIZE FOR LOGO USAGE WITH THE 

TEXT UNDERNEATH TEXT IS 95 X 95 PIXELS AND 

FOR LOGO USAGE WITHOUT THE UNDERNEATH 

TEXT IS 67 X 67 PIXELS. 




95 x 95 px 

114 by 114 px 

137 by 137 px 

67 x 67 px 

83 x 83 px 97 x 97 px 116 x 116 px 

11

usage: do’s 

SOME LOGO USAGE DO’S INCLUDE; PLACING THE 

TEXT centered 5 PX BENEATH THE LETTERFOrm, 

and placing the text 5 px to the right or 

left of the letterform. 




12

usage: dont’s 

some logo usage dont’s include; not 

placing the logo on its side, not placing 

the text on top of the letterform, not 

using proportionally large or small font 

sizes for the text, not placing the text 

horizontally, and not placing the letterform 

upside down. 

X 

X 


X 


X 


X 

X 


13

the palette

Primary colours 

The following colours are the primary 

colours of the brand, as in the colours 

used most often and predominantly in 

various tpuchpoints. 

PANTONE BLACK 6 C 

R:17 G:24 B:32 

C:82 M:71 Y:60 K:76 

PANTONE 661 C 

R:0 G:53 B:148 

C:100 M:90 Y:10 K:2 

PANTONE 280 C 

R:2 G:33 B:105 

C:100 M:94 Y:28 K:23 


R:169 G:161 B:194 

C:35 M:35 Y:8 K:0

SECONDARY colours 

THE FOLLOWING COLOURS ARE THE SECONDARY 

COLOURS OF THE BRAND, AS IN THE COLOURS 

USED LESS OFTEN AND IN SMALLER AMOUNTS. 


R:0 G:55 B:100 

C:100 M:83 Y:35 K:24 


R:0 G:38 B:61 

C:100 M:79 Y:49 K:54 

PANTONE 715 C 

R:250 G:141 B:41 

C:0 M:55 Y:93 K:0 


R:189 G:71 B:0 

C:19 M:84 Y:100 K:9 


R:100 G:93 B:156 

C:71 M:71 Y:10 K:1

COMBINATIONS 

THE FOLLOWING ARE THE PERMITTED COLOUR 

COMBINATIONS AND COLOUR WAYS OF PRIMARY 

AND SECONDARY COLOURS TO BE USED 

THROUGHOUT THE BRAND. 

2 

1 

3 

4 

5 

6 

7 

17

the TYPE SYSTEM

PRIMARY FONT FACES: PRINT 

THE FOLLOWING ARE THE PRIMARY FONT FACES 

USED WHEN PRINTING BRAND ELEMENTS; 

JUNIPER STD MEDIUM AND RIFT SOFT LIGHT, 

BOTH OF WHICH CONSIST OF CAPITALIZED 

LETTERS ONLY. THE TWO ARE USED PREDOMI- 

NANTLY THROUGHOUT THE BRAND ON ALL TOUCH- 

POINTS. 

Juniper Std Medium 

aa 

abcdefghijklmnopqrstuvwxyz 


0123456789 

,.?!*@& 

aa 



0123456789 

,.?!*@& 

Rift Soft Light 

19

SECONDARY FONT FACE: PRINT 

THE FOLLOWING IS THE SECONDARY FONT FACE 

USED WHEN PRINTING BRAND ELEMENTS; INGRA. 

THIS FONT IS USED TO ASSIST THE PRIMARY 

FONTS, AND IS USED ON TYPE WITH LESS 

EMPHASIS. 

Aa 

Ingra 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 


0123456789 

,.?!*@& 

20

FONT FACES: WEB 

THE FOLLOWING ARE BOTH THE PRIMARY AND 

SECONDARY FONT FACES USED FOR WEB 

PURPOSES. SPICY RICE AND OPEN SANS CON- 

DENSED ARE THE PRIMARY FONT FACE 

EQUIVALENTS AND POIRET ONE IS THE 

SECONDARY FONT FACE EQUIVALENT. 

Aa 

Spicy Rice 



0123456789 

,.?!*@& 

Aa 



0123456789 

,.?!*@& 

Open Sans Condensed Light 

Poiret One 

Aa 



0123456789 

,.?!*@&

the IMAGERY

clip art usage 

THE FOLLOWING IS A COLLECTION OF MINI 

DESIGNS THAT MAY BE USED THROUGHOUT THE 

BRAND. THESE ITEMS MAY APPEAR AS 

ADDITIONAL GRAPHIC ELEMENTS ON A TOUCH- 

POINT OR PLACED ON TOP OF PHOTOGRAPHIC 

IMAGES. 

23

photography usage 

BRAND PHOTOGRAPHY SHOULD TEND TO THE 

PLAYFUL SIDE AND THE WILD SIDE OF FOX 

AND HELL GIRL. PHOTOS WILL MAINLY BE 

TAKEN OUTDOORS AGAINST A WALL OF SOME 

SORT, OFTEN PAINTED. POSES SHOULD BE 

SIMULTANEOUSLY CASUAL AND BOLD, 

SHOWING OFF THE UNIQUE CUTS AND 

SILHOUETTES OF THE CLOTHING.

REFERENCES 

PAGE 3 IMAGE (PHOTOGRAPH OF ALEXANDRA SPENCER) 

PAGE 5 IMAGE (PHOTOGRAPH OF ALEXANDRA SPENCER) 

PAGE 24 IMAGE (RETRIEVED FROM FOXANDHELLGIRL.COM) 

PAGE 25 IMAGES (RETRIEVED FROM FOXANDHELLGIRL.COM) 

PAGE 26 IMAGES (RETRIEVED FROM FOXANDHELLGIRL.COM)

Brand Style Guide

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