COMPLETE THE CYCLE
Provide innovative solutions for body
disposal that leave a lasting, positive
impact on the environment.
Elytra is re-imagining how we interact with death. Designing an identity for
death and dying is difficult; it’s a profoundly unique experience for everyone.
Our tone of voice must convey both compassion for the bereaved and scientific
innovation. Because our brand speaks to a broad audience, we have developed
two distinct voices that can be used depending on their context: One that comforts
those who have lost a loved one, and another that speaks to those who are
considering their end-of-life wishes.
The way our service is explained should be simple and clear, demonstrating
the respect we show the deceased throughout our process. Death is difficult,
and how we approach explaining details runs a risk of coming off as unappealing
and disrespectful. We adopt the “less-is-more” attitude in explaining
the minute details, and instead opt to give general explanations with the option
to learn more if a user was interested in doing so. Additionally, we used simple
line illustrations and iconography to convey ideas in terms that many people
are already familiar with. Elytra can change people’s relationship with death and
dying. It can also immensely reduce the environmental impact death has on
our planet. Using these guidelines, we feel like that change can be actualized.
Color ...................................... 14
Typography ................................ 16
Iconography ................................ 24
Tone of Voice ............................... 26
Marketing .................................. 32
Digital ..................................... 34
Our logo is simple, refined, and hand-touched. It
speaks to elements found in nature and evokes the
concept of completion. We merged the ideas of
structure and decay by integrating the traditional
letterforms with the organic, hand drawn circle.
IDENTITY // LOGO
COMPLETE THE CYCLE
COMPLETE THE CYCLE
COMPLETE THE CYCLE
Brand gray on brand cream
Skewing and rotation
Brand cream on brand blue
Brand yellow or other colors
Brand blue on brand cream
Brand cream on duotone image
Blurriness or incorrect file type
The primary brand colors are indigo and ivory, used for
backgrounds, large fields of color, photography, and graphic
elements. When these colors are used together, they have a
calming effect on the eyes. The charcoal is used primarily
for type. Avoiding black helps soften the appearance of our
brand. The buttercup yellow is reserved for UI hover-states
and Calls to Action.
14 IDENTITY // COLORS
PANTONE | 540C
CMYK | 99 76 41 32
HEX CODE | 0C3B5B
RGB | 12 59 91
PANTONE | DS 9-9C
CMYK | 3 3 5 0
HEX CODE | F5F3EE
RGB | 245 243 238
PANTONE BLACK 7C
CMYK | 72 67 58 59
HEX CODE | 302F34
RGB | 48 47 52
PANTONE | 7404C
CMYK | 6 13 74 0
HEX CODE | FAD95B
RGB | 250 217 91
Typography should have a distinct hierarchy of information.
All text can be in the brand colors of indigo, charcoal,
or ivory on the appropriate background for maximum
contrast. Line length of body text should have a minimum
of one length of the alphabet and a maximum of two and a
half lengths of the alphabet. Body text should have metric
kerning and tracking applied. Headlines and subheads can
have more kerning and tracking to increase legibility.
HEADLINES 36pt Plantagenet Cheroke
SUBHEADS 12pt PIER SANS MEDIUM
BODY TEXT 8p12 Libre Baskerville
16 IDENTITY // TYPOGRAPHY
Return to Nature
RETURN TO NATURE
Irmis ca tem ia? quium teris. Icerior urniam Romnost et conim iam nihilie
ntiquam. Aperis consultum que teber adem ina, patquam octortiaet
crivis, consus hocutus, ca occhuciae terraetri publin dium et, viris, publius,
or hore tesima, nocultuit. Ra num qui cum, occum reptatis es nonsectur
si doluptas eatur? Explit lant et prestius, comnihilia eum elluptat.Voluptat
eum volorio bearibusae.
Venis dipidunt aut odi conserum non provid maximin venienis as et,
con conemquunt, velendellab ipsam natent molorum dolorae poreici
pitions edigendem adi consequae nonsendi optature arum fugitatet pero
molluptasit volento corerfe rcitatiore suntiur, si simporum ut omniminusda
volest quuntur? Cae voluptur rem anto eatur? Net que volorec essitatem
conectibus excessi mintian duntibu sanimol enihitatatur mod quid ut quatur,
ne nuscimo luptatist, nim vellit harum fuga. Fugit rem nus.
Quotes and testimonials are powerful tools for our
brand. Quotes can be used for informational print
material, the website, and all marketing material.
Avoid using quotes that exceed three lines, and use
QUOTATION 40pt Plantaneget Cheroke
ATTRIBUTION 16pt Plantaneget Cheroke
18 IDENTITY // TYPOGRAPHY
Q U OTAT I O N
“I want my last act on
earth to help nourish
~ Oliver N.
Imagery should portray an intimate view of flora
and fauna using close up, ambient photography. When
figures are shown, they should be interacting with nature
and anonymous, avoiding faces, accessories, and
technology. Photos should be treated in duotone
with the brand indigo and ivory.
20 IDENTITY // PHOTOGRAPHY
When figures are used in photography, the images
should be taken close up with natural, friendly expressions.
The duotone treatment with brand indigo
and ivory should be applied to all photography. Avoid
busy backgrounds and crop from the shoulders to
just above the head.
22 IDENTITY // PHOTOGRAPHY
Our process is our unique selling proposition. It is
simple, natural, and has a low negative impact on the
earth. To exemplify the simplicity of our service, we
use high contrast and clean iconography. The audience
can appreciate the cyclical nature of our process
through our circular graphic, which can be used in all
print and digital material.
24 IDENTITY // ICONOGRAPHY
Tone of Voice
Consider the context in which our audience is engaging with
the brand. When speaking to a broader audience of people
who are considering their end-of-life plans, we can demonstrate
the scientific, future-thinking, and innovative side.
When an individual is experiencing a personal loss, they
should be met with compassion and sensitive language. They
must be convinced that Elytra is the service that will honor
their deceased loved one and their earth-conscious values.
26 IDENTITY // TONE OF VOICE
TONE OF VOICE
The informational brochures that we provide to funeral
homes focus on our mission and pricing options. The
individuals interacting with this brand touch-point have
experienced a loss and are looking for comfort in an option
that honors and reflects the values of their loved one.
30 APPLICATION // PRINT
External marketing material is for the younger audiences
who may not yet be considering their end-of-life wishes.
The scientific, innovative, logic-oriented expression of the
brand should be represented. Marketing material should
look visually cohesive with the rest of the brand.
32 APPLICATION // MARKETING
The website addresses our unique selling proposition of
being the green alternative to cremation and burial. As
the user navigates through the website, the story is told
of how Elytra addresses the problem of death in urban
areas and it's negative impact on the environment. The
digital identity shows on-brand photography, typography,
and micro-interactions like hover states. A Call to Action
should always be present in Elytra's digital environments
to encourage more user engagement.
34 APPLICATION // DIGITAL