Elytra-brandguidelines-pages

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COMPLETE THE CYCLE


OUR MISSION

Provide innovative solutions for body

disposal that leave a lasting, positive

impact on the environment.

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INTRO

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.

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IDENTITY

Logo....................................... 10

Color ...................................... 14

Typography ................................ 16

Photography................................ 20

Iconography ................................ 24

Tone of Voice ............................... 26

APPLICATION

Print....................................... 30

Marketing .................................. 32

Digital ..................................... 34

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Identity

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Logo

BRAND IDENTITY

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.

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IDENTITY // LOGO


COMPLETE THE CYCLE

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COMPLETE THE CYCLE

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COMPLETE THE CYCLE


PROPER USAGE

IMPROPER USAGE

Brand gray on brand cream

Skewing and rotation

Brand cream on brand blue

Brand yellow or other colors

Brand blue on brand cream

Distortion

Brand cream on duotone image

Blurriness or incorrect file type

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Color

COLORS

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


PRIMARY

Indigo

PANTONE | 540C

CMYK | 99 76 41 32

HEX CODE | 0C3B5B

RGB | 12 59 91

Ivory

PANTONE | DS 9-9C

CMYK | 3 3 5 0

HEX CODE | F5F3EE

RGB | 245 243 238

SECONDARY

Charcoal

PANTONE BLACK 7C

CMYK | 72 67 58 59

HEX CODE | 302F34

RGB | 48 47 52

Buttercup

PANTONE | 7404C

CMYK | 6 13 74 0

HEX CODE | FAD95B

RGB | 250 217 91

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Typography

USING TYPE

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


HEADLINES

Return to Nature

SUBHEADS

BODY

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.

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Typography

QUOTE TREATMENT

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

them sparingly.

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

the future.”

ATTRIBUTION

~ Oliver N.

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Photography

AMBIENT IMAGERY

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


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Photography

FIGURATIVE IMAGERY

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


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Iconography

PROCESS

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


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Tone of Voice

LANGUAGE MATTERS

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

CORPSE

DECOMPOSE

REMAINS

CLIENT





BODY

REINTEGRATE

RELICS

DONOR

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Application

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Print

PRINT MATERIAL

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


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Marketing

MARKETING

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


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Digital

DIGITAL IDENTITY

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


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