SOIN_Brand Guidelines_final copy

Brand Guidelines

GUIDING STATEMENTS

VISION

MISSION

I envision a world where everyone lives in the world as an embodiment of their inner divinity. They express their divine qualities of Wisdom, Love, and Power, they embrace fully the mystery of life: The Grace and the Grit by using their gifts in service to their personal North Star and the World.

My mission is to awaken people to their true nature by offering personal and spiritual transformational programs. I want to reach a wide audience through the mediums of lecturing, creating a website and writing a book.

PROMISE

ESSENCE

A safe and non-judgemental place to explore the mystery of your being.

You are the treasure.

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BRAND VALUES

Integrity Important to embody the spiritual teachings and learnings, rather than just talking about it.

Lifelong Learning Who you are is limitless. Most wise teachers called you the 'Christ Within'. So commit to lifelong learning to unfold more of yourself.

Love The Heart is so integral to what it means to be human. As the Dalai Lama once said, "Religion is my kindness." The open heart is one of the primary conditions to bring peace to you, to your family and to this world.

Courageous Visionary Seeing the potentiality of you through new lens. The lens of kindness and gentleness. Let go of the old ways of defining yourself and what is possible for you. Have the courage to take the first step.

Devotion

Selflessness

Devotion to whatever makes you a better person.

Purpose and meaning is found when you serve something or someone bigger than yourself.

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BRAND PERSONALITY

WISDOM TRADI T IONS Depth. Ancient. Wisdom. Sacred. Think of an image of Buddha meditating.

L IGHT Light overcoming darkness. Star Light bringing hope. North Star representing destiny. Lighthouse reaching out to wrecked sailors.

HEART-CENTERED Caring. Warm. Loving. Forgiving. Gentleness. Think of an image of Mother Mary hugging Baby Jesus or Mother Theresa holding the poor.

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B R A N D S U MM A R Y

LOGOS

Beloved Script Alethia Pro Karla

TYPOGRAPHY

COLOUR PALETTE

GRAPHIC ELEMENTS

PHOTOGRAPHY STYLE

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Logo Design

LOGO FORMATS

The logos comes in several formats. Pick the version which best works with your particular application. The stacked version is our primary version, however, the horizontal version can be used for areas short on height but large on width.

Stacked Logo with Tagline

Stacked Logo

The stacked version can be used on areas short on width but large on height.

The tagline version can be used in specific circumstances where we need to clarify the big picture of what is offered, such as the website header. It should be avoided for placement at small sizes as the small text may become unreadable.

Icon Only

Horizontal

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LOGO COLOURS

Our logo comes in four colour ways: The gold, the light gold and white, black and white versions. The gold version can be used on dark and light backgrounds. The white version should be used on medium to dark backgrounds. The black version can be used if there is a printing application that will only allow you to have a one-colour logo.

Gold

All White

All Black

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OUR LOGO DON'TS!

Logo consistency is so important. People want to buy from brands they know, like and trust. To alter the logo in a way which doesn’t feel in alignment with the intended look can make it less memorable.

Don’t change the logo’s colour.

Don’t use the logo on a background which makes it unreadable or hard to read. Make sure there is enough contrast between foreground and background.

Don’t stretch the logo disproportionately.

This would cause the brand to lose consistency and memorability.

Always scale the logo proportionally, otherwise it will stretch, warp and distort.

Don’t apply filters or effects to the logo, such as glows or heavy drop shadows.

Don’t remove any elements.

Don’t change the proportions of the individual logo elements.

This creates an inconsistent, unprofessional look and undermines the brand’s integrity.

Each element was intentionally set at the right sizes to ensure balance and emphasis on the right details.

This distorts and complicates the logo.

Example of correct logo use.

Don’t crop the logo or place it too close to the edge of the page. Make sure that the logo is fully visible from left to right, top to bottom, to ensure the logo is being consistently applied.

Don’t make the logo so small that it cannot be read. This will make the logo lose impact and readability.

Don’t rotate the logo.

This will distort the look.

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Who you are is a miracle. It is the truth. You may worthless right now, but you are actually magnificent beyond measure!

Good contrast

Not enough contrast

Good contrast

Not enough contrast

WHAT IS CONTRAST? Contrast is one of the core design principles and is

LOGO PLACEMENT CONTRAST When placing the logo on a background, particularly a photo, it can be tricky to ensure proper contrast. It’s best to place a logo or text in clear space on a photo rather than something with lots of fine detail.

LOGO CONTRAST

paramount to professionalism and readability, both with logo placement and design generally. Colour contrast results when there is a noticeable difference between foreground and background or colours side by side. The more contrast, the more impact the foreground element will make. For example, white on black or black on white is the highest form of contrast.

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ADDING CONTRAST

Add a brush stroke under text where applicable if you need more contrast. This adds more usability to your photos. Drop the transparency back where needed in Canva.

Who you are is a miracle. It is the truth. You may worthless right now, but you are actually magnificent beyond measure!

Without Brush

With Brush

Gold brush

White brush

Black brush

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Colour Palette

BRAND COLOURS

Our brand’s colour scheme consists the following colours. Colour is an important part of brand recognition. Ensure you always only use these seven colours and never introduce others, as this would disrupt the brand’s consistency.

White

Black

Gold Texture

Musk

Stone

Egg Shell

Flat Gold

Soft Blue

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SCREEN Colours

PRINT Colours

RGB R:5, G:4, B:19

HEX #0d0d16

CMYK C:79, M:72, Y:60, K:82

PMS Neutral Black U

Black

SCREEN Colours

PRINT Colours

RGB R:180, G:129, B:57

HEX #b48139

CMYK C:27, M:49, Y:91, K:82

PMS 131 U

Gold

SCREEN Colours

PRINT Colours

RGB R:238, G:245, B:245

HEX #eef5f5

CMYK C:5, M:1, Y:2, K:0

PMS 649 U

Soft Blue

SCREEN Colours

PRINT Colours

RGB R:249, G:243, B:238

HEX #f9f3ee

CMYK C:1, M:3, Y:4, K:0

PMS 7541 U

Eggshell

SCREEN Colours

PRINT Colours

RGB R:224, G:226, B:227

HEX #e0e2e3

CMYK C:11, M:7, Y:7, K:0

PMS 649 U

Stone

SCREEN Colours

PRINT Colours

RGB R:249, G:237, B:2351

HEX #f9ede7

CMYK C:1, M:6, Y:6, K:0

PMS 7604U

Soft Pink

RGB COLOURS RGB colours are used if you are setting up a file for on screen viewing, such as a social media post, webinar sliders or eBook, you will want to use RGB colours. HEXADECIMAL (HEX) COLOURS Hexadecimal numbers are used on web pages to set colours i.e.. you are creating a website i.e. in Wordpress, landing page i.e. Instapages, Leadpages or e-newsletter i.e. Mailchimp.

CMYK COLOURS CMYK colours refer to the four inks used in some colour printing i.e. Digital Printing: cyan, magenta, yellow, and key (black). CMYK has a smaller colour range than RGB, HEX or PMS, so some bright colours are not achievable. Colours can vary slightly printer to printer. PMS PMS colours stands for Pantone Matching System. It is the most accurate and consistent way to print colour, no matter which printer you use. But it tends to be more expensive to print, and with longer turn around times.

OUR COLOUR VALUES

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Your Heading Inserted Here Subheading Here. Subhea ing Here. Subheading Her .

COLOUR USAGE

Headings & subheadings

- Gold, Black or white

Body copy - Black or White

Call to action buttons - Gold

Backgrounds - Eggshell, Grey

Do not use - Light colours for text.

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Typography Style

BRAND TYPEFACES

Beloved Script ABCDEFGH I J KLMNOPQ R S TUVWXYZ abcdefghijklmnopqrstuvwxyz

THE CURRICULUM IS: You. The mysterious complexity that is you.

Alethia Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Who you are is a miracle. It is the truth. You may worthless right now, but you are actually magnificent beyond measure!

Difficult roads often lead to Beautiful destinations.

Karla ABCDEFGHI JKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Examples of font usage

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TYPEFACE USAGE

FOR HEADINGS

FOR SUBHEADINGS

FOR BODY COPY (LARGER BLOCKS OF SMALL TEXT)

Alethia Pro Beloved Script

Alethia Pro

Karla Bold Karla Book Karla Italic

KARLA BOLD

KARLA

Beloved Script is the hardest to read, so it should be used for headlines only and just a few words not a full sentence. Alethia Pro Regular can also be used for headings. We can pair it with Karla Regular upper case with some spacing.

Subheadings can be done in Alethia Pro and Karla Bold. Subheadings should be bold enough to stand out and contrast with a thinner weight body copy font like Karla Regular.

Karlashould be used for body copy as it is the easiest to read at small sizes. Words can be emphasized inline with the text with the bold weight. The italic version can be used for emphasis or quotes etc.

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MARGIN SPACE

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Allowing nice breathing room around the margins of the page will ensure the design feels more spacious and professional. If the paragraph width is too wide, the eye has to travel too far from left to right and back to left, which makes it a less comfortable reading experience. It also just looks like a non-designer has done it! Always avoid having any text really close to the edge of the page or up close to background box or circle elements. Paragraph width should never go practically to the edge of the page. Try to match the width shown in the "GOOD MARGIN SPACE" version. If struggling to make things fit, try to add an additional page. It would be better to have more pages to your document and it looking spacious, than to have less pages and it looks cramped and discouraging to read.

Subheading here. Subheading here. Subheading here.

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THE CURRICULUM IS: You. The mysterious complexity that is you.

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Good margin space

Incorrect margin spacing

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LINE HEIGHT

Line height is the space between the lines of text in a paragraph. It is important to make the line height spacious but not too spacious. Programs like Canva will give you an automatic line height. Sometimes we need to adjust this further if it is too much or too little line height. The way you space text tells the reader what the relationship is between the text areas. So you don’t want to reduce readability by confusing the reader with weird gaps that don’t make logical sense. I.e. lines of text within one sentence should be grouped closer than words in separate sentences.

My mission is to use my gifts, expertise, and empathy for others to help them connect with and elevate their relationship to not only themselves, here in this lifetime, but also to their spirit guides, higher-self, and even loved ones on the other side.

Text has a good line height (10pt font with 15pt line height)

Text line height is too tight (10pt font with 12pt line height)

My mission is to use my gifts, expertise, and

empathy for others to help them connect

with and elevate their relationship to not only

themselves, here in this lifetime, but also to

their spirit guides, higher-self, and even loved

ones on the other side.

Text line height is too loose

(10pt font with 22pt line height)

SCHOOL OF INNER WORK BRAND GUIDELINES

Graphic Elements

TEXTURES

The textures, custom made for you from acrylic flow paint, create a dynamic, colourful, flowy look. They can be used as full background elements or blended into photos. We also have the stars background and sparkle graphics.

Difficult roads often lead to Beautiful destinations.

My relationships with myself, my husband, my children, my family, my friends and my whole life have TRANSFORMED FOR THE BETTER. ” Dhara Qi Xuan Tay, Mother & Yoga Teacher

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TEXTURES The illustrations have been custom made for the brand in a hand-drawn, organic style. They feature many of the key themes/images in the SIW work - flowers including roses and lotus, Ganesha, a lantern, pearl, spiral, Guan Yin - Kwan Yin, gong, the drum, Tibetan singing bowl, Chinese dragon.

Come with us on the greatest heroic journey of your life, coming home to yourself. You’ll learn how to experience yourself as magic!

Everything REAL LY does happen for a reason. So, life, despite all its difficulties and problems, is meaningful. Not only that, LIFE IS magical.

SCHOOL OF INNER WORK BRAND GUIDELINES

Photography Style

STOCK PHOTOS

You may need stock photos to compliment/work in with your custom photo shoot. In particular, because your photo shoot is so light and airy, stock photos can bring in a black/more mysterious tone where apporpriate. Try to use stock photos which align to the colour palette of your brand - so dark blacks or whites or light pinks, greens blues. Lights, spirtual feeling, flowers, nature, animals, Asian women are great. Here is a select you could use.

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Brand Applications

I N S T A G R A M A N D FA C E B O O K T E M P L A T E S

UPCOMING WORKSHOP

Walk Fearlessly on the planet & experience yourself as magic.

Difficult roads often lead to Beautiful destinations.

How to connect to yourself

If you’ve been asking yourself "who am I and why am I here?", this workshop is for you.

Who you are is a miracle. It is the truth. You may worthless right now, but you are actually magnificent beyond measure!

4pm on 16th of November

2 Science Park Drive Singapore.

If the flower can flower from within itself and be so beautiful, think of what happens when you connect to your own inner self-directedness. You will flower. Your talents will come out, you will bring up your gifts, your strength and your power.

In the sacred space of light and laughter created by a community of loving hearts, our deepest wounds are healed and lifelong friendships are often created.

My relationships with myself, my husband, my children, my family, my friends and my whole life have TRANSFORMED FOR THE BETTER. ” Dhara Qi Xuan Tay, Mother & Yoga Teacher

Come with us on the greatest heroic journey of your life, coming home to yourself. You’ll learn how to experience yourself as magic!

Healing is Possible. You are worthy of it.

Our world is broken in 10,000 pieces. Teach me to hold this broken world. Teach me to love this broken world.

Everything REAL LY does happen for a reason.

Difficult r oads often lead to beautiful destinations.

The thing that is really hard, and really amazing, is giving up on being perfect and beginning the work of becoming yourself. - Anna Quindlen

The Prayer of Gratitude.

THE CURRICULUM IS: You. The mysterious complexity that is you.

So, life, despite all its difficulties and problems, is meaningful. Not only that, LIFE IS magical.

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HOME PAGE DESIGN

SCHOOL OF INNER WORK BRAND GUIDELINES

BUSINESS CARD

SCHOOL OF INNER WORK BRAND GUIDELINES

EMAIL SIGNATURE AND NEWSLETTER

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Kind Regards, Hwee-Meng

Hwee-Meng Founder, The School of Inner Work hwee-meng@schoolofinnerwork.com www.schoolofinnerwork.com

Hi Hwee-Meng

Thanks for joining our Newsletter!

Click here to download your free Discover the magic of self-blessing meditation.

Email Signatures

Email Newsletter Header

SCHOOL OF INNER WORK BRAND GUIDELINES

EBOOKS

Your Heading I N S E RT E D HE R E

Your Heading Inserted Here Subheading Here. Subhea ing Here. Subheading Here.

Info PAC K Learn more about how the school

Subheading Here. Subheading Here. Subheading Here.

Subheading here. Subheading here. Subheading here.

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THE CURRICULUM IS: You. The mysterious complexity that is you.

Soluptate endam earum et peruptint as et lam, cus res mod

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SCHOOL OF INNER WORK BRAND GUIDELINES

FA C E B O O K C O V E R P I C

SCHOOL OF INNER WORK BRAND GUIDELINES

Thank you for helping make the School of Inner Work brand stronger, more beautiful, and for communicating our values and beliefs. By following these guidelines, you can help ensure that our communications express our point of differentiation and clearly and consistently tell our brand story. If you ever have additional questions about our visual identity and its application in design, don’t hesitate to contact:

Hwee-Meng Tang hweemeng8@gmail.com -- Emma Brownson Soul Stirring Branding E: emma@soulstirringbranding.com.au

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