POOL AND SPA wholesome
BRAND
2024
Logo, Fonts, Colors, Imagery
Brand Guidelines | wholesome pool & spa
Women are the primary target market for Wholesome Pool and Spa. They are looking to create an oasis for their family in their back yard. A pool or spa is simply about relaxation and play. This brand will aim to remove clutter, and portray a peaceful elegant idea of summer family joy. Tone & Vibe
Brand Guidelines | wholesome pool & spa
COLOR NAME #D1BAA6
COLORS
COLOR NAME
#00304b
SUBTLE HUES, HARMONIOUS ELEGANCE
COLOR NAME
#7390b2
USAGE
COLOR NAME
COLOR NAME #395456
COLOR NAME
The colors will remain a little muted but a natural relaxing palette, reminiscent of spas and places of relaxation. The website and branding materials should mainly default to the blues, but the sage greens are present when an alternative is needed.
#192424
#c1d3e5
COLOR NAME #a9b6a3
COLOR NAME #f4f4f4
Brand Guidelines | wholesome pool & spa
LOGO
POOL AND SPA wholesome
SYMBOLIZING EXCELLENCE & CONFIDENCE
USAGE The logo has received a polish, it won’t conflict with the old design, but will be appear more eased and balanced. Keep small most of the times, but consider breaking up the elements depending on usage. Just the drop on its own, or just the word wholesome on a tee. See following pages.
POOL AND SPA wholesome
POOL AND SPA wholesome
POLISHED
ORIGINAL
POOL AND SPA wholesome
Cleaned up, but will blend in with any old branding
The word ‘AND’ is taking up a lot of real estate
A less tight layout, more breathable and relaxed
Not enough contrast in line weight
Simplified in the drop design and use of ‘&’
The layout feels a little dense for print and small applications
Balanced use of line weight
The lines around the drop are perhaps a little fussy
Wholesome kept in a slab serif, but switched for a softer more rounded version,
Pool and Spa is a bold strong CAPS font, it should be offset with something softer for ‘wholesome.’ The slab serif is a little harsh.
Brand Guidelines | wholesome pool & spa
TYPOGRAPHY
Raleway AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqUuRrSsTtUu VvWwXxYyZz
BODY COPY
Aa
1234567890 !@#$%^&*()_+<>?/\ This Font is strictly for body copy and some subheadings. Raleway is accessible on both the website and newsletter platform. Don’t mess with the kerning, keep the space between letters regular. If using large, consider using a lightweight.
black
bold
regular
light
Brand Guidelines | wholesome pool & spa
Tan Angleton AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqUuRrSsTtUu VvWwXxYyZz
TYPOGRAPHY HEADINGS + ACCENTS
Aa
1234567890 !@#$% ^ &*()_+<>?/\
This font is to be used large, and sparingly, don’t build large sentences with this font - keep it to super short phrases or words. We use a serif font to demonstrate a more personal voice and tone. It brings elegance and grace. Avoid using in all CAPS except for singular words, otherwise keep it lowercase and conversational. Regular kerning.
Substitute with Gilda Display on Mailchimp
Gilda Display
Brand Guidelines | wholesome pool & spa
TYPOGRAPHY
SOLWAY AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqUuRrSsTtUu VvWwXxYyZz
TINY SUBHEADINGS
Aa
1234567890 !@#$%^&*()_+<>?/\ This Font is used in the logo top line, its a rounded slab serif. Use only for very tiny subheadings, such as specifications. Use only in CAPS, and with a wide kerning. It has a stampy informational quality which makes it great for informational type content. ROBOTO SLAB REGULAR Substitute with Roboto Slab as needed.
POOL AND SPA wholesome
BY THE WAY
But let’s get down to the details and descriptions Hey, this is ‘Personal Voice’
Brand Guidelines | wholesome pool & spa
In Canva, use the Aura filter on a low percentage. Adjust Cyan colors to be more sky blue hues.
Lead with brand imagery
Brand Guidelines | wholesome pool & spa
Let’s Play,
In Canva, use the Aura filter on a low percentage. Adjust Cyan colors to be more sky blue hues.
Brand Guidelines | wholesome pool & spa
and, Relax!
THANKS
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