s o l o g a n h e r e
BRAND G UIDELIN ES 2024
TA B L E O F C O N T E N T S
Brand Keywords 03
Typography 04
Logo 08
Color Palette 11
Graphic Elements 14
BRAND KEYWORDS
innovative. representation.
belonging. friendship.
Typography
TITLE FONT
Aesthet Nova
abcdefghijklmnopqrs
tuvwxyz
WEIGHTS
Bold Black
P A R AG R A P H F O N T & S U B H E A D E R F O N T
Degular
abcdefghijklmno
pqrstuvwxyz
WEIGHTS
Regular Bold
SUBHEADING
O B V I O U S LY D E G U L A R B O L D
15PT FONT
TRACKING 75
ALL CAPS FRIENDS FOREVER
HEADING
AESTHET BOLD Our fun
little world.
40PT FONT
TRACKING 0
S E N T E N C E / LO W E R CAS E
P A R AG R A P H
DEGULAR REGULAR I want to create a community of people who resonate
12PT FONT
TRACKING 10
with the characters, enjoy the world we made for them,
LEADING 18PT and embrace their inner child.
SENTENCE CASE
Color Palette
LO G O
P R I M A RY LO G O
This emblem is the primary logo and should be used in most instances
unless stated otherwise in this guide.
In no way should the logo be modified, distorted, or redrawn. Do not
re-create. Always use the logo files provided.
LO G O U SAG E
I N C O R R E C T U SAG E
1. Don't use the improper variation/background combos
As mentioned on pg. 15 there should always be a high contrast
between the logo and the background color to maintain
legibility. Make sure the correct variation is being used in any
and all circumstances.
2. Don’t apply effects
Glowing edges, additional strokes, and drop shadows are 3
forbidden to use on the logo.
3. Don’t use off-brand colors
Unless specified, use the color palette provided in this guide.
4. Don’t distort or rotate
Always use the logo files provided.
C O LO R P A L ET T E
P R I M A RY C O LO R S S E C O N DA RY C O LO R S
RUST ORANGE ORANGE TEA GREEN OLIVINE SHARP GREEN
HEX #e85e56 HEX #e74d3d HEX #B7CD96 HEX #AAC27F HEX #73bf59
C O LO R P A L ET T E
HEX #C7AD70 HEX #819089
S U P P O R T I N G C O LO R S
The supporting color palette contains a large range of
different tints and shades of earth tones. As long
as the colors stay within the ranges shown here, they are
HEX #D9CD91 HEX #7E94A2
acceptable to use.
These colors should not be used for the logo, and should
only be applied for supporting elements such as print,
packaging, photography, and etc.
HEX #F2ECBA HEX #626E7C
HEX #9F482D HEX #231E32
C O LO R P A L ET T E
C O LO R U SAG E C O M B I N AT I O N S
There are two variations of the primary logo. The top row
displays the first variation which should only be used on
light-colored backgrounds such as white, sand, tea green,
and olivine. The bottom row displays what should be used
to accommodate dark-colored backgrounds such as
evergreen and black.
Graphic Elements
GRAPHIC ELEMENTS