GERDÀ IDENTITY GUIDELINES

contents

Brand story 3

Strategic brand overview 4

Logo design 5

Rules for logo use 6

Colour palette 7

Font guidelines 8

Photography/imagery guidelines 9

Out of home advertising 10

Online branding identity 12

 brand story

GERDÀ is an exclusive brand that

provides eyelash extensions and a
wide range of products for eyelash
stylists. The logo was created in
summer 2018 and in 2019 GERDÀ
changed from home based business
to a beauty studio. Now the brand is
well known for 1,800 people on social
media and has more than a thousand
loyal customers.

3
 strategic brand overview

Mission
empowering individuals through eyelashes. Lashes tailored
individually to highlight the unique.

Vision
to be a well known brand in United Kingdom for its love for
the unique beauty.

Values
we do not change, we highlight.

Brand’s voice
professional language only, no slang words, each detail
must be explained without leaving a doubt that GERDÀ is a
trustworthy brand where a lot of time and attention is given to
each customer.

GERDA’s voice is honest and helpful. We are trying to talk

as clear as possible when sharing any information on social
media or communicating with costumers. We believe that
brands that offer good quality services or products do not
need to be spammy and annoy when trying to reach its
targeted audience. We are quick in responding to messages
from costumers and acting very quickly to any kind of
complaints.

Targeted audience
GERDA is based in London, so targeted audience is mostly
middle-high class females from London. Age range 18-50.

4
 logo design

The logo composition is minimalist with

sans-serif typeface (Montserrat font). The last
letter of the logotype shows that this is an
eyelashes extensions logo - it has two elements
symbolising eyelashes. Text in the logo is
centered . The logo has a frame around, which
serves as a dynamic part of a branding system
and is repeated in all types of media. Overall,
the outcome is a simple yet modern looking
brand.

5
 rules for logo use

The logo can be used in two colours: black

and white and vice versa - white logo on a
black background. The logo must appear
on a clear background. Can be used in
different locations, preferably centered.

L
L

The clear space around the logo is left to

avoid any distracting graphics around it.
Measure clear space by the height of the "L"
in LONDON for vertical and horizontal space.

6
 colour palette

colour pallete:

# ffffff white: pure, clean, sterile, safe,

softness, perfection, goodness.

black: elegant, powerful, simple,

sophisticated, mysterious

# 000000

7
 montserrat
montserrat
font guidelines

montserrat
montserrat The typeface of GERDA is Montsterrat.
montserrat Geometrical simplicity helps to create
elegant and modern look for the brand.
montserrat
montserrat
montserrat

montserrat
montserrat
montserrat
montserrat
montserrat
montserrat
montserrat
montserrat
8
 typeface

Monteserrat MONTSERRAT BLACK ABCDE FGHIJ

KLMNO PQRST UVWXYZ abcde fghij klmno pqrst
uvwxyz 1234567890 !@£$% &*()+ -–—“” ‘’?/

MONTSERRAT SEMIBOLD ABCDE FGHIJ

Monteserrat KLMNO PQRST UVWXYZ abcde fghij klmno pqrst

uvwxyz 1234567890 !@£$% &*()+ -–—“” ‘’?/

9
 typeface

Monteserrat MONTSERRAT MEDIUM ITALIC

ABCDE FGHIJ KLMNO PQRST UVWXYZ abcde
fghij klmno pqrst uvwxyz 1234567890 !@£$%
&*()+ -–—“” ‘’?/

Monteserrat MONTSERRAT REGULAR ABCDE FGHIJ

KLMNO PQRST UVWXYZ abcde fghij klmno pqrst
uvwxyz 1234567890 !@£$% &*()+ -–—“” ‘’?/

10
 photography/imagery guidelines

Our selected imagery

1. high quality
2. estetic
3. edited
4. showing positive emotions

Black frame on each photo is compulsory.

11
 out of home advertising

Dominating colours for GERDÀ advertising and

other elements are black and white. Minimalistic
style is compulsory.

12
 online branding identity

The logo is the core element of the online branding

identity. It must be used on each shared picture.
Website has a lot of information about eyelashes, their
aftercare, and all other news about GERDA products.

13