STYLED & FILED

2019 Brand Style Guidelines

SECTIONS
S Our Mission
Audience
p. 3
p. 5
USP (Unique Selling Point) p. 7
Brand Personality p. 9
Brand Fonts p. 11
Brand Color Palette p. 13
Logo Do’s p. 15
Logo Don’ts p. 16
Applications p. 17
Photography p. 19
 MISSION

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N
Styled & Filed is a professional hair and nail
salon promoting self-care and a family
oriented environment. We nurture and
improve the hectic and stressful lives of our
clients. At Styled & Filed, services include
haircuts, highlights, manicures, and
pedicures. We provide refreshments, essential
oils, and experienced stylists.

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 AUDIENCE

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E
Styled & Filed caters to the general public and
Elon University students and faculty. While
we generally cater more towards the needs of
females, our stylists are specialized in cutting
and styling for both men and women. We
bring a feeling of home to a campus where
most students come from across the United
States and abroad. Our client base is generally
younger and we specialize in learning their
styles both modern and classic.

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 UNIQUE

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E
Styled & Filed values family and one’s unique
roots and culture. Our layout features an
open floor plan for our more social clients
as well as private rooms for a more tailored
experience including therapeutic conversation
with a stylist. These one-on-one appointments
will feature refreshments, candles, a caring
space, and genuine conversation.

~ Don’t Forget Your Roots ~

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 PERSONALITY

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Comfortable: We make clients happy by first making them
feel safe in our care. Comfort is of the essence!

Engaging: Comfort diminshes in the presence of silence.

Keep clients happy by engaging them in conversation!

Nostalgic: We want clients to think of home and be

reminded of their loved ones while with us!

Relaxing: Stress is always present for our target audience.

We relieve it by pampering them with style and care!

Trustworthy: Relationships and committment are built on

trust which is the key to seeing our clients return!

Warm: Above all, we want to provide a reliable place for

our clients to go and refresh during stressful times!

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 Fabulous (Logo)
FONTS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Avenir Next Regular (Body Copy)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1! 2@ 3# 4$ 5% 6^ 7& 8* 9( 0)

Avenir Next Demibold (Subheading)

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1! 2@ 3# 4$ 5% 6^ 7& 8* 9( 0)
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S Avenir Next Bold (Heading)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1! 2@ 3# 4$ 5% 6^ 7& 8* 9( 0)

The concept behind the Styled & Filed brand logo demanded we use
two very different fonts that both complemented one other while
each telling its own individual story.

To fulfill this goal, we started by selecting a very curly, decorative font

called Fabulous. This font did a good job in visually conveying this
idea of creativity and loudness.

The opposite treatment was used for the secondary font, Avenir Next.
This family contracted a stiff, san-serif type emulating the dedication
and seriousness we expect from our employers.

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COLOR PALETTE
Choosing the color palette for the Styled & Filed brand was a process
that involved determining what kind of a business we wanted to
be for our clients. We had already agreed upon presenting a home-
like atmostphere to all who walked in, but we realized that we also
wanted to be relatable and fun.

The colors we chose fell in a triad pattern on the color wheel and can
be described as both modern and relevant. We wanted our clients to
feel at ease when they enter, so the blues and darker red serve that
purpose. At the same time, the brighter red and yellow colors offer a
feeling of excitement to our brand and our business.

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E HEX: 94193A
RGB: 148 25 58
CMYK: 0 83 61 42
HEX: E00F48
RGB: 224 15 72
CMYK: 0 93 68 12

HEX: E5D826 HEX: 1D8AAD

RGB: 229 216 38 RGB: 29 138 173
CMYK: 0 6 83 10 CMYK: 83 20 0 32

HEX: 037093
RGB: 3 112 147
CMYK: 98 24 0 42

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 LOGO
DO’
Main Logo Color Version Secondary Logo Color Version

Main Logo B&W Version Secondary Logo B&W Version

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O
O’S/DON’TS
DO NOT Stretch the Logo DO NOT Re-Color the Logo

DO NOT Fill the Logo Box DO NOT Make Logo One-Lined

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 APPLICATIONS

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S Styled & Filed’s logo can be placed on
certain products including coffee mugs,
business cards, and apparel that should be
used in all company communications.

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PHOTOGRAPHY
The images used to describe Styled & Filed will be similar to the
images provided in this Brand Style Guide. We are incorporating
photos that display shades of pink and lighter filters that are
consistent with our color palette and convey to our clients the happy
and serene feeling of our business and its services.

We will use photos that will predominantly feature men and women.
Styled & Filed is about people helping people, thus emotion and
character play a big part in our branding of the company. Our
photos are aimed at a younger generation, especially Elon University
students, who we recognize as our target audience.

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