The brand guidelines of Flare indicate the requirements someone should do when using the brand. The guideline contains Tone & Voice, Design Assets, Colour Palette and Typography content.
Flare embodies itself by being a supportive helper. The purpose of Flare is to reduce someone’s negative experience with eczema into something that they can overcome. Flare wants to build confidence in the person and guide them throughout their trimesters, which is why Flare is Helpful, Hopeful and Influential. This overall makes the audience feel cared for their needs and can rely on it.
The Design Assets imply how the logo and wordmark should be used. The person must follow the requirements by ensuring the brand’s height is 50px and 150px wide. There should also be a 9px gap between the logo and the wordmark.
As for the layout, when using the brand against a white background, all components should be placed in a fixed position, this means the logo should be placed on top of the wordmark or anywhere else. Also as discussed, the Flare wordmark should be in white and the two of curved elements should be in white when using it against the dark purple background. The dark purple (from the palette) must be used when designing for digital/physical media.
I also have included dos and don'ts when using the brand components. The person must strictly follow these requirements to avoid inconsistencies since it will look unprofessional.
The colour palette slide showcases colour indexes from different colour models. There are five shades in this palette and the main colours are the first three. The person must only use these three colours (Space Cadet, Amethyst and Bright Lilac) for the logo and Space Cadet for the wordmark (besides white).
Alata is the main typeface for Flare’s brand (the other typeface used to showcase the information in this guideline is Be Vietnam Pro, which is also Flare’s second typeface used in the app for text information) with only one weight font (Regular). This specification would be relatively easy to follow.
Brand Guidelines PDF: