razan alazzouni final

Brand Guideline

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Brand Essence

Our logo

Size and clear Space

Correct useage of the logo

Wrong useage of the logo

Color scheme

Typefaces

Tone of Voice

Copywriting Guide

Photography

Website

Contact Detailes

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Contents :

Brand Guideline 2

Razan’s clothing is all about exuding the femininity, delicacy and grace of the female form. Razan derives most of her inspiration from women themselves and their natural poise. Each piece in her collection is intended to show off its wearer in an elegant light, while maintaining a sense of playfulness as well. The use of soft luxurious textures is dominant and allows for movement in the clothes, which adds a whimsical quality to the collection.

Brand Essence

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The use of soft luxurious textures is dominant and allows for movement in the clothes, which adds a whimsical quality to the collection. The combination of chiffon and silk lends to the idea of women as soft, ethereal beings, which only enhances their femininity.

The unique hand beaded pieces of thecollection reflect the meticulousness, layers, and detail that have gone into creating each of Razan’s signature flowers. Razan’s pieces maintain sculptural and artistic integrity,as well as transport the wearer into the mostglamorous and sophisticated realm.

Brand Guideline 4

Our logo reflects the simplicity and the elegance of our brand, simple, classy and confidant. Designed using “Copperplate Gothic Light” typeface.

Our logo

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Our Brand identity should have the following minimum amounts of space around it.

When the logo is used in isolation (e.g. on a letterhead) it needs space so others can see it with ease.

Ensure there is a margin equal to a half of the width of the logo.

Black boarder surrounding the brand name is another version of our logo which can be used to ensure legibility in some of our materials (e.g. on stickers),

There is no maximum size for the identity, minimum width is 35 mm.

To download a usable versions of our logo, please click here

Size and Clear Space

1 pt

180 px

12 px

100 px 6 px

2 px

45 px

45 px

35 mm

Brand Guideline 6

Correct useage of the logo

Please ensure that our logo is clearly recognizable by using it properly, and do not alter it in any circumstances.

Consider the logo version and the background it is placed on to provide the best legibility.

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01. A rounded border around our brand name can be used as an image of our soicial media accounts which display a rounded images (e.g. onInstagram), with a radius equal to 3/4 of the logo width

02. The black panel border strok should always be 1.5 pt and the same spacing that mentiond previously.

03. Inversing the logo colors is acceptable if needed

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RAZAN AL AZZOUN I 1.5 pt

Radius

Brand Guideline 8

Wrong useage of the logo

To maintain the integrity and clarity of our logo please be aware about the following

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01. Do not change the logo strok or add other text inside the black border

02. Never stretch the logo

03. The colour of the logo is always black and white, never to be changed.

04. Our logo is always horizontal, never be tilted or rotated.

RAZAN AL AZZOUNI

RAZAN AL AZZOUN I

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Brand Guideline 10

Color scheme

Although the selection of colours appear simple, we should by no means take them for granted.

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A. Basic Colors:

Pure black and white

B. Secondary Colors:

A.

B.

C 0%M 0%Y 0%K 100%

R 35G 31B 32

Pantone:Black U

C 0%M 0%Y 0%K 0%

R 255G 255B 255

Pantone:White

C 67%M 63%Y 45%K 27%

R 85G 81B 95

Pantone:425

C 33%M 27%Y 24%K 0%

R 173G 173B 178

Pantone:421

C 2%M 1%Y 6%K 0%

R 249G 247B 237

Pantone:656 U

Brand Guideline 12

Typefaces

To present a consistent and coherent brand image, we have selected one typeface to be used as our primary when producing any of our material.

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Logo Typeface Copperplate Gothic Light.This type face should not be used in any situation but the logo.

Titles and headlinesFor impact our titles and headlines we should always set in Georgia Bold

Body Text Georgia Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

0123456789 , ; / ? `()

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

0123456789 , ; / ? `()

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

0123456789 , ; / ? `()

Brand Guideline 14

Tone of Voice

We sound like a group of artist people who are enthusiastic and passionate about what they are doing.

We speak using “we, our” when we are talking about ourselves.

We are confident and bold but never arrogant.

We use brief, simple and clear sentences.

English is our first language but that does not mean we can’t use Arabic also.

One of our essentials is to stay aware of how we are addressing our customers in our tone of voice and our copywriting.

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Copywriting Guide

We have a certain rules and formats we use it in our language.

Text formating• Logo typeface should not be used in any situation but the logo.• Headlines are always bold and the same size as the text• The first letter of each word on the headlines should be capitalized• Full capital copy or italic should never used

Numbers• Always spell out numbers 9 and under ( i.e. one, two, three, four ).• Always use numerals for 10 and higher ( i.e. 10, 11, 12 ).• Always use numerals when the number relates to a unit of measure,time, proportion ( i.e. 65mph, 5 nights, page 5, 9% ).

Time• Use the 24 hour clock instead of the 12 hour clock.• Timings should follow this format - 12.00am, 1.00am, 12.00pm, 4.00pm.

Dates• Do not use ordinals (i.e. 3rd, 10th, 1st ).• Refer to dates in this order - 4 January 2015 (Day / Month / Year) .

CurrencyUse the following currency symbols and formats• Use SR not Saudi Riyals• Use USD not $

Brand Guideline 16

Photography

Our images should be no less than 300 dpi and enlarged no greater than its original size.

Our photos capture the delicacy and grace of our designs, as well as transport its wearer into the glamorous and sophisticated realm.Making sure that any elements in our imagery supports the essence of our brand.

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Brand Guideline 18

Website

Our website layout and design is simple, clean and elegant.

On our website we use RGB versions only

Minimum size 150 pixels

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Head Office

Prince Bader Bin Abdulaziz StreetPO BOX 957 Zip 31952AlKhobar, Kingdom Of Saudi Arabia

studio@razanalazzouni.com

T+966138989319F+966138822575

For press inquiriesNorah@razanalazzouni.com

Contact detailes

www.razanalazzouni.com