Company Style Guide for Aurelia Atelier

COMPANY
STYLE GUIDE



Contents

01 02
Background Information
Corporate Logo
04-05 1.1 07-09
06 2.1 09
Brand Information 10-13
Logo Introduction 14
1.2 15
2.2 16-18
About Us 19
Logotype
03
Corporate Identification 2.3

20-22 3.1 Logo Rationale
23-24
Corporate Color 2.4
25
3.2 Logo Scalability

Corporate Font 2.5

3.3 Logo Clearance

Master Elements 2.6

Color Variations 26-31
32-40
2.7

Logo Usage Guidelines

04

Applications

4.1

Corporate Identity Design

4.2

Other Promotional Items

Contents 03

01

Background Information

04 Background Information

Background

01 Information

Brand Information

Aurelia Atelier is a handmade costume jewellery brand that sells jewellery and
accessories from Korea. Their founder Megan and Rei are both Malaysian who
loves travelling where they both showed favor to jewelleries. They were then
motivated to open a jewellery store together when travelling to Korea. Aurelia
Atelier was then opened during 2015-2016, hoping that they can inspire
others to add a little sparkle to their daily outfit, making the person even more
eye catching and outstanding.
Their products are designed and handmade in Korea which includes, earring,
necklace, bracelet, ring, ear cuffs, mask straps and hair clips. They also just
opened a café merge jewellery retail store in Cheras, Kuala Lumpur.

Background Information 05

Background Brand Values

01 Information 1. Customer Focused
2. Trust
About Us 3. Unique

Brand Purpose

The purpose of the brand is to be able to create jewelleries that
everyone can enjoy anywhere, anytime, for any occasion as
mentioned in their current tagline “your daily go-to jewellery”.

Brand Mission

1. To give customers the best customer experience and service.
2. To provide jewellery that is comfortable, unique and worth
buying.

Brand Vision

To be the leading jewellery brand that provide memorable and
special gifts that is comfortable and safe to wear.

06 Background Information

02

Corporate Logo

Corporate Logo 07

Corporate Brand Name

02 Logo

Brandmark Tagline
08 Corporate Logo
Logo Lockup

Corporate

02 Logo

Logo Introduction

Aurelia Atelier is a feminine brand that targets female consumers who loves jewellery. With this,
the logo reflects sweetness and elegance that reflects the brand personality, sophistication, which
includes classy, glamourous and elegance as brand traits.

Logo Usage

Aurelia Atelier logo will be used in all of the company’s branding items which are used to convey
brand message to the audience such as the corporate stationery set which includes name card,
letterhead and envelopes as well as, promoting items such as feed postings, poster, website and
etc. The logo is a trademark or a symbol that represents the company presence in the marketplace
or among the competitors.

Logotype

The logotype used for the logo is monogram. Monogram uses the brand initals “AA” from Aurelia
Atelier so consumers are able to remember the brand easily.

Corporate Logo 09

Corporate

02 Logo

Logo Rationale

=

The brandmark consists of 5 different elements which includes the monogram, brand initials of
Aurelia Atelier small capital letter “a” and big capital letter “A”, ear symbol, sparkle earrings and
rose petal.

10 Corporate Logo

Corporate Big alphabet “A”
in script font is
02 Logo brand initials of
Aurelia Atelier.
Logo Rationale
Rose petal,
Small alphabet re p re s e nti n g
“a” in script font floral jewellery.
is brand initials of Sparkle earrings,
Aurelia Atelier. relating to sparkly
gemstones.
Ear symbolizing
earrings, one
of the brand
products.

Corporate Logo 11

Corporate Uses serif font to have high readability
and conveys sophistication.
02 Logo

Logo Rationale

Big capital letters and size to
have contrast and to be the next
visual hierarchy after brandmark.

Script font to have contrast, increases
visual interest, originality and femininity.

Aligned to the left since people tend Smallest size since tagline should be read
to read from left so audience can last and seen in the visual hierarchy.
read “Aurelia Atelier” as a whole.

12 Corporate Logo

Corporate

02 Logo

Sub Logo

AURELIA

AURELIA

Without Tagline Symbol Version Wordmark Version

Alternative or substitute logos that can be used in any branding applications.

Corporate Logo 13

Corporate

02 Logo

Logo Scalability

AURELIA AURELIA AURELIA AURELIA

100% 75% 50% 25%

14 Corporate Logo

Corporate X X
X
02 Logo

Logo Clearance

Logo clearance is the clear space surrounded around AURELIA
the logo that helps to ensure higher visibility and
impact so that it keeps away distracting elements
which can interfere the clarity of the logo.
As shown, the clear space indicated by the dotted lines
and an “x” displays the logo clearance of the logo.

X

Corporate Logo 15

Corporate Peach

02 Logo WEB: #eaa79f RGB
CMYK R: 234
Color Palette C: 0% G: 167
M: 43% B: 159
The two colors, peach and white, are the main Y: 29%
colors that will be used for all marketing and K: 0%
promotional materials such as logo, company
stationery set, websites and etc. White
Peach color is used because it reflects femininity
as well as warmth. Additionally, white color WEB: #fffff RGB
reflects innocence and cleanliness which will CMYK R: 255
also be used as the background color. C: 0% G: 255
When the colors are combined, it increases M: 0% B: 255
elegance, femininity and friendliness , reflecting Y: 0%
the personality of the brand. K: 0%

16 Corporate Logo

Corporate

02 Logo
Black & White Color Variations

Color (white background) Color (black background) Reversed B&W

AURELIA AURELIA AURELIA AURELIA

The colored logo with The colored logo on The reversed logo color The black and white
white color background black background is not variation is used when logo is a variation when
is a preferred variation preferred as it does not there is a transparent, color printing is not
when color printing as it fully represent the stamping or trademark available. It reflects
reflects a good brand. texture is being used. clarity and simplicity of
representation of the the brand.
brand.

Corporate Logo 17

Corporate

02 Logo
Logo Variations- Incorrect Logo Color

Colors that can be used on logo or any promotional AURELIA AURELIA
items are preferred to be peach and white as other
colors does not give the same personality as peach Dark and light colors
and white can reflect.
These are some of the misuses of colors used for
the logo that reflects a poor representation of the
brand.

AURELIA

Variety of colors Reversed colors of
used peach and white

18 Corporate Logo

Corporate AURELIA AURELIA

02 Logo Do not resize or Do not reconstruct the
distort the logo composition of logo
Logo Usage Guidelines
AURELIA AURELIA
The examples shown are some of the few samples
of the brand’s misused logo. The incorrect logo are Do not remove any Do not move any
not encouraged to be used as it can misinterpret or elements of the logo elements of the logo
disturb the real message that is supposed to be
conveyed.

AURELIA AURELIA

Do not reflect the Do not add outline to
logo the logo

Corporate Logo 19

03

Corporate Identification

20 Corporate Identification

Corporate

03 Identification

Corporate Colors- Primary Colors

Peach RGB White RGB
WEB: #eaa79f R: 234 WEB: #fffff R: 255
CMYK G: 167 CMYK G: 255
C: 0% B: 159 C: 0% B: 255
M: 43% M: 0%
Y: 29% Y: 0%
K: 0% K: 0%

The main colors used for all design items are peach and white color. These two color compliments
with each other and create harmony and strongly reflects the brand personality, sophistication with
elegance and femininity. It also have a sense of warmth that can increase engagement with the
audience as it seems approachable and friendly. The above shows the CMYK and RGB color where
CMYK is mostly used for color printing and RGB for online purposes.

Corporate Identification 21

Corporate

03 Identification

Corporate Colors- Secondary Colors

Red Light Yellow Black Dark Blue
WEB: #b83431 WEB: #fdf2d5 WEB: #00000 WEB: #00000
CMYK RGB CMYK RGB CMYK RGB CMYK RGB
C: 14% R: 184 C: 0% R: 253 C: 75% R: 0 C: 100% R: 38
M: 100% G: 52 M: 4% G: 242 M: 68% G: 0 M: 100% G: 34
Y: 98% B: 49 Y: 19% B: 213 Y: 67% B: 0 Y: 25% B: 94
K: 5% K: 0% K: 90% K: 25%

The secondary colors are colors that can be added to increase visual interest for the logo or the
design items. These colors are used when it requires additional colors. Red color is used to enhance
the peach color of the logo, so that the peach color can be viewed clearly. Yellow color is to add
visual interest which helps compliment the white and peach color together. Black and blue is dark
colors that can help to add contrast, mainly used for typography.

22 Corporate Identification

Corporate

03 Identification
Corporate Font

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Athelas abcdefghijklmnopqrstuvwxyz

0123456789

Family Regular

Italic
Bold
Bold Italic

Athelas is a serif font that will be used as a headline and body copy for all of the design promotional 23
items. This is because it has a high readability and reflect trust that represents the brand
personality.

Corporate Identification

Corporate

03 Identification
Corporate Font

ABCDEFGHIJKL MNOPQR ST UVWX YZ

Adelia abcdefghijklmnopqrstuvwxyz
0123456789

Adelia is a script font that will be used as a sub headline for all the design promotional items. Script
font is used because it reflects feminity and elegance that represents the brand personality.

24 Corporate Identification

Corporate Rose Master Element

03 Identification

Master Element

The master element, rose element, that will be used in the
design promotional items is a repetition of line in polygon
shape, surrounded by each other, creating a geometric rose
element when combined. The repetition of the polygons help
create the illusion of flower petals, hence making it look like a
flower when combined.
The reason for using a rose element for the master element is
because the brand wants to convey the brand message, to be
the brand that sells the best yet comfortable floral jewelleries
for their customers. The rose element also reflects on their
brand products, floral themed jewelleries.

Corporate Identification 25

04

Applications

26 Applications

04 Applications

Company Identity Design (CID)

Applications 27

04 Applications
Company Identity Design (CID)- Business Card (Front)

The name card is an interactive business card where consumers
can turn the paper in 360 degree with 2 different visuals.
Interactive cards tend to connect, engage with the consumers as
it entertains the consumers by turning the card. This grows
attraction and visual interest, making customer curious, helping
to boost brand awareness.

In the front name card design, the logo visual is shown and when Front with Logo
turned 180 degree, the company employee details is shown.

The size of the business card is (2.54 (W)x 6.5(H))cm.

Front with Employee Details

28 Applications

04 Applications
Company Identity Design (CID)- Business Card (Back)

At the back name card design, glamourous word is shown with
flowery ring, necklace and ring worn by the woman and when it
is turned 180 degrees, dazzling word is shown with sparkly ring
necklace and ring.

This helps consumers to remember the tagline of the brand Back with Glamorous Word
“Dazzling and Glamour In Style” and also understand what the
brand is selling since the women shown is wearing
jewelleries that reflects the brand main products which are
earring, ring and necklace.

The size of the business card is (2.54 (W)x 6.5(H))cm.

Back with Dazzling Word 29

Applications

04 Applications
Company Identity Design (CID)- Letterhead

The letterhead design uses the master
element, rose with the front in white
color and back in peach color. The front
of the letterhead is white color to
remain professional, clear and has high
readability.

Additionally, the letterhead includes the
brand details so that the receiver can
use the details for example, using the
address given to send back to the brand.
The size of the letterhead is A4 size
(21(W)x29.7(H))cm.

Front Back

30 Applications

04 Applications Front

Company Identity Design (CID)- Envelope

The envelope front includes the brand
details, the brand logo, aligned to the
left direction since people tend to read
from the left to right, stamp on the right
top corner and receiver details in the
middle as shown in the rectangular box.
At the back of the envelope includes the
master element in white color with
background peach color which is the
main color of the brand. The size of the
envelope is (22(W)x11(H))cm.

Back Closed Back Opened

Applications 31

04 Applications

Necklace/ Jewellery Set Packaging

This page shows the packaging design, a drawer or sleeve box for their jewellery product, necklace
or set packaging. Inside the box includes the microfibre cloth with the brand’s name that can be
used to wipe the jewellery, jewelleries and thank you card. The cloth is given to all of the brand’s
packaging whenever a product is purchased.

32 Applications

04 Applications

Necklace/ Jewellery Set Packaging

10cm

10cm
3.5cm

Box Size Net Sketches

10.5cm 4cm
10.5cm

Sleeve Size Net Sketches

Applications 33

04 Applications This is the packaging design for their
jewellery product, ring, where it has a
Ring Packaging open lid at the top but sticks together
with the bottom part of the box.
34 Applications
This packaging is as it can help to
protect the ring since it is smaller in
size which is even more fragile.

6.5cm

3cm

6.5cm

3cm

Ring Box Net Sketches

04 Applications 4cm
4cm
Earring Packaging

Sleeve Size Net Sketches

4cm
5cm

4cm
4cm

Box Size Net Sketches

This is the packaging design, a sleeve or drawer box is made for earring. The drawer box is opened
vertically which helps to protect the earring so that it will not be shaken when opened. This also
decrease the risk of the box being opened during transportation.

Applications 35

04 Applications

Bracelet Packaging

The bracelet packaging is also using sleeve
or drawer box but is longer in length. This is
because bracelets placed horizontally helps
to beautify the design of the bracelet.

Bracelet Sleeve Net Bracelet Box Net
Sketches Sketches

36 Applications

04 Applications
Paper Bag-Box/ Delivery Box Packaging

The paper bag that will be given to
customers in the shop as well as
being delivered to the house is a
sleeve or sliding box. The shopping
bag is a box because it can help to
protect the jewelleries that will be
placed inside the box.

10cm

20cm 30cm

18cm

28cm Sleeve Box Net
Sketches
Inside
Applications
37

04 Applications

Jewellery Card

The jewellery card that will be
displayed in the shops or in the
packaging box is a square
translucent card where customers
will be able to imagine what they
will look like when they’re
wearing the jewelleries.

38 Applications

04 Applications

Thank You/ Jewellery Care Card

Front Back The thank you card is a card
that will be given whenever a
customer purchase the
products. The purpose of the
card is to thank customer for
their support and let them
know how to take care of
their jewelleries so that it can
last or shine longer.
The size for this card is
(7(W)X7(H)cm

Applications 39

04 Applications

Poster

The main poster that talks about the brand will be
displayed in all of the promotional areas that engages
with the audience. The message of the poster is to
convey how Aurelia Atelier is a great jewellery brand
that is suitable for all the girls or women, that they are
friendly and that customers are always welcome.

40 Applications

Applications 41

AURELIA

Company Style Guide aureliaatelier
For Aurelia Atelier AureliaAtelier
www.aureliaatelier.com