Graphic manual

brand identity manual



BRY

BRY means care. Care for the world, care for
the people. Sustainable textile production
and fair trade leaves the earth happy and
the workers well fed. No one gets exploited
in the BRY chain of production.

BRY is for humans. Everyone and anyone
who wants a well-made shirt is welcome to
find their perfect fit, no matter their gender,
age or body type.

BRY means going the extra mile to make
sure that those associated with the brand
are flourishing with us. Without these
associates, I would never have made it out
of my sewing studio in Bromma.



BACKGROUND
personality
philosophy
IDENTITY
logo
logo use
logo don’ts
colour palette
type

APPLICATION
tags
packaging
stationery

we came, we saw... we decided
to make a difference

background

background.
personality

Maya Ives
Throughout her childhood in Bromma, Maya Ives has
always had design in her blood. She began to sew as
a teenager, to later go to school for textile design and
production. Though her mother is from USA and her
father from Sri Lanka, her main source of inspiration is the
Swedish sustainability movement.
While studying at the School of Textiles in Borås, Ives was
introduced to ecological textile production and the impact
of fair trade in the fashion industry.
BRY was born as an idea to combine Ives’ perfectionistic
detailing and minimalistic design.

BRY

The BRY personality is inclusive and open-minded. The
shirts are intended for anyone and everyone as they are
made for humans. If you want a shirt, BRY is for you, no
matter your gender, age or body type.

The greatest and most important part of the BRY
personality is taking care of our earth. Renewable energy,
ecological textiles, recycled materiel... BRY always looks for
the alternative that treats our mother earth the best.

background.
philosophy

Basic

A BRY shirt goes with anything. Whether it’s underneath a
custom-tailored suit jacket or loosely buttoned with a pair
of ripped jeans. BRY offers basic shirts that finishes up any
look for the urban fashionista as well as the careless dinner
guest who’d rather lounge in their sweats.

Recycle

The root of the BRY brand lies in the recycling. Had it not
been for her discovery of the sustainable textile trading in
the world, Maya Ives may never have started BRY. Recycle
is, and will always be, the centre of the BRY attitude.
Anything in the production chain that can be recycled or
use recycled materiel, does.

Young

BRY always strives to keep up with the trends. Our shirts
and our brand should communicate feelings of youth,
freshness and current fashion.

made for humans who care
(about their looks).

identity.

identity.
logo

BRY stockholm
colour version
PANTONE 7730 C
C M Y K 73 - 20 - 73 - 4

BRY sans stockholm
white lines, no text
100% white

The logo
The BRY logo features a flat design with colour blocks
outlining the name. The logo is square, with a 1:1
relationship between width and height.
In the first version, “stockholm” is written underneath.
These versions of the logo can be used interchangeably.

identity.
logo variations

white
for use on dark backgrounds

100% white only

black
for use on light backgrounds

100% black only

identity.
logo use

Spacing
In combination with other logos, the BRY logo should never
be placed within less than 50% of its width to the logo.

25 mm

12,5 mm

12,5 mm

Minimum size

For ultimate visibility of the logo, it should never be used in
sizes smaller than 25 mm x 25 mm or 12 mm x 12 mm.

25 mm

25 mm 12 mm
12 mm

identity.
logo don’ts

Mixed colours

Do not use different colours
on the blocks in the logo.

Changed dimensions

Do not stretch the logo past
its 1:1 dimensions.

stockholm Changed positions

Do not move the elements
of the logo.

Outlines

Do not present the logo
with outlines on the colour
blocks.

identity.
colours

Colour palette
The BRY colour palette features two shades of green and
a light grey. These can be used separately or together, or
with black and white additions.

C: 73
M: 20
Y: 73
K: 4

C: 64
M: 23
Y: 67
K: 45

C: 7
M: 1
Y: 8
K: 18

identity.
pattern

Pattern
To remind us about our work’s focus on sustainability and
nature, an official BRY pattern was created featuring a
green, flourishing forest.
This pattern should be included in BRY shirt packaging.



identity.
typography

for use in advertisements,
on tags and price stickers

for use in longer texts, such as
company e-mails and letters

use to highlight or categorise
information in BRY documents

auto 1 light artisan12 abcdefghijklmnopqrstuvxyzåäö

auto 1 bold ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ

1234567890

abcdefghijklmnopqrstuvxyzåäö
ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ
1234567890
abcdefghijklmnopqrstuvxyzåäö
ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ
1234567890

abcdefghijklmnopqrstuvxyzåäö
ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ
1234567890
abcdefghijklmnopqrstuvxyzåäö
ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ
1234567890

caring while looking good...
that’s what we do.

application.

Lorem ipsum doloapplication.
r sit amet, conspackaging
ectetuer adipisc Shirt box
ing elit, sed di Our shirts are packaged in a foldable box, with a BRY logo
am nonummy nibh. cutout on the lid. The box is made of our signature twig
euismod tincidun paper, with our forest pattern printed on the inside.
t ut laoreet dolore magna
aliquam erat volutpat. Utisi
enim ad minim veniam, quis no
strud exerci tation ullamcorpwe

M

MsternauiltdmiequeuaautxidmaiesmnlremmngaccoiroeoitdnnrLereisuaoletttmimtrieauitmetttenvyvm,irceaodoinmnlisonadieiupelduatbtsdouinm,hpurlp,.amdelictiasqo.dmmcunoacisUlgostonriapnswoie

bry no.3
size medium
ivory

9644 2517

bry no.3
size medium
ivory

9644 2517

application.
tags

front saving the
world, one
shirt at a
time.

back

bsrciySozElenKo.oum.7re39.d9iivuomry bry no.3 9644 2517
size.medium
Price tag colour.ivory back
SEK 799

front

The BRY shirts come with 2 tags: one made of twig paper,
with the BRY logo in 25 mm x 25 mm on the front, and a
BRY catchphrase on the back. The second tag features a
photograph of trees along with shirt model, size, colour
and price on the front, and a bar code on the back.

The two tags are tied to the shirt with natural hemp string.

Lorem ipsum dolo tags are itchy and a waste of material. instead,
r sit amet, cons logo and shirt information is printed in the shirt.
ectetuer adipisc
ing elit, sed di
am nonummy nibh.
euismod tincidun
t ut laoreet dolore magna
aliquam erat volutpat. Utisi
enim ad minim veniam, quis no
strud exerci tation ullamcorpwe

M

simple logo, subtly stitched in
the same colour as the shirt

application.
stationery

made for humans who care
(about their looks).

Maya Ives 55 mm
Founder & CEO
+46 700-22 77 99
[email protected]
bry.sthlm/mayaives

90 mm

Business cards

The business cards are made of the BRY signature twig
paper and measure 90 mm x 55 mm. One side features an
image of texture along with the BRY tagline. The back of
the card contains essential contact information –name,
job title, phone number, e-mail address and web page
extension.

The logo featured is white and measures 25 mm x 25 mm.

made for humans who care made for humans who care
(about their looks). (about their looks).

Ivan Mayes Yasmin I. Smith
Marketing Creative Director
+46 702-22 77 99 +46 705-22 77 99
[email protected] [email protected]
bry.sthlm/ivanmayes bry.sthlm/yasminismith

application.
stationery

Envelope

The envelope is made of twig paper. It features the simple
logo in white on the back, and the web URL in the front.
Address information for the recipient is to be printed on a
sticker and stuck so that it doesn’t cover the URL.

Letterhead

The letterhead is printed on white paper for ultimate
legibility, with the square logo in 25 mm x 25 mm in the top
right corner. Return address information is written in the
left corner in Auto 1 bold, 12 pt font size. An official letter
from BRY should be written in Auto 1 light, 12 pt font size.

BRY stockholm
BOX 674
111 36 Stockholm

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros
et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril
delenit augue duis dolore te feugait nulla facilisi.
Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros
et accumsan et iusto

Hannes Gröndahl
Blåkullevägen 44
55337 Jönköping

bry.sthlm