Copyright laurenmacneish.com

1. BRAND BOOK
PRETENDLOGO

2. INTRODUCTION
Mission
Our purpose
Vision
Everyone has the right to be happy in their work and personal life, that’s why we’re on a journey to help
people unlock their limitless potential and fulfil their lives with genuine happiness. Our mission is to find
the best in people and empower them to live it.
Create opportunities for people and businesses through the development of positive behavioural changes.

3. CONTENTS
Cover
Introduction
Contents
Positioning
Values
Logo
Brand colours
Typography
Voice
Audience
Contents

4. POSITIONING
The PretendLogo philosophy is to help people fulfil their life through balance and happiness. By balancing
the time and effort you give to your mind, body, relationships, and business, you can change your life and
live it to its fullest potential. We also help businesses to grow and succeed through partnerships that have
balance at their core.
To motivated business owners, PretendLogo is the brand of positive mindset that empowers a better
work-life balance because we cultivate growth, balance, and happiness.
Inside the brand
About
Positioning statement

5. VALUES
PretendLogo is dedicated to helping businesses and
individuals who want to unlock their limitless potential.
To help shape the way we deliver that service, we
follow these core values and treat them as the
standing pillars of what we do, why we do it, and how
we do it.
Positivity
Empowerment
Growth
Values

6. LOGO
Our logo is our flag. It represents us. And, when we use it the right way, people know who we are and can
spot us at a glance.
Logo
PRETENDLOGO

7. BRANDCOLOURS
Brand colours
Charcoal Black
#313233
Forest Green
#1E4E44
Chalk Grey
#CCCCCC

8. TYPOGRAPHY
The arrangement of text, communicated clearly.
Typography
Open Sans
1 2 3 4 5 6 7 8 9 0
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
?!&#%

9. VOICE
It’s not just about what we do, but it’s about who we
are. Our voice embodies and expresses the brand’s
personality and set of values. Our voice is distinctive
and recognisable and unique.
Fun yet approachable
Knowledgeable yet simple
Positive yet sincere
Voice

10. AUDIENCE
Audience
We’ve gained a true fix on our target audience by creating consumer personas.

11. AUDIENCE
This is Jeff
Age: 40
Lives: In Glasgow with his wife and two kids
Occupation: Owns two hotels in Glasgow
Finds information: LinkedIn, Facebook
Lifestyle
Jeff enjoys playing golf with business
contacts and friends when he finds
spare time. He often finds it difficult to
spend time doing the things he’d like to
do due to being cash rich and time
poor.
Jeff can be a little stressed due to
having a deep need to please people
and not let people down. He tries to
stay positive, but work can often get in
the way of time he puts aside to work
on his own mindset.
Jeff is stressed and overloaded at work.
He’s struggling to find balance in his
work and personal life. It’s starting to
have a negative impact on his personal
relationships.
Personality Problems facing

12. AUDIENCE
This is Sally
Age: 46
Lives: On the outskirts of Glasgow with her husband and dog
Occupation: Owns an established health and fitness centre
Finds information: LinkedIn, Facebook, browsing online
Lifestyle
Sally is a keen runner and mountain
climber. She loves to go long walks with
her dog in the early morning. She’s still
active in her business and is known to
work long hours throughout the week.
She rarely sees her husband
throughout the week due to their busy
work schedules.
Sally is a hard-worker and has built a
growing business based on her
willingness to improve. She knows her
business well but is always open to new
ideas.
Sally currently spends a lot of time
worrying about her lack of work-life
balance; she is prone to letting work
come first.
Personality Problems facing

13. AUDIENCE
This is Chris
Age: 38
Lives: In Cambuslang with his wife and child
Occupation: Owns a chain of hotels in Scotland
Finds information: Browsing online, LinkedIn, Facebook, newspapers
Lifestyle
Chris devotes long hours to his
company, often at the detriment of
spending time with his family. He
handles the overall management of the
company, including hiring, which is
proving to be a drain on his time. In the
little spare time he has, he spends it
with his wife and child.
Chris is a family man with big ambition.
He’s worked hard to get his business to
the point its at but is struggling to take
it to the next level. He’s a motivated
person with a great personality and
doesn’t shy away from risk.
Due to staff cutback during COVID-19,
the business is struggling to pivot and
find its niche during this time. Chris
wants a more efficient way of working
so that he can focus more time on his
young child.
Personality Problems facing

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Customer name