LVNDR Branding Guidelines

1. Brand
Guidelines
LVNDR Brand Guidelines

2. Table of contents
3-10 Logo
11-14 Colours and Gradients
15-16 Typefaces
17-20 Photography
21 Shapes and Layout
2 LVNDR Brand Guidelines

3. Primary Logo
This is the primary logo of LVNDR. It should be used
as often as required, most often over the gradient
from the branding.
This logo brings some curvy type details that are a
reminder of sex, but don’t take away from the
professional aspect of your brand.
3 LVNDR Brand Guidelines

4. 4 LVNDR Brand Guidelines
Secondary Logo
The secondary logo, containing the gradient, should
be used when needed over a non-gradient
background.

5. 5 LVNDR Brand Guidelines
Black Logo
The black version of the logo can be used when the
content is neutral and more serious, or when in need
of a black logo (for example outside of the branding
context).

6. Logo Use
Ensure adequate spacing between logo and other
graphic elements. The margins around the logo
correspond to the width of the “r”.
This is our recommendation regarding the size of the
logo.
6 LVNDR Brand Guidelines Design by Studio Lutalica
This is the smallest size we
would recommend for the logo.
50px

7. Place the logo in a clear and visible place, and respect
the logo clear space. When using the primary logo,
prefer center-alignement.
Prefer using the logo over photography and gradients.
Make sure it is visible and that it has enough contrast.
Do not crop, turn or modify the logo in any way. Do not
use it in a colour not approved by this guideline (White,
Black or Gradient). This is to ensure legibility and brand
coherence.
Logo Placement
When the logo is clear, visible and over a simple
background, use the primary logo.
When using a small logo, an icon or in front of a busy
background (ie. a photo) use the secondary logo.
The wordmarque can be used as a logo when in need,
and can be used next to the icon. Avoid using it next
to the primary logo.
7 LVNDR Brand Guidelines

8. Dark Background
Over a dark background, use the White logo.
This logo should also be used over a gradient
background.
8 LVNDR Brand Guidelines

9. Light Background
Over a light backrgound, use the Secondary logo or
the Black logo.
9 LVNDR Brand Guidelines

10. Written Name Writing your brand name in a uniform manner over
your content allows for more brand cohesion. The
brand name is pronouced “lavender” out loud,
however it should NEVER be written as such.
When written in the font Dahlia, use lowercase, like in
the logo.
When written in the font Europa, use capital letters.
This will make your brand name stand out.
10 LVNDR Brand Guidelines
Sign-uptolvndrnow.
LVNDR is creating an app which will connect queer fo
LGBTQ-informed healthcare, remotely.
Lavender
lavender
LAVENDER
lvndr is creating
an app. LVNDR

11. Colour Palette
LVNDR’s colour palette balances fun and safety, sex
and health - the main colours of the identity, the
Purple and Lavender are warm and reaussring and
represent xxx
The Mint Green is a medical colour, bright and sharp,
that contrast perfectly with the red, bright and
passionate. This allows the branding to oscillate
between two vibes.
11 LVNDR Brand Guidelines
Red
#FA3732
Purple
#493668
Lavender
#B890D8 Mint Green
#D7EAD9
White
#FFFFF5
Black
#232323

12. 12 LVNDR Brand Guidelines
Main Gradients
There are many variations of the main gradients. They
all follow the same line, but each of them is unique.
More gradients can be created by following these
guidelines.
Use the Colour Palette.
Add Noise.
Bring textures and depth.

13. Background and
overlays gradients
These secondary gradients are used as photo
overlays or as page backgrounds. They should be
more subtle and opaque, and bring soft textures.
More gradients can be created by following these
guidelines.
The range of colours is a bit broader here. Pink and
beiges can be used to some extent.
Always add an opacity of 20% - 50% to the gradient.
Pink*: #FF3046 *NEVER use it as a full colour. It
should always be opaque and soft.
13 LVNDR Brand Guidelines

14. NO
YES YES*
*these colours can be used for large
text. for the logo and for illustrative
purposes. We DO NOT recommend
these for web.
Colour Guide This is a guide for colour combination. All can be used
together, except for the NO column. This is mainly
valid for text or any elements that are key to
navigation.
Please refer to the following page for preferred colour
combinations.
14 LVNDR Brand Guidelines

15. Secondary Header
Main header
FONT DETAILS
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Typefaces
15 LVNDR Brand Guidelines
buttons

16. Secondary Font
Headers, Buttons
Europa Bold
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
1 2 3 4 5 6 7 8 9 0
Line Height: 150%
Letterspace: 1%
Style: Sentence Case
Secondary Font
Body Copy
Europa 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
1 2 3 4 5 6 7 8 9 0
Line Height: 150%
Letterspace: 1%
Style: Sentence Case
Main Font,
Headers, Small font details
Dahlia Medium*
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
1 2 3 4 5 6 7 8 9 0
*We use Stylistic Set 2, with ligatures.
Line Height: 115%
Letterspace: 0%
Style: Sentence Case
Typeface
As in the colour palette, the typefaces balance the
same identity, sex and health. The main font, Dahlia,
is rouded and intricate. Its design makes it unique,
and it’s inspiration from flowers bring curves that
echoes body shapes.
It is paired with Europa, an accessible geometric font.
NOTE: Dahlia should be used sparingly and for short
titles, as it can be hard to read. Keep its use to
taglines and font details. Do not use it to share key
information (especially on web).
16 LVNDR Brand Guidelines

17. Photography
Treatment
Treatment 1: add a gradient opaque filter over an
image when text and image overlay
Opacity: 30%-40
Colours: See Gradient Page
Treatment 2: Image au-naturel - no filters, no
photoshop, just natural bodies. The body and the skin
must be the center of the photo. Don’t be afraid to
crop to create variaty of scales.
17 LVNDR Brand Guidelines

18. Photography
2+ People
This is a selection of photography that fit with LVNDR
ideal - diverse, sexy, loving, inclusive and fun. If more
content is needed, follow the same direction and
guidelines to comply with the branding. Prefer studio
photo or discreet backgrounds.
YES: Textures, skin, natural beauty, diversity, colours,
naked, scale variety, proud, inclusive, smiles, unique,
NO: normative, traditional, dressed, uniform, boring
18 LVNDR Brand Guidelines

19. Photography
1 Person
This is a selection of photography that fit with LVNDR
ideal - diverse, sexy, loving, inclusive and fun. If more
content is needed, follow the same direction and
guidelines to comply with the branding. Prefer studio
photo or discreet backgrounds.
YES: Textures, skin, natural beauty, diversity, colours,
naked, scale variety, proud, inclusive, smiles, unique,
NO: normative, traditional, dressed, uniform, boring
19 LVNDR Brand Guidelines

20. Photography
Body Details
This is a selection of photography that fit with LVNDR
ideal - diverse, sexy, loving, inclusive and fun. If more
content is needed, follow the same direction and
guidelines to comply with the branding. Prefer studio
photo or discreet backgrounds.
YES: Textures, skin, natural beauty, diversity, colours,
naked, scale variety, proud, inclusive, smiles, unique,
NO: normative, traditional, dressed, uniform, boring
20 LVNDR Brand Guidelines

21. Shapes
and Layouts
Use curved lines, round shapes and blobs. This can be
used, for example as sections separators within
content, as masks for imagery, stickers, small text
path or as visuals.
21 LVNDR Brand Guidelines

22. LVNDR Brand Guidelines
Thank you so much for your time
and attention
For additional information
or clarification, please contact
araxie@lvndr.com