Here’s a draft of Branding & Style Guidelines for SOLOVA MOVE — structured to reflect the aesthetics shown on the website and give clear direction for all marketing materials, digital and print. You can adapt or expand as needed.
1. Brand Essence
Mission & Positioning
SOLOVA MOVE offers “100% cashmere loungewear for men & women. Luxury comfort for work or home.” (SOLOVA MOVE)
Tone: Accessible luxury, timeless comfort, modern living.
Audience: Style- and quality-conscious men & women who appreciate premium materials and refined simplicity.
Brand Personality
Elegant yet relaxed
Understated sophistication
Contemporary, clean, confident
Warmth, quality, authenticity
2. Logo & Identity
Use the word-mark “SOLOVA MOVE” or stylized logo consistently. (Trademark pending: “SOLOVA MOVE” application # 99199793) (USPTO Report)
Clear space: Ensure minimum margin around the logo (e.g., equal to the height of the “O” in SOLOVA) so it isn’t crowded.
Minimum size: Ensure legibility in all media; avoid printing the logo too small.
Variations: Primary (full colour/black) and secondary (white/reversed) versions.
Do not distort, stretch, recolour, add effects (shadows, outlines) unless approved.
3. Colour Palette
Based on observations of the website:
Primary colour: Deep charcoal/black — for text, headings, backgrounds.
Accent colour: Off-white/ivory (for backgrounds and text contrast).
Secondary accent(s): Warm neutrals (camel, light grey, cream) to reflect cashmere warmth.
Use high contrast and clean layouts to reflect premium feel.
Suggested HEX codes (to align with the look)
Charcoal / Black: #1C1C1C
Off-White / Ivory: #F7F6F4
Warm Camel Neutral: #C8B8A3
Light Grey Neutral: #D8D8D8
(Verify exact codes from original brand assets if available.)
4. Typography
Heading font: Elegant sans-serif (or modern serif) that reflects premium quality.
Body font: Clean, readable sans-serif.
Hierarchy:
H1 (e.g., for campaign headings) – large size, uppercase or sentence case depending on style.
H2/H3 – subheadings.
Body text – standard size (e.g., 14-16 pt for print, 16-18 px for web).
Spacing: generous margins and line-height to let the content breathe.
Avoid overly decorative fonts that reduce readability.
5. Imagery & Photography Style
Style: Clean, minimalist backgrounds, neutral tones (ivory, cream, warm grey).
Lighting: Soft, natural light to emphasise texture (cashmere’s softness) and material.
Model styling: Relaxed, modern, approachable luxury – pieces worn in everyday settings (home, work, casual lifestyle) as well as more elevated.
Composition: Use generous white/negative space; avoid cluttered backgrounds. Focus on garment and craftsmanship.
Detail shots: Highlight texture, stitching, material; include lifestyle shots to convey comfort + elegance.
Avoid overly busy settings, bright colours, or gimmicky props that detract from the minimalist, premium feel.
6. Voice & Messaging
Tone: Confident but approachable; premium but not elitist.
Messaging pillars:
Quality – emphasise “100% cashmere”, craftsmanship, longevity.
Comfort & lifestyle – “for work or home”, “softness that moves you, warmth you can feel.” (SOLOVA MOVE)
Timeless style – pieces designed to last, not just for seasonal trends.
Key phrases / tagline ideas:
“Luxury comfort. Everyday living.”
“Crafted for life in motion.”
“Softness that moves you.”
Avoid hyper-trendy slang, overly technical fabric talk (unless in detail sections), or aggressive discounting language in main branding.
7. Applications & Usage
Digital
Website banners, hero images: Use high resolution imagery with clean layout. Heading text should overlay colour blocks or image with sufficient contrast.
Social media: Square or vertical formats. Maintain brand colours, minimal overlays. Ensure logo or brand name visible but not overpowering.
Email marketing: Consistent header with logo + brand colour. Use one or two high-impact images, clear CTA button in accent colour (camel/neutral) with white text.
Print
Lookbooks/catalogues: Clean cover with large image, minimal text. Inside pages use generous white space, full-page spreads, detail shots.
Packaging: Use brand colours (charcoal + ivory), minimalist typography. Logo centred, minimal other graphics.
Tags/labels: Logo on front, minimal back with care instructions and brand motto.
Do’s & Don’ts
Do keep layouts clean, simple, and uncluttered.
Do use high-quality photography and materials.
Don’t use colours outside the palette without approval.
Don’t stretch or recolour the logo.
Don’t use overly busy backgrounds, gimmicky fonts, or low-quality images.
8. Brand Assets & Resources
Provide master logo files (AI, EPS, PNG with transparent background) in both full colour and reversed (white) versions.
Colour palette swatches (HEX, RGB, CMYK).
Font files or font references (web safe equivalents if needed).
Approved photography library (lifestyle, detail, models).
Templates: Email header, social post, lookbook cover, packaging tag.
9. Governance & Approval
Any usage of the brand assets outside approved templates must be reviewed by the brand manager or design lead.
Minor adaptations (e.g., changing hero image on website) are permitted if they adhere to colour palette, typography, and messaging tone.
Major changes (logo redesign, new sub-brand, new colour palette) require full brand review.
