Meri Select Branding Guidelines1.0 Brand Essence
1.1 Brand Story
Meri Select is a curated lifestyle brand dedicated to exceptional quality. "Meri" (derived from "merit") combined with "Select" embodies our promise: "Curating Value for You."
1.2 Vision
To become a trusted global curator of quality goods, defining the standard for smart, quality living.
1.3 Mission
With rigorous standards and a global perspective, we select well-crafted, reasonably priced products to offer smart and thoughtful choices for value-aware consumers.
1.4 Core Values
· Rigorous Curation, Rational Price: Uncompromising standards meet fair pricing.
· Quality as True Value: We believe enduring quality is the real measure of worth.
· Transparency & Trust: Providing authentic information and reliable recommendations.
· Focus on Essence: Concentrating on the core experience of the product, promoting mindful consumption.
1.5 Brand Personality
· TheReliable Expert: Professional, knowledgeable, and trustworthy.
· The Astute Companion: Perceptive, pragmatic, and balanced.
· The Trusted Curator: Discerning and accountable for every choice we present.
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2.0 Visual Identity System
2.1 Logo
Primary Logo
Meri Select
Type-based logo
Usage Specifications
· Minimum Size: 15mm width for print, 120px width for digital
· Clear Space: Maintain clearance equal to 50% of logo height on all sides
· Monochrome Versions: Black and white versions provided for specific applications
Prohibited Usage
· Do not rotate, stretch, or distort the logo
· Do not add shadows, gradients, or effects
· Do not alter typeface or letter spacing
· Do not combine with other graphical elements
2.2 Color System (Minimalist Version)
Core Colors
· Primary Color: Pure Black
· CMYK: 0, 0, 0, 100
· RGB: 0, 0, 0
· Base Color: Pure White
· CMYK: 0, 0, 0, 0
· RGB: 255, 255, 255
Color Application Ratio & Principles
· Dominant Ratio (90%+): White background with black text forms the foundation for the vast majority of layouts.
· Hierarchy Building: Information layers are established solely through variations in shade from black to light gray, not through color difference.
· Single Focus: Within any single layout or material, no other colors are used apart from product/content imagery. Color should belong exclusively to the featured merchandise.
· Exception Principle: Color may only be used where legally required by international regulations (e.g., safety warning icons) and its visual impact must be minimized.
2.3 Typography
Primary Typeface
· English: Sofia Pro (Premium) / Inter (Digital Alternative)
Hierarchy System
```
H1: 32px | Line height: 1.2 | Weight: Light (Sofia Pro)
H2: 24px | Line height: 1.3 | Weight: Regular
H3: 20px | Line height: 1.4 | Weight: Medium
Body: 16px | Line height: 1.6 | Weight: Regular
Caption: 14px | Line height: 1.5 | Weight: Light
```
2.4 Imagery & Photography
Style Principles
· Natural Lighting: Soft, diffused, natural-looking light
· Minimal Composition: Clean backgrounds, negative space
· Authentic Moments: Real usage scenarios, genuine emotions
· Detail Focus: Highlight textures, craftsmanship, materials
Color Treatment
· Slightly desaturated (approx. -5 to -10%)
· Warm undertones maintained
· Consistent white balance
2.5 Graphic Elements
Patterns
· Subtle Dot Matrix: 10% opacity of Champagne Gold
· Fine Line Grid: 1px lines in Neutral Gray
Icons
· Line style, consistent 2px stroke width
· Rounded corners (2px radius)
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3.0 Brand Voice & Messaging
3.1 Tone of Voice
· Authoritative yet Approachable: Expert without being elitist
· Clear yet Evocative: Direct but inspiring
· Trustworthy yet Fresh: Reliable but not dated
3.2 Writing Guidelines
Do:
· "Each piece is carefully selected for its craftsmanship"
· "We believe in quality that endures"
· "Curated for your everyday excellence"
Avoid:
· "We have the best products" (use "meticulously selected" instead)
· Superlatives without substance
Vocabulary Preferences
Prefer Avoid
Curated, Selected Chosen, Picked
Craftsmanship Making
Enduring, Timeless Long-lasting
Considered, Intentional Thought-about
3.3 Communication Pillars
· Pillar 1: The Curator's Eye (Our selection process)
· Pillar 2: Quality Revealed (Product stories)
· Pillar 3: Living Well (Lifestyle integration)
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4.0 Application System
4.1 Stationery Suite
· Presentation Templates: Pre-designed slides with brand elements
4.2 Digital Applications
· Website: Full-width imagery, ample white space
· Social Media Templates: Consistent filters, typography hierarchy
· Email Signatures: Simplified version with logo and essential contacts
4.3 Packaging Guidelines
· Primary Packaging: Recycled materials, embossed logo
· Shipping Boxes: Custom branded tape with pattern
· Tags & Labels: Natural paper stock
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5.0 Digital Specifications
5.1 Social Media Assets
Profile Image: 400×400px (logo centered)
Cover Photo: 1500×500px (lifestyle imagery)
Instagram Post: 1080×1080px (1:1 ratio)
5.2 Digital Ad Specifications
· Maintain minimum logo size
· Use approved color combinations
· Include clear space around all brand elements
5.3 Video Guidelines
· Opening Slate: 3 seconds, animated logo reveal
· Lower Thirds: Sofia Pro typeface, Classic white background
· Color Grade: Consistent with photography style
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This document is version 1.0, effective [Date]. All previous brand guidelines are superseded by this document.
