Logo Versions:
Logos must be used as vectors! The reason for this is that the logo needs to be scalable without losing its quality. It should be crisp regardless of whether it is printed on a tiny business card or a billboard. It is important that the logo can be reproduced in a single colour such as black or white while still being recognisable. Imagine how the logo will look on a newspaper advert or reversed out.
Palette:
DUSTY BLUSH / RGB R210 G161 B159 / WEB #D2A19F
PALE PINK / RGB R241 G221 B222 / WEB #F1DDDE
PALE GREY (20%) / RGB R241 G221 B222 / WEB #F1EDED
PALE GRAY / RGB R 241 G 237 B237 / WEB #F1EDED
GRAY BLUE / RGB R152 G161 B169 / WEB #98A1A9
NAVY / RGB R046 G054 B067 / WEB #2E3643
(NOT QUITE) BLACK / RGB R024 G030 B039 / WEB #181E27
Texture:
Texture plays a big part within the Abbott Lyon brand. From velvet, rose gold copper, marble, lace and snakeskin - continuing to showcase these luxurious textures will ensure consistency throughout Abbott Lyon's branding.
Primary Typeface:
DIDOT - Great for posters, very big titles, online adverts & fancy stuff.
Secondary Typeface:
FUTURA LIGHT - A fantastic pairing with our primary font, Didot. Futura Light is clean, modern and perfectly fitting with the Abbott Lyon brand.
Typographic Hierarchy:
All main headings should begin with the Didot Regular regular followed by Avenir Next Regular.
Tone of Voice:
Abbott Lyon is friendly, helpful and cool. We talk to our customers like they’re our friends, we joke with them and make them feel comfortable yet supported. We’re a community of men and women who love fash- ion and treating others to something special, that’s why we’re the perfect place to find a special gift that’s also the trend of the season.
