Please refer to the full RubyMoon Brand Guidelines, under the Documents tab.
RubyMoon is the world´s only not for profit Eco & Ethical Activewear brand.
Our Mission: Empower and inspire women to feel good and do good through ecological and ethical high-quality swim/activewear, creating positive social & environmental impact through Fashion.
Our Dna: Ethical = Diligent alignment of our values throughout all business activities. Sustainable = Conscious choices in every decision, from sourcing to manufacturing and non-priority delivery. Committed = To create great products that have a positive impact on our world. Passionate = We believe in inspiring active women that inspire and empower women.
Our Process: Wise Design = Long-lasting, versatile and affordable activewear using ECONYL®, Oekotex certified and vegan printing & dying techniques, meaning: no harmful components involved. Transparent = Safe and sound supply chain conditions, designed and manufactured in Europe.
Our Impact:
Social 100% net profit of each purchased item supports a women entrepreneur with a microloan in a developing country — transforming their future and the communities they live in.
Environmental ECONYL® cleans up the oceans — it is a nylon yarn made from used fishing nets and other regenerated materials.
Our loop: Clean the oceans by using a regenerated material; Slow fashion, as we invest both in designs and quality that last developed to be stronger, more resistant to chlorine, salt, sun, and seawater; Eco dying, certified dying and printing techniques that respect the environment and your body. Zero waste, as we prefer pre-ordering so we avoid overproduction and unnecessary waste. Re-use stretch fabrics, we encourage sending us any used swimwear pieces and getting 5% your next purchase; 100% women empowerment, 100% net profits support women entrepreneurs with microloans in 13 countries to start up and build their own businesses.
Sustainability:
As a registered Community Interest Company, RubyMoon has integrated into its business structure 9 of the 17 UN’s Sustainable Development Goals: 1. No poverty; 5. Gender equality; 8. Decent work and economic growth; 10. Reduced inequalities; 11. Sustainable cities and communities; 12. Responsible consumption and production; 13. Climate action; 14. Life bellow water; 17. Partnerships for the goals.
Logo:
Our logo consists of two main components, the moon, and the sea: the “o” & pink wave pattern. The colored logo is our preferred version and is available in both horizontal and vertical formats, they should be used adequately.
Variations: The tagline option - GymToSwim@ - is an expression of our brand, a short, memorable caption that is the essence of what we do. To be used whenever clearly legible. When using the variations make sure the logo still feels cohesive and visible in any background and at home with the rest of the brand identity. Spacing: The clear-space around the logo, determined by the rectangle, is the area of empty space that ensures proper visibility — minimum of 15mm width. Scale: When scaling, always keep the original proportions of the logo down to a minimum of 10mm width. width.
Typography :
Typefaces: Bauhaus Std is our logotype and typeface, to use on headlines. Helvetica Neue Light is our secondary typeface, to use on headers and paragraphs.
Tone of voice:
We are aware of environmental and social degradation, however, when we address these issues we always promote positive solution-based content.
Words we like: Quality, Durable, Versatile, Healthy, Fun, Active, Impact, Purpose, Conscious, Sustainable, Circular, Outdoors, Ocean, Moon, Clean, Meditation, Awareness.
We avoid negative perspectives on any subject as well as words that are not harmonious with our message.
Words we don’t like: Trend, Sexy, Diet, Drama.
Styling:
Creating consistent imagery enhances the brand´s guide beyond our logo and into the world of content marketing. RubyMoon promotes a healthy body image, including moderate muscle tone and happy mind, smiles and meditation. The photography and ‘look’ must not be sexual, with no obvious make-up, but should instead promote fun, body positive and natural attitude. The appearance of alcohol should be always in a social/community context using sustainable containers supporting a consistent conscious lifestyle.
