Branding Guidelines

The Aladia Forest Mission

Aladia Forest strives to be the retailer of choice for men’s clothing, wellness, and style-related items. We will continually seek to grow our presence in these industries and advance our efforts to provide the best products and customer experience available. Additionally, we will provide quality and relevant content to educate and entertain our viewers.

The Aladia Forest Branding Mission

First and foremost, our brand will display strength and instill confidence in our company and products. We will strive to make our emotional messaging of Strength and Desire blend seamlessly together with thought-provoking copy and alluring imagery.

Branding Components

There are four main components that make up the Aladia Forest brand.

Logo

THE FACE OF THE COMPANY

Our logo is the face of Aladia Forest and the symbol a person relates their experience to when interacting with our company. The Aladia Forest logo consists of symbols, words, colors, and shapes to promote instant public recognition.

Identity

HOW WE SEE OURSELVES

Our identity is how we perceive ourselves as a company. We present our identity to the world when we position ourselves in various marketplaces through visual, written and verbal communications, and as we interact with customers.

Brand

HOW OTHERS SEE US

Our brand is the opinions and expectations of our customers. It is for them to decide based on their interactions and experiences with our company. It is not what we say it is. It is what they experience it to be.

Brand Implementation

HOW WE PRESENT OURSELVES

We all have the responsibility to guide public perception by utilizing our branding guidelines each time we communicate on behalf of the company. Communicating consistently across all mediums and touch points, company-wide, is the key to building a strong brand.

Emotional Branding Chart

THE EMOTIONAL FOCUS FOR OUR MESSAGING

The emotional appeal of our message falls between Strength and Desire. The overall messaging and design elements should support these traits. Strength is typically achieved using strong imagery, linear design elements and subtle, muted and often dark colors. Desire is achieved with contrasting imagery, organic shapes and deep rich colors. All messaging and advertising should encompass a combination of these elements.

Writing Style

Using a consistent communication style and tone of voice is a critical part of making a successful brand. The following voice elements and terms define how we stay within our brand while communicating with our customers, strategic partners, and fellow team members.

APA Style is preferred but not required.
Double spacing is not necessary with our fonts and should be avoided.
Bulleted lists can have ending punctuation if they are complete sentences.

Oxford (serial) commas should be used as per APA guidelines.
Reading emphasis should be made by italicizing text.
Highlighting an important passage should be achieved with bold text.

Clarity

MAKING IT UNDERSTANDABLE

Our brand message should always be clear and to the point. Our customers can’t act if they don’t understand what we’re asking them to do.

Simplicity

MAKING IT EASY TO READ

One of the best things we can do for our customers is to reduce complexity, both with messaging and buying processes. The easier we make it for them, the more likely they are to respond positively.

Honesty

BEING TRUE TO OUR WORD

Honesty builds trust, which is critical to the buying process. Always be honest in your communications to foster trust. Trust will strengthen our brand and our sales, and encourage repeat business.

Confidence

OWNING OUR MESSAGE

A confident demeanor commands attention, solicits favorable responses, and instills confidence in our customers.

Brand Colors

Our brand colors consist of two core brand colors for use on main branding elements, and three core secondary brand colors to be used for accents as needed.

Core Brand Colors

Onyx

HEX: #0e0a0d

RGB: 14, 10, 13

PMS: CXXXX

CMYK: 0, 29, 7, 95

Forest

HEX: #253b40

RGB: 37, 59, 64

PMS: CXXXX

CMYK: 83, 61, 58, 49

Secondary Brand Colors

Clay

HEX: #a59565

RGB: 165, 149, 101

PMS: CXXXX

CMYK: 36, 35, 69, 5

Brush

HEX: #da985f

RGB: 218, 152, 95

PMS: CXXXX

CMYK: 13, 44, 70, 0

Soil

HEX: #8c523b

RGB: 140, 82, 59

PMS: CXXXX

CMYK: 33, 69, 78, 25

Branding Color Tints

Tint colors are used to create variety within the brand color pallet. Tint colors are determined by even percent values as they would be perceived over a white substrate. HEX color codes are provided for the additive (digital) color model. Percent values are for use with subtractive (print) color models.

Tint %

Onyx

Forest

Clay

Brush

Soil

90%

#98634f

80%

#98634f

70%

#98634f

60%

#98634f

50%

#98634f

40%

#98634f

30%

#98634f

20%

#98634f

10%

#98634f

Typefaces & Fonts

Official typefaces and font sets vary depending on the medium. Choose the correct set for the medium in use. Consistent use of typefaces and fonts builds familiarity throughout our communications.

Typefaces

A specific collection of letter forms and glyphs, i.e. Helvetica, Arial, Montserrat, Calibri.

Fonts