Elliekate Identity Guide.2

8/6/2019 Elliekate Identity Guide.2

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ellie.kate





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CONTENTSour story

our missiondesign philosophy

logooverview

various applicationssecondary elements

color palette

color variations typography

graphic elements



Ellen Keane & Katie Matherly met during thesummer of 2010, in Cape Coast, Ghana. Whilein Ghana they volunteered for a non-governmentorganization as design interns and studied

traditional methods of batik. They enjoyed theopportunity to be surrounded by a beautifulculture & experience a simpler lifestyle, whichincorporated “back to basic” methods. These

methods soon became the basis for ellie.katie'sdesign process, changing only the aspects

that make the process more efcient andenvironmentally sound.

While in Ghana, Ellen & Katie adopted the motto,

“No Condition is Permanent”. This philosophy can be applied to all aspects of life. In an ever-changing world it encourages people to takecontrol, savor the good & not dwell on the bad.

To never settle for less & constantly look for ways to improve on situations & conditions. Uponstarting the company, Ellen & Katie applied thismotto to the design process. They decided to

take control by changing the current wastefuldesign process into a process that is moreenvironmentally conscious.



OUR STORY

After studying in Ghana, Ellen & Katie returnedhome & both graduated from Central MichiganUniversity with degrees in apparel design &merchandising. Ellen & Katie share similar designphilosophies & believe small changes canproduce big results.

In 2011, Ellen & Katie founded ellie.kate in order

to create a product that is not only good for theconsumer but also good for the environment.Every product is one hundred percent handmade

with great consideration for the impact on theplanet. This is true throughout the process fromraw materials to end use & shipping materials.

The fabrics used are derived from eco-friendly,natural bers such as bamboo, soy, seaweed &cotton. The dyes used are low-impact dyes &have minimal effect on the environment. Througha minimal waste design, process ellie.kate strives

to use all materials with little to no leftovers. Any small fabric scraps that are not used in theapparel products are used as tags & packaging

materials.

As ellie.kate grows we hope to continuecreating an environmentally friendly and socially responsible product in order to keep everyone,including Mother Nature, happy.



Our goal is to create a product that isenvironmentally conscious without sacricingquality, style or taste. We strive to work withethical companies and conscious consumers.

We believe that taking small steps to improve theapparel design process, that is so often polluted

with unethical and wasteful practices, can makea big impact.

ellie.kate also strives for 100% customer satisfaction. We know that happy customersare repeat customers. We hope that you willrecommend our products to your friends andfamily. Because your satisfaction is so important

to us we love to hear your feedback, good or bad. Who doesn’t love receiving compliments?



"fashion is like life; no condition is permanent"





The ellie.kate company logo consists of:• The ellie.kate brand logo• The ellie.kate logotype

"All elements of the ellie.kate logo work together as one unit to represent

the company, The company logo is used to help communicate our brand image and mission. Application of the company logo is restricted to legal entities of the ellie.kate organization. The foundation of the logois square in shape; known for symbolizing stability, earth and the naturalorder of the universe. This symbol and its meaning represents the core

belief which ellie.kate was founded upon; building on an implimentedplan to maintain a stable earth. The clean lines of the type accompaniedby the heart graphic and original earth tones symbolizes our sustainability and entusiasm for change. The color pallett and graphics reinforce thelight-hearted and playful manner of the brands identity."



ellie.kate

SECONDARY ELEMENTS

The ellie.kate logo may be accompaniedby the logotype "ellie.kate" or the ek graphic

image. These two secondary elements

enhancse the logo and the ellie katebrand identity. ellie.kate must always use

Helvetica Neue UltraLight in all lowercase. The logotype can range in size in relation tologo but must not interfere with clear spacearea. The prefered location of the ellie.kate

logotype is just underneathe the logo.

ellie.kate

ellie.kate



ellie.kate

The ek graphic image can appear in

the clear space area. It may be used inany size in relation to logo and logotype.

The ek image can be layered ontop or underneath logo or logotype. All threeimages can be applied interchangeably

together as one conguration or as oneindividual element.







one two three



four ve six

The company logo is avalible in six different color variations. Each variantmust include three colors from the logo color palette. A dark background with light text is preferable. Variant one is most prefered; all variants areavalible in case of technical restrictions.



The ellie.kate typography plays an

important role in the branding of the

company. The type style is clean,contemporary and playful to reect

the brands image, mission and its

products. Each ellie.kate typeface is

unique from one another, collectively

they complements one another to

achieve balance and unity with all

graphic elements of the ellie.kate

brand.

+IMPACT ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890&.,:;$%!?(*)

+Helvetica Neue UltraLightabcdefghijklmnopqrstuvqxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.,:;$%!?(*)

+American Typewritter Condensed LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890.,:;$%!?(*)



PRIMARY TYPEFACEUSE IMPACT, LARGE POINT SIZE, ONLY UPPERCASE

Secondary Typeface

Use Helvetica Neue UltraLight, any point size, mixed case &never uppercase

Tertiary Typeface

Use American Typewritter Condensed Light, small point size,mixed case & never uppercase



Documents

Elliekate Identity Guide.2