1/

I

II

III

IV

V

2/

3/

1/

2/

3/

4/

Light Start

Full Story

5/

4/

1/

2/

In the Full Story package

EXAMPLES

Different niches — one approach: from the brand’s character to a system that works on every touchpoint.

Lash studio

Logo · mark · round version · pattern · print

Logo versions

Primary

Mark

Round

Pattern

Palette

Bakery

Logo · compact · wordmark · mark · pattern

Logo versions

Primary

Compact

Wordmark

Mark

Pattern

Palette

NEXT STEP

From a strong logo to the full story of a brand. Not sure what you need? Write a few words about your business — I’ll suggest where to start.

A brand element: it supports the identity and makes every touchpoint recognizable.
I build the pattern from the mark.

Use: packaging, fabric, paper, website and story backgrounds

LILU STUDIO — BRAND IDENTITY

LOGO VERSIONS

A logo lives in very different places: from a storefront to a tiny avatar.
That’s why I create several versions of it. These aren’t different logos, but one idea in different formats — so the brand stays itself everywhere.

Primary version

Compact version

The main face of the brand — all other versions derive from it. Mark, name and descriptor together, so it needs space.

Use: signage, website homepage, packaging, large formats

Use: website header, business cards, letterheads, invoices, labels

Wordmark

Use: labels, sewn-in tags, letterheads, email signatures

Mark

Round version

Simple, small but recognizable — also called a submark or brandmark.
I also use it to make the favicon for the browser tab.

Mark and name in a circle — like a seal or an emblem. I add it when it suits the brand.

Use: tags, packaging stickers, stamps

Use: social media avatar, favicon, watermark, stickers

IN REAL LIFE

Business cards

Clothing tags

Bags

Boxes

WHAT’S INSIDE

Brand color palette

Colors that become the “face” of the brand: primary, secondary and a gradient. Plus black and white logo versions for any background.

In all packages

In all packages

Font pairing

Two typefaces that sound like your brand: for headings and for text.

Brand pattern

Print layouts

Business cards, tags, bags, certificates — print-ready.

3 layouts

6 layouts

A guide on how to use the logo, colors and fonts so the brand doesn’t “fall apart”.

Cards and website — one system

A logo is just the beginning.
For a brand to be recognized everywhere — on a sign, a business card, Instagram or packaging — it needs a whole system. Here’s what it includes, shown on the Maison Rivaro brand.

The primary version, simplified: mark and name in one line. Used where the primary doesn’t fit.

Just the name — with or without the descriptor. For when the mark is already nearby.

The set depends on the package — see the price list.

One system — on the storefront, cards, tags and packaging.
The same character everywhere.

A pattern built from the mark. It brings packaging, stories and tags to life.

In Light Start and Full Story

Guidelines