JUST A NOTE After all the hard work we put into creating a cohesive brand design, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the brand is used in a way that upholds the aesthetic standards we’ve created and remains consistent.
TABLE OF CONTENTS 6
Product Principles
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7
Behind The Brand
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HEX, CMYK, RGB
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Logo
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Pantone Colors
Brand Colors
Typography
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Primary Logo
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12
Alternate Logo
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Our Typeface
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Clear Space
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Typographic Hierarchy Embroidery Icon
TABLE OF CONTENTS
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PRODUCT PRINCIPLES We are founded on the idea that you should wear clothes that represent who you are and how you feel, regardless of gender or expression. That’s why we created a brand that challenges industry norms. We aim to provide great fitting clothes to make you feel comfortable inside and out.
01. Quality first We take pride in the pieces that we make, and aim to give our customers only items of the best quality.
02. Break the mold We strive to get rid of the gender binary by challenging fashion industry norms.
03. Fit every body
PRODUCT PRINCIPLES
Our clothes are made to fit every single body, regardless of gender expression, body type, shape, or size.
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04. Make a difference We put our customers first. By having our customers’ needs drive our goals, we can make a difference in their lives.
05. Learn and grow We’re invested in what we’ve created, and that means if anything needs to change to better our business, we’ll do it.
BEHIND THE BRAND The Tenth Muse Clothing Co. was founded on love. Our founder, Lauren, created The Tenth Muse to fill a need her wife had: menswear-inspired apparel that is made for female and non-binary bodies that reflects how she wants to look and feel every day. Lauren’s wife loves Greek and Roman mythology, thus the name was inspired by the Greek poet Sappho, also known as the “Tenth Muse.”
BEHIND THE BRAND
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9 LOGO
LOGO
PRIMARY LOGO
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LOGO
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LOGO
ALTERNATE LOGO
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CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo in order to isolate the mark from any other competing graphic elements that might conflict with or overcrowd the mark. The minimum clear space is defined as the height of the “T.” This minimum space should be maintained as the logo is proportionally resized.
LOGO
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15 BR AND COLORS
BRAND COLORS
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NAVY
BLUE
HEX: 1C1F2A CMYK: 81, 73, 56, 68 RGB: 28, 31, 42
HEX: 33647E CMYK: 84, 54, 35, 12 RGB: 52, 101, 127
RUST
HEX: CFCDC9 CMYK: 18, 15, 17, 0 RGB: 207, 205, 201
HEX: A25230 CMYK: 26, 74, 89, 17 RGB: 163, 82, 49
BRAND COLORS
WARM GRAY
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BRAND COLORS
PANTONE COLORS
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PANTONE 532 C
PANTONE 7699 C
2330 C
PANTONE 7586 C
BRAND COLORS
PANTONE
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21 T YPOGR APHY
OUR TYPEFACE QUIET SANS EXTRA BOLD
BOLD
SEMI BOLD
REGULAR
T YPOGRAPHY
LIGHT
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EXTRA LIGHT
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
TYPOGRAPHIC HIERARCHY HEADINGS
QUIET SANS EXTRA BOLD ALL CAPS with a .5 pt round stroke
SUBHEADINGS
QUIET SANS EXTRA LIGHT ALL CAPS
BODY Quiet Sans regular. Apid et, nis autae pra sequibusti blaut apis et aut atestrupti natempore, omnis sit, cum la am ut ius remporuptur am invel ipsam, sandae pro occupti cus, corum ute porehent. Boreicium facerio nsedist veliquatecte in consere pelectur? Ovid que estiis doluptia ipsundus ma qui officiist eum quidipsae conseni aliquid itatur? Am simagnis rem hari temod quo magnis molupit, sit omniamus et, si doluptior as aut latur. Agnatur abore di ad magni corehenet maximenit, nest, nemperum ipiet eius nihitia nusti doluptiorior aut re con perspit vellabor autet excerit laborateces et quodi cuptae maxime voluptu rempor adias maio. Cum fuga. Em ide vellabo reptae de officiis eat harioss incita solupidusto consequi dolent qui dolupis totatem aut pariam et repraecta voles sit oditionsenis quas que peliciurest, que volestruntin eum fugit, atio voleste perumqui doluptatur, occusda sandam dit etusanda a veleni quossi occus. T YPOGRAPHY
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25 EMBROIDERY ICON
EMBROIDERY ICON The embroidery icon is based off of Sappho’s instrument, the lyre. Traditionally lyric poetry like that of Sappho and other Greek poets was sung while accompanied by music.
EMBROIDERY ICON
The embroidery icon is to be used minimally. It can be used on the pockets of button down shirts and the back pocket of pants with pockets.
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EMBROIDERY ICON
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Branding and design by Lauren Coghlan