Freebird Headcare - brand identity, guideline and assets.

BRAND BOOK

Vol 1.2 (Updated on 18 August 2022)

CONTEnts

1. Introduction

– Our Story

2. BRAND STRATEGY

– Brand Proposition

– Brand Mission

– Brand Values

– Our Audience

3. VISUAL IDENTITY

– Identity

– Typography

– Colors

– Illustration

– Iconography

– Tone of Voice

– Art Direction

Chapter One

— Introduction —

OUR STORY

A MODERN HEAD CARE COMPANY FOUNDED BY TWO NATURAL-BORN PROBLEM SOLVERS.

Zach and Jake Barson like solving problems. One such problem was noticing how shaving and caring for your scalp is a bit of a pain. As two brothers from a family of entrepreneurs, they put their heads together and designed an electric shaver that cut closer and quicker.

The best bit? They aren’t even bald. They just like helping people.

Chapter Two

— BRAND STRATEGY —

BRAND PROPOSITION

Taking the hassle out of head care by making it easier, quicker, and more accessible.

BRAND

MISSION

WE’RE ON A MISSION TO TAKE THE HASSLE OUT OF HEAD CARE ONCE AND FOR ALL.

Why? Because for too long, bald people have been left with subpar options when it comes to shaving and caring for their heads. We’re here to change that by making head care easy and accessible. This means no more overpriced shavers that barely work. No more expensive lotions, creams and gels with weird ingredients we can’t pronounce. And absolutely no more irritation of any kind.

Bald? We’ve got your back.

BRAND

Values

Three core values form the foundation of the brand's existence.

1. INCLUSIVITY

Here for all hair-free heads

We make head care solutions for all heads. So no matter who you are or where you’re from, you’ll always be welcome at Freebird.

2. INNOVATION + CONVENIENCE

Innovation that fits in the palm of your hand

We listen to our customers and want the best for them, which is why we continuously adapt and innovate our products and services.

3. DEDICATION

Strive to make life easier for others

We aim to make shaving your head and caring for your scalp an easy and enjoyable experience, with a result that makes you feel and look great.

Our audience

Our current core demographic is regular working-class guys from the American South and Midwest, 75% over the age of 30.

However, Freebird has the ambition to connect and empower a much wider group of people who are united by having a head free of hair.

Chapter Three

— BRAND IDENTITY —

Identity

The logo is the signature of the Freebird brand. It’s inspired by the nostalgia and warmth of a classic barbershop.

Its distinctive creates contrast and stand-out. It is often seen with the brand strapline, which has a variety of compositions depending on the context.

The brand strapline is a succinct expression of the products and services Freebird provides its customers.

The files are available to download in AI, PNG, JPG and SVG through the link below.

Download

TYPOGRAPHY

Like the brand itself, the typographic language is bold, simple and contemporary.

The primary typeface is Garnet which is used in a series of weights in a clear hierarchy.

Plantin Regular Italic is a supporting serif typeface to be used sparingly. It adds both contrast and sophistication to the brand.

The fonts are available to download through the link below.

DOwnload

ABCDEFGHIJKLMN

OPQRSTUVWXYZ

0123456789$@&*#!

Heading

Garnet Bold (Caps)

Leading 105%, Kerning: optical, Tracking: +15pt

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 $ @ & * # !

Sub Heading

Garnet Medium (Caps)

Leading 105%, Kerning: optical, Tracking: +150pt

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 0123456789$@&*#!

Body Copy

Garnet Light

Leading 105%, Kerning: optical, Tracking: +20pt

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 0123456789$@&*#!

Section Heading

Plantin Regular Italic

Leading 105%, Kerning: optical, Tracking: 0pt

System fonts

For use when Garnet/Plantin cannot be used. e.g. email templates & Google docs.

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

System font – Heading

Arial Bold/Regular

Leading 105%, Kerning: optical, Tracking: 15pt

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

System font – Body Copy

Georgia REGULAR Italic

Leading 105%, Kerning: optical, Tracking: 0pt

Colors

The Freebird color palette evokes a balance of tradition and modernity.

Freebird Navy is the core brand color which is punctuated with three bright accent colors – Freebird Azure, Miami Orange and Morning Yellow.

Miami Orange is used to highlight CTAs and Morning Yellow as a standout promotional. Freebird Azure is commonly used for the Skin Care range.

All of the above are balanced by two neutral greys. Both can be used as a tint. Recommended tint values are 30% and 60%.

The brand logo should only be used in Freebird Navy or white on darker backgrounds (Except the monogram).

Download

Freebird Navy

HEX #14103B
RGB 20, 16, 59
CMYK 100, 100, 30, 50
PMS 281C

Morning Yellow

HEX #FFD100
RGB 255, 209, 0
CMYK 0, 18, 100, 0
PMS 109C

Cool Grey (60%)

HEX #E6E5E2
RGB 230, 229, 226
CMYK 0, 0, 2, 13
PMS 413C (60%)

Miami Orange

HEX #FF4713
RGB 255, 71, 19
CMYK 0, 82, 92, 0
PMS 172C

Cool Grey (100%)

HEX #D5D4CE
RGB 213, 212, 206
CMYK 0, 0, 5, 23
PMS 413C

Warm Grey (60%)

HEX #EADDD4
RGB 234, 221, 212
CMYK 0, 8, 12, 11
PMS 482C (60%)

Freebird Azure

HEX #00A5B5
RGB 0, 165, 181
CMYK 80 15, 25, 0
PMS 7710C

Warm Grey (100%)

HEX #DCC7B7
RGB 220, 199, 183
CMYK 0, 15, 20, 18
PMS 482C

Cool Grey (30%)

HEX #F2F2F0
RGB 242, 242, 240
CMYK 0, 0, 0, 6
PMS 413C (30%)

Warm Grey (30%)

HEX #F4EEE9
RGB 244, 238, 233
CMYK 0, 3, 6, 6
PMS 482C (30%)

Illustration

The illustrations give character and a dose of humour to the brand whilst representing the diversity of our audience.

The hair-free heads consist of four shapes: round, square, long and pointy which can be embellished with facial details that create personality and diversity.

Download

Iconography

While the Illustrations communicate personality, iconography exists to convey the functional. They represent the features and benefits of the Freebird products and service.

DOwnload