Brand Guidelines
Content
Welcome to the Selleb brand guidelines and graphic standards. Here you will find everything you need to successfully maintain the Selleb brand system and avoid visual and tonal inconsistencies across brand communications.
Selleb's approved brand system describes the correct design practices necessary for preserving the integrity of the brand, so careful attention must be paid to the rules outlined in this document.
Certain aspects of the brand system are straightforward, others may initially appear vast and intimidating. But by immersing yourself in the system, keeping a critical eye, and—above all—actively seeking to improve your understanding of it, the system will soon feel like a second language.
00 Brand Overview
The Selleb Brand
At a Glance
01 Who we are
The Next Selleb
Scrolling through strangers’ secondhand stuff doesn’t satisfy the Next Selleb. They don’t want Depop trickle-downs; they find faceless scrolling soulless. They want more than an item of clothing, they want to win what everyone wants. It’s not just style, it’s connection and cult status they crave. To climb the cultural ladder. They don’t need another try-hard brand with world-changing promises. They need a brand that gets them.
Selleb Status
You've Made It.
Selleb might deal in things but our currency—the real value—is culture. Cult status. By leaning into it, possessions become art and people become icons. No sifting through basics or cutting deals on our resale platform; you’re playing for one-off status symbols that catch the spotlight. To own is to be known. If you get it, you can play for Selleb status too.
Selleb is an interactive, world-building resale experience that makes you as much part of the product’s story as the Sellebrities we partner with. It’s like a game. Watch, drop, bid, win something no one else has. Play to own the cultural moment. And when you win it, drop it for more. Feel the buzz. Maybe make a little noise of your own. No one will forget. Because this isn’t a YouTuber’s sweatshirt, this is the zeitgeist—and it’s live. It’s a chance to say: I knew where to be, when to be there and what to buy. This is who I am. I’m the Next Selleb.
So Who Are We?
The person you never scroll past. We’re magnetic just by doing us. The trendsetter, the cool hunter, the cultural early adopter. We wore the brown North Face puffer before Kendall, and moved on before it trickled down to Depop. We’re a step ahead inspiring others to step up. Tuned into artists you’ll binge next month. Wearing out smash-hit collabs. No boasting cause we don’t need validation. We’re ultra-connected, unfiltered and unpredictable, here to shake up life’s cocktail with cold pizza, an iPhone home shoot and Celine paired with dad’s old sweats. If you get it, get it. Just don’t expect a play by play. We’re the blurred party snap that gives you the envy. Come already. We’ll be there with a drink, insider chat and the energy that’ll get you to the next event. You’ve made it.
02 Tone of voice
Chill
Spoiler: we don’t need to WrITe LiKE a gEN Z because that’s our natural frequency. Copy scattered with GOAT Hey gurrrl ✨ DM for fashun inspo WE GOT U QUEEN is eye-roll cheugy. If you do nothing else, just do cool, colloquial and authentic. We might get a kick from buying up cultural status, but we’re always laid back.
Magnetic
Magnetic is the USP in our walk and our talk: we drop names like we drop relaxed-fit jeans. We trace product stories without telling all. Every other brand is scrambling to be Gen Z’s BFF, but we don’t need the validation. We’ve got the inside intel, the fashion savvy and that elusive identity that gets people talking. It’s intriguing. Enigmatic. By keeping a bit back, we keep people coming back for more.
Punchy
The world is fast, attention spans are short (about 3 seconds) and we need to be hyper relevant to grab them for a hot second. Punchy makes it impossible for the reader to be anywhere but in the here and now with Selleb. We’re tuned in. Unapologetic. And get to the point fast, with concise, bold, snackable copy, attention-grabbing one-liners.
Extra
Think you can’t be chill and extra? Think again. Self awareness is the secret sauce here, because when we put our tongue in our cheek and go OTT with that ‘most is more’ language, we also throw a little shade on the try-hard brands. Bland, boring and blending in is out. This is how we show we care without playing it safe with words. We are the drama. Dw about people who don’t get this tone. They won’t get Selleb either.
Selleb Taglines:
You might just
get it.
Win what you
can't have.
More than you bid for.
Own the moment.
The coolest yard
sale on the internet.
Anyone could get it.
Will You?
Further Selleb Slogans:
Get it from people
who get it.
Win what they want.
Bid what you want.
Drop. Bid. Win. Own.
Sell it. Be it.
03 Wordmark
Introduction to the Selleb Wordmark
This is the Core Selleb Wordmark. This should be used in all instances where we need to use a Logo. In order to maintain the legibility and recognisability of the mark, there are a few guidelines to follow.
Tier 1
Core Wordmark
The wordmark uses the Selleb brand typeface, Bull-5 Mono. The wordmark is to be used for applications where it is needed to communicate the Selleb voice efficiently.
For example:
- Merch
- Notebook
- Packaging
- Bags
Hover to see the visual
Margins
A certain amount of space is needed around the wordmark to prevent it from becoming cluttered by surrounding artwork, images, or the edge of a page. This is the case for all iterations of the mark.
When using the wordmark, the minimum space is equal to the space between the “L” and “E” letterforms in 'Selleb'.
This is the minimum size for spacing, not a fixed amount. (You can have more margin if so desired).
General Placement for Standalone Mark
When the wordmark is in use singularly and without any other typographic or illustrative elements—regardless of communication size and dimension—it should be used so in a specific location. This makes sure the mark placement is simple and consistent.
Locations:
1, 2, 3. Middle Centered
Hover to see the visual
General Size and Alignment for Wordmark
The mark should be center aligned in the majority of cases. The mark should occupy a maximum of 6 columns (to the margins) and a minimum of 2 columns.
Wordmark Do Not's
This page shows examples of various crimes that are never to be committed:
1. Don’t distort the wordmark
2. Don’t make the wordmark unreadable
3. Don’t break up the wordmark
4. Don’t apply an outline to the wordmark
5. Don’t add special effects to the wordmark
6. Don’t place content inside the wordmark
This applies to all iterations of the mark.
Selleb Icon
The full Selleb wordmark should also be used for instances where there is minimal real estate.
For example:
App Icon
Social Profile
Favicon
Take care to maintain the guidelines for clear space and margins when using the Selleb logo at this scale.
Hover to see the visual
Tier 2
Selleb Circle
In addition to the Core Selleb Wordmark, a more abstracted representation of Selleb, the 'Selleb Circle', can be used for applications where the audience is familiar with the Selleb brand voice.
For example:
- Merch
- T-Shirts
- Stickers
Selleb Circle: GIF
For digital applications, a GIF version of the Selleb Circle is available.
For example:
- Web
- Social Media
Selleb Circle General Placement
In the majority of cases, the mark alignment should be centered.
Selleb Circle Do Not's
Do not rotate the mark.
04 Typography
Introduction to the Brands Typographic Voice
Selleb's brand typography uses three typefaces: Bull-5 Custom, Bull-5 Regular, and Unica 77 LL Regular. This section will guide you through the brand typography and discuss the typefaces and their use in detail.
Display Type: Bull-5 Custom
Selleb's custom typeface, Bull-5 Custom, is a typeface which randomly combines multiple styles of the Bull-5 font. Characters from the Regular, Mono and Typewriter styles are combined to create an unconventional and eclectic new typeface, which is exclusive to Selleb.
Multiple Versions
To further maintain Selleb's off-kilter and quirky design style, three versions of Bull-5 custom are available to be used across designs. Each version (V1, V2, V3) consists of a slightly different character set, chosen at random.
The version used should be chosen at random. Multiple versions can be mixed and matched across outputs to uphold Selleb's unique and serendipitous brand style.
Appropriate Usage
The Bull-5 Mono typeface should be used exclusively for display type, such as headlines. It should not be used at a small size or for body copy.
Bull-5 Custom V1
Character Set
Bull-5 Custom V1
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr St Tt Uv Ww Xx Yy Zz
0123456789
() + = ! ? : ; ' . ,{ } * "
Bull-5 Custom V2
Character Set
Bull-5 Custom V2
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr St Tt Uv Ww Xx Yy Zz
0123456789
() + = ! ? : ; ' . ,{ } * "
Bull-5 Custom V3
Character Set
Bull-5 Custom V3
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr St Tt Uv Ww Xx Yy Zz
0123456789
() + = ! ? : ; ' . ,{ } * "
Motion Type
In digital applications, such as web or social media, the custom typeface can be animated to create a GIF.
The motion type should only be used for headlines, not blocks of body text.
Motion Type: Instructions
The GIF is created by giving each character a 35pt Baseline Shift, one after the other, from start to end.
Each image in the GIF should have a 0.2s delay.
Display Typography:
Leading
When working with display typography, and the Custom Bull-5 typeface, balanced leading should be maintained.
Leading settings should be adjusted when working at different scales, for example when working with large headlines and titles we tend to make our leading tighter than we would do so with body copy size.
Hover to see the visual
Display Typography:
Tracking
Tracking is an equally important part of the typographic system we have built up.
Hover to see the visual
Secondary Type
For secondary type, such as supporting information and blocks of text, there are two typefaces, Bull-5 Regular, and Unica 77 LL Regular.
Bull-5 Regular
Bull-5 Regular is a slightly more conventional style of the Bull-5 family while still having lots of personality. It is therefore more appropriate to use at smaller sizes, or for longer form text.
Bull-5 Regular should be used as the primary typeface for body copy. In most instances, this typeface should be chosen over Unica 77.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9
() + = ! ? : ; ' . ,{ } * "
Unica 77 LL Regular
An understated workhorse. Unica 77, without the quirk and decoration of Bull-5, is most appropriate in circumstances where relevant information needs to be delivered efficiently.
For example:
Captions
Small Print
A B C D E F G H I J K M N O P Q R S T U V W X Y Z Ā Ă Ą Ć Ċ Ď Đ Ē Ė Ę Ě Ğ Ġ Ģ Ħ Ĩ Ī Į Ķ Ĺ Ļ Ľ Ł Ń Ņ Ň Ō Ő Œ Ŕ Ŗ Ř Ś Ş Š Ș Ţ Ť Ț Ũ Ū Ů Ű Ų Ŵ Ŷ Ÿ Ź Ż Ž
a b c d e f g h i j k m n o p q r s t u v w x y z ā ă ą ć ċ ď đ ē ė ę ě ğ ġ ģ ħ ĩ ī į ķ ĺ ļ ľ ł ń ņ ň ō ő œ ŕ ŗ ř ś ş š ș ţ ť ț ũ ū ů ű ų ŵ ŷ ÿ ź ż ž
0 1 2 3 4 5 6 7 8 9
() + = ! ? : ; ' . , ` { } * "@£$%&-_—><>
Type Scales
To maintain hierarchy and balance in a composition, the secondary type should be no bigger than 40% of the Custom type.
This applies to both Unica 77 and Bull-5 Regular.
Type Scales
The secondary type should be no smaller than 20% of the custom type.
This applies to both Unica 77 and Bull-5 Regular.
Secondary Typography:
Appropriate Usage
Both Unica 77 and Bull-5 Regular should be set with balanced point size and leading, and with optical kerning toggled on. No, or very little additional tracking needs to be applied to help create a healthy line length and reading experience. Make certain the line length for your body text is between 50-60 characters per line, including spaces.
Hover to see the visual
Secondary Typography:
Appropriate Usage
Unica 77 and Bull-5 Regular should only be used for body text or supporting information, and at a small pt size. They should never be used for headlines as a display type.
Hover to see the visual
Secondary Typography:
Appropriate Usage
Examples of Inappropriate Usage:
Leading
Balanced leading should be maintained when using the secondary type. Examples of inappropriate leading are shown here.
Tracking
Balanced tracking should be maintained when using the secondary type. Examples of inappropriate tracking are shown here.
These rules apply for both Unica 77 and Bull-5 Regular.
05 Color
Selleb Black and White
In the majority of instances, Sellebs core colors, Black and White should be used.
Extended Selleb Gradient Usage Breakdown
Two color gradients can be used to represent specific drops, or pop-ups. The gradients should feature two contrasting colors. The two colors selected will be continuously changing as new drops are released, and are therefore not limited to any specific color palette. Below are a few examples of color gradients that can be used.
Gradient Do Not's
When using the gradient under text, do not use a color that compromises the readability of the text or wordmark.
Do not use two colors that blend to make a muddy, unnappealing gradient.
06 Image Treatment
Selleb Image Treatment and Usage
In addition to the gradient colors, the Selleb brand can establish recognisability through its treatment of images. A scrappy, collaged and abstracted visual language provides a strong base with which many different image types can be used for a range of applications.
Selecting an Image
When selecting an image of the Sellebrity, the following guidelines should be followed:
The photo should be front on and from the shoulders upwards. Try and choose a photo where the top of the head is not cut off. Where possible, prioritize higher-resolution images.
Hover to see the visual
Editing the Image
Once you have selected an image, open it in Photoshop and roughly cut around the figure using the Polygonal Lasso tool. This should look crafty and imperfect, and using only straight lines helps achieve this look.
Hover to see the visual
Editing the Image
To create an abstracted background, blow up the cut image by 200%–250%. Repeat and layer the images over each other to create a collaged background. There should be no white space visible.
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Editing the Image
These abstracted backgrounds can be layered with text or image.
Hover to see the visual
Editing the Image
When layering text over the background, a 10% opacity Black layer can be placed over the background (and under the text) to increase the contrast, and therefore legibility of the text.
Hover to see the visual
07 Deliverables
Print Deliverables
Designed using the Selleb branding rules, the following section outlines the current printed deliverables.
Buyer Receipt
After purchasing an item from Selleb, and on receipt of their item, a buyer will also receive a Buyer Receipt, which has details of their item, the seller, and Selleb.
Hover to see the visual
Buyer Receipt Template
A template for the receipt is available in the downloads section. Relavant information should be added, but the pre-existing information on the template document should not be changed or deleted.
Hover to see the visual
Multiple Items
If more than one item is purchased in an order, the format of the receipt changes slightly, to accommodate for multiple item descriptions and images.
Hover to see the visual
Multiple Items
The maximum amount of items that one page can display is 3. If a customer buys more than 3 items, the receipt should run onto another page.
Hover to see the visual
Pop-Up Deliverables
The Selleb pop-ups have a number of deliverables: Price Tags, Photo Tags and Flyers. Each has a template that can be downloaded at the bottom of these guidelines. Similar to drops, each pop-up will have a new gradient color combination associated with it, that will be used on the back of each deliverable.
08 Visual Overview
09 Downloads
