00 Brand Overview

01 Who We Are

02 Tone of Voice

03 Wordmark

04 Typography

05 Colour

06 Image Treatment

07 Deliverables

08 Visual Overview

08 Asset Downloads

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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

01 Who We Are

02 Tone of Voice

03 Wordmark

04 Typography

05 Color

06 Image Treatment

07 Deliverables

08 Visual Overview

09 Asset Downloads

00  Brand Overview

The Selleb Brand

 At a Glance

brand-at-a-glance2

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.

tape

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 

selleb-wordmark-guidelines selleb-wordmark-spacing2

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).

margins

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 

wordmark-page-placement wordmark-page-placement2

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-sizing

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.

wordmark-dont-dos dont-do-this

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

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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

Selleb Circle: GIF


For digital applications, a GIF version of the Selleb Circle is available. 


For example:

- Web

- Social Media

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Selleb Circle General Placement


In the majority of cases, the mark alignment should be centered.



selleb-circle-do-nots

Selleb Circle Do Not's


Do not rotate the mark. 

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selleb-circle-examples

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. 




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custom-detailing custom-detailing3

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

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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.

auction-wide
baseline-shift

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

leading-rules leading-rules2

Display Typography:

Tracking


Tracking is an equally important part of the typographic system we have built up. 


Hover to see the visual


kerning kerning2

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-scale

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. 

type-scale2

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

unica-77-usage unica-77-usage2

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

unica-display unica-display2

Secondary Typography:

Appropriate Usage

supporting-dont-do

Examples of Inappropriate Usage:


Leading


Balanced leading should be maintained when using the secondary type. Examples of inappropriate leading are shown here. 

supporting-dont-do2

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. 

supporting-dont-do3

05  Color

Selleb Black and White


In the majority of instances, Sellebs core colors, Black and White should be used. 







balck-and-white

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

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. 

colour-donts2

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. 

image-treatment0

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

image-treatment1 image-treatment12

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

image-treatment21 image-treatment22

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. 


Hover to see the visual

layering layering2

Editing the Image


These abstracted backgrounds can be layered with text or image.


Hover to see the visual

text-image text-image2

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

transparent-layer transparent-layer2

07 Deliverables

Print Deliverables

Designed using the Selleb branding rules, the following section outlines the current printed deliverables. 

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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

updated-buyer-reciept updated-buyer-reciept2

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

updated-buyer-reciept3 updated-buyer-reciept4

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

updated-buyer-reciept5 updated-buyer-reciept6

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

updated-buyer-reciept7 updated-buyer-reciept8

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. 

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08 Visual Overview

website_update-mock
visualz1
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visualz5

09 Downloads

Selleb Wordmark
Pop-Up templates
Typefaces
Buyer Reciept
Selleb Circle GIF
Selleb Circle PNG
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