The Essential - brand identity, guideline and assets.

Can commerce add meaning to life?

The Essential mission is to add meaning to people’s lives through products they use and love, made by people who know and care, with stories that matter, and means that are honest.

The Logo

The logo remains an essential identifier of our brand. We enlist the Wordmark to ensure brand recognition in low-awareness markets.

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The Logomark

The logomark can be used independently from the wordmark only when it is highly recognized by the community. That would include The Essential members and followers. It can be used as a stamp or a design element.

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The Wordmark

The Wordmark can be used independently. We enlist the Wordmark to ensure brand recognition in low and high awareness markets. The Wordmark can be used with supporting words to make a complete sentence. Examples, The Essential Kitchen, The Essential Cashew Butter, The Essential Leather Sneaker.

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White

HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0

Black

HEX #000000
RGB 0, 0, 0
CMYK 60, 50, 50, 100

Colors

The logos should only appear in standard black (#000000) and white (#FFFFFF). They can be placed on top of images or on a solid white, black, light grey (#F5F5F5), red (#E95B31), green (#77DA7A), blue (#324BF5), and cyan (#2EEFE9) background. Proper contrast ensures logo readability.

Light Gray

HEX #f6f6f6
RGB 246, 246, 246
CMYK 0, 0, 0, 4

Red

HEX #E95B31
RGB 233, 91, 49
CMYK 0, 61, 79, 9

Green

HEX #77DA7A
RGB 119, 218, 122
CMYK 45, 0, 44, 15

Blue

HEX #324BF5
RGB 50, 75, 245

Cyan

HEX #2EEFE9
RGB 46, 239, 233
CMYK 81, 0, 3, 6

Spacing

Use the height of the logomark to clear space on the top and bottom. Use double the width to clear space on the left and right.

For the wordmark, use the height of the n to clear space on top and bottom and use double the width of the n to clear space on the left and right.

❌ Don’t rotate the logo, it should always stay grounded

❌ Don’t flip the logo

Logo Dont's

Using our logos consistently ensures brand recognition and allows for creativity elsewhere. Avoid these usages.

❌ Don’t stretch the logo

❌ Don’t change the composition of the logomark with the wordmark

❌ Don’t change the proportion of the logomark with the wordmark

❌ Don’t replace the E with the logomark

❌ Don’t change the kerning or letter spacing

❌ Don’t stroke the logo

❌ Don’t flex or warp the logo

❌ Don’t change the logo into all caps

Co-branding Principles

Generally, if a Partner is using the logomark, The Essential logomark should be used. If a partner is using their full logo, then use the full wordmark.

The basic rule here is to ensure that in both brands, there is a complete parity of size, placement and province in the partner materials, and that there is appropriate spacing between the logos