Darling Brand Guidelines

Contents. Our story..............................................................4 The Logo..............................................................6 The Vision.......................................................... 14 The Color........................................................... 18 Mood Board........................................................20 Print Design.......................................................22 Web....................................................................30 Social Media.......................................................32



4 Our Story Our story. We created Darling with I knew there had to be a one key goal: to build a better way. So, I got to work. better baby registry experience What began as a side-project has that truly puts parents first. become a leading brand for new In 2018, my sister was pregnant parents: one in two first-time with her first son and ready parents creates a Darling registry to create a registry. She spent and millions of families turn to us hours researching products for practical support and data- without confidence she was driven guidance every month. making the right decisions. And The rest of the Darling team she couldn’t register for services is toowe're always exploring she wanted, like frozen meals, new products and ideas to pet-sitting or diaper delivery. help you with your journey. 01



6 The Logo The Logo. The Logo is comprised of two main elements: The name Darling which is a term of endearment most commonly used for a close friend or a child. These are the people that drive us to the service. The name is also a homage to the Wendy Darling from Peter Pan who flies to Neverland and becomes the mother of the lost boys. The letter \"i\" in the logo is replaced by a children's toy called the \"Rainbow Tower\".The toy is there to imply the purpose of the website. 02

7 Darling + =

8 The Logo Logo clear space. The minimum clear space of the logo is half the width of the ‫״‬a‫ ״‬in Darling. The minimum clear space of the responsive logo is one third of the logo itself.

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10 The Logo incorrect usage. Do not rotate the logo Do not distort or warp the logo Do not chaannggee the font in any way Do not use the wordmark without the icon Do not add a new elements to the logo

11 correct usage. The Darling colorfull logo, is our primary logo colourway The Rainbow Tower “i” may be used instead of the full logo The background color of the logo may black, white or any color from the secondary color pallete The following page shows color variations of the logo on dark and bright bacgkrounds

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14 The Vision The Vision. Darling key goal's to build a better baby registry experience that truly puts parents first. Darling will make accessibility and convenience first to allow a smoother user experience which makes life easier rather than more complicated in an exciting and confusing time. In light of that, Darling promises to attentive to the needs of its customers, responds promptly and instate a flexible return policy. Furthermore, Darling is committed to supplying the highest quality of products and embraces innovation. 03

15 The Value. Innovation think outside the box, use technology and practical solutions to allow to customers to prepare for the happiest day of their lives Sensitivity Darling will practice patience and empathy towards expecting and new parents Accessibility make all the information accessible for excited and confused expecting and new parents Quality products supplied by Darling will be of the highest quality

Aa16 TheTypography The Typography. 04

17 Main typography. Javanese texet regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Secondary typography. Bungee shade Regular Abcdefghijklmnopqrstuvwxyz Arial Regular Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

18 The Color The Color. 05

19 Main brand colors. Secondary brand colors.

20 Mood Board Mood Board. 06

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22 Print Design Print Design. 07

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24 Print Design

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26 Print Design

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29 A baby is born with a need to be loved and never outgrows it.

30 Web Web. 08

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32 Social Media Social Media. 09

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34 Social Media

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