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CONTENTS1BRANDSTORY3MOOD-BOARD5LOGO19TYPO-GRAPHY21COLORPALLETTE

23PHOTO-GRAPHY25UIELEMENTS29PRODUCT35PACKAGE47BOOKLET53WEBSITE

ILLUMINATE YOUR MEMORYThe name of the brand, ILLUMORY, is a combination of the word “illuminate” and “memory”. ILLUMORY is a tech company helping long distance relationship couples build strong bonding by refreshing the love and precious feelings for each other through their memories. We use the multi-technology to create an enchanted night light that could automatically collect the mutual memories that belong to the couple, and give them the dreamy, warm-hearted and immersive memory reliving experience through the effects of light.2

MOOD BOARDAs a brand for long distance relationship couples, ILLUMORY is tranquil to give the calming space to the couple to focus on each other despite the busy and chaotic daily life without each other. Also, the special missing feeling will resonate well with our target audience, the missing of ILLUMORY is mild to keep them remember the importance of each other and the sweetness of knowing someone is always missing you. Taken from the feel of memory, a dreamy and warm feel will remind them of the beautiful moments and give them comfort and anticipation to get together again. The starry sky gives the feeling of tranquil, distance between the stars and the indistinct star light also resonate well with the beautiful mild missing feel. The delicate and soft feeling of mild missing is well represented by the thin line style. Glowing effect gives a dreamy and warm feeling. Round shape and ends fonts will better show the brand’s mild, sweet, cute and romantic feel. TRANQUILMILD MISSINGDREAMY & WARM3

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PRIMARY LOGOILLUMORY’s primary logo is a clean word-mark combined with a symbolic mark. Just like when thinking of the memories, the pictures and feelings are sometimes broken or connected, subtle but always there. The breaking up and thin line style font shows the memory and missing feel. While round ends add cuteness and softness that feels gentle, approachable and joy. The iconic symbol is created by connecting the first letter “I” and “M” of the two words that make the name. The connected line with the star becomes a star trail lightening up the whole logo, which represents the illuminated memory. The glowing effect in a dark blue background enhances the warm and dreamy feel of the brand. This is the main logo to be used in the primary brand applications. However, depending on the applying platform, it can be used without tagline, with word-mark or symbolic mark alone.6

LOGO VARIATIONThere are 2 word-mark options, 3 different lock-ups and 1 mark for logo variations. They can be used in replace of the primary logo (but should never be used directly next to the primary logo in the same design).The word-mark options can be used in cases where the primary lock-up would be too bulky. Depending on the space and context of the applying area, the 3 different lock-ups can be used alternately to achieve a simple and professional look.The mark can be used alone when the name is not necessary to be included, such as profile picture of social media account, decoration pattern on product, etc. WORD-MARKILLUMORY nameA. logotype with taglineB. logotype without taglineMARKMonogramF. logo markLOCK-UPCombination of logotype and markC. primary logoD. without taglineE. paralleled7

A.C.E.B.D.F.

A.E. F.B.

COLOR USAGEThere are a few different ways to use the logo in color. The primary logo can be used in white and yellow on a dark background (A & E). On a light colored background, use the logo in white or solid night blue (B & F), or white and yellow (A) if appropriate. On a white background, the logo can be used in night and dawn blue or solid night blue (C & G).The logo will be mostly be used in white and yellow or night and dawn blue (A & C), but could also be used in other brand colors if appropriate.When using in white and yellow, or white, the logo should be applied with a white outer glow effect.G.C.10

1/2XX1/2X18 px / 0.25 inCLEAR SPACE & MINIMUM SIZESHaving sufficient space around the logo ensures legibility, and better shows the brand’s style. Always maintain the minimum clear space and minimum size as recommended here.The clear space of the logo mark and logo lock-up is determined by the height of the logo mark which is shown as “X” in the illustrations here. The minimum clear space around logo mark and logo lock-up is half of the “X” value.For logotype, the clear space is the height of letter “O” in the logotype itself.11

1/2X 1/2X1/2X1/2X36 px / 0.75 in8 px / 0.1 in12

LOGO BACKGROUNDSThe starry sky is our main illustration style background. When choosing or making illustration background, use solid color as sky base, stars shouldn’t be too many which could affect the logo’s legibility.Photo background can also be used as logo background, but should be applied with care, making sure the logo is not obstructed by the image. Avoiding busy images with too much detail or applying a darker or brighter transparent overlay on a image could help the logo shows clearly.14

UNACCEPTABLE USAGEIn order to maintain the integrity of the brand, there are some unacceptable usages that should never be applied when using the logo. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way. Here are a few examples of some ways that should never be considered using the logo.A. Don’t rotate the logo.B. Don’t squash or stretch.C. Don’t resize any part.D. Don’t use off-brand colors. Reference the color usage section.E. Don’t change the tracking of the logotype.F. Don’t add stroke.G. Don’t change any element in the logo.H. Don’t stack up the wordmark.I. Don’t use busy image with too much detail as the background.17

A.D. E.H. I.F.G.B. C.X X XX X XX X X18

MEET ME IN THE STARS-THROUGH THE LIGHT OF MEMORIES-When distance tends to keep us apart, Remember I still hold you near in my heart.When the night together, can't be ours,Just look up to the sky and meet me in the stars.ILLUMORY.COM

20TYPOGRAPHYTypography plays an important role in communicating an overall tone and image of the brand. We chose this set of typefaces and settings to represent the tranquil and warm feel of the brand.MOONMinimalistic, Classy, Spacey, CuteHeadlines & subheadsUPPERCASELeading: 200% of pt. sizeTracking: 250MOONA B C D E F G H I J K L M NO P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 9 0CRONOS PROAlmost Handwritten Appearance, Warm, Soft, ElegantSubheads & body copySentence caseLeading: 200% of pt. sizeTracking: 100 Cronos ProA B C D E F G H I J K L M NO P Q R S T U V W X Y Za b c d e f g h i j k l m no p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 BREAKModern, simple, exoticIllustrative numeric charactersTracking: 100Break1 2 3 4 5 6 7 8 9 0

COLOR PALETTEColor is a very important part of brand identity. Consistent use of the color palette will contribute to the cohesive and harmonious look of the brand. Color also serves to communicate a certain feeling of your brand to your audience.The color palette is inspired by the starry night and romantic warm scene. Using day and night colors to represent the concept of different time for long distance couple. The night and dawn blue give a calm and missing feel. However, Along with the starlight yellow and bright white, adding warm red colors brings a warm and romantic feel to the brand. 21

NIGHT BLUECMYK: 94, 89, 47, 59RGB: 20, 23, 53Hex: #141735DAWN BLUECMYK: 27, 18, 7, 0RGB: 185, 193, 213Hex: # STARLIGHT YELLOWCMYK: 2, 0, 54, 0RGB: 255, 246, 141Hex: FFF68DVERMILIONCMYK: 9, 68, 51, 0RGB: 223, 114, 109Hex: #DF726DBLUSHCMYK: 3, 26, 14, 0RGB: 242, 196, 196Hex: #F2C4C4BRIGHT WHITECMYK: 0, 0, 0, 0RGB: 255, 255, 255Hex: FFFFFF22

PHOTOGRAPHYPhotography is a key visual element of telling our brand story. When deciding what images to use, we focus on natural expression. The ideal images should be couple enjoying each other’s company or missing each other, they should be genuine-looking couple who are living their daily life. Image effects and blending modes raise the concision and the recognizability of a brand. Also they can help convey the feel of the brand. ILLUMORY is warm and dreamy, comforting long distance couple while knowing their pain. Therefore, when treating cool tone images, we add a warm orange overlay to them to bring out the warm-hearted sweet feel. CMYK: 0, 50, 99, 0RGB: 247, 147, 30Hex: F7931EOpacity: 10%(Adjustable based on image effect)24

UI ELEMENTSA set of UI elements was created for the supporting app that works with the light product, which are also used in the package and website. Inspired by the logo, the theme for UI elements is simple and clean with breaking thin lines. Consistently using the UI elements will enhance the brand quality and recognition.For color usage, there are some rules that needed to be followed when using these UI elements. When using in white background, color only in night and dawn blue or vermilion. When using in night blue background, color in white or yellow with outer glow effect. 25

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PRODUCTOur core product is a night light with projection function. Each of the couple would have one light and use our app to transfer data with the light. The light is made of a projection light on top, a surround touch screen and a touch sensible base with LED lights. Main visual of the screen is night blue background with stars shining and rotating slowly around the light. The number of the stars is the number of memories that are collected from the couple’s albums, which means the more memories of the couple, the brighter the light. 30

Adjustable Projection BallNumber of Total Memories ( White )/ Number of New Memories ( Red )Surround screenBaseUnder Base Glowing light( New Memory Indicator )Memory Star( Normal Star: White or Yellow;New Star: Red)31

20cm7cm12cm12cm45° Effect View33

20cm12cm3.75cm2.7cm7cm2.5cm4cm4cm2.5cm12cmR=3cm12cmProjection BallPlan ViewFront Elevation View34

PACKAGEInspired by the day and night concept, the package design is half white and half starry night sky. With the logo, illustrations and key words of features on the exterior warp and the angled cuff box, the whole design is simple and clean by having lots of negative space, keeping the tranquil and missing feeling of the brand.35

30.7cm15cm 15cm- Exterior Warp -39

30.7cm15cm15cm62cm61.2cm40

1cm0.5cmCushion14.8cm30.7cm14.8cm9.2cm1.2cm- Box -41

14.8cm9cm10.3cm11.6cm9cm0.3cm30.7cm93cm65.3cm14.8cm42

65.3cm93cm14.8cm14.4cm14.4cm14.8cm30.7cm44.7cm43

14.4cm 14.4cm55.2cm55.2cm 14.4cm14.4cm9.2cm44

14cm 14cm6cm- Tray Set -Light TrayCharger TrayCharger TraySupport FrameLight TraySupport Frame45

4cm12cm 12cmR=3cm14cm2cm2cm14cm2cm8cm12cm13.4cm13.4cm1.5cm2cm2.5cm0.5cm1.5cm5cm3cm2cm1.9cm13.4cm13.4cm0.2cm5.9cm0.3cm14cm14cm46

INSTRUCTION BOOKLETThe Instruction booklet is within the light product package as a user guide. As most of the user tutorial will be shown in the app as well as the light, the booklet will only be a simple quick start guide and a reminder of how to use the functions. The design of the booklet shows the minimal, dreamy and calming feel of our brand by following the brand standards like using the thin line elements, colors, typography, and the starry and glowing effect, etc. 48

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528.8cm52.8cm8.8cm

WEBSITEFocusing on introducing the brand and the product, the website is structured in 4 main slides with menu button to get more information about the pricing, support and the company. The design is following the brand feel, keeps everything simple and clean. Main design concept is trying to tell the brand story by showing the connection between star and memory. Therefore, the main slides are all night theme with glowing typography and elements. When going to the secondary pages, it would switch to white backgrounds to show long text more clearly.54

BRAND & PRODUCT DESIGNBYXINGYU ZHONG

www.yudesign.world

BRAND & PRODUCTGUIDELINES