Official Websites
Brand Guidelines
2020
Brand Summary
Mission
- LUSH is born out of the mission to inspire contemporary styling ideas to individuals who have a keen eye for style and design, with an added touch of functionality. The brand aims to become a household name in contemporary furniture design, offering products that are iconic, recognisable, cutting-edge, functional, and timeless masterpieces [^1].
Core Values
- Equality of form and function
- Individuality and flexibility
- Providing a peaceful, otherworldly atmosphere for relaxation
- Captivating presentation
- Creative inspiration
Target Audience
- Individuals with a keen eye for style and design, particularly those interested in contemporary furniture and lifestyle, seeking both aesthetic appeal and functionality [^2].
Personality Traits
- Expressive
- Straightforward
- Sophisticated
- Refined
- Professional
Visual Identity Overview
- The visual identity is minimalist, modern, and striking, with a focus on geometric forms, clear spacing, and a distinctive logo featuring a split ‘S’ in icy green. The brand uses a palette of primary and secondary colors, clean typography, and consistent visual style across photography, illustration, and packaging. The overall look is contemporary, elegant, and functional [^3].
Categories
Brand Voice
- LUSH engages in conversations that are open, simple yet insightful. Due to the wide range of furniture in our inventory and showcases, we like to let our products speak for themselves.
- In order to convey our message across quickly, efficiently and clearly, we should remain direct and on the ball, in order to avoid bringing doubt to our potential clients.
- LUSH approaches its clients in a manner where we sound refined and professional, in addition to conversing with them in a way that they can make an image of what we suggest in a few words.
Brand Imagery
- The LUSH logo should only be applied on a primarily dark or white background without any other visual interference, to maximize visibility even from a distance. It is advisable to utilise the white/green logo for darker backgrounds and the black/dark green logo for brighter backgrounds.
- A clear spacing of 12mm should be maintained on all sides of the logo to minimize visual clutter.
- The minimum width allowed for all applications of the logo should be no smaller than 20mm.
Color Palette
- Icy Green Hex: 88BF9C RGB: 136,191,156
- Turf Green Hex: 337F6C RGB: 51,127,108
- Dark Grey Hex: 212120 RGB: 33,33,32
- White Hex: FFFFFF RGB: 255,255,255
- These are the primary colors for the LUSH identity system. They should hold the highest priority when selecting colors for both online and print applications.
- An important thing to note is that body text should only use either Dark Grey or White.
- Royal Maroon Hex: 5E0012 RGB: 94, 0, 18
- Light Wood Hex: D1C39F RGB: 209,195,159
- Navy Blue Hex: 1A1f4C RGB: 26, 31, 76
- Baby Blue Hex: 53B2DB RGB: 83, 178, 219
- Four secondary colours are available, although they should be used sparingly in cases where there are no more suitable primary colours for use.
- Please note that they should not be applied for text elements.
Typography
- There are two main fonts that are used in the LUSH logo. They consist of Dekar Light and Circle D.
- Dekar Light must be used for the letters “L”, “U” and “H”.
- Circle D must be used for the letter “S”.
- Print: Din-Regular; Web: Arial
- Header should be in the size of 36 pt and should be in primary colour.
- Subheader should be in the size of 24 pt.
- Body text should be in the size of 14 pt.
- Maintain a clear, uniform and distinguishable amount of spacing between elements to avoid legibility issues and confusion.
- An important thing to note is that body text should only use either Dark Grey or White.
- Four secondary colours are available, although they should be used sparingly in cases where there are no more suitable primary colours for use. Please note that they should not be applied for text elements.
- Color of copy should primarily be in black or white, but in some instances, the LUSH colors may be utilized to add an extra dimension to the image.
Logo Usage
- The LUSH logo should only be applied on a primarily dark or white background without any other visual interference, to maximize visibility even from a distance. It is advisable to utilise the white/green logo for darker backgrounds and the black/dark green logo for brighter backgrounds.
- A clear spacing of 12mm should be maintained on all sides of the logo to minimize visual clutter.
- The minimum width allowed for all applications of the logo should be no smaller than 20mm.
- Do not stretch or distort it.
- Do not make it glow.
- Do not change its colour.
- The ‘s’ should be unique.
- Do not use drop shadow.
- Do not place the logo on messy and inappropriate backgrounds
Tone And Messaging
- LUSH engages in conversations that are open, simple yet insightful. Due to the wide range of furniture in our inventory and showcases, we like to let our products speak for themselves.
- In order to convey our message across quickly, efficiently and clearly, we should remain direct and on the ball, in order to avoid bringing doubt to our potential clients.
- LUSH approaches its clients in a manner where we sound refined and professional, in addition to conversing with them in a way that they can make an image of what we suggest in a few words.
- Setting of content should evoke a consistently sophisticated presence.
- Content should provide a human element to it, be it design-related or functionality.
- An important platform to display and relay the right message to our target audience, photography plays an integral part in our branding image and display of furniture. Witout the proper and right photography style, the wrong message would be sent to the audience, confusing them with our product and brand image.
Brand Values
- LUSH is born out of the mission to inspire contemporary styling ideas to individuals who have a keen eye for style and design, with an added touch of functionality.
- This inaugural edition of our brand guide will aim to provide a creative insight into marketing our brand as a household name in contemporary furniture design and the incorporation of our products under our name, how we made them to look not only iconic, recognisable and cutting-edge, but also as functional, timeless masterpieces.
- At LUSH, we like to imagine our products as a pieces of artwork. It helps us to think from different perspectives as designers. We pride ourselves on presenting our merchandise in the best possible manner that will captivate our customers.
- Throughout our years as a furniture firm, we are always at the forefront of the contemporary design field. Although keeping up with the latest contemporary furniture trend is a necessity, the ability to successfully evoke a myriad of creative thoughts and design possibilities in the minds of our clients is a valued ability that LUSH holds dearly to.
- Having the balance of a distinctive form and an innovative function is essential to our brand. We believe these two words go hand-hand resulting in a design that is LUSH-worthy.
- LUSH aims to correct this oversight by providing designs that envelope our customers in an otherworldy atmosphere where they can truly recline in peace.
- We believe in individuality and flexibility, which we feel should be expressed according to one’s desires.
Visual Style
- The LUSH logo should only be applied on a primarily dark or white background without any other visual interference, to maximize visibility even from a distance. It is advisable to utilise the white/green logo for darker backgrounds and the black/dark green logo for brighter backgrounds.
- A clear spacing of 12mm should be maintained on all sides of the logo to minimize visual clutter.
- The minimum width allowed for all applications of the logo should be no smaller than 20mm.
Layout And Composition
- The LUSH logo should only be applied on a primarily dark or white background without any other visual interference, to maximize visibility even from a distance. It is advisable to utilise the white/green logo for darker backgrounds and the black/dark green logo for brighter backgrounds.
- A clear spacing of 12mm should be maintained on all sides of the logo to minimize visual clutter.
- The minimum width allowed for all applications of the logo should be no smaller than 20mm.
- Maintain a clear, uniform and distinguishable amount of spacing between elements to avoid legibility issues and confusion.
- Simple, clear and consistent background colors/images, in line with the general image of LUSH.
- Full colored photography reflecting the brand direction of LUSH.
- Subject/Object to stand out or to make a perfect balance with others
- Setting of content should evoke a consistently sophisticated presence.
- Content should provide a human element to it, be it design-related or functionality.
2012
Brand Summary
Mission
- LUSH is born out of the mission to inspire contemporary styling ideas to individuals who have a keen eye for style and design, with an added touch of functionality. The brand aims to become a household name in contemporary furniture design, offering products that are iconic, recognisable, cutting-edge, functional, and timeless masterpieces [^1].
Core Values
- Equality of form and function
- Individuality and flexibility
- Providing a peaceful, otherworldly atmosphere for relaxation
- Captivating presentation
- Creative inspiration
Target Audience
- Individuals with a keen eye for style and design, particularly those interested in contemporary furniture and lifestyle, seeking both aesthetic appeal and functionality [^2].
Personality Traits
- Expressive
- Straightforward
- Sophisticated
- Refined
- Professional
Visual Identity Overview
- The visual identity is minimalist, modern, and striking, with a focus on geometric forms, clear spacing, and a distinctive logo featuring a split ‘S’ in icy green. The brand uses a palette of primary and secondary colors, clean typography, and consistent visual style across photography, illustration, and packaging. The overall look is contemporary, elegant, and functional [^3].
Categories
Brand Voice
- LUSH engages in conversations that are open, simple yet insightful. Due to the wide range of furniture in our inventory and showcases, we like to let our products speak for themselves.
- In order to convey our message across quickly, efficiently and clearly, we should remain direct and on the ball, in order to avoid bringing doubt to our potential clients.
- LUSH approaches its clients in a manner where we sound refined and professional, in addition to conversing with them in a way that they can make an image of what we suggest in a few words.
Brand Imagery
- The LUSH logo should only be applied on a primarily dark or white background without any other visual interference, to maximize visibility even from a distance. It is advisable to utilise the white/green logo for darker backgrounds and the black/dark green logo for brighter backgrounds.
- A clear spacing of 12mm should be maintained on all sides of the logo to minimize visual clutter.
- The minimum width allowed for all applications of the logo should be no smaller than 20mm.
Color Palette
- Icy Green Hex: 88BF9C RGB: 136,191,156
- Turf Green Hex: 337F6C RGB: 51,127,108
- Dark Grey Hex: 212120 RGB: 33,33,32
- White Hex: FFFFFF RGB: 255,255,255
- These are the primary colors for the LUSH identity system. They should hold the highest priority when selecting colors for both online and print applications.
- An important thing to note is that body text should only use either Dark Grey or White.
- Royal Maroon Hex: 5E0012 RGB: 94, 0, 18
- Light Wood Hex: D1C39F RGB: 209,195,159
- Navy Blue Hex: 1A1f4C RGB: 26, 31, 76
- Baby Blue Hex: 53B2DB RGB: 83, 178, 219
- Four secondary colours are available, although they should be used sparingly in cases where there are no more suitable primary colours for use.
- Please note that they should not be applied for text elements.
Typography
- There are two main fonts that are used in the LUSH logo. They consist of Dekar Light and Circle D.
- Dekar Light must be used for the letters “L”, “U” and “H”.
- Circle D must be used for the letter “S”.
- Print: Din-Regular; Web: Arial
- Header should be in the size of 36 pt and should be in primary colour.
- Subheader should be in the size of 24 pt.
- Body text should be in the size of 14 pt.
- Maintain a clear, uniform and distinguishable amount of spacing between elements to avoid legibility issues and confusion.
- An important thing to note is that body text should only use either Dark Grey or White.
- Four secondary colours are available, although they should be used sparingly in cases where there are no more suitable primary colours for use. Please note that they should not be applied for text elements.
- Color of copy should primarily be in black or white, but in some instances, the LUSH colors may be utilized to add an extra dimension to the image.
Logo Usage
- The LUSH logo should only be applied on a primarily dark or white background without any other visual interference, to maximize visibility even from a distance. It is advisable to utilise the white/green logo for darker backgrounds and the black/dark green logo for brighter backgrounds.
- A clear spacing of 12mm should be maintained on all sides of the logo to minimize visual clutter.
- The minimum width allowed for all applications of the logo should be no smaller than 20mm.
- Do not stretch or distort it.
- Do not make it glow.
- Do not change its colour.
- The ‘s’ should be unique.
- Do not use drop shadow.
- Do not place the logo on messy and inappropriate backgrounds
Tone And Messaging
- LUSH engages in conversations that are open, simple yet insightful. Due to the wide range of furniture in our inventory and showcases, we like to let our products speak for themselves.
- In order to convey our message across quickly, efficiently and clearly, we should remain direct and on the ball, in order to avoid bringing doubt to our potential clients.
- LUSH approaches its clients in a manner where we sound refined and professional, in addition to conversing with them in a way that they can make an image of what we suggest in a few words.
- Setting of content should evoke a consistently sophisticated presence.
- Content should provide a human element to it, be it design-related or functionality.
- An important platform to display and relay the right message to our target audience, photography plays an integral part in our branding image and display of furniture. Witout the proper and right photography style, the wrong message would be sent to the audience, confusing them with our product and brand image.
Brand Values
- LUSH is born out of the mission to inspire contemporary styling ideas to individuals who have a keen eye for style and design, with an added touch of functionality.
- This inaugural edition of our brand guide will aim to provide a creative insight into marketing our brand as a household name in contemporary furniture design and the incorporation of our products under our name, how we made them to look not only iconic, recognisable and cutting-edge, but also as functional, timeless masterpieces.
- At LUSH, we like to imagine our products as a pieces of artwork. It helps us to think from different perspectives as designers. We pride ourselves on presenting our merchandise in the best possible manner that will captivate our customers.
- Throughout our years as a furniture firm, we are always at the forefront of the contemporary design field. Although keeping up with the latest contemporary furniture trend is a necessity, the ability to successfully evoke a myriad of creative thoughts and design possibilities in the minds of our clients is a valued ability that LUSH holds dearly to.
- Having the balance of a distinctive form and an innovative function is essential to our brand. We believe these two words go hand-hand resulting in a design that is LUSH-worthy.
- LUSH aims to correct this oversight by providing designs that envelope our customers in an otherworldy atmosphere where they can truly recline in peace.
- We believe in individuality and flexibility, which we feel should be expressed according to one’s desires.
Visual Style
- The LUSH logo should only be applied on a primarily dark or white background without any other visual interference, to maximize visibility even from a distance. It is advisable to utilise the white/green logo for darker backgrounds and the black/dark green logo for brighter backgrounds.
- A clear spacing of 12mm should be maintained on all sides of the logo to minimize visual clutter.
- The minimum width allowed for all applications of the logo should be no smaller than 20mm.
Layout And Composition
- The LUSH logo should only be applied on a primarily dark or white background without any other visual interference, to maximize visibility even from a distance. It is advisable to utilise the white/green logo for darker backgrounds and the black/dark green logo for brighter backgrounds.
- A clear spacing of 12mm should be maintained on all sides of the logo to minimize visual clutter.
- The minimum width allowed for all applications of the logo should be no smaller than 20mm.
- Maintain a clear, uniform and distinguishable amount of spacing between elements to avoid legibility issues and confusion.
- Simple, clear and consistent background colors/images, in line with the general image of LUSH.
- Full colored photography reflecting the brand direction of LUSH.
- Subject/Object to stand out or to make a perfect balance with others
- Setting of content should evoke a consistently sophisticated presence.
- Content should provide a human element to it, be it design-related or functionality.