Malouf

📋 1 Guidelines

🔗 Connections

Sector

Consumer goods

Region

Usa

Guideline Year

2016

Language

English

Tags

Corporate

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • To create moments of comfort, ease, beauty, elegance, refinement, and sophistication every day through customized bedding options, embodying attainable luxury and clear communication.
Core Values
  • understated elegance
  • approachable expertise
  • refined casualness
Target Audience
  • Consumers seeking quality sleep accessories and bedding, appreciating modern elegance, masculine refinement, and affordable luxury.
Personality Traits
  • masculine
  • refined
  • high-class sense of style
  • simple
  • elegant
  • approachable
  • expert
  • casual yet sophisticated
Visual Identity Overview
  • The visual identity is defined by deep, rich blacks, clean whites, glossy metallic finishes, modern geometric logo, premium typefaces, and imagery reflecting modern elegance with a masculine feel. The brand emphasizes minimalism, clarity, and sophistication in all visual elements.

Categories

Brand Voice
  • Our brand voice should reflect our personality and values, as well as accurately portray our brand promise. Consider these guidelines when writing content for all brand applications.
  • Understated Elegance Luxury needs no special introduction. It is self-assured without being self- absorbed. Our quality, expertise and style should speak for itself.
  • Approachable Expertise We are the sleep experts. We speak with authority, but we never talk down to our consumers. Industry terminology can be used when relevant but, we should always strive for clarity.
  • Refined Casualness Having class not mere formality: it’s displaying poise in proper context. Casual can be classy; spontaneity can be sophisticated; a bit of humor will go a long way—but always with a subtle touch.
Brand Imagery

  • 4.5 IMAGERY

  • BRAND PERSONALITY Malouf is masculine and refined. He has a high-class sense of style and appreciates the finer things in life. Malouflives in mod­ern homes and lofts with details set in hard lines and darker shades. Simple and ele­gant, Malouf embodies affordable luxury.

  • IMAGERY MOOD Modern elegance with a masculine feel.

  • IDENTITY COLORS Gray, Black, Charcoal, Metallics

Color Palette
  • The colors we use are a reflection of our brand voice. Understated elegance is manifest in deep, rich blacks, clean whites and glossy metallic finishes.
  • These primary brand colors should be predominantly used in all brand collateral. Use of any other colors—such as special call-outs or links— should be refined, carefully considered, and extremely limited.
  • Black Spot Color Coated paper Uncoated paper Pantone® Neutral Black C Pantone® Neutral Black U Process Color C 60 M 40 Y 40 K 100 RGB R 0 G 0 B 0 Hex #000000 Grayscale K 100
  • White Paper or Opaque white Process Color C 0 M 0 Y 0 K 0 RGB R 255 G 255 B 255 Hex #FFFFFF Grayscale K 0
  • Silver Pantone® Silver C Pantone® Silver C Process Color C 37 M 27 Y 27 K 0 RGB R 168 G 172 B 174 Hex #A8ACAE Grayscale K 40
  • Accent colors may extend to metallics outside Silver C. These colors should remain harmonious to the main brand colors and not be overly bright or saturated.
  • Pantone® 8001 C Pantone® 10274 C Pantone® 871 C Pantone® 876 C
  • The following ratios should be considered when working with the brand colors. These ratios are meant as a general guideline and may be altered in instances where a different approach might offer increased legibility or function.
  • 60% Black creates a sense of drama, mystique and elegance. Use generously.
  • 30% White evokes clarity, cleanliness and calm. Use for large bodies of text or information.
  • 10% Silver adds a subtle touch of flash. In print, use as a metallic ink whenever possible.
Typography
  • Our suite of premium typefaces is carefully selected to reinforce the Malouf asethetic in both subtle and striking ways. A bold yet refined application of these typefaces can elevate every instance of our brand.
  • Neutraface 2 Display is always used for headers, page titles, or any large copy, never for body copy. It should often be used in the lightest weight possible that is clearest for the application being used.
  • Neutraface 2 Text is best used for subheads or small bodies of text, such as captions, diagrams, etc. It can also be used for headers at smaller sizes.
  • Mercury Text is our standard typeface for body copy—specifically for large bodies of text. For emphasis, italics may be used. Se-mibold or bold may be used when secondary or tertiary emphasis is required.
  • In order to maintain the integrity of our type system, the following general guidelines should be observed when laying out text.
  • Headlines should be set in Neutraface 2 Display in all caps with sufficient tracking (about 50–75) at sizes 16 pt and up. Keep the leading fairly tight. Using a different color from the rest of the text can better set the headline apart. Headers below the 16 pt size can be set in Neutraface 2 Text
  • Subheads may be set in Neutraface 2 Text 16 pt and below in sentence case without tracking. The leading can be tightened up a bit but make sure ascenders and descenders don’t overlap.
  • Mercury Text comprises the bulk of the body copy. Feel free to loosen the leading to better match the typographic “color” of the header and subheads.
  • Header: Neutraface 2 Display, 24 pt size, 26 pt leading, 50 tracking, all caps, silver; Subhead: Neutraface 2 Text, 14 pt size, 16 pt leading, 0 tracking, sentence case, white; Text: Mercury Text G2, 10 pt size, 14 pt leading, 0 tracking, sentence case, white
Logo Usage
  • Our logos are the cornerstone of our visual identity. It is essential that these marks are executed consistently according to the following guidelines.
  • The wordmark is our primary logomark and the basis of our identity system. It should be used in instances where the master brand is front and center. It is used in applications that are center-aligned, in-line with text, document footers and headers. It should be used only in one of the three brand colors: black, silver, or white.
  • The ® symbol should always accompany the mark, except in applications where it is too small to be legible.
  • Never stretch, condense, or otherwise modify the wordmark in any way.
  • Adequate spacing should be given to the wordmark. Use the wordmark’s “M” character as a guide to determine proper spacing.
  • The tab is a distinct element in our identity system, used on products and packaging to connect sub-brands to the master brand. It is placed in the top-right corner of the page or product whenever possible.
  • The tab should always be used in instances where the Malouf brand is meant to take a supporting role, specifically in its roll as an endorser brand. Where the master brand is featured prominently, use the wordmark instead.
  • For visual reinforcement of this convention, the tab can be used in many instances outside of these applications, such as presentations, letterheads, business cards, advertisements, etc.
  • Placed in the top right corner, the distance from the edge should be equal to the height of the tab. The top of the tab should align with the top of the layout (with sufficient bleed in print applications).
  • The wordmark within the tab is knocked out to the color behind the tab, except in instances where it creates problems with legibility.
Tone And Messaging
  • Our brand voice should reflect our personality and values, as well as accurately portray our brand promise. Consider these guidelines when writing content for all brand applications.
  • Understated Elegance Luxury needs no special introduction. It is self-assured without being self- absorbed. Our quality, expertise and style should speak for itself.
  • Approachable Expertise We are the sleep experts. We speak with authority, but we never talk down to our consumers. Industry terminology can be used when relevant but, we should always strive for clarity.
  • Refined Casualness Having class not mere formality: it’s displaying poise in proper context. Casual can be classy; spontaneity can be sophisticated; a bit of humor will go a long way—but always with a subtle touch.
Brand Values
  • As the underpinnings of our core values, the brand platform provides context to the entirety of our brand expression. It defines who we are, what we believe, and what we strive to accomplish.
  • Our brand voice should reflect our personality and values, as well as accurately portray our brand promise. Consider these guidelines when writing content for all brand applications.
  • Understated Elegance Luxury needs no special introduction. It is self-assured without being self- absorbed. Our quality, expertise and style should speak for itself.
  • Approachable Expertise We are the sleep experts. We speak with authority, but we never talk down to our consumers. Industry terminology can be used when relevant but, we should always strive for clarity.
  • Refined Casualness Having class not mere formality: it’s displaying poise in proper context. Casual can be classy; spontaneity can be sophisticated; a bit of humor will go a long way—but always with a subtle touch.
  • Malouf is masculine and refined. He has a high-class sense of style and appreciates the finer things in life. Malouflives in mod­ern homes and lofts with details set in hard lines and darker shades. Simple and ele­gant, Malouf embodies affordable luxury.
Visual Style
  • It should be used only in one of the three brand colors: black, silver, or white.
  • The ® symbol should always accompany the mark, except in applications where it is too small to be legible.
  • Never stretch, condense, or otherwise modify the wordmark in any way.
  • Adequate spacing should be given to the wordmark. Use the wordmark’s “M” character as a guide to determine proper spacing.
  • The tab is a distinct element in our identity system, used on products and packaging to connect sub-brands to the master brand. It is placed in the top-right corner of the page or product whenever possible.
  • Placed in the top right corner, the distance from the edge should be equal to the height of the tab. The top of the tab should align with the top of the layout (with sufficient bleed in print applications).
  • The wordmark within the tab is knocked out to the color behind the tab, except in instances where it creates problems with legibility.
  • The colors we use are a reflection of our brand voice. Understated elegance is manifest in deep, rich blacks, clean whites and glossy metallic finishes.
  • These primary brand colors should be predominantly used in all brand collateral. Use of any other colors—such as special call-outs or links— should be refined, carefully considered, and extremely limited.
  • Accent colors may extend to metallics outside Silver C. These colors should remain harmonious to the main brand colors and not be overly bright or saturated.
  • The following ratios should be considered when working with the brand colors. These ratios are meant as a general guideline and may be altered in instances where a different approach might offer increased legibility or function.
  • 60% Black creates a sense of drama, mystique and elegance. Use generously.
  • 30% White evokes clarity, cleanliness and calm. Use for large bodies of text or information.
  • 10% Silver adds a subtle touch of flash. In print, use as a metallic ink whenever possible.
  • Our suite of premium typefaces is carefully selected to reinforce the Malouf asethetic in both subtle and striking ways. A bold yet refined application of these typefaces can elevate every instance of our brand.
  • Neutraface 2 Display is always used for headers, page titles, or any large copy, never for body copy. It should often be used in the lightest weight possible that is clearest for the application being used.
  • Neutraface 2 Text is best used for subheads or small bodies of text, such as captions, diagrams, etc. It can also be used for headers at smaller sizes.
  • Mercury Text is our standard typeface for body copy—specifically for large bodies of text. For emphasis, italics may be used. Se-mibold or bold may be used when secondary or tertiary emphasis is required.
  • Headlines should be set in Neutraface 2 Display in all caps with sufficient tracking (about 50–75) at sizes 16 pt and up. Keep the leading fairly tight. Using a different color from the rest of the text can better set the headline apart. Headers below the 16 pt size can be set in Neutraface 2 Text
  • Subheads may be set in Neutraface 2 Text 16 pt and below in sentence case without tracking. The leading can be tightened up a bit but make sure ascenders and descenders don’t overlap.
  • Mercury Text comprises the bulk of the body copy. Feel free to loosen the leading to better match the typographic “color” of the header and subheads.
  • Header: Neutraface 2 Display, 24 pt size, 26 pt leading, 50 tracking, all caps, silver; Subhead: Neutraface 2 Text, 14 pt size, 16 pt leading, 0 tracking, sentence case, white; Text: Mercury Text G2, 10 pt size, 14 pt leading, 0 tracking, sentence case, white
  • Malouf is masculine and refined. He has a high-class sense of style and appreciates the finer things in life. Malouflives in mod­ern homes and lofts with details set in hard lines and darker shades. Simple and ele­gant, Malouf embodies affordable luxury.
  • Modern elegance with a masculine feel.
  • Gray, Black, Charcoal, Metallics
Layout And Composition
  • Adequate spacing should be given to the wordmark. Use the wordmark’s “M” character as a guide to determine proper spacing.
  • Headlines should be set in Neutraface 2 Display in all caps with sufficient tracking (about 50–75) at sizes 16 pt and up. Keep the leading fairly tight. Using a different color from the rest of the text can better set the headline apart. Headers below the 16 pt size can be set in Neutraface 2 Text
  • Subheads may be set in Neutraface 2 Text 16 pt and below in sentence case without tracking. The leading can be tightened up a bit but make sure ascenders and descenders don’t overlap.
  • Mercury Text comprises the bulk of the body copy. Feel free to loosen the leading to better match the typographic “color” of the header and subheads.
  • Header: Neutraface 2 Display, 24 pt size, 26 pt leading, 50 tracking, all caps, silver; Subhead: Neutraface 2 Text, 14 pt size, 16 pt leading, 0 tracking, sentence case, white; Text: Mercury Text G2, 10 pt size, 14 pt leading, 0 tracking, sentence case, white
Brand Architecture
  • Malouf is a sleep accessories company that offers a wide range of products. Those products are separated into five categories that are sub-brands of the primary brand.
  • Z® Pillow collection consisting of many types of materials like memory foam and latex
  • Woven™ Luxury bed linens combine superior materials with innovative technologies
  • Sleep Tite® Mattress protectors with a variety of protection and technologies
  • Structures® Bed frames that are strong, quiet and reliable
  • Isolus® Mattress toppers for an afforadable, easy way to upgrade or customize your mattress
Tagline
  • Our tagline is an expression of our brand. “Attainable luxury” speaks to our commitment to creating moments of comfort and ease, beauty and elegance, refinement and sophistication every day through customized bedding options.
  • The tagline is best used for placements that benefit from the additional context it provides, such as areas of limited space and materials where the brand is new to the audience.
🐛 Report