Peretti

Brand Guidelines

2019

Brand Summary

Mission

• Luxury does not have to be redefined, but rather re-experienced, reimagined and remembered. When a client experiences a quality product, they are immediately drawn into everything a brand has to offer [^1].

Core Values

• Luxury
• Quality
• Italian heritage
• Timelessness
• Style
• Grace
• Confidence
• Lifestyle
• Love

Target Audience

• Luxury consumers worldwide, particularly those who appreciate Italian heritage and refined style [^2].

Personality Traits

• Elegant
• Timeless
• Confident
• Graceful
• Sophisticated
• Refined

Visual Identity Overview

• The brand visual identity is minimalist, elegant, and sophisticated, featuring a monochrome palette (black, white, gray), timeless serif and sans-serif typefaces (Trajan Pro, Avenir Light, Avenir Medium), and strict logo usage guidelines. Imagery emphasizes tranquility, elegance, and Italian heritage, with consistent application across packaging, stationery, and digital platforms [^3].

Categories

Brand Imagery

• Elegant Woman by the Lake - The image should feature a woman standing on a weathered wooden log or stump near a body of water with an expansive, calm lake or sea behind her. She is wearing a flowing, elegant white dress with a sleeveless or off-shoulder design, slightly lifted by a gentle breeze, revealing her exposed legs and calves. Her hair is long, loose, and slightly wavy, cascading over her shoulders. She has a relaxed, contemplative pose, with arms crossed or gently holding her dress. In the background, there should be a large, prominent mountain, likely Mount Vesuvius, with a gentle slope and a slightly flattened or rounded summit, under a partly cloudy sky with patches of blue and soft white clouds. The sky should be bright, indicating daytime, with soft natural lighting. To the left of the woman, there should be a set of wooden lounge chairs, one of which she may be partly standing on or near, and the surface where she stands should resemble a wooden pier or deck area. The scene should evoke tranquility and elegance. The text ‘PERETTI’ in large, uppercase letters and ‘ITALY’ in smaller letters below should be positioned at the top center of the image with ample spacing, placed against the sky background.
• Venetian Canal Scene with Bridge - The image should depict a view of a canal in Venice, Italy, illustrating the iconic Ponte dei Sospiri (Bridge of Sighs) above the water. The bridge should be made of light-colored stone, arched, and enclosed with small rectangular window openings, banners, or decorative elements visible. Along the canal’s edges, there should be historic, ornate buildings with intricate architectural details, such as arched windows and columns, reflecting a classical Venetian style. Several small boats, typical of Venice, should be floating on the canal, some with visible oars or coverings, positioned at varying depths to create a sense of depth and activity. The overall scene captures a peaceful, historic atmosphere with the water’s surface showing reflections of the buildings and boats, and a sky with soft, natural lighting, possibly overcast to match the subdued tone. Text overlays include ‘PERETTI ITALY’ at the top center and ‘2.0 TYPEFACE DETAILS’ towards the bottom left, with a thin separator line below the text. The scene emphasizes architectural elegance and water-based transportation typical of Venice.
• Color and Branding Layout - The image features three horizontal sections stacked vertically, each containing the brand name ‘PERETTI’ with the word ‘ITALY’ beneath it; the top section has a black background with white text, the middle section has a white background with black text, and the bottom section has a dark gray background with white text. Adjacent to these sections, on the right side, there are three gray rectangular boxes with the word ‘PERETTI’ and ‘ITALY’ in white text, aligned vertically. Below these, there are three labeled boxes corresponding to different shades of nail polish or cosmetic products: the first box labeled ‘NERO C’ with a description of process ‘C70 M50 Y30 K00,’ screen color ‘F00’, and web code ‘HEX 000000’; the second labeled ‘BIANCA C’ with process ‘C00 M0 Y0 K0,’ screen color ‘F255 G255 B255,’ and web code ‘HEX FFFFFF’; the third labeled ‘GRIGIO FREDDO 9 C’ with process ‘C55 M47 Y44 K10,’ screen color ‘R120 G150 B145,’ and web code ‘HEX 787777.’ The overall composition emphasizes color swatches, process, screen, and web codes related to color standards, with a clean, structured layout and a neutral color palette emphasizing black, white, and shades of gray.

Color Palette

• NERO C PROCESS C70 M50 Y30 K100 SCREEN R0 G0 B0 WEB HEX 000000
• BIANCA C PROCESS C0 M0 Y0 K0 SCREEN R255 G255 B255 WEB HEX FFFFFF
• GRIGIO FREDDO 9 C PROCESS C55 M47 Y44 K10 SCREEN R120 G120 B120 WEB HEX 78777A

Typography

• We chose a timeless font “Trajan Pro”, spatially designed to create style, grace and confidence within the minds of luxury consumers worldwide.
• Only three font styles are used in the branding for PERETTI, from three different families: Trajan Pro, Avenir Light and Avenir Medium.
• Trajan Pro serves as the typeface for the Logoand primary headlines for online and printed materials.
• Avenir Light serves as a supporting typeface for subheadlines and body copy in online and printed materials. The huge variety of weight and style of this font will allow for flexibility for future growth of PERETTI’s brand identity.
• Avenir Medium serves as the headline typeface throughout marketing and editorial materials.
• This font is used as the main letters for a headline. It is also the font that was used and inspired for the PERETTI Brand Idenitity. Always use the approved version of the logo before applying.
• Avenir Light is the sole typeface in the tagline. Its style allows for bold application, and it can also be used as an option for secondary headlines on printed and online pieces.
• Avenir Medium is a versatile font that can be used for all sub headlines used before standard body text, ranging from stationery, website design, brochures, and all forms of general correspondence.
• Do not use any other font, no matter how close it might look to the original logo.
• Do not squish or stretch the logo. In most programs, holding down the SHIFT key allows for proportional resizing.

Logo Usage

• Gray striped area indicates Safe Zone. Other graphical and visual elements can be safely positioned up to the adjoining gray area.
• Gray indicates Clear Space. The gray area must be kept free of all other graphical and visual elements.
• The minimum required Clear Space is defined by the measurement from the beginning of the ‘P to the end of the first E’ (equal to the height of the “PERETTI ITALY” logo).
• To ensure your brand logo is not the victim of aesthetic vandalism, the general rule to abide by is: do not change, alter, or modify any part of the logo.
• Do not resize or change position of any elements of the logomark.
• Do not use any other font, no matter how close it might look to the original logo.
• Do not squish or stretch the logo. In most programs, holding down the SHIFT key allows for proportional resizing.
• This version of the logo is appropriate for most applications in print and digital media. The logo should be applied horizontally.

Layout And Composition

• Gray striped area indicates Safe Zone. Other graphical and visual elements can be safely positioned up to the adjoining gray area.
• Gray indicates Clear Space. The gray area must be kept free of all other graphical and visual elements.
• The minimum required Clear Space is defined by the measurement from the beginning of the ‘P to the end of the first E’ (equal to the height of the “PERETTI ITALY” logo).

Social Media Guidelines

• As social media platforms include company name in text, only a glyph is necessary to represent PERETTI.