LoungewearIdentity & brand manual
A woven square,
and room around it.
Comfy Chic Loungewear
00The project
- Client
- YOMO 优麻
- Sector
- Loungewear
- Year
- 2022
YOMO 优麻 makes loungewear, and its line is “Comfy Chic Loungewear”: comfortable, and still put together. So the mark says little. Twelve fine lines weave into a square; beside it, four letters in a slender serif, set wide apart. One colour, an olive green, on warm paper.
- Woven-square mark
- Serif wordmark
- Horizontal & vertical lockups
- Social media avatars
- One-colour versions & clear space
- 11-page brand manual
01The mark
Twelve lines,
woven into a square.
Four bundles of three fine lines, each turned a quarter from the last and passing under the next — a basket weave, or warp and weft. From a distance it is a textured square; only up close is it lines. Line and gap are the same width, so it holds together down at avatar size.
Dashed: the four bundles, each lying over the next in turn.
Down to size
- 128 px
- 64 px
- 32 px
- 16 px
02Signature
Letters set wide,
with air between them.
The four letters are a high-contrast hairline serif, spaced nearly a letter apart so the name reads slowly and loosely. The horizontal lockup takes long formats — a storefront, a page header; the vertical one takes squares and circles. Clear space is measured in O’s: at least one letter O of air on every side.
HorizontalVertical · reversed
Vertical03Colour
One green,
one sheet of paper.
Olive is the only brand colour — greyed enough not to compete with the clothes — on a slightly warm white. Where print or a background won’t take it, the logo goes all black or all white, mark and name together, never split. The social avatars, round and square, use the vertical lockup.
RGB 75 87 60
RGB 242 237 230
Social avatars · round and square
04Brand manual
Eleven pages,
ready to hand on.
The manual is landscape and as quiet as the mark: page two puts the logo on a full page of olive, then come the signature, lockups, icon and avatars, clear space and one-colour use, one subject to a page.