Brand Guidelines

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 G A U R A I YA

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 “Once in a while, right in the
middle of an ordinary life,
love gives us a fairy tale.”

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 “We create the perfect
trousseau for that fairy tale.”

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Gauraiya

Brand identity manual

This will provide you with general rules about using

our brand assets consistently. These guidelines will be
applicable to all media including social media, print media,
packaging and the in store space.

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Content

Part I
Defining our brand

Part II
Design elements

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Defining our brand

We lay out the foundations of the Gauraiya in this section,

including what we stand for, what distinguishes us, why we
use the language we use, and how we’ve
made the decision to step into the world.

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Who are we?
Gauraiya is a bespoke bridal
wear brand that places a strong
emphasis on craftsmanship and
gives attention to detail.
Part I | Defining our brand
Mission
It is to work individually with each client and create
exquisite bridal garments that creates strong
bonds between people and their attires.
Vision
To help people understand and deeply connect
with crafts, and also to create an ecosystem where
craftsmen are valued for their skills and handwork.
Values
We are humble, respectful, down to earth to our customers
and ingenious to our heritage, culture and crafts.
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Our personality and voice
What we do reflects
exquisite craftsmanship and
unmatched elegance.
Part I | Defining our brand
Personality
Everyman, as we want to create a scene of
belonging, we are down to earth and supportive.
Lover, as we try to create closeness between the garments
and the owner. A kind of intimacy that creates vast
emotions and indulges them to reflect into memories.
Creator, as we are innovative, creative and imaginative
with the designs we create and deliver.
Tone of voice
We are serious yet enthusiastic about our work.
What we say reflects exquisite craftsmanship
and has unmatched elegance.
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Design elements

We provide instructive examples and best practices

for utilizing Gauraiya brand assets in this area.

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 Our Logo

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Symbol Part II | Design elements

‘Gauraiya’, is a Hindi world that translates to sparrow, a

bird that when sings, it’s chirping can be heard all over.
Our logo is simple, depiction of the bird sitting calmly on a
jharoka, carefree, ready to explore new with it’s next flight.

As the brand is based out of Delhi and rooted in

it’s culture, also reflects the same as sparrow is
the state bird of Delhi and the jharokas an integral
part of the historical monuments of the place.

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Logo lockups and clear space Part II | Design elements

To guarantee the proper amount of breathing

room, the clear space surrounding the logo should
be equal to the X height (A) of the word mark.

For both large- and small-scale applications, the logo

must always be horizontally oriented. Any one of the
logo lock ups can be used in accordance to the space

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Tagline and partnership Part II | Design elements

To guarantee the proper amount of breathing

room, the clear space surrounding the logo should
be equal to the X height (A) of the word mark.

For both logos (partnership and Gauraiya) proper

surrounding space must be used and the given petled
shape ‘x’ mark should be used denoting a collaboration

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Social Icons Part II | Design elements

To ensure a cohesive look over the web platforms

like blogs, website, applications like amazon
or social media like Instagram or Whatsapp,
appropriate social icons must be used.

A special petal shaped icon has been

Square 23 pt round Circle Petal designed as a social media posts mark.

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 Our colors

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Color pallet Part II | Design elements

Gauraiya blue Gauraiya maroon Gauraiya cream Gauraiya gold

Hex: #ba9e6b The purpose of the brand color palette is to provide
Hex: #17333d Hex: #4a0819 Hex: #ede5cf
RGB: 23,51,61 RGB: 74,8,25 RGB: 237,229,207 RGB:186, 158, 107 a visual connection between the marketing,
HSB: 196, 62, 24 HSB: 344,89,29 HSB: 45,13,93 HSB: 39, 42,73 communication, and other brand touch points. It will
CMYK: 15, 4, 0, 76 CMYK: 0,26,17,91 CMYK: 0,3,12,7 CMYK: 28,53,66,2 aid in improving visual identification and familiarity. The
PMS: P 16-12 C
PMS: 5463U PMS: 7421C PMS: P 8-9 C color scheme of Gauraiya is provided for the same.

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Color combinations Part II | Design elements

The following are the color combinations that

must be used while creating the brand assets.

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 Our Typography

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Typography Part II | Design elements

Kurale
ABCDEFGHIJKLMNO
PQRSTUVWXYZ

abcdefghijlmnopqrst
uvwxyz

Kurale is a serif typeface with soft shapes, and

special terminal forms which are shaped like curls.
Livvic, medium Livvic, light They connect each letter to create attractive word
shapes and text blocks with a fine texture.
ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO It is used for headings and quotations.
PQRSTUVWXYZ PQRSTUVWXYZ
Livvic has an open, neat and friendly design which is
abcdefghijlmnopqr abcdefghijlmnopqrs warm and welcoming. Livvic light is used for body copy
stuvwxyz tuvwxyz and medium in places to highlight certain texts.

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 Graphic patterns

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Forms and motifs Part II | Design elements

The forms of the patterns are derived from the logo

symbol. The basic forms can be used in different
permutation combinations to form motifs.

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Patterns and repeats Part II | Design elements

These forms could be used in a radial as well as linear

manner to dorm patters and repeats.
The opacity of these elements can be played around with
but the color remains constant, that is Gauraiya Gold.

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 Incorrect usage

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Incorrect usage of logo Part II | Design elements

Some examples of things that should not be done.

Do not use different color for the logo
Do not distort or change the form of the jharoka
Do not change the transparency
Do not change the orientation
Do not add shadows
Do not use outlined logo
Do not recreate using other typeface

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Incorrect usage of color Part II | Design elements

Some examples of things that should not be done.

Do not add new color to the color pallet

Do not change the color combinations

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 Photography and imagery style

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 Part II | Design elements

Flat-lays Zoomed images

The images when clicked as flat-lays must have a clean

and texture free background.

Zoomed in images of textures and patterns on the

garment should be clicked such that no other thing than
the garment is visible.

Images with models should be clicked in outdoors in

locations which preferably have long arched gateways
With models With models or jharokas.

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 Part II | Design elements

Photos of artisans must be taken up close, showing their

complete or a part of their face or zoomed in hands that
are working.

Other created graphical images should use the forms

and patterns in a similar manner as mentioned in th
With artisans With graphics style guide previously.

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