Brand Overview

Business Name: Natural State Design, LLC

Industry: Custom and Trendy Apparel

Brand Personality: Modern, stylish, expressive, and rooted in natural elegance.

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Logo Usage

Primary Logo:

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Clear Space: Maintain a minimum clear space around the logo equal to the height of the “N” in Natural.

Minimum Size: Ensure logo is legible at all sizes; recommended minimum width is 150px.

Do Not: Stretch, rotate, recolor, or place on busy backgrounds.

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Color Palette​

• Soft Gold: #D7C192

Elegant accent color for highlights and luxe touches

• Charcoal: #262A2D

Primary dark tone for text, backgrounds, and contrast

• Stone Grey: #8B857C

Neutral tone for secondary text or subtle backgrounds

• Warm Taupe: #C2B5A2

Soft neutral for product backgrounds or overlays

• Ivory Mist: #FAF4ED

Clean, light background for airy, modern feel

• Cloud White: #EDECEA

Secondary light tone for contrast and layering

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Typography

Primary Fonts:

• Peony Whisper – Elegant, decorative font used for headlines and special callouts.

• Helvetica Light – Clean, modern sans-serif used for body text and general readability.

• Kallimata Script – Handwritten script used sparingly for personal touches or quotes.

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Font Usage Examples:

• Headlines: Peony Whisper, 36pt, Soft Gold

• Body Text: Helvetica Light, 14pt, Charcoal

• Accent Text: Kallimata Script, 18pt, Stone Grey

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Imagery Style

Tone: Natural, earthy, expressive

Subjects: Lifestyle shots, product close-ups, behind-the-scenes

Filters: Soft lighting, warm tones, minimal editing

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Voice & Tone

Voice: Friendly, confident, and creative

Tone: Empowering, trendy, and approachable

Example: “Wear your vibe. Express your style.”

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Conclusion

By following these brand guidelines, Natural State Design will maintain a consistent and professional image across all platforms and communications. The NSDesign logo, color palette, typography, imagery, and tone of voice all work together to create a brand that is expressive, confident, and energetic, emphasizing themes of strength, reliability, and empowering..

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