Brand guide · Makeup by Jolie

Brand guide · v1

Baby pink, cream white and gold, with editorial type and one handwritten signature. Use this page to keep the website, Instagram, price lists and print consistent.

Logo

Primary, stacked SVG · PNG

Reverse, on cocoa SVG · PNG

Horizontal, website header SVG · PNG

Monogram, avatar and favicon SVG · PNG

Clear space

Leave space around the logo at least the height of the "M" in MAKEUP BY on every side.

Minimum size

Stacked: 120 px / 30 mm wide. Horizontal: 140 px / 35 mm. Below that, use the monogram.

Gold foil

The script is always gold, as foil on screen and gold foil or ink in print. The capitals follow the text colour.

Please don't

Stretch or squash it

Recolour the script

Place it on busy backgrounds

Add shadows or effects

Colour

Roughly 70% cream, 20% baby pink, 10% gold and cocoa. Gold is a line, not a fill. Contrast ratios are listed against cream and pink. 4.5 or higher is safe for body text.

Cream white

#FBF7F1--cream

Page background. The default canvas.

On cream 1.0 · On pink 1.2

Baby pink

#F6DCE1--baby-pink

Bands, panels, highlight covers.

On cream 1.2 · On pink 1.0

Pink deep

#EBC2CB--pink-deep

Hover states and photo placeholders.

On cream 1.5 · On pink 1.2

Gold

#C9A56A--gold

Lines, rings, icons and the logo foil. Never for text.

On cream 2.2 · On pink 1.8

Antique gold

#7A5C29--gold-deep

Gold text, links, italic accents.

On cream 5.8 · On pink 4.8

Cocoa ink

#3B2A2C--ink

Body text and primary buttons.

On cream 12.7 · On pink 10.5

Type

Display · Bodoni Moda

Soft glam for the days you'll look back on.

Headlines and service names. Use regular weight and one italic phrase in antique gold per headline. Free on Google Fonts.

Text · Hanken Grotesk

Come with clean, moisturized skin. Jolie preps, builds light layers and sets everything to last through the day.

Labels · Buttons · 0.2em tracking

Body copy, buttons and small caps labels. Use 400 for text and 600 for caps. Free on Google Fonts.

Signature · Mrs Saint Delafield

Logo only. It's already converted to outlines in the logo files. Don't set new words in the script.

Aa Step 5 · Hero

Aa Step 4 · Section

Aa Step 3 · Feature

Aa Step 2 · Card

Aa Step 1 · Lede

Elements

Buttons

Book now Bridal

Square corners, tracked capitals. Use one cocoa button per view and ghost buttons for everything else.

Arch frame

The arched vanity mirror is the signature frame. Use it on hero and portrait photos, with a gold offset line. Other photos stay rectangular.

Price list

Icons

Fine line icons on a 24 px grid with a 1.25 stroke and round ends. Use them in antique gold or cocoa, never filled.

heart
ring
brush
mirror
calendar
pin
sparkle
camera
arrow
instagram

Instagram

Matching story highlight covers in 1080 × 1920. In Instagram, edit a highlight, tap "Edit cover" and upload the image. Use the monogram as the profile photo for the business account.

reviews
bridal
glam
studio
book
tips

Voice

Sounds like Jolie

"Come with clean, moisturized skin and I'll take it from there."
"Soft, glowy, and still you."
"Saturdays in summer fill up first, so grab your date early."

Not quite

"Elevate your beauty journey with transformative artistry."
"Flawless, snatched, 10/10 ✨✨✨"
"Unparalleled luxury makeup experience."

Warm, plain and specific. Write in the first person on Instagram and in the third person ("Jolie") on booking and policy pages. Use one emoji at most and keep it out of headlines.