Brand Book

Get to know the Living Creations® brand identity – learn how to use it and bring it to life.

Living Sugar Rush® in a pot

Logo

Universal and everlasting→

Typography

The pillar of our brand→

Language

Clear and accessible→

Colour

The power of black and white→

Images

Serenity and simplicity→

Iconography

Show, don’t tell→
Hydrangea pan. Living Little Blossom® in pot
Hydrangea pan. Living Little Blossom® in pot
Hydrangea pan. Living Little Blossom®
Hydrangea pan. Living Little Blossom®
Living Creations® plant labels
Living Creations® plant labels
Hydrangea pan. Living Little Blossom® in pot

Who we are

Living Creations® provides the ultimate garden experience, everlasting and trouble-free. Our Hydrangeas are visually attractive plants that are easy to maintain, can withstand severe winters, bloom every summer, boost biodiversity and last a lifetime.
Hydrangea pan. Living Little Blossom®

Who we serve

From professional horticulture geeks to those not blessed with green thumbs. They’re people united by their love of plants. We know them because we share their passion.
Living Creations® plant labels

What we look like

Our visual identity is universally applicable, and based on black and white. The minimalistic design lets our plants take centre stage. We introduce colour through images of our Hydrangeas.
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Logo

Request logos

Our logo is universally applicable and based on minimalistic shapes. Its legibility works at any size, on any application.



Clearspace logo
The clearspace around the logo is equal to the first four letters ‘LIVI’.




Clearspace icon
The clearspace around the icon is equal to 20% of the icon.








Colour
The logo should be white on darker backgrounds and black on lighter backgrounds.









Logo guidance


Do use the logo, don’t type out Living Creations in other fonts.

Don’t stretch or manipulate the logo.

Do only use the logo in black-grey or white-grey.


Do always use the tagline (last a lifetime) in grey against a black or white background.

Do use the logo in pure black or white on a photograph.

Don’t use outlines or other design options.

Logo

Our logo is universally applicable and based on minimalistic shapes. Its legibility works at any size, on any application.

Download logos
Clearspace logo
The clearspace around the logo is equal to the first four letters ‘LIVI’.


Clearspace icon
The clearspace around the icon is equal to 20% of the icon.



Colour
The logo should be white on darker backgrounds and black on lighter backgrounds.




Logo guidance

Do use the logo, don’t type out Living Creations in other fonts.

Don’t stretch or manipulate the logo.

Do only use the logo in black-grey or white-grey.

Do always use the tagline (last a lifetime) in grey against a black or white background.

Do use the logo in pure black or white on a photograph.

Don’t use outlines or other design options.

Colour

We have a minimal palette of brand colours, dominated by black and white. The colours are used to provide accessibility, simplicity and consistency throughout all our brand communications. We employ grey to call out moments of support and other important interactions between user and brand. Do we ever use colour? Only through images of our Hydrangeas.

Request colours

Colour

We have a minimal palette of brand colours, dominated by black and white. The colours are used to provide accessibility, simplicity and consistency throughout all our brand communications. We employ grey to call out moments of support and other important interactions between user and brand. Do we ever use colour? Only through images of our Hydrangeas.

Request colours
Primary brand colours
Our primary brand colours are black and white. White lets our premium black work for us while providing a lighter feel.


LC BLACK
RGB | 0 0 0
CMYK | 50 50 50 100
HEX | 000000
PMS | Black

LC WHITE
RGB | 255 255 255
CMYK | 00 00 00 00
HEX | FFFFFF
PMS | White





Secondary brand colour
LC Grey is an important colour that should be used sparingly for moments of support.

LC GREY
RGB | 148 148 148
CMYK | 16 11 12 32
HEX | 949494
PMS | 421 U
Primary brand colours
Our primary brand colours are black and white. White lets our premium black work for us while providing a lighter feel.


LC BLACK
RGB | 0 0 0
CMYK | 50 50 50 100
HEX | 000000
PMS | Black

LC WHITE
RGB | 255 255 255
CMYK | 00 00 00 00
HEX | FFFFFF
PMS | White
Secondary brand colour
LC Grey is an important colour that should be used sparingly for moments of support.

LC GREY
RGB | 148 148 148
CMYK | 16 11 12 31
HEX | 949494
PMS | 421 U
Summary

01

Embrace the power of black and white

Our primary brand colours are black and white. They are used to provide accessibility, simplicity and consistency throughout all our brand communications.






02

Bring in colour through images

We bring in colour through images of our Hydrangeas. That way, they take centre stage.





03

Highlight the most important message

In a busy world, no one has time to read the entire text. That’s why we are big fans of highlighting the most important message.


Typography

Request fonts

These are the typefaces we use. They are the pillars of our brand identity. Our typography is a combination of Scandinavian minimalism and classic elegance.









Typography guidance

Don’t adjust tracking or kerning.

Don’t use all caps. Ever.

Do use the recommended line-spacing for optimal legibility.


Don’t use coloured typography. Black, white and grey only.

Don’t make any of the hierarchy levels the same size or scale as another one.

Do a always align to the right or centre text. Never to the left.

Images

Our photography inspires our audience of young and old, customers and partners, local and global. Images of how Living Creations® Hydrangeas are grown at the nursery are unnecessary for consumer marketing. We build on how it feels to enjoy a Hydrangea in your garden.

Photography Dropbox

Images

Our photography inspires our audience of young and old, customers and partners, local and global. Images of how Living Creations® Hydrangeas are grown at the nursery are unnecessary for consumer marketing. We build on how it feels to enjoy a Hydrangea in your garden.

Photography Dropbox

Serenity and simplicity

Our photography is characterised by its serenity and simplicity. We combine our Hydrangeas with plants that suit this minimalism, e.g. bamboo and grasses.

Natural conditions

From professional horticulture geeks to those not blessed with green thumbs. They’re people united by their love of plants. We know them because we share their passion.

Distinctive characteristics

Focus on the distinctive features of our Hydrangeas. This will highlight our cultivars’ unique qualities. Use closeups for the win.
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Language

Downloads

Beyond word and style choices, our tone of voice embodies our belief in keeping plant care easy and accessible for everyone.

Language

Beyond word and style choices, our tone of voice embodies our belief in keeping plant care easy and accessible for everyone.

Downloads
Summary

01

Easy to understand at a glance

We prefer simple and direct language. Clear and straightforward communication is what we strive for.






02

Let Living Creations Hydrangeas introduce themselves

Every Hydrangea has its own story to tell. That’s why they introduce themselves to their future owners. Let’s be honest, we can’t do that better.






03

An ecosystem of Living Creations

For consistency we always add the word ‘Living’ to all of our cultivar names. The power of repetition ensures recognisability.


Iconography

Request icons

Inspired by globally known symbols and designed in a clear and recognisable way. The result is quick and effective communication.







How to use this guide

All of the Living Creations’ brand features are proprietary. By using any of the trademarks, logos, designs and/or other brand features, you acknowledge your acceptance of the terms in the brand guidelines.

Download terms and conditions

Iconography

Inspired by globally known symbols and designed in a clear and recognisable way. The result is quick and effective communication.

Request icons

How to use this guide

All of the Living Creations’ brand features are proprietary. By using any of the trademarks, logos, designs and/or other brand features, you acknowledge your acceptance of the terms in the brand guidelines.

Download terms and conditions