brand guideline
RUNERRA
Department
Marketing Team
Launch
Q1 2019
Color Palette
Tones & Values
Primary Colors
PURPLE PEOPLE
HEX | #622D91
RGB | 98, 45, 145
SAUCY
HEX | #FF5C66
RGB | 255, 92, 102
LEMON
HEX | #FEC525
RGB | 254, 197, 37
Secondary Colors
BLUE RASPBERRY
HEX | #0099D1
RGB | 0, 153, 209
ONYX GREY
HEX | #404040
RGB | 64, 64, 64
BUNCH OF CRUNCH
HEX | #9C00FF
RGB | 156, 0, 255
CORAL
HEX | #FF8D98
RGB | 255, 141, 152
BUTTER
HEX | #FFDD88
RGB | 255, 221, 136
LIL OCEAN
HEX | #61C9E5
RGB | 97,201,229
GREY DUCK
HEX | #898888
RGB | 137, 136, 136
Typography
Three stylish and versatile fonts that comes in different variations
to create font hierarchy & convey emotion.
H1 | Quicksand Font
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
H2 | Comforta Font
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Paragraph | Muli Font
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Illustration
Runerra's design language is a 50/50 balance between sharp & round objects. We also add depths to our illustrations by using subtle shadows.
50/50 Balance
Brand Voice
We are casual & helpful. We speak like real people. We are not typical.
We are Casual & Helpful
"You've accomplishes a lot this year.
Celebrate with a $5 Chipotle.
You earned it."
"I can hear your stomach growling from here. Last day for $5 Chipotle and Noodles & Co."
We talk like people
"Rise & Grind with a cup of Caribou Coffee! Delivery free on us."
“Forgot Gifts? We did too.
50% off Target Runs all day!”
"Your dentist appointment is tomorrow. Jk, get caribou coffee delivered on us."
We are not typical (do nots)
"50% off, Today only!"
"Don't miss a free Insomnia Cookie and $5 Raising Cane's."
"Last chance for $5 Raising Canes & Free Insomnia Cookie Delivery."