Brand Guide: Danica Jubilee

For the young soul, the free spirit, the animal lover, or the one who simply appreciates a good laugh, Danica Jubilee is the perfect companion.

This joyful collection is a celebration of the simple things that bring color, vibrancy, and inspiration to our lives. From designs and motifs that celebrate watching your garden grow, touring your town by bike, to encouraging messages, Danica Jubilee reminds us that we all have the power to cultivate kindness in our community and to make our world a better place. An eclectic collection that connects us all with heartfelt gift ideas and items for our homes - let Danica Jubilee be the reason you smile today!

Brand Statement

Vibrant gifts and goods that cultivate kindness and spark joy.

Brand Statement

Vibrant gifts and goods that cultivate kindness and spark joy.

  • The Look

    • Fun
    • Cheeky
    • Whimsical
    • Colorful
    • Full of personality
    • Giftable

  • The Products

    • Kitchen Linens
    • Tabletop
    • On the Go
    • Gift

  • The Customer

    • Gift
    • Lifestyle
    • Home Furnishings

  • The Voice

    • Playful
    • Pun forward
    • Light
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See all Danica Jubilee Products

Danica Jubilee

Brand Guidelines

  • Logo

    Logo

    Minimum application size: 0.5" wide

  • Logo Flag

    Logo Flag

    Minimum application size: 1" wide

  • Brand Colors

    Brand Colors

    Indigo Blue: Hex #283C63
    Honey Yellow: Hex #283C63
    Melon Red: Hex #F3715B
    Coral Pink: Hex #B2A49E

  • Brand Colors

    Brand Colors

    Sea Green: Hex #5BBBB2
    Pistachio Green: Hex #283C63
    Pebble Gray: Hex #B2A49E
    Feather Gray: Hex #F5AA3C

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  • logo variations

    logo variations

    The full Danica Jubilee logo should be used in full colour whenever possible, and appropriate. Minimum application size: 0.5" wide

    The 'j' brand mark can be used for secondary applications, where the full logo is already used elsewhere. It does not yet have the brand recognition to stand on its own.

    The horizontal Danica Jubilee logo is used only when graphic restrictions prevents the full logo.

  • Fonts

    Fonts

    Houschka Rounded: Display & Body
    Set in all lower case for display type.
    Tracking: 10-20

    Lust: Display
    Set in all lower case for display type.
    Tracking: 10-20

    Avenir: Body Copy
    Set in oblique weights.

    Source Sans: Web Safe
    Set in oblique weights. Fall-back fonts: Helvetica neue > Helvetica > Arial

  • patterns

    patterns

    The Danica Jubilee confetti pattern can be used with all brand colours.

    The polka dot pattern is used in support to artwork graphics, only in one standard scale and colorway.

  • applications

    applications

    Stick with lowercase text for Danica Jubilee as a general rule, paired with all uppercase accents. Special consideration: when a country name is involved, set that part of the message in all uppercase to get around the capitalization rule.

    Organic, 'wavy' baselines can be a fun treatment for Danica Jubilee header copy. Ensure to turn off ligatures for this treatment.

    Divider lines should be set to 'wavy' when possible. Set it in 6 pt (InDesign)a

  • graphic elements

    graphic elements

    Many icons and graphic elements exist for Danica Jubilee.

Additional Brand Resources

Danica Resources

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Photography Styling Guide

  • Photo Styling

    Look & Feel

    • Fun
    • Joyful
    • Bright
    • Colorful
    • Quirky
  • Photo Styling

    Backdrops

    • Colorful and bright painted backgrounds
    • Light wood
  • Photo Styling

    Layouts

    • Geometric layouts work well
    • Random layouts should have movement
    • Use risers to add depth and interest
    • Slanted horizon lines and corners are fun
    • Avoid hard shadows with high contrast
    • Make sure the props don't overpower the product
  • Photo Styling

    Props

    • Cookies, candy, fruit, snack food
    • Toys, decor, plants
    • All placed intentionally
    • Literal Props: give context to how the product is used
    • Figurative Props: more abstract, such as shapes that correspond to the product or items that pick up on design elements
    • Avoid shiny, low-budget dollar store type items
  • Photo Styling

    Styling Effects

    • Everything has its own space, shadows shouldn’t touch other objects.
    • Place props intentionally
    • Random layouts should have movement
    • Slanted horizon lines and corners are fun
    • Use riser to add depth and fun
    • Water effects and cut-out shaped props are effective
  • Photo Styling

    Themes & Stories

    • Literal props show off the function of products well.
    • Figurative props convey the light and fun tone of the brand
    • Get crafty with props
  • Photo Styling

    Scaling

    • Go in close on smaller items, and include props that give a sense of scale
    • Show product sets in use together with appropriate props for scale reference
  • Photo Styling

    Settings

    • Compositional breathing room let the product shine
    • Geometric layouts work well
  • Danica Jubilee Models

    Look & Feel

    • Quirky
    • Fun
    • Colorful
  • Danica Jubilee Models

    Wardrobe

    • Bold, coordinated solid colors
    • Monochromatic outfits
    • Dresses, sweaters, simple pants
    • Fun accents and accessories
    • Avoid denim & leather
  • Danica Jubilee Models

    Makeup & Hair

    • Polished makeup
    • Bold but color coordinated nails.
    • Hair is neat, polished, every strand in its place
  • Danica Jubilee Models

    Posing

    • Iconic
    • Simple
    • Angled
    • Neat

What Not To Do

  • Dramatic Lighting
    Jubilee Don'ts

    Dramatic Lighting

    Keep the lighting soft and natural to differentiate from our other brands. Avoid hard shadows and overlay effects.

  • Dark or Neutral Backdrops
    Jubilee Don'ts

    Dark or Neutral Backdrops

    Stay away from neutral, everyday or dark and weathered backdrops. Opt for colourful, painted backdrops instead.

  • Scattered props
    Jubilee Don'ts

    Scattered props

    Avoid scattered or 'spilled' props. Place them with a sense of movement or geometry instead.

  • Loose, relaxed layouts
    Jubilee Don'ts

    Loose, relaxed layouts

    Make layouts geometric, organized and intentional. Avoid 'in the moment' type scenes.

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  • Brand Description

    For the young soul, the free spirit, the animal lover, or the one who simply appreciates a good laugh, Danica Jubilee is the perfect companion. This joyful collection is a celebration of the simple things that bring color, vibrancy, and inspiration to our lives. From designs and motifs that celebrate watching your garden grow, touring your town by bike, to encouraging messages, Jubilee reminds us that we all have the power to cultivate kindness in our community and to make our world a better place. An eclectic collection that connects us all with heartfelt gift ideas and items for our homes - let Jubilee be the reason you smile today!

  • Brand Statement

    Vibrant gifts and goods that cultivate kindness & spark joy

  • Danica Jubilee

    Use title case for the brand name.

  • Use the active voice

    Strive to use the active voice whenever possible rather than passive voice. Example:

  • American Spelling

    All Danica copy should use American spelling.

  • Tone

    Light, conversational tone. Pretend you are speaking with someone face to face.

    Example: RAWR! From t-rex to pterodactyls, this dino-mite collection is
    100% kid-approved, from the lunch room to the kitchen.

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Additional Brand Resources

Danica Resources

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Additional Brand Resources

Danica Resources

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