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!

Vibrant gifts and goods that cultivate kindness and spark joy.
Vibrant gifts and goods that cultivate kindness and spark joy.



Brand Guidelines
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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.
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Fonts
Houschka Rounded: Display & Body
Set in all lower case for display type.
Tracking: 10-20Lust: Display
Set in all lower case for display type.
Tracking: 10-20Avenir: Body Copy
Set in oblique weights.Source Sans: Web Safe
Set in oblique weights. Fall-back fonts: Helvetica neue > Helvetica > Arial -
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.
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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
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graphic elements
Many icons and graphic elements exist for Danica Jubilee.
Danica Resources
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Use your Danica Resources credentials to access further branding resources.
Photography Styling Guide
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Photo Styling
Look & Feel
- Fun
- Joyful
- Bright
- Colorful
- Quirky
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Photo Styling
Backdrops
- Colorful and bright painted backgrounds
- Light wood
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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
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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






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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
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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
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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
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Photo Styling
Settings
- Compositional breathing room let the product shine
- Geometric layouts work well






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Danica Jubilee Models
Look & Feel
- Quirky
- Fun
- Colorful
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Danica Jubilee Models
Wardrobe
- Bold, coordinated solid colors
- Monochromatic outfits
- Dresses, sweaters, simple pants
- Fun accents and accessories
- Avoid denim & leather
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Danica Jubilee Models
Makeup & Hair
- Polished makeup
- Bold but color coordinated nails.
- Hair is neat, polished, every strand in its place
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Danica Jubilee Models
Posing
- Iconic
- Simple
- Angled
- Neat