Brand Guidelines: Now Designs by Danica

Now Designs is our tribute to the tastes and textures that inspire us to explore, create and gather to share culinary experiences.

From harvesting our own herbs, farmer’s market fresh finds to an al fresco feast, our collection offers high-quality kitchen and dining essentials that celebrate and support the joy of living well. With reimagined classic patterns and an abundance of colors and tones to appeal to every taste, Now Designs offers the perfect ingredients for you to express, enjoy and share your love for all things culinary.

Brand Statement

New and now with a traditional touch. Kitchen and dining essentials for every taste.

Brand Statement

New and now with a traditional touch. Kitchen and dining essentials for every taste.

  • The Look

    • Culinary themes
    • Classic florals
    • Hand-drawn & painterly
    • Coordinating solids
    • Bright & Colorful
    • Seasonal
    • Functional
    • Timeless modern

  • The Products

    • Kitchen Linens
    • Table Linens
    • Totes & Bags
    • Doormats
    • Bowl Covers

  • The Customer

    • Kitchen Stores
    • Supermarkets
    • Hardware

  • The Voice

    • Romantic
    • Classic
    • Technical
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Now Designs

Brand Guidelines

  • Logo

    Logo

    Minimum application size: 0.5" wide

  • Logo Flag

    Logo Flag

    Minimum application size: 1" wide

  • Main Color

    Main Color

    Charcoal
    Hex #383637

  • Accent Colors

    Accent Colors

    Granite: Hex #939597
    Sandstone: Hex #ACA58F
    Chili: Hex #AF1E2E

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  • Logo Variations

    Logo Variations

    For applications smaller than 0.5" wide

  • Fonts

    Fonts

    Darwin: Display
    Set in all upper case. Kerning optical
    Tracking: 50-75

    Cabrito: Display & Body
    Use normal weights

    Mort Modern: Accent Serif
    Set in all lower case. Use bold weight.

    Avenir: Body Copy
    Set in Roman weight for regular body copy.

    Source Sans: Web Safe
    Backup web-safe fonts: Helvetica Neue > Helvetica > Arial

  • Patterns

    Patterns

    Dots are the main brand pattern for Now Designs by Danica, followed by thick diagonal stripes as the secondary pattern. These patterns can be toned down to gray so as not to compete with more important graphic elements.

  • Icons

    Icons

    The icons for Now Designs by Danica tend to have a stamp-like, slightly vintage feel. They are most often used in Soft Black or Chili, but can also be used in Peacock.

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Additional Brand Resources

Danica Resources

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Additional Brand Resources

Danica Resources

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