Brand Guidelines · v1.0

Cool Girl Wears x Sienna Espie

Melbourne

Cool Girl
Wears.

Visual identity system — typography, colour, layout, and editorial rules.

Brand Guidelines · v1.0

Colour System

01

01APrimary palette The brand's default canvas

The primary pair is cream and deep brown.

Warm, editorial, timeless. These two colours should carry almost every major brand surface.

Cream

Primary · Background

HEX · #F8EBDF RGB · 248 · 235 · 223 CMYK · 0 · 5 · 10 · 3

Deep Brown

Primary · Foreground

HEX · #633923 RGB · 99 · 57 · 35 CMYK · 35 · 70 · 80 · 50

Brand Guidelines · v1.0

Colour System

02

01BSecondary colours Support neutrals and one rare accent

Use secondary colours to add depth, not noise.

Cream Soft, Brown Warm, Brown Ink, and Blush extend the system. Blush is an accent only: markers, hairlines, and small moments of emphasis.

Cream Soft

Support · Surface

#F2DFCD242 · 223 · 205

Brown Warm

Support · Mid

#7D5039125 · 80 · 57

Brown Ink

Text · Deep

#4A291574 · 41 · 21

Blush

Accent · Rare

#D9A98E217 · 169 · 142

Brand Guidelines · v1.0

Typography

03

02ADisplay typography Playfair Display

A serif for voice.

DisplayPlayfair · 400 · 88-168 / 86 · LS -6.5%

Cool Girl Wears.

H1 / HeadlinePlayfair · 400 · 56-96 / 95 · LS -2.5%

Welcome to Cool Girl Wears

H2 / SubheadPlayfair · 400 · 40-68 / 100 · LS -2.5%

A street-style fit check series.

LedePlayfair Italic · 400 · 20-28 / 135 · LS -0.5%

Showcasing personal style through organic, on-the-go fit checks filmed on-location across Melbourne.

Brand Guidelines · v1.0

Typography

04

02BFunctional typography Inter and JetBrains Mono

A sans for clarity.

BodyInter · 400 · 15-17 / 160 · LS 0

Every feature is a complete content package — reel, imagery, and native brand integration across both audiences, delivered as a finished edit to your team within two weeks of shoot.

EyebrowInter · 600 · 11 / 100 · LS +32%

Brand Feature Opportunity

CaptionInter · 500 · 11 / 100 · LS +4%

Photographed on-location in Melbourne CBD · Oct 2025

Mono / dataJetBrains Mono · 400 · 13 / 100 · LS +2%

57K · 17.7K · 1.9M · 701K · 90%

Brand Guidelines · v1.0

Typography

05

02CHow to read type specs Plain-language controls

Every type row has three dials.

Weight

The number controls stroke thickness. In Canva, choose Regular for 400, Medium for 500, and Semibold for 600.

Tracking

The gap between letters. Negative values feel tight and editorial; positive values are wide, useful for uppercase labels.

Leading

The vertical space between lines. 86% is intentionally stacked; 160% is comfortable body copy.

Size / leading shorthand

80/95 means 80px type with 95% line-height. In CSS, that is font-size: 80px; line-height: .95. In Canva, set line spacing to 95%.

Tracking conversion

CSS -0.05em equals Canva -5% and Illustrator -50. CSS +0.32em equals Canva +32% and Illustrator +320.

Brand Guidelines · v1.0

Typography

06

02DExact Canva type specs Use these numbers in production

Use Regular more often than bold.

Style	Font	Weight	Size	Line	Tracking	Use
Display	Playfair Display	400 Regular	88-168px	86%	Canva -6.5% / Illy -65	Masthead, hero, poster-scale type
H1	Playfair Display	400 Regular	56-96px	95%	Canva -2.5% / Illy -25	Section heads and large editorial headlines
H2	Playfair Display	400 Regular	40-68px	100%	Canva -2.5% / Illy -25	Subheads and page-section headings
H3	Playfair Display	400 Regular	28-40px	115%	Canva -1.5% / Illy -15	Cards, compact headings, module titles
Lede	Playfair Display Italic	400 Regular Italic	20-28px	135%	Canva -0.5% / Illy -5	Intro lines, quotes, editorial one-liners
Body	Inter	400 Regular	15-17px	160%	Canva 0 / Illy 0	Paragraphs and explanatory copy
Eyebrow	Inter	600 Semibold	11px	100%	Canva +32% / Illy +320	Uppercase labels, section markers, UI nav
Caption	Inter	500 Medium	11px	100%	Canva +4% / Illy +40	Footnotes, captions, quiet metadata
Mono	JetBrains Mono	400 Regular	13px	100%	Canva +2% / Illy +20	Stats, dates, HEX values, technical data

Brand Guidelines · v1.0

Layout System

07

03ASignature layout Hero split

Type anchors the left. Portrait breathes on the right.

Brand Feature Opportunity

Cool Girl
Wears.

Featuring

Sienna Espie

+ guest talent from the fashion community

Brand Guidelines · v1.0

Layout System

08

03BLayout rules Structure and rhythm

The system should feel spacious, not empty.

01 · Grid

1320px max, 56px gutters.

All type aligns to a 56px left gutter. The image column can bleed beyond it to the right edge.

02 · Rhythm

Vertical spacing in fourths.

16, 24, 32, 40, 56, 72. Stick to this scale and avoid arbitrary values.

03 · Imagery

Full-body, on-location, architectural context.

Street-style portraits, 4:5 ratio, natural light. No white-room studio. Off-centre is preferred.

Cream, brown, hairlines, and whitespace do the brand work. Avoid decorative gradients, heavy borders, and overworked backgrounds.

Brand Guidelines · v1.0

Editorial Voice

09

04Voice and rules Tone principles

Confident, unhurried, and tactile.
Never corporate. Never hype.

Do

Let whitespace do the work.

Generous margins. Short lines. Trust the reader to slow down.

Do

Use italic as emphasis.

Key nouns, brand names, and the one word that changes the sentence.

Don't

Stack caps, exclamations, emoji.

No all-caps body copy. No emoji in long-form editorial surfaces. Exclamation only if warranted.

Brand Guidelines · v1.0

Logo and Assets

10

05Logo system Wordmark lockups

The classic mark is Cool Girl over Wears.

Rendered from the logo library. Playfair Display 400 is the base weight; roman tracking is approximately -5%, and the italic Wears. line is slightly tighter at approximately -6.5%. If the mark needs more presence, scale it larger rather than increasing the font weight.

Cool GirlWears.

A · Stacked centredHero lockup

Cool GirlWears.

B · Stacked leftMasthead lockup

CoolGirlWears.

C · Three-lineNarrow formats

Cool Girl Wears.

D · Single lineFooters and signatures

Cool GirlWears.

E · Divided linePartnership and editorial applications

Wordmark settings

Family: Playfair Display.
Weight: 400 Regular for both lines.
Italic: Wears. only, also 400 Regular Italic.
Tracking: Cool Girl at -5%; Wears. at -6.5%.

Small-use exception

The Monogram W uses Playfair Display Italic 500 Medium.
Do not extend the 500 weight to headlines or the wordmark.
For Canva: choose Regular, never Bold or Semibold, unless using the W monogram.

Brand Guidelines · v1.0

Logo and Assets

11

05BLogo formats Social, avatar, and small-use marks

Use the format that fits the surface.

The full wordmark should lead wherever space allows. For avatars, favicons, story highlights, and small UI placements, use the dedicated compact marks from the logo set.

Cool GirlWears.

Primary circleHero mark / avatar

Cool GirlWears.

Stacked squareDecks / covers

WCool Girl Wears

Monogram WSmall-use mark

C G W

CGW initialsApp / highlight tile

Final PNG and SVG assets are generated from Logo Set - Assets.html. Use the HTML/PDF here as the design reference, not as the downloadable asset source.

Brand Guidelines · v1.0

Designer Handoff

12

06Canva and production notes Build from the tokens

Keep the brand warm, editorial, and unhurried.

Canva Brand Kit

Colours: #F8EBDF, #633923, #F2DFCD, #7D5039, #4A2915, #D9A98E.
Fonts: Playfair Display Regular, Playfair Display Regular Italic, Inter Regular, Inter Medium, Inter Semibold, JetBrains Mono Regular.
Use the exact typography table above for Canva letter spacing and line spacing.
Upload logo PNGs from the assets folder.

Creative Direction

Street-level, real, warm, natural light.
Use type, image, spacing, and hairlines before decoration.
No gradients, no hype language, no corporate icon systems.

Source Package

colors_and_type.css is the design-token source.
preview/ contains component and typography examples.
ui_kits/ contains marketing, shop, email, and mobile surfaces.

PDF Note

This file is intentionally paginated for print.
The original HTML remains best for scrolling review.
Do not use the default Claude PDF export as the final handoff.

Cool GirlWears.

The primary pair is cream and deep brown.

Use secondary colours to add depth, not noise.

A serif for voice.

A sans for clarity.

Every type row has three dials.

Weight

Tracking

Leading

Size / leading shorthand

Tracking conversion

Use Regular more often than bold.

Type anchors the left. Portrait breathes on the right.

Cool GirlWears.

The system should feel spacious, not empty.

Confident, unhurried, and tactile.Never corporate. Never hype.

The classic mark is Cool Girl over Wears.

Wordmark settings

Small-use exception

Use the format that fits the surface.

Keep the brand warm, editorial, and unhurried.

Canva Brand Kit

Creative Direction

Source Package

PDF Note

Cool Girl
Wears.

Cool Girl
Wears.

Confident, unhurried, and tactile.
Never corporate. Never hype.