Brand guidelines
This is our starting point for how Lovely Linen takes shape visually. Here we gather guidelines for colors, typography and logo – the foundation of a calm, natural and recognizable expression. The guide is for anyone who works with or comes into contact with our brand, making it easier to keep a consistent look and feel across everything we do.
Factory logo
Used when a more symbolic expression is needed, for example in smaller formats or as a complement.
Download logo →
Factory + text logo
Our primary logo for contexts where both symbol and name should be shown together.
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Factory logo, white
Used on dark backgrounds where the white version provides the best contrast and clarity.
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Text logo, white
Used on dark surfaces when the name needs to be clear and easy to read.
Download logo →
Factory + text logo, white
Used on dark backgrounds when both symbol and name should be shown clearly together.
Download logo →Logo
The Lovely Linen logo is a central part of our visual identity and should always be used consistently. It exists in several variations to work across different contexts, but the expression should always feel clear, clean and recognizable.
Choose the version that best fits the background and usage – symbol, text or a combination of both. All versions are available in black and white to ensure strong contrast and readability.
Always use the original files and avoid making any adjustments. A correctly used logo contributes to a consistent and strong expression.
Important to consider
- Never distort the logo.
- Never change the logo color.
- Do not add outlines, shadows or effects.
- Always use original proportions.
- Ensure sufficient spacing around the logo.
- Use equal visual size alongside other logos.
Soft Snow
For light backgrounds. Softer than pure white.
#fafafa
Porcelain
For cards and containers. Adds structure without feeling harsh.
#f7f7f3
Apricot
For accents, links and buttons. Used sparingly but clearly.
#ea8755
Charcoal
For text, dark backgrounds and secondary buttons.
#454545
Avocado
Secondary accent for footer, calm surfaces and supporting elements.
#9fa38d
Black
Used as a basic colour for text, logos, headings and icons.
#000000
White
For backgrounds, especially in product imagery and to create space.
#ffffff
Orange
#df7844
Dark Grey
#323232
Green
#868a75
Hover states
Used for hover on buttons and links.
Outfit
Outfit is our primary typeface and is used throughout our entire visual identity. It creates a modern, clean and easy-to-read expression that works just as well for headings as for body text.
Other typefaces
Used sparingly in specific contexts.
Wicked Grit is used for headings, mainly in printed materials.
Lato is used for emails and web.
Image style
Natural light
Images should feel soft, warm and real. Avoid harsh lighting, strong flash and heavy contrast.
Image style
Calm but alive
The composition can be simple and calm, but never stiff. A bit of movement, folds and life makes the whole feel more authentic.
Image style
Real over perfect
We show products in environments that feel personal and lived-in. Warmth and naturalness matter more than perfection.
Natural
Linen, light and colors should feel honest. We let the materials speak, without polishing away what makes them alive.
Relaxed
It should feel easy to use and easy to like. A slightly wrinkled look is just right.
Timeless
We design to last over time. Colors and shapes should work today, tomorrow and beyond.
Sustainable
Products and expression should stand up to frequent use. It should last – in both quality and feeling.
Cozy
It should feel warm and inviting. A table setting or space can feel lived-in and personal.
Alive
Small variations, soft folds and natural movement bring life. Perfection is not the goal.
Assets
Need images, logos or other material?
In our image bank you’ll find lifestyle images, product photos, logos and other materials gathered in one place. Everything is ready to use for web, social media, press and other brand-related content.