The document outlines the core brand elements that make up the distinct and unified look of the Marilyn Jean brand. It describes the logo, colors, patterns, typography, tone of voice, photography, advertising layouts, and templates that are used to create a recognizable brand. Maintaining consistency with these elements is important to building a strong brand identity.

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Identity
Marilyn Jean
Core Elements
Most importantly, building a brand takes discipline. The discipline to
never waiver from your brand’s DNA and what your message to the
world will be. Our identity consists of more than a logo. It’s a design
system made up of key elements that create a distinct and unified
look, making the Marilyn Jean brand recognizable. The following
pages provide a description of these core elements.
Building a brand
takes vision. It takes
passion and sweat.

3. Introducing:
The Marilyn Jean Brand
Our reason for being
1st time mums spend 70% more than experienced mums in the pre-natal and first
year period. Because they don’t know what products they’ll need, first time mums
over spend in an attempt to prepare for all circumstances and to demonstrate they
are good mums. By helping moms understand what to expect from their pregnancy,
offering evidence-based research on products and offering large discounts on
essential products, Marilyn Jean relieves first time mums of anxiety and reduces
their tendency to over spend.
Our brand essence
Moms helping moms be good moms.
Who is Marilyn Jean?
Marilyn Jean is a grandma with heaps of experience. She’s a wise, loving person
that shares her worldly insights with younger women. She is young at heart and
remembers fondly the wonder of bringing a baby into the world. Her family means
everything to her, and she loves taking part in other people’s lives. Her favorite
thing is helping new moms understand what to expect and how to get the most
from the experience. She doesn’t suffer fools and speaks from the hip, often with
humbling humor.
Why Marilyn Jean?
Marilyn Jean is real. She was the mother of one of the company’s founders. She
was an inspiration to many people and represents the nurture and intimacy that
we extend to our members (our family). We aim to share Marilyn Jean’s deep
understanding of maternal matters and our community, making sure we have
sincere and meaningful relationships.
We should behave like Marilyn Jean at all times, using compassion and candor to
deliver well understood insights. Marilyn Jean sadly died of Cancer in the mid 1990’s
but this brand is testament to her ability to live with intention and create meaning.
Babushka
This guide demonstrates the concept of mums helping mums through the metaphor
of Babushka dolls. Babushka is a Russian folklore reference to a wise and loving
grandma whose sole reason for being is to feed her grandchildren and provide
support for the family. Sound familiar? Marilyn Jean is the mom’s mom, as depicted
by the Babushka Doll

4. Logo
Versions
Black & White
Reversed Out
Clear space
Size
Colour
CMYK & RGB Values
Patterns
Ethnicities
Typography
Font Faces
Weight and Contrast
Tone of Voice
Photography
Good Photography
Bad Photography
Advertising
Layouts
Iconographic
Photographic
Interactive
Layouts
Home Page Template
Product Page Template
Email Template
Index 1.
2.
3.
4.
5.
6.
7.
8.

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Identity
Marilyn Jean
Core Elements
The Marilyn Jean logo is a recognizable and highly visible brand
asset, it is vital that it is always applied consistently wherever it
appears and be used according to specific guidelines.
1. Logo

6. Colour
Logo.
Where possible, use the preferred version of the logo. The alternates are
available for scenarios where size restraints, visual impact and contextual
noise are factors.
PreferredAlternateA
Heartcanbeanycolourfrompalette.
AlternateBAlternateCAlternateD

7. Knocked
Out.
Where possible, use the preferred version of the logo. The alternates are
available for scenarios where size restraints, visual impact and contextual
noise are factors.
PreferredAlternateA
Heartcanbeanycolourfrompalette.
AlternateBAlternateCAlternateD

8. Black
on White.
Where possible, use the preferred version of the logo. The alternates are
available for scenarios where size restraints, visual impact and contextual
noise are factors.
PreferredAlternateBAlternateCAlternateD

9. White
on Black.
Where possible, use the preferred version of the logo. The alternates are
available for scenarios where size restraints, visual impact and contextual
noise are factors.
PreferredAlternateBAlternateCAlternateD

10. Some
Breathing
Room.
It is essential that a certain amount of space surrounds the logo in order to
maintain clarity and maximize visual effectiveness, the minimum clearance for
the Marilyn Jean Logotype and Babushka is equivalent to the width of the ‘e’. The
clear space must remain free of any elements such as text, graphics or images.

11. SizeMatters.
Use this guide to ensure the wordmark and logo retain legibility. Let’s go no
smaller than the minimums indicated, but feel free to make it as large as you’d
like... Just don’t forget to give it some breathing room.
1.5 in
110 px
2.0 in
145 px
2.5 in
180 px
0.5 in
40 px
Minimum Widths

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Identity
Marilyn Jean
Core Elements
The Marilyn Jean brand uses a defined set of colours. These
colours denote a confident, optimistic and playful aesthetic.
Judicious use of key colours is critical.
2. Colours

13. C 18
M 26
Y 02
K 00
R 204
G 186
B 214
C 00
M 06
Y 16
K 00
R 255
G 237
B 212
C 32
M 00
Y 20
K 00
R 163
G 237
B 219
C 00
M 100
Y 75
K 00
R 255
G 00
B 60
C 00
M 96
Y 35
K 00
R 255
G 30
B 107
C 00
M 90
Y 80
K 00
R 255
G 60
B 56
C 86
M 100
Y 35
K 50
R 45
G 13
B 65
C 60
M 50
Y 35
K 10
R 110
G 115
B 130
C 00
M 14
Y 02
K 00
R 255
G 226
B 232
C 09
M 05
Y 06
K 00
R 230
G 230
B 230

14. 0
Identity
Marilyn Jean
Core Elements
The Babushka Doll is playful, and may be decorated in any
pattern or colour. You may choose to apply ethinic patterns,
seasonal colours or just some trendy hip lines and colours.
Try not to make the patterns too complex as it may distract
from the Babushka, also the Bean/Heart can take on any
colour found within the applied pattern.
3. Patterns

15. Latino / Hispanic
African American
Caucasian

16. Latino / Hispanic
African American
Caucasian

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Identity
Marilyn Jean
Core Elements
In order to maintain a unified look across the Marilyn Jean
brand, the use of specific typefaces should be used on all
communications.
4. Typography

18. VAG Rounded Light
VAG Rounded Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 £&@?!/+(.,:;)
VAG Rounded Bold
VAG Rounded Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 £&@?!/+(.,:;)
VAG Rounded Thin
VAG Rounded Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 £&@?!/+(.,:;)
Font.
VAG Rounded has distinctive soft rounded features, making this typeface
stand out and allow for excellent legibility.
Developed for Volkswagen in 1979, VAG Rounded is a variation on nineteenth-
century grotesque sans serif designs. What is unusual about VAG Rounded is
that the terminal of every stroke is rounded.
Designer: Gerry Barney. Design date: 1979

19. 0
Identity
Marilyn Jean
Core Elements
Talk is cheap. Actually, talk is pretty important so let’s make
sure we use a common tongue to keep the brand in check.
5. Tone of Voice

20. . Talks from the hip but doesn’t use slang.
. Talks objectively and considers the subject before she offers advice.
. Speaks freely and candidly about matters but isn’t obtuse.
. Creates humour in situations, often by simply applying clarity.
. Speaks with intention. She is never verbose.
. Talks about the truth in the matter at hand.
Tone
of Voice.

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Identity
Marilyn Jean
Core Elements
Photographs play a key role in communicating the
Marilyn Jean brand, choose wisely.
6. Photography

22. Good
Photography.
Use images that capture the comedy, free spirit and spontaneity of bringing up
a child. Don’t settle for a staged version of something so wonderful.

23. Bad
Photography.
Avoid images that demonstrate perfect motherhood. It doesn’t exist and we’re
only concerned with what does. Also, avoid posed images that are very polished
and rehearsed. They too aren’t real.
Don’t include the father too much. Many mothers are single. Make sure you
consider visible minorities in a healthy proportion. 50% are Black or Hispanic.

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Identity
Marilyn Jean
Core Elements
7. Advertising
Layouts

25. We’re
all in this.
Together.
For first time mums, who don’t know what to expect when they’re expecting, Marilyn Jean
offers practical guidance all the way to the delivery room. Plus, special offers on essential
maternity products. Visit www.marilynjean.com.
Mom
knows
best.
For first time mums, who don’t know what to expect when they’re expecting, Marilyn Jean
offers practical guidance all the way to the delivery room. Plus, special offers on essential
maternity products. Visit www.marilynjean.com.

26. We’re all in this. Together.
For first time mums, who don’t know what to expect when they’re expecting, Marilyn Jean
offers practical guidance all the way to the delivery room. Plus, special offers on essential
maternity products. Visit www.marilynjean.com.
Mantenerlo en la familia
Para las mamás de la vez primeras, que no saben qué esperar cuando está esperando,
Marilyn Jean ofrece una guía práctica hacia la sala de partos. Además, ofertas especiales
en productos esenciales de maternidad. Visite www.marilynjean.com.

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Identity
Marilyn Jean
Core Elements
8. Interative
Layouts

28. Home Page
Template

29. Product Page
Template

30. Email
Template

31. Moms helping
moms be
good moms.