# VELARI ATELIER ## Brand Guidelines *Edition 01 · 2026* --- ## Contents 1. Brand essence 2. The star 3. Logo suite 4. Primary wordmark 5. Colour versions 6. Monogram & emblem 7. Icons 8. Clear space & size 9. Colour palette 10. Typography 11. Logo misuse 12. Voice 13. In use --- ## 01 — Brand Essence ### A world, not a label Velari Atelier creates premium women attire, starting with embroidered Mukhawara's for women across the UAE. Each piece is given a name, never a code, so every fabric arrives with its own story. | Crafted | Unique | Named | |---|---|---| | Embroidery is the heart of every piece: details you notice up close. | Few premium pieces made to bring out your inner shine. | Every piece has a name and a character, a special persona like our clients. | --- ## 02 — The Star ### Inspired by Velaris Velari takes its spirit from Velaris, the City of Starlight: the hidden, magical sanctuary within the Night Court of Prythian. A city kept safe and unseen, where the night is celebrated rather than feared. Velari is our own sanctuary: a private world, found by those who know where to look. The four-point star is its light, and wherever Velari appears, the star is there. | Over the I | Beside the V | At the crown | |---|---|---| | in the wordmark | in the monogram | of the emblem | --- ## 03 — Logo Suite ### Four marks, one family | Mark | Use | |---|---| | **Primary** | Website, labels, stationery: the default. | | **Monogram** | Packaging seals, embroidery, social posts. | | **Emblem** | Hang tags, boxes, formal occasions. | | **Icons** | Profile pictures, highlights, favicon. | --- ## 04 — Primary Wordmark ### The primary wordmark - **The star** — Sits over the I, like its dot. Never move or resize it. - **VELARI** — Custom lettering. Always use the artwork file; never retype it. - **ATELIER** — Set in Cinzel, widely spaced, centred beneath the name. --- ## 05 — Colour Versions ### Plum on light, ivory on dark Approved versions: **on Warm Ivory**, **on Deep Plum**, **on Midnight Navy**. Use the plum logo on Warm Ivory and light photography. Use the ivory logo on Deep Plum, Midnight Navy, Velvet Mauve and dark photography. --- ## 06 — Monogram & Emblem ### For small spaces and special moments **Monogram** The V with its mauve swish and star. Use it where the full name would be too small, or where Velari is already known: tissue seals, embroidered labels, social posts. **Emblem** The monogram framed in a double arch with the full name. Reserve it for hang tags, gift boxes and invitations, where there is room for ceremony. --- ## 07 — Icons ### Round icons for social and digital | Icon | Use | |---|---| | **Monogram · Plum** | Instagram and WhatsApp profile picture. | | **Monogram · Ivory** | Light story covers and website favicon. | | **Star · Ivory** | Highlight covers and stickers. | | **Star · Navy** | Highlight covers and small seals. | --- ## 08 — Clear Space & Size ### Give the logo room to breathe **Clear space:** Keep a margin at least the height of the star (X) clear on every side. No text, edges or images inside it. | Mark | Print | Screen | |---|---|---| | Wordmark | 35 mm wide | 160 px wide | | Monogram | 12 mm wide | 48 px wide | | Emblem | 18 mm tall | 80 px tall | *Recommended minimums. Test-print small labels and embroidery before ordering.* --- ## 09 — Colour Palette ### Six colours, led by plum and ivory | Colour | HEX | RGB | Use | |---|---|---|---| | **Deep Plum** | `#420F29` | 66 15 41 | Logo, headings, signature backgrounds. | | **Warm Ivory** | `#F6F1E9` | 246 241 233 | Base for pages, packaging, space. | | **Dusty Mauve** | `#936A7E` | 147 106 126 | The swish; small accents only. | | **Velvet Mauve** | `#754F66` | 117 79 102 | Emblem ground, secondary panels. | | **Midnight Navy** | `#141B35` | 20 27 53 | Evening contrast, occasions. | Approximate balance: mostly ivory, plum as the voice, navy, velvet and dusty mauve as accents. Confirm CMYK and Pantone matches from a printed proof. --- ## 10 — Typography ### Two typefaces and the lettering | Role | Typeface | Sample | Use | |---|---|---|---| | Headings & labels | **Cinzel** | ATELIER · NEW PIECES | Uppercase, generously spaced. Titles, the ATELIER descriptor, labels and buttons. | | Text | **Cormorant Garamond** | *Ivory crêpe, finished by hand.* | Medium weight for body copy, captions and piece stories. Italic for emphasis. | | Arabic (suggested) | **Amiri** | فيلاري | Amiri pairs well with Cormorant. Confirm before printing Arabic materials. | The VELARI name itself is custom lettering. Always place it from the logo files; never type it in any font. --- ## 11 — Logo Misuse ### Please don't - ✕ Stretch or squash it - ✕ Recolour it outside the palette - ✕ Rotate or tilt it - ✕ Use low-contrast colours - ✕ Add shadows or effects - ✕ Retype the wordmark --- ## 12 — Voice ### How Velari speaks **Poetic, not flowery** Evocative words, short sentences. One image per line. > *"Meet [piece name]: ivory crêpe, stitched with plum."* **Warm & personal** Speak to one woman, as at a private appointment. > *"Tell us the occasion and we'll bring the pieces to you."* **Assured, never loud** Let the craft speak. No shouting, no discount language. > *"Hand-finished. Made to be remembered."* --- ## 13 — In Use ### Across every touchpoint | Touchpoint | Mark | |---|---| | Instagram post | Monogram, ivory on Deep Plum | | Profile picture | Monogram icon on Deep Plum | | Hang tag | Emblem, ivory on Velvet Mauve | | Tissue seal | Star icon on Midnight Navy | | Gift box | Wordmark, ivory on Midnight Navy | --- *Thank you.* *Velari Atelier · Brand Guidelines · Edition 01 · 2026*