Brand Identity System
Vol. 01 — 2025
Movement: Architectural Silence
Tricky Studio × AI
Identity System — Complete Edition
Maison Luxe Luxury Fashion & Lifestyle
L'Élégance Dans Chaque Détail
01 — Logo System
The Wordmark
Maison Luxe Luxury Fashion & Lifestyle
01 — Primary · Dark
Maison Luxe Luxury
Fashion
02 — Horizontal · Dark
ML
03 — Monogram
Maison Luxe Luxury Fashion & Lifestyle
04 — Reversed · Light
Maison Luxe Luxury Fashion & Lifestyle
05 — On Gold
ML
06 — Monogram · Gold
02 — Color System
Palette Signature
C01
Noir Absolu
HEX #0A0908
RGB 10 / 9 / 8
Primary Background
C02
Ivoire
HEX #F5F1EB
RGB 245 / 241 / 235
Primary Text
C03
Or Parisien
HEX #C4A55A
RGB 196 / 165 / 90
Accent / Signature
C04
Gris Pierre
HEX #6B6560
RGB 107 / 101 / 96
Supporting / Muted
03 — Typography
Type System
Primary — Display
Cormorant
Garamond
Typeface · Serif · Weight 300–600
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Secondary — UI & Body
Montserrat
Typeface · Sans Serif · Weight 100–400
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Display 01
L'Élégance dans chaque détail
Display 02
Maison Luxe
Heading
Architectural Silence
Body
Fashion at its highest form is architecture you wear — space collapsed into fabric, proportion reduced to seam.
Caption
Paris · Londres · Hanoï — Est. 2025
04 — Stationery
Business Card
Maison Luxe
Luxury Fashion & Lifestyle
Sophie Nguyen — Creative Director
sophie@maisonluxe.com
+84 90 000 0000
Front
ML
Maison Luxe
Paris · Londres · Hanoï
Back
Format
85 × 55 mm
Stock
Gmund Black 600gsm
Finish
Gold Foil Front / Back
Edges
Gold Edge Painting
Print
Letterpress + Digital
05 — Brand Pattern
Graphic Element
ML
Maison Luxe
The Grid Pattern
Architectural Grid
Derived from the geometry of a Parisian atelier floor — an invisible grid of coordinates that organizes all visual space. The crosshair anchors every composition. The corner mark protects the perimeter. The central point locates the monogram. Together they form a systematic language of precision that references drafting tables, floor plans, and the obsessive measurement of couture.
Tissue paper, shopping bags
Packaging interior lining
Digital texture overlays
Environmental graphics
Min. 10% opacity — never dominant
06 — Usage Rules
Clear Space & Protection
× cap height
× cap height
× cap
× cap
Minimum Size — Print
The wordmark must never appear smaller than 28mm wide in print applications. Below this threshold, use the monogram mark.
Minimum Size — Digital
On screen, the minimum width is 120px. For mobile notifications and favicons, the monogram ML in a square container is the approved mark.
Clear Space Calculation
The clear zone equals the cap height of the letter "M" in the wordmark. No text, graphic, or image edge may intrude this space.
07 — Digital Templates
Social Media System
08 — Guidelines
Do's & Don'ts
Do
✓
Always use the approved wordmark files — never retype the brand name in any font
✓
Use Or Parisien (#C4A55A) only as a single accent element — never as a dominant field
✓
Maintain generous white/dark space — the negative space is part of the brand
✓
Use Cormorant Garamond at Light (300) for display, Regular (400) for editorial text only
✓
Keep all type in uppercase for wordmark applications; sentence case for body text
Don't
✕
Never distort, stretch, or apply effects (shadow, gradient, emboss) to the wordmark
✕
Never place the wordmark on busy photographic backgrounds without a clear field
✕
Never use Or Parisien as a background color in digital communications
✕
Never use the wordmark at less than the minimum size specifications
✕
Never combine the wordmark with other brand marks or decorative elements within the clear space