The document is a comprehensive brand presentation for the mental‑health movement “She’s Honestly Mental,” created by Emmersyn (brand strategy) and In Your Shoes Creative (visual design) in June 2025. It opens with a philosophical definition of a logo and outlines the principles of a good logo (simplicity, distinctiveness, suitability). The brand objective is framed as a cultural revolution that shifts women’s mental‑health narratives from shame to honest sharing, fostering connection and hope. Visual direction emphasizes warmth, playfulness, nostalgia, and the rainbow as a core symbol of hope after storms. A detailed colour palette is provided with RGB, CMYK, and hex values for primary hues (pink, soft moss, lagoon, lavender, gold, sky blue, smoke, black raisin) and supporting base colours. The logo story explains the custom serif typeface, the looping H‑M interaction, and a textured, craft‑like finish that references art therapy. Both textured and non‑textured primary logo versions, a horizontal logo, and a monogram are presented, with font details (Kind Avenue – SohelStudio). The rainbow motif is described as irregular, overlapping lines with a paper‑cut effect, reinforcing the brand’s imperfect, handmade aesthetic. Brand illustrations draw on nostalgic carnival imagery (cotton candy, ferris wheels, ice‑cream, tickets) and “it’s ok” slogans, all rendered in the brand colours with a textured finish. Graphic elements include “chaos letters” and a series of colour‑coded carnival tickets that convey permission, progress, and self‑acceptance. Two pattern systems combine these illustrations for print and digital collateral. Typography guidance lists recommended typefaces (Recoleta Bold, GoodTime Grotesk, Poppins) and hierarchy principles for legibility and airy layout. The presentation showcases merchandise concepts—hoodies, pins, mugs, notebooks, tote bags—leveraging the logo, monogram, rainbow, and patterns to create a retail arm that supports the movement’s community. Final slides invite feedback, provide contact information for IYS Creative, and close with a thank‑you.
Topics
Philosophy of Logos & Core Brand Principles
Defines a logo as identification, not communication, and outlines three rules for a good logo: simplicity, distinctiveness, and suitability.
Brand Objective: A Mental‑Health Revolution for Women
Positions She’s Honestly Mental as a movement that transforms women’s mental‑health narratives from hidden shame to honest sharing, fostering connection, meaning, and beauty in messiness.
Visual Direction & Emotional Palette
Describes the visual identity as warm, happy, playful, hopeful, inspired by rainbows after storms and childhood nostalgia, guiding all design decisions.
Colour Palette Specification
Provides a full set of primary and supporting colours with RGB, CMYK, and hex codes, including pink, soft moss, lagoon, lavender, gold, sky blue, smoke, and black raisin.
Logo Story & Structural Details
Explains the custom serif typeface, the looping H‑M interaction symbolising support, and the textured craft finish that references art therapy; includes font name (Kind Avenue).
Primary Logo Variants (Textured & Non‑Textured)
Shows positive, reversed, and dark‑background versions of the primary logo, notes usage rules for digital, print, and merchandise, and distinguishes textured vs vector versions.
Monogram & Horizontal Logo Systems
Presents the SHM monogram and horizontal logo adaptations for different contexts and backgrounds.
Rainbow Symbolism & Treatment
Details the rainbow as a core brand element, rendered with irregular overlapping lines, textured finish, and a paper‑cut accent to echo art‑therapy and hope.