Value House Brand Identity Guide
Brand identity guide for retail, digital, packaging, and marketing use.
The logo should stay clear, high-contrast, and instantly readable.
The full Value House lockup is the primary brand asset across all retail, digital, and commercial applications. Four approved colour versions support consistent use on any background.
Primary Logo
Default logo for white and light surfaces, print, and digital-first applications.
Mono Navy
Single-colour version for documents, stamps, and restricted-colour print contexts.
Reversed — Navy Field
Reversed logo for navy fields, dark packaging surfaces, and footer placements.
Orange Field
For use on brand-orange surfaces, campaign headers, and retail-orange field applications.
Maintain minimum surrounding space equal to the height of the letter bar strip on all four sides.
For digital use, keep the full logo at 140 px wide or larger. Below that, use the icon mark.
Preferred surfaces are white, Paper, Primary Navy, and Brand Orange.
The icon works as a compact brand stamp.
The Value House icon mark supports favicons, profile images, packaging marks, stickers, app surfaces, and compact placements where the full logo would lose clarity.
The icon is a compact shorthand for the full identity. Use it wherever the complete lockup is too wide or too small to render clearly.
- Use the bare mark for stickers, labels, and social profile images.
- Use the navy rounded version for browser favicons, app icons, and digital stamps.
- Use the orange rounded version for campaign-specific digital surfaces.
- Keep generous clear space around the icon in all compact placements.
- Prefer navy or orange field versions for daily digital use.
The palette balances depth, energy, warmth, and retail presence.
Navy anchors the brand with structure and authority. Brand Orange drives energy and retail visibility. Warm Amber supports premium emphasis. Light neutrals keep the system open and scan-friendly.
Typography should feel bold, modern, and instantly readable.
The system pairs a strong, high-impact display face with a clean and versatile body family. Headings command retail attention; supporting copy stays clear and approachable across all formats.
The identity should communicate value with confidence and visual clarity.
These values guide how Value House should look and feel across brand communication, retail signage, digital touchpoints, product packaging, and customer-facing material.
Clarity
Layouts, messaging, and hierarchy should always stay easy to understand at a glance.
Confidence
The brand should feel established, assertive, and at home in bold retail environments.
Visibility
Contrast and colour use should keep the brand noticeable across shelf, screen, and signage.
Accessibility
The overall system should feel welcoming, practical, and usable for a broad customer base.
The system should translate cleanly into real retail touchpoints.
Applications stay restrained, high-contrast, and commercially clear. White space, controlled colour, and direct hierarchy keep the brand practical across digital and client-facing material.
Quality products at honest prices, every day.
Digital applications use clean white surfaces, navy-led structure, and selective orange highlights to guide the eye without clutter. Retail clarity comes first.
Core Range
Consistent quality across household, grocery, and seasonal product categories.
Brand Signals
Honest pricing, clear hierarchy, navy structure, and orange energy.
Consistency matters more than decoration.
The identity performs best when assets stay clean, contrast stays controlled, and layouts keep enough space to feel stable and readable. Avoid styling that reduces legibility.
Use the full logo on clean surfaces, preserve proportion, keep contrast high, and let navy remain the structural anchor with orange reserved for emphasis and action.
Do not stretch the logo, place it on clashing backgrounds, recolour either wordmark arbitrarily, or add effects that weaken the clarity or contrast of the mark.