Brand Identity Kit

R

RATHOD

MEN'S WEAR

Crafted for the modern gentleman. Timeless in form, precise in detail.

↓ Explore the Identity
02

Color Palette

A refined palette built on deep charcoal, warm ivory, and a signature gold — evoking craftsmanship, authority, and timeless elegance.

Rathod Charcoal #1A1A1A Primary · Backgrounds · Text
RGB 26, 26, 26 CMYK 0, 0, 0, 90
Warm Ivory #F5F0EB Primary · Light Backgrounds
RGB 245, 240, 235 CMYK 0, 2, 4, 4
Signature Gold #C9A84C Accent · Logo · Highlights
RGB 201, 168, 76 CMYK 0, 16, 62, 21
Deep Slate #2F2F2F Secondary Dark
Linen #E8E0D5 Borders · Dividers
Warm Taupe #8C7B5E Supporting · Captions

Color Usage Ratios

Charcoal — 50% Ivory — 35% Gold — 15%

Approved Combinations

Aa Charcoal on Ivory
Aa Ivory on Charcoal
Aa Gold on Charcoal
Aa Taupe on Ivory
03

Typography System

Two typefaces in deliberate tension — a classical serif for authority and presence, a geometric sans for clarity and modernity.

Display / Headings

Cormorant Garamond

A refined high-contrast serif with deep typographic heritage. Used for all headlines, display text, and brand statements. Conveys craftsmanship and timeless authority.

Display — 72pt / Light 300

Dressed for Every Chapter

Heading 1 — 48pt / Regular 400

The Art of Refined Dressing

Heading 2 — 32pt / Medium 500

New Season Collection

Italic Accent — 28pt / Italic 400

Precision in every stitch.

Body / UI / Labels

Outfit

A geometric sans-serif with clean proportions and excellent legibility. Used for body copy, UI elements, labels, and all functional text. Balances the display serif with modern clarity.

Body Large — 18pt / Regular 400

Rathod Men's Wear is built on the belief that clothing is a form of self-expression. Each piece is designed with intention — cut to flatter, crafted to last, and styled to transcend seasons.

Body — 16pt / Regular 400

Our collections draw from the heritage of classic tailoring while embracing the demands of contemporary life. From boardroom to weekend, Rathod dresses the modern man with quiet confidence.

Label / Caption — 12pt / Medium 500 / Tracked

New Arrivals · Premium Collection · Free Shipping

Button / CTA — 14pt / SemiBold 600 / Tracked

Shop the Collection

Type Scale

RoleFontSizeWeightTracking
DisplayCormorant Garamond64–96px300−0.02em
H1Cormorant Garamond48px400−0.01em
H2Cormorant Garamond36px5000
H3Cormorant Garamond28px5000
Body LOutfit18px4000
BodyOutfit16px4000
SmallOutfit14px4000
LabelOutfit11–12px500–600+0.12em
04

Social Media Templates

Consistent visual language across all platforms — each template maintains brand integrity while adapting to format requirements.

05

Brand Voice & Usage

How Rathod speaks, presents itself, and maintains consistency across every touchpoint.

✦

Brand Voice

Confident not arrogant
Refined not cold
Authoritative not stiff
Minimal not sparse
◈

Tone of Copy

✓ Do

"The Signature Blazer. Tailored to last a lifetime."

✗ Don't

"HUGE SALE!! Buy now and get 50% OFF!!!"

✓ Do

"Crafted from 100% merino wool. Worn for every occasion."

✗ Don't

"Super comfy and stylish! You'll love it!"

◇

Photography Style

  • Natural light — soft, directional, never harsh flash
  • Neutral backgrounds: white, warm grey, textured linen
  • Models: confident, composed, not overly posed
  • Detail shots: fabric texture, stitching, buttons
  • Color grade: warm, slightly desaturated, film-like
  • Avoid: busy backgrounds, neon lighting, casual selfie style
▣

Design Principles

  • Generous white space — let the product breathe
  • Typography-led layouts — let words carry weight
  • Gold used sparingly — only for key accents
  • Borders and rules: 1px, never bold or decorative
  • Imagery always full-bleed or cleanly cropped
  • Avoid drop shadows, gradients, and decorative flourishes

Brand Taglines

"Crafted for the Modern Gentleman."

Primary Tagline

"Precision in Every Stitch."

Product / Campaign

"Dressed for Every Chapter."

Seasonal Campaign

"Wear Your Standard."

Brand Statement