Azur Fragrances

Brand guidelines

The visual identity rules of Azur Fragrances: logo, colours, typography, components and imagery. This page is the reference for every communication of the house, on screen and in print.

Logo

The logo combines the monogram and the name of the house as a single unit, in Logo blue on a light background.

Clear space

Full version, from 600 px wide

Small-size version (heavier strokes), 200 to 340 px

On a dark background: white version

Clear space: Keep a clear area around the logo at least equal to the height of the monogram. No text or graphic element may enter it.
Minimum size: The full version carries a fine double rule: it blurs below 600 px wide on screen. Below that, use the small-size version.
Colours: Azur blue on Paper or Fog; white on Azur blue, Deep blue or a dark photo. Never any other colour.
Don’ts: Do not distort, rotate, recolour, add a shadow, an outline or a gradient, or separate the monogram from the name.

DownloadFull logo (SVG)Small-size logo (SVG)Logo 1200 px (PNG)

Colours

A light universe: Logo blue signs the house, and the interface uses a single hue, Azur blue, from the Deep blue of the footer down to the Fog of the backgrounds.

Click a colour to copy its code.

Logo blue#00428C · --logo
Colour of the logo and site icons. Reserved for the house signature, never used for text or backgrounds.
Azur blue#4D6B79 · --blue
Headings, links, buttons, Contact section background. The site’s only accent colour.
Ink#2F4550 · --ink
Body text and button hover.
Deep blue#263A44 · --deep
Footer.
Slate#4F6875 · --ceo
CEO quote band.
Mist#94A6AE · --mist
Eyebrows, captions, secondary links.
Pale#BECCD2 · --pale
Secondary text on blue, active borders.
Rule#DBE1E4 · --rule
Rules, borders, dividers.
Fog#F3F6F7 · --fog
Alternating section backgrounds and panels.
Paper#FFFFFF · --paper
Main background; text on blue backgrounds.

Contrast: Azur blue, Ink and Deep blue pass level AA on Paper and Fog; Mist is reserved for eyebrows and captions, in small uppercase type.

Typography

One family for the whole site: Jost, a geometric sans inspired by Futura, served by Google Fonts.

Eyebrow13 px · 500 · 0.2 em · capitales · Brume

The house

Section heading30–44 px · 300 · 0.06 em · capitales · Bleu Azur

What we do

Subheading15 px · 500 · 0.16 em · capitales · Bleu Azur

Fine fragrance

Lead19 px · 300 · 1.65

An independent fragrance house, Azur Fragrances creates tailor-made fragrances for leading names.

Body16 px · 400 · 1.7 · Encre

Founded in 1978 in the heart of the Grasse region, the company has remained independent and family-owned.

Aa300Light — headings, leads, figures
Aa400Regular — body text
Aa500Medium — eyebrows, subheadings, buttons
Aa600Semibold — emphasis in the homepage title

Try it

Edit the text and adjust weight, size and letter-spacing.

Fragrance is our passion

Weight 300Size 44 pxTracking 0.06 emUppercase

Headings: Light weight, uppercase, wide letter-spacing. No bold in headings, except the second line of the homepage title.
Text: Regular 16 px, line-height 1.7, measure limited to 760 px.
Figures: Tabular figures for dates and key numbers.
Fallback: If Jost is unavailable: Helvetica Neue, Arial, then the system sans-serif.

Components

Components follow the same logic: simple shapes, fine rules, a single accent colour.

1978Founded in the heart of the Grasse region

Buttons: Pill shape, uppercase Medium 14 px label with 0.12 em tracking. Primary: Azur blue fill; secondary: outline only. On hover the primary turns Ink, the secondary fills.
Rules: 1 px dividers in Rule colour, above lists and key figures.
Links: In text: Azur blue, underline offset by 4 px. In the menu: a 1 px line that unfolds on hover.
Focus: 2 px Azur blue outline, offset by 3 px, on every interactive element.

Imagery

Bright, natural and restrained images: flowers, raw materials, the gestures of creation. The photo fills the frame; text always sits on a solid background, never directly on the image.

Light: Daylight, light tones, slightly warm whites. No colour filter or forced contrast.
Subjects: Flowers and plants of the Grasse region, bottles and materials, laboratories and craftsmanship. No generic stock imagery.
Framing: Full width for banners; discs for products and services; dark visuals receive an 86% Azur blue overlay.
Video: Same spirit as photography; silent playback, subtitles when there is speech.

Grid

A single grid across the whole site: every block starts from the same left edge, columns are equal and the vertical rhythm is constant.

Grid width: 1200 px · marges 32 px (20 px mobile)
Gutter: 40 px (28 px sous 960 px)
Columns: 2, 3 ou 4 colonnes égales, même bord gauche
Vertical rhythm: 72–128 px entre sections
Corners: Blocs à angles vifs · boutons en pilule (40 px) · photos produits en disque
Breakpoints: 1200 px (menu) · 960 px · 640 px

Voice

Azur Fragrances speaks like a house: with precision, warmth and restraint. The tone is that of a trusted partner, not of a loud luxury brand.

Fragrance is our passion

Vocabulary: House, creation, tailor-made, partnership, expertise. Write “Azur Fragrances”, never “Azur” alone or “AF”.
Sentences: Short, affirmative, in the first person plural. No superlatives, no exclamation marks.
Capitals: Headings are set in capitals by styling, never typed in capitals. Range names keep their spelling: Fine Fragrance, Home Care.
Languages: Every text exists in French and English, of equal length and tone.