Branding & Marketing Guidelines

1. Brand Identity

• Brand Name: SALTE SWIM

• Tone of Voice: Confident, fun, fresh, empowering. Always uplifting and community-focused.

• Core Values: Confidence • Movement • Freedom • Strength • Style

• Target Audience: Active teens and young adults, especially surf lifesavers and water-sport lovers who want functional, stylish swimwear.

2. Logo & Usage

• Always use the official SALTE SWIM logo (no stretching, recoloring, or altering).

• Logo should appear clearly on light or neutral backgrounds.

• Do not overlay the logo on busy or distracting patterns.

3. Color Palette

• Primary: Baby Pink (#FFE7E9) • White (#FFFFFF)

• Secondary: Light Brown (#987654)

• Neutral Base: White (#FFFFFF) • Charcoal (#2B2B2B)

Usage:

• Website & socials: clean, ocean-inspired aesthetic with pops of coral.

• Keep backgrounds light, airy, and coastal.

4. Typography

• Headings: Bold, modern sans-serif (Montserrat / Andada Pro).

• Body Text: Simple, clean sans-serif (Joesifn Sans / Bitter.

• Tone: Minimalist, easy to read, never overcrowded.

5. Photography & Content Style

• Lighting: Natural daylight preferred (outdoors: beach, surf clubs, ocean pools).

• Editing: Bright, warm, and true-to-life tones. Avoid heavy filters.

• Posing: Energetic, natural, movement-based (running, swimming, surfing, laughing).

• No-go’s: Overly staged, dark/moody edits, cluttered backgrounds.

6. Social Media Guidelines

• Only share approved photos/videos provided or cleared by SALTE SWIM.

• Captions should match the brand voice: confident, playful, and uplifting.

• Always tag: @salte_swim and use official hashtags #SalteSwim #SalteAthlete

• No behind-the-scenes or unreleased designs may be posted without written approval.

• No distortion of brand imagery (stretching, filters, low-res screenshots).

7. Collaborations & Marketing

• Influencers and models must seek approval for any cross-promotion or reposting.

• Collaborations should align with SALTE SWIM’s active, healthy, and beach-lifestyle image.

• Never associate the brand with harmful, offensive, or unrelated content.

8. Do’s & Don’ts

Do:

• Keep branding clean and minimal.

• Use ocean, sand, and surf environments.

• Showcase movement, energy, and fun.

• Stay on-tone with captions (uplifting, positive, strong).

Don’t:

• Use filters that change the swimwear colors.

• Post blurry, low-quality, or unapproved images.

• Associate SALTE SWIM with alcohol, drugs, or inappropriate behavior.

• Reveal unreleased designs before launch.

9. Approval Process

• All marketing content (photos, videos, captions) must be submitted to SALTE SWIM for approval before publishing.

• Any edits or changes to brand visuals require written approval.