# MIYU — Brand Guidelines

**Final · October 2026**
Miyu Wellbeing and Learning · trading as Miyu Music · Clayfield, Brisbane QLD

This document is the plain-text companion to the illustrated brand book, `MIYU_Brand_Identity_Kit.pdf`. Both are the reference for applying the MIYU brand. Send it with the artwork files to anyone who produces anything carrying the brand: signage, print, embroidery, web, social or documents.

---

## 1. The brand

**Name:** MIYU — pronounced *MEE-yoo*. Always written in capitals as the wordmark; "Miyu" in running text.

**Meaning:** heart and mind. The whole child, beautifully centred.

> When a child's heart is held, their mind is free to learn.

**Tagline:** Wellbeing and Learning

**Naming:**

| Name | Use |
|---|---|
| **Miyu Wellbeing and Learning** | The organisation. Legal and formal contexts; the umbrella for every service. |
| **Miyu Music** | The trading name of the music program. Uses the Miyu Music lockup (section 4). |
| **MIYU** | The wordmark. Capitals as artwork; "Miyu" in running text. |

**Positioning:** a hygge, Nordic-warm, premium children's brand. Warm, non-clinical, safe and inviting — the calm of a beautiful Scandinavian room, the confidence of a practice parents trust, and a bag a parent is proud to carry.

**Personality:** Warm · Nurturing · Playful · Curious · Premium · Magical · Safe · Non-clinical · Joyful · Grounded · Intuitive · Caring

| Meaning | What it holds for the child |
|---|---|
| Heart | Warmth, courage, and the quiet safety of being truly known |
| Mind | Thought, curiosity, and the deep joy of understanding |
| Core | The truest sense of self — settled, grounded, secure |
| Centre | Balance between feeling and thinking, play and learning |
| Feelings | The full spectrum of being human — joy, wonder, curiosity, love |
| Spirit | The energy and spark unique to every child |

---

## 2. Governing principle — musicality without symbols

The brand identity never uses musical notation: no notes, staves, clefs or sound waves. Those are the clichés of every music school and would tie Miyu to only one of its services.

This rule applies to the **brand identity only**. Miyu teaches music properly — manuscript and notation are part of the teaching and belong in lessons and materials.

In the identity, the musicality lives in the letterforms themselves:

- **Rhythm** — the spacing between M · I · Y · U
- **Breath** — generous, open counter spaces
- **Resolution** — strokes that end cleanly
- **Flow** — the word reads as one phrase, not four letters

---

## 3. The wordmark

| Property | Specification |
|---|---|
| Word | MIYU, all capitals |
| Typeface | Raleway ExtraLight (weight 200) |
| Tracking | 0.46 em (46% of the type size) |
| Construction | **Option B — final.** Every stroke junction and stroke end is softened with a corner radius of 1.4% of the type size (about 2% of the letter height). At a glance it reads as a crisp geometric wordmark; up close it carries a slight warmth. The M and the Y share one construction. |
| Colour | Fig on light grounds; Oat cream on Fig |

**Always use the master artwork files. Never retype the wordmark.** Typing "MIYU" in Raleway will not reproduce the tracking or the Option B softening.

The wordmark stands alone: no Japanese or other script characters, no icon, no added symbols, flourishes, shadows or gradients.

---

## 4. Lockups

| Lockup | When to use it | File name |
|---|---|---|
| **Full — primary** | The default. Wordmark in Fig with the tagline in Rosewood. | `MIYU_Full_Primary_Final` |
| **Full — reverse** | Dark grounds: signage panels, dark fabric, dark photography. Single colour, Oat cream. | `MIYU_Full_Reverse_Final` |
| **Compact** | Wordmark only. Tight spaces, or wherever the tagline would fall below its minimum size. | `MIYU_Compact_Final` |
| **Horizontal** | Wide, shallow spaces: website headers, email signatures, fascia signs. | `MIYU_Horizontal_Final` |
| **Miyu Music — primary** | The music program: studio, lesson materials, recital programs, music social and web pages, school music partnerships. | `MIYU_Music_Primary_Final` |
| **Miyu Music — reverse** | The same, on dark grounds. Single colour, Oat cream. | `MIYU_Music_Reverse_Final` |

**Tagline setting**

- Typeface: Nunito Sans Light (weight 300)
- In the full lockup the tagline is justified to the exact width of the wordmark — left edge to left edge, right edge to right edge — so the two read as one block
- Colour: Rosewood on light grounds; Muted blush on dark grounds; Oat cream in single-colour applications

**Miyu Music setting**

- MIYU is the master wordmark, unchanged
- MUSIC is set in Raleway Regular (400) capitals, spread to the exact width of the wordmark, so the lockup reads as one block like the full lockup
- Colour: Rosewood on light grounds; Oat cream on Fig
- Clear space and minimum sizes follow the full lockup

**The reverse files** include a Fig background panel so the artwork is visible when opened. For embroidery or single-colour printing, delete the background object and supply the Oat cream artwork only.

---

## 5. Clear space and minimum size

**Clear space.** Let **X** be the height of the capital letters in MIYU. Keep at least **½X** clear on every side of any lockup. Nothing — text, images, edges of the page — may enter this space. The light-background files are already built with exactly this margin.

**Minimum size**

| Lockup | Print (width) | Screen (width) |
|---|---|---|
| Full | 30 mm | 120 px |
| Compact | 25 mm | 90 px |
| Horizontal | Tagline capitals at least 1.8 mm | Tagline capitals at least 7 px |

Below the compact minimum, use the app icon M instead of the wordmark.

**Embroidery.** The wordmark is drawn in hairline strokes: each stroke is 4.9% of the letter height. To stitch reliably at its true weight, a stroke needs to be at least about 1.2 mm wide, which means:

- **Wordmark at true weight: at least 130 mm wide** (full or compact)
- For a smaller logo — a typical 70–90 mm chest logo stitches strokes of only about 0.65–0.85 mm — use the **compact lockup** and ask the digitiser to thicken the strokes to about 1.0–1.2 mm while keeping the letter shapes and spacing unchanged
- Drop the tagline on any embroidery under 130 mm wide
- Stitch in Fig on light fabric (for example oatmeal, #E0D4C0) or Oat cream on dark fabric

Always approve a stitched sample before a full uniform run.

---

## 6. Colour

| Name | HEX | RGB | CMYK | Pantone (approx.) | Use |
|---|---|---|---|---|---|
| **Fig** | #483A3A | 72 58 58 | C0 M20 Y20 K72 | 476 C | Primary — wordmark, headings, dark backgrounds, signage panels |
| **Rosewood** | #8C6866 | 140 104 102 | C0 M26 Y27 K45 | 7522 C | Warm mid-tone — tagline on light, subheadings, supporting text |
| **Muted blush** | #CAA69C | 202 166 156 | C0 M18 Y23 K21 | 9183 C | Secondary — tagline on dark, accents, label rules, wall colour |
| **Pale blush** | #EED9CB | 238 217 203 | C0 M9 Y15 K7 | 9221 C | Light accent — backgrounds, highlights |
| **Oat cream** | #FAF1E8 | 250 241 232 | C0 M4 Y7 K2 | 9121 C | Base — backgrounds, white space, reverse wordmark |

Pantone values are the closest approximate matches. Confirm against a physical Pantone coated swatch book before any volume print run.

**Mood:** warm, soft and organic — dried botanicals, aged linen, muted ceramics. Not clinical, not pastel-nursery, not corporate.

The wordmark only ever appears in **Fig** or **Oat cream**.

---

## 7. Typography

| Role | Typeface | Weight | Notes |
|---|---|---|---|
| Wordmark | Raleway | ExtraLight 200 | Master artwork only — never retype |
| Headings | Raleway | ExtraLight 200 or Light 300 | Wide tracking, 8–12% |
| Body, tagline, labels | Nunito Sans | Light 300 | Rounded, open and highly readable for children and parents |

Both are free Google Fonts under the SIL Open Font License:

- Raleway — https://fonts.google.com/specimen/Raleway
- Nunito Sans — https://fonts.google.com/specimen/Nunito+Sans

---

## 8. App icon

The Option B **M** from the wordmark, in Fig, centred on an Oat cream rounded square. No tagline, no other letters.

| File | Use |
|---|---|
| `MIYU_App_Icon_1024.png` | App store master |
| `MIYU_App_Icon_512.png` | Web app and general use |
| `MIYU_App_Icon_192.png` | Website favicon and home-screen icon |

---

## 9. Service labels

Standalone labels for doors, decals and room identification. The MIYU wordmark appears once, at the main entrance; inside, each room is identified by its label alone.

1. Psychology
2. Speech Therapy
3. Occupational Therapy
4. Music Therapy
5. Kinesiology
6. Pilates
7. Private Tutoring

**Style**

- Raleway Light (300), all capitals, tracking 0.28 em, centred
- A short, centred rule in Muted blush beneath the name
- **Default:** Fig lettering on an Oat cream plaque
- **On glass or dark surfaces:** Oat cream lettering on Fig

Label artwork is set from this specification; production files for the labels are not part of this pack.

---

## 10. Photography and environment

Warm natural light, timber, linen, soft textiles, plants and dried botanicals. Spaces that feel like a calm Scandinavian home, not a clinic. Real children, real moments, unposed where possible.

---

## 11. Never

- Retype, stretch, condense, rotate, outline or recolour the wordmark
- Add shadows, glows, gradients or effects to any lockup
- Place the wordmark on a busy photograph without a Fig or Oat cream panel behind it
- Add Japanese or any other script characters to the brand
- Use musical notation in the identity — notes, staves, clefs or sound waves
- Use bright primary colours or a school-uniform palette
- Use medical or clinical imagery — crosses, stethoscopes, pills
- Use cartoonish or childish fonts and illustrations
- Let anything look like a daycare centre or a standard allied health clinic

---

## 12. The file pack

```
MIYU_Brand_Final/
├── MIYU_Brand_Identity_Kit.pdf      ← the illustrated brand book
├── MIYU_Brand_Guidelines_Final.md   ← this document
├── PNG/        transparent backgrounds, 3,200 px wide (RGB)
├── EPS/        vector, CMYK
├── PSD/        layered, 3,200 px wide (RGB)
├── PDF/        vector, CMYK
├── SVG/        vector, web
├── App_Icons/  PNG at 1024, 512 and 192 px
└── Fonts/      Raleway and Nunito Sans (SIL Open Font License)
```

Every lockup is supplied in every format: `MIYU_Full_Primary_Final`, `MIYU_Full_Reverse_Final`, `MIYU_Compact_Final`, `MIYU_Horizontal_Final`, `MIYU_Music_Primary_Final` and `MIYU_Music_Reverse_Final`.

| Who | Send them |
|---|---|
| Signage fabricator | EPS (or PDF) |
| Printer | PDF (or EPS) |
| Embroiderer | EPS, plus section 5 of this document |
| Web, social, email, Canva, Word | PNG |
| Designer editing the artwork | PSD (layered) or SVG |
| App or website icon | App_Icons |
| Anyone applying the brand | `MIYU_Brand_Identity_Kit.pdf` |

**The PSD layers** are named *MIYU wordmark*, *Tagline* (or *Music*), *Divider rule* and *Background — Fig*, so any element can be recoloured or repositioned without redrawing.

**Colour modes:** EPS and PDF files carry CMYK values for print. PNG, PSD and SVG files are RGB for screen.

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*MIYU · Wellbeing and Learning · Clayfield, Brisbane QLD*