Brand Style Guide
OUR STORY Blue Hill By Hand was started by Laura Crawford in 2000 with a mission to design unique jewelry that was environmentally friendly and fun to wear. She started the unique business model by creating jobs for the local community. In 2009, Kristin Yates of Gift Closet LLC purchased the business and gave the company a new life. She had a love for jewelry design and metal work that allowed for the brand to expand its designs. Many of the earring designs now look like wearable art and are truly one of a kind. In 2019, Forrest Voedisch purchased and renamed the company Metric Forrest Studio. She will continue to design for the two well-loved brands Imagine and Eclectic Earth and add to the collections with trendy and classic styles. A new highend line of jewelry will be add in 2020, and a future Madison retail store. IMAGINE and ECLECTIC EARTH have become well-know and loved brands by the Madison community and nationally. These brands can be found at the Whole Foods Market, natural food stores and gift shops around the country. Our IMAGINE jewelry is all made by hand, one at a time. This is more of an earthy and boho line with something for everyone. Featuring beautiful charms with handetched copper, gold, silver, brass components. Accented with recycled glass, wood and birch bark, and semi-precious gemstones for everyday style. With beautiful stylish designs that are both trendy and classic. Our ECLECTIC EARTH jewelry is all made by hand, one at a time. This is our shiny and sparkly line with something for everyone. We use gold, sterling silver, copper, and brass charms, glass and semi-precious gemstones to create earrings for everyday style. With beautiful stylish designs that are both trendy and classic.
HANDCRAFTED CLASSIC STYLISH MOODBOARD Metric Forrest Studio’s brand is light and timeless with each piece of jewelry handcrafted to make everyday feel special. The subtle elements set the tone for the trendy, yet classic metallic and gemstone pieces. Inspired by the careful measurement taken to create each piece and elements found in nature, Metric Forrest Studio infuses a balance of geometric and organic shapes within its brand.
PRIMARY LOGO Metric Forrest Studio’s primary logo is a simple word mark. The main lettering style is bold and trendy, and the overall style feels fresh and creative with a unique personality. The secondary lettering style nods to the more minimalistic side of the brand found in the colors and textures, which are used to compliment the jewelry. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify the website, social media presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success fo the brand that the logo always be applied with care and respect in every application according to these guidelines.
PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type are not obstructed by the image. In most cases, you can use either a solid white or solid black logo on top of the background image. TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on a image helps make the text more readable.
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TONAL WORDS Tonal words describe what the brand is all about, what it means, what it stands for, and how it can be communicated differently. Words to describe Metric Forrest Studio are glamourous, classic, stylish, trendy, crystals, gemstones, mixed metals, silver, gold, and copper. The Metric Forrest Studio brand should use language to create a consistent message. The message should highlight the uniquely handcrafted, everyday pieces that make your day special. It should tell a story that connects people to the brand. Jewelry is an expression of who you are, so a welcoming and encouraging tone is recommended. The brand is classy, yet trendy, so it should use a tasteful and up-to-date tone to deliver the brand messaging.
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Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of he brand, but color also serves a psychological purpose by communicating a certain feeling to your audience. The light and metallic color scheme compliments the tones in the jewelry. The color scheme also enhances the uniquely handcrafted and personal nature of the brand. Color psychology suggests silver is refined and harmonizing and gold stimulates a warm and inviting feeling. Copper connects people’s stories to the brand, while blue instills peace and trust — all reflective of the way customers will feel shopping with Metric Forrest Studio. Our primary colors are silver, gold, and copper.. Our accent color is the velvet blue. The accent colors can be used when broader color schemes are needed. The primary colors should be given priority over other accent colors when using them for projects.
CMYK: 14, 11, 13, 0 RGB: 217, 216, 212 Hex: d9d8d4
Gold CMYK: 16, 27, 84, 0 RGB: 218, 180, 74 Hex: dab44a
Copper CMYK: 22, 56, 69, 5 RGB: 190, 124, 90 Hex: be7c5a
Velvet Blue CMYK: 87, 49, 26, 4 RGB: 32, 113, 149 Hex:207195
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TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the polished yet trendy feel of the brand and should be used across all print and web applications. Metric Forrest Studio’s main heading typeface is Hipster Script. The secondary typeface is Silver South Script Alt which is used for accents and in the brand elements. The main body typeface is Avenir. It is preferred that Avenir bold and italic are used only in rare instances (i.e. subheadlines, editorial purposes). Type may be discreetly set in all uppercase to create a hierarchy of information, as in sub-heads, section headings, and product descriptions. Unless in a book format such as this or an annual report, text should beabove 11 pt for easy accessibility to all. Large body type is recommended to be in black for easy readability.
Silver South Script Alt abcdefghijklm nopqrstuvwxyz Avenir Light, Medium, Medium Oblique, Black
abcdefghijklm nopqrstuvwxyz
U N A C C E P TA B L E U S A G E
A. Don’t rotate the logo.
A few rules are necessary for maintaing the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way - that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER consider using the logo.
B. Don’t squash or stretch. C. Don’t place elements in the logo clear space.
D. Don’t resize any part. E. Don’t rearrange parts or create compositions that are not already provided.
F. Don’t add unofficial elements to the logo. G. Don’t use off-brand colors. Reference the Color Usage section. H. Don’t use drop shadows or other text styles.
I. Don’t contain the logo in a box when used on a background.
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FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to contact me (abbmeyerco.com). These guidelines are fairly flexible and should allow for enough creative freedom to use the branding as you see fit while still ensuring the brand is looking its best across all applications.
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