Vie Brand Standard Manual

VIE

BRAND STANDARDS MANUAL

© ABIGAIL WHIGHAM, 2017

GRAPHIC DESIGN 2

ART 323

PROFESSOR JANE DORN

WHO IS VIE?

We are a quality driven cookware company that thrives on bringing people together. We’ve had sixty years of experience and inspired by the best chefs and cultures around the world. Food is a powerful substance that keeps everyone growing and connected. We want to build a brand based on trust and connection with our customers, making food fun to make and delicious. We provide quality cookware and partner with some of the best brands available to make sure every customer can enjoy this necessity of life to it’s fullest.

TABLE OF CONTENTS Why Brand Identity Guidelines?

1

Mission, Vision, & Values

2

Logo & Logo Application

3

Brandmark

4

5

Lock Up Options

Clearspace

6

8

Minimum Size

Colors & Application

9

Color Palette

10

Color Implementation

11

Background Imagery

13

Incorrect Usage

14

System Typography

15

Brand Identity Package

18

Touchpoints

23

Credits

30

1

BRAND STANDARDS PURPOSE The purpose of this document is to help us work to establish consistent communication that builds Vie’s reputation in the many communities we serve.

Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice.

Questions should be directed by email to the Vie Corporate Office at marketing@v.co

2

MISSION, VISION, & VALUES MISSION Our goal is to provide quality products to our customers to establish brand trust and creating an enjoyable home.

VISION We wish to see the art of cooking made accessible to anyone. With a focus on our history and cultural cooking, we want to be able to inspire adults to enjoy the necessity of life.

VALUES We value durability, quality, and customer trust.

Customers will be able to create lasting memories and relationships with the cultural influence of food and home.

3

LOGO & APPLICATION The standards listed in this manual are made to maintain consistency in the Vie brand. Here you will be shown all the correct and incorrect ways to represent the brand.

Do not deviate from these standards.

4

BRANDMARK The Vie brandmark is only made up of two segments: the symbol and the tagline.

Because of the pronunciation of “Vie,� we left out a logotype to keep the logo minimal, pair well with the tagline, and to prevent the logotype from competing with the symbol.

Symbol

Tagline

5

LOCKUP OPTIONS Because we only have two logo elements, the lock up options are limited to these three: The symbol alone, the symbol and tagline in both vertical and horizontal orientations. This allows variety and simplicity through only what is absolutely necessary.

1

Never add a logotype with the symbol.

2

3

6

CLEARSPACE Clearspace is the amount of negative space around the logo. Following are the examples of how to lock up the logo. This shows how close other elements can get to the logo, as well as how close the tagline can get to the symbol to provide maximum legibility and improve consistency with the use of the logo.

x

The measurement comes from the width of the bottom of the symbol. This measurement will remain consistent through all sizes.

x

x

x

7

CLEARSPACE x

x 2x ½x 2x

½x

x

x x ½x

x

½x

x

8

MINIMUM SIZE Defining minimun size will restrict the use to give the logo it’s strong definition without losing and detail.

0.375 in

Each logo cannot go smaller than these dimensions: 0.375 in for symbol alone and 0.5 in for either lockup with symbol and tagline.

0.5 in

0.5 in

9

COLORS & APPLICATION The colors given in this manual were chosen to create a mood within the Vie brand. Following the guidelines will create consistency across all uses of the brand.

Do not deviate from these color standards.

10

COLOR PALETTE Vie’s primary colors will be the burgundy and the warm gray. The other three colors are selected to be complementary and secondary to the main two.

Other colors must be cohesive with this palette, creating unity within the brand.

Pantone 492 C Pantone 492 U CMYK C 30, 70, 50, 15 CMYK U 0, 95, 25, 20 Hex #831B39 RGB 131, 27, 57 Pantone Warm Grey 1 C Pantone Cool Grey 1 U CMYK C 5, 3, 10, 0 CMYK U 5, 3, 10, 0 Hex #F9F4EF RGB 249, 244, 239 Pantone 131 C Pantone 124 U CMYK C 0, 15, 50, 5 CMYK U 0, 15, 75, 0 Hex #E7BF52 RGB 231, 191, 82 Pantone 7544 C Pantone 430 U CMYK C 10, 0, 0, 50 CMYK U 25, 0, 0, 80 Hex #6C8B8B RGB 108, 139, 139 Pantone 303 C Pantone 548 U CMYK C 80, 50, 15, 30 CMYK U 70, 35, 10, 25 Hex #1E5368 RGB 30, 83, 104

11

COLOR IMPLEMENTATION The main logo color will be the burgundy. If a color version of the logo is to be reversed out, it will be in the warm gray in the color palette.

The tagline will always be the same color as the logo to communicate unity and simplicity.

12

BLACK AND WHITE For when it is necessary to show the logo in black and white, please follow these speculations for use.

Pantone White CMYK 0, 0, 0, 0 Hex #000000 RGB 255, 255, 255

Pantone Black CMYK 0, 0, 0, 100 Hex #FFFFFF RGB 0, 0, 0

13

BACKGROUND IMAGES Background images should enhance the brand and have contrast with the symbol. Legibility must be considered as well as the tone of the brand.

Images that will maintain legibility would be simple compositions with low contrast or blurred photographs with the intention of text overlay.

Only use the burgundy logo with high key imagery, every other instance should be with warm gray.

14

INCORRECT USAGE These uses will decrease the legibility, recognizability, and the consistency within the brand. Do not use any of the examples on this page and the next.

Do not place the logo over a high contrast image.

Do not place the logo over a high key image.

Do not place the logo over a complex textured image.

Do not place over a face.

Do not place the logo over an image of similar value.

15

INCORRECT USAGE These uses will decrease the legibility, recognizability, and the consistency within the brand. Do not use any of the examples on this page and the next.

Do not distort the logo.

Do not change the tagline font.

Do not reflect the logo.

Do not add a stroke to the logo.

Do not lower the opacity.

Do not use unapproved colors.

home. simplified.

16

T YPOGRAPHIC SYSTEMS The purpose of Vie’s typography is to maintain formal traditions with a fun and playful edge.

These type systems are chosen specifically for the brand to maintain unity within the brand.

Listed are the systems for both print and web.

Do not deviate from these type systems.

17

T YPOGRAPHY The main typeface used for Vie will be Baskerville.

We’ve paired it with a contemporary sans serif, Raleway, to be used as display type in certain approved circumstances.

Baskerville will act for headers, subheaders, and body copy.

Raleway will be used for only headers and subheaders.

Both of these typefaces are designed for web and print.

BASKERVILLE BOLD

RALEWAY HEAVY

BASKERVILLE BOLD ITALIC

RALEWAY EXTRABOLD

BASKERVILLE SEMIBOLD

RALEWAY BOLD

BASKERVILLE SEMIBOLD ITALIC

RALEWAY SEMIBOLD

BASKERVILLE REGULAR

RALEWAY MEDIUM

BASKERVILLE ITALIC

RALEWAY REGULAR

BASKERVILLE OLD FACE

RALEWAY LIGHT RALEWAY EXTRALIGHT RALEWAY THIN

18

BRAND IDENTIT Y PACKAGE These are the standards for the identity package, including letterhead, envelope, and business cards.

These standards are to maintain unity between the corporate and retail employees.

Do not deviate from these standards.

19

1 in

LETTERHEAD

.75 in April 11, 2017 3250 Van Ness Ave. San Francisco, CA 94109

FORMAT 8.5 x 11�

Dear Julie Whalen, Dam, seque poreiur aut acerrovitas et ex escid ut dolorpor aliquibusam fuga. Catibusam et ad que vit inihit fugia volore voloreniam a quid que nihitas perchilit, sectora turiam fugitio. Name num alitectaqui nim fugia aperis qui quam arcitatis non pa debitiu santus, solor sit qui asperat voloratur, sume aut moluptias de nulpa velestis exerum elenis dignit aut quam derum coressum autem ea es maios exces et ventota spiendel modi dis ditat la verferu mendae seque odita veruptat offic tet odi debit quam rerenis exerio. Es poritemque vendemp orionem lique poribus dem explign imincia qui ommodis eos ipsam, con nustistiis aut plaboreste modiore perferunt quod mil inte essiti optation excea quae venimet et quis mos es intem voluptis nonet omnimpora sum de nissin cori doluptatem. Hendam que qui ducias ex exceperum que voluptatem volorrum soluptur accupic ipsunt.

1.6 in

PAPER SELECTION Strathmore Writing Wove in soft gray 24 lb.

LOGO

Et endusamus aperio mo quam aditiscit, utassitia core quo eat volo et es am venem suntur sequat volorpo rehendit, quo velibus, te eum rem cuptio est, conseque oditataes et exeratquo ea secto officabor atis int, alibus dolut et quam vit et qui bername nonsedis eate por abore mint pedist aut eatius nonsequidel ilibus, cusa dignate ipsam voluptatqui untum aliquis aliquiatibus doluptio.

Pantone 492 U

Sincerely,

Laura J. Alber Chief Executive Officer

1.5 in 415-421-7900 ext. 0001 lalber@v.co

1 in

3250 Van Ness Avenue San Francisco, CA 94109

1.6 in

20

ENVELOPE

2.625 in

2.5 in

FORMAT #10 Commercial Envelope 4.175 x 9�

.65 in

5.15 in

Maja Thorstein 125 Apple Tree Avenue San Francisco, CA 94109

PAPER SELECTION Strathmore Writing Wove in soft gray 24 lb.

LOGO Pantone 492 U

2.9 in

7 in

3250 Van Ness Avenue San Francisco, CA 94109

21

BUSINESS CARD FORMAT

.33 in

3.5 x 2�

1.03 in

PAPER SELECTION

1.14 in

Strathmore Writing Wove in soft gray 88 lb. Cover LOGO

.35 in

Pantone 492 U Spot UV Finish

0.34 in 0.28 in

LAURA J. ALBERS Chief Executive Officer

0.73 in 415-421-7900 ext. 0001 lalbers@v.co v.co

3250 Van Ness Avenue San Francisco, CA 94109

0.32 in

22

23

TOUCHPOINTS These are examples of the use of the branding within the standards given. Here the brand comes to life, showing the elegance and beauty of the brand.

24

25

26

27

28

29

30

CREDITS www.representingdads.com/wp-content/uploads/2014/08/campfire-cooking.jpg www.sjsu.edu/wellness/nutrition/Produce.jpg www.behance.net/gallery/33113869/FREE-PSD-Mock-Up-Template ab.wsimgs.com/wsimgs/ab/images/dp/ecm/201716/0231/001/003.jpg cdn.cutleryandmore.com/media/images/10808.jpg www.doublejj.com/wp-content/uploads/2015/03/white-wedding.jpg corvusart.com/blog/free-logo-mockup-window-signage/ graphicburger.com/down/?q=5-signs-facades-mockups thepan-handler.com/wp-content/uploads/2013/01/IMG_0986.jpg graphicburger.com/shopping-bag-psd-mockup-3/ www.behance.net/gallery/28045147/PSD-Magazine-Mock-Up-(FREE) fthmb.tqn.com/ZZuUOPiXsZzKcKaOr9NbDYXhQgc=/5197x3551/filters:no_upscale()/about/GettyImages530087776-57a885853df78cf459fc8fa2.jpg