Brand Standards
Logo Usage The tra dem ark s ign s h ou l d al w ay s b e in the up per- righ t h an d c or n er of the logo.
The lo ck-u p fo r the logo should a lways follow t he p r o p o r tio n as s een a b ove. “M y DeVita � s ho u ld alw ay s be in an a ccent color, unless on a s ol id back g r o und as seen to the right. In those i ns tances the entir e logo should b e whited-out t o ens ur e v is ability. A tra dema rk sign should a l way s be p laced at the upper-right ha nd c or ner o f the lo g o .
Color Palatte Powder Puf f
Pa n t on e 5 0 0 5 c Pa nto ne 577 c
Bu b b ly Babies: F r ag r anc e F r ee
Pa nto ne 7606 c
Panto ne 7458 c
Pan ton e 6 8 7 c2
Butter Cheek s
Bu b b ly Babies: Calend ula
Pa n t on e 3 6 0 c
Panto ne 7458 c
Pa nto ne 7571 c 2
Flutterby
Pa n t on e 6 9 4 c
Pa nto ne 7682 c Pa nto ne 2708c
Pan ton e 715 c
T ypefaces m ain fon t for he a dlines :
A mer ica n T y p ewrit e r Lig ht Amer ican T ype w r i te r R e g ula r American T yp ew r i t er B o ld m ain fon t for b o dy cop y :
Am e r i ca n T ypewriter C o nd ens ed L i g h t American T yp ewri te r C ond e nse d Am er ican T ypew r i t e r C on d e n s ed B o ld ac c en t fon t :
callie hand
Visuals
T h e v i s u a l s s h o u ld help co ntinue to te l l t h e s t or e of Oh my devita Baby. Any co p y u s e d wi t hin the v is uals s ho uld b e i n C al l i e H a nd, to help m aintain the so f t n es s t ha t was established w ith the pack agi ng. A s u btle elem ent o f R oise sh o u l d a l s o b e includ ed w ithin ea ch vi s u al , whe t he r that be a s ing le butterf ly, c l o u d or b u bble. C o p y s hou l d s ound s weet and inv iting. W h i l e we a r e t r y ing to s ell p r o d u ct we do n ’t w a nt t he c o p y to s o und sales-y or b e p u s hi ng p r od uct. Oh my devita b a b y wa s c r e a t e d w i th m uch m o r e s o ul, a nd sp i ri t -a nd t hi s s ho uld be easily conve ye d wi t hi n t h e co p y & v isuals.