Prize Candle Social - Brand Guide

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BRAND GUIDELINES 2015


The brand guide includes logos, images, and files needed to produce the samples represented in this guide. To maintain the integrity of Prize Candle Social brand, please use the files provided. When creating your own marketing materials here are a couple of things to keep in mind: Use these files with great discretion to create print materials such as note cards, thank you cards, letterhead, note pads, banners, etc. Images may not be used to recreate items that the company currently offers such as Lookbook, etc. Please keep the integrity of the Prize Candle Social brand by following the brand guide.

When using text, you may use the verbiage contained in the Lookbook and below are a few approved verbiage/quotes that you may use on print and electronic materials, envelopes, return address labels, or any other piece that requires contact information. You may also list your contact information when creating labels, envelopes, return address labels, or any other piece that requires contact information. We have offered these photos as a way for our Consultants to create marketing materials for their own personal use, team use, or team incentives. With the approved photos we can give our Consultants the option to be creative, yet keep the Prize Candle Social branding cohesive within the field.


Table of Contents

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BRAND NARRATIVE/ TONE/ WHO WE ARE

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PHOTOGRAPHY GUIDELINES

07

TARGET DEMOGRAPHIC

29

COPYWRITING TONE

09

LOGO USAGE, GUIDELINES AND TAGLINES

31

BRAND STATIONERY

19

TYPOGRAPHY

33

PROMOTIONAL ITEMS

23

MOODBOARD/ COLOR PALETTE

41

SOCIAL MEDIA

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BRAND NARRATIVE

Our Story Prize Candle launched in 2013 with much success and we are now proud to welcome Prize Candle Social, our social selling and e-commerce business! There are so many people involved who have been a part of this amazing journey since day one. They have been instrumental in our growth and are the key to our success. We realize relationships are everything and that is why we decided to extend our reach by introducing Prize Candle Social.

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We are bold. We work hard. We put an exciting spin on how to enjoy the classic candle. We are passionate about making dreams come true, and we are good at it. We will continue to work thoroughly & tirelessly to empower others through our brand.

Tone Empowering Friendly Inviting Inspirational Optimistic Passionate Resourceful Warm Welcoming

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WHO WE ARE

BRAND NARRATIVE

The Consultants We are a group of individual women who are pro-active and social. We are an enthusiastic group of entrepreneurs who genuinely love to network and motivate others. We are driven by incentives and by helping other people succeed. Prize Candle Social offers us flexibility, style, quality and value, while providing the opportunity to make additional income that won't conflict with our family, career and additional responsibilities.

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LOCATION

USA AVG. SALARY

$

MODERATE DISPOSABLE INCOME

TRAITS Organized Sophisticated Stylish Trendy Value Conscious


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TARGET DEMOGRAPHIC


TARGET DEMOGRAPHIC GENDER

LOCATION

USA AVG. AGE

AVG. SALARY

25-55

$

MODERATE DISPOSABLE INCOME

The Consumer The Prize Candle Social target consumer is made up of individual women who value quality and appreciate eco-friendly products. She is an occasional Nordstrom’s & Macy’s shopper, and often seeks value at Kohl's, Amazon, Target, Zulily and One Kings Lane. She desires functional, stylish & value-added products that fit her lifestyle. She constantly seeks to connect with friends despite a busy life.

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LOGO USAGE AND GUIDELINES

Logo Usage & Guidelines In keeping with the visual appeal of the Prize Candle Social brand, refer to the following guidelines for the correct logo usage. For all downloadable logo files, please visit the Consultant Social Lounge and find them under “Training”.

COLOR ON LIGHT BACKGROUND

CMYK: 0/0/0/90 RGB: 68/68/68 HEX: #444444 PANTONE: NEUTRAL BLACK U

COLOR ON DARK BACKGROUND

CMYK: 0/0/0/0 RGB: 255/255/255 HEX: #FFFFFF

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PANTONE: 434 U


SPECIFICATIONS ASPECT RATIO 4.68” x 1” for print, or 267px x 57px for screen

MINIMUM SIZE 1.25” wide for print, or 125px wide for screen.

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Consultant Logo

SPECIFICATIONS ASPECT RATIO

LOGO USAGE AND GUIDELINES

2.808” x 1” for print, or 219px x 78px for screen

MINIMUM SIZE 1.25” wide for print, or 125px wide for screen.

INDEPENDENT CONSULTANT

COLOR

CMYK: 0/0/0/90 RGB: 68/68/68 HEX: #444444 PANTONE: NEUTRAL BLACK U

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Founding Member Label

SPECIFICATIONS ASPECT RATIO 2.125” x 2.89” for print, or 153px x 208px for screen

MINIMUM SIZE 2.125” wide for print, or 153px wide for screen.

premium so re y pu

COLOR s

lar

ze

lu

d

s

va

ol

pri

Founding Member ed

up to $5,

00

0

CMYK: 17/87/17/0 RGB: 250/70/133 HEX: #CD4685 PANTONE: 233 U

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Clearspace

NO TAGLINE

LOGO USAGE AND GUIDELINES

Enforcing a padded space to the perimeter of the Prize Candle Social logo ensures its visual appeal & comfortability. No text, images, or icons are allowed within the clearspace area. WITH TAGLINE

This rule also applies when placed next to other brand logos.

KEY:

A Prize in Every Candle

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The “P” from “Prize Candle” is to be used to determine the clearspace around the logo.


Logo Alternatives In the event that the logo is illegible when reduced to a profile photo size, an application button, or a favicon, this version of the logo is acceptable.

SPECIFICATIONS

ASPECT RATIO 1:1

COLOR

CMYK: 17/87/17/0 RGB: 250/70/133 HEX: #CD4685 PANTONE: 233 U

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LOGO USAGE AND GUIDELINES

Taglines “A Prize in Every Candle” “Peace, love and light” “Love what you do. Do what you love.”

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LOGO USAGE AND GUIDELINES

a) d)

b) e)

c) f)


a) A color other than what is specified on the primary logo page is unacceptable usage

Logo Don’ts

b) Skewed/Slanted/Rotated c) Stacked d) Little or no contrast against a colored background e) Stretched f) Little contrast between the logo and a busy background

These are examples of ways the Prize Candle Social logo cannot be represented. To ensure ultimate visual appeal, please make sure the logo embodies all the qualities listed on the primary logo page, with the correct aspect ratio, contrast, proportion, clearspace and weight.

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TYPOGRAPHY


Fonts

Proxima Nova

Where to find it: Fonts.com (http://www.fonts.com/font/mark-simonson-studio/proxima-nova)

Minion Pro Where to find it: Fonts.com (http://www.fonts.com/font/adobe/minion)

DK Double Quick Where to find it: DaFont.com (http://www.dafont.com/dk-double-quick.font)

SPECIFICATIONS Sans-serif: Regular, Semibold, Bold Best for attention pops, pre-headers and price display

Serif: Regular, Italic, Bold Best for headings, subheadings, body copy

Script: Best for customized notes, and attention pops

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Typography PRE-HEADING

Proxima Nova Bold TYPOGRAPHY

HERO/HEADLINES

Minion Pro Regular SUBHEADING

Minion Pro Regular BODY

Minion Pro Regular

XOXO,

ndle + Priz e Ca ia l ndle S oc Priz e Ca

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PERSONALIZED NOTES

DK Double Quick


QUOTES

Minion Pro Italics

BULLETS

Minion Pro Regular

“A girl should be two things: classy and fabulous.” -COCO CHANEL

Free website for 30 days

Helpful marketing tools

Exclusive promotions

24/7 customer service

Exclusive sneak peeks

Free product

L

SHOP FOR A CURE

IM T D E LY IT ON E

Proxima Nova Bold

ASK YOUR C O N S U LTA N T NOW!

IM

ATTENTION POPS

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MOODBOARD/COLOR PALETTE

Moodboard

Creative Fun Gaming Hostess Festive Surprised Winning

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Color Palette CMYK: 0/0/0/0

HEX: #FFFFFF

RGB: 25/25/25

PANTONE: WHITE U

CMYK: 0/0/0/90

CMYK: 3/2/2/0 RGB: 245/245/245

RGB: 68/68/68

HEX: #F5F5F5

HEX: #444444 PANTONE: NEUTRAL BLACK U

PANTONE: 656 U

CMYK: 17/87/17/0

HEX: #CD4685

RGB: 250/70/133

PANTONE: 233 U

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PHOTOGRAPHY PHOTOGRAPHY/COPYWRITING


Marketing Photography Fun Festive Exciting Happy Lucky Warm Winning For search terms and stock photography links, visit the Consultant Social Lounge and click on “Marketing�. 26


Sponsoring Photography

PHOTOGRAPHY

To see a list of search terms and links to purchase sponsoring photography, visit the Consultant Social Lounge and click on “Marketing�.

ADJECTIVES

Camaraderie Enthusiastic Entrepreneurial Empowering Professional

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COPYWRITING TONE

Copywriting Tone The copy should always encourage women to think about the possibilities of new products and opportunities. There should always be a sense of urgency on deals & becoming a consultant, highlighting the exclusivity of scents, offers & collections. The consumer must always feel excited, happy and enlightened after reading Prize Candle Social copy.

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ADJECTIVES

Enthusiastic Empowering Optimistic


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BRAND STATIONERY

Brand Stationery & Marketing Collateral When put side by side, the brand stationery and marketing collateral should have a cohesive feel. These examples can be found in the Consultant Social Lounge, under “Marketing�.

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PROMOTIONAL ITEMS

Promo Tops - Print Screen

Gray Ink on

White

33

Gray Ink on Light Pink

White Ink on Pink

White Ink on Black


Gray Ink on White

Gray Ink on Light Pink

White Ink on Pink

White Ink on Black

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PROMOTIONAL ITEMS

Promo Tops - Embroidery

Black with White Stitching 35

Pink with White Stitching


Light Pink with Gray Stitching

White with Gray Stitching 36


PROMOTIONAL ITEMS

Promo Item Dos Choose promotional items that speak best to the needs & interests of the target demographic. When applicable, include the Independent Consultant’s name, phone number, email and website to keep the promotional item relevant and beneficial.

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pu

re premiu

m

s oy

prize

#Priz

eDig

ger

lu

la

rs

a s v ed

up

to $5,000

do

l

38


PROMOTIONAL ITEMS

Promo Item Don’ts Any promotional items that promote violence, possibly degrade the brand or go against the brand tone should not be created or distributed.

Against brand tone

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Off-brand colors

Promotes violence or harm

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SOCIAL MEDIA


Social Media The Prize Candle Social brand must always be represented professionally and tastefully. Consistency in regards to language, tone and photography across the channels is ideal.

Social Media post photos can be found in the Consultant Social Lounge, under “Marketing�.

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