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
25
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
02
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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07
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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19
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
22
MOODBOARD/COLOR PALETTE
Moodboard
Creative Fun Gaming Hostess Festive Surprised Winning
23
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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25 23
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
26 30
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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32
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
34
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.
37
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
39
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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