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Honey Dew Bee Co. Styleguide All rights reserved. Please refer to this official document before beginning any creative project for a Honey Dew Bee Co. campaign. Any questions can be sent to: hello@honeydewbeeco.com
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2014
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hello!
A B O U T
U S
Honey Dew Bee Co. is the only
The organic wellness flavor infusions
urban beekeeping company in sunny
that Honey Dew Bee Co. is known
Santa Monica, that offers a wide range
for is meant to mirror the friendships
of artisanal raw honey organically
that customers grow and create while
infused with optimum wellness flavors.
sharing our products and food.
Our café promotes health, well-being,
Honey Dew Bee Co. cafe fruits and
and quality of life, and we encourage
vegetables are pollenated by its very
customers to interact with each other
own colony of backyard bees.
to create mood boosting experiences. We believe in cultivating 100% organic Our mantra is “Being happy helps us
crops and products down from the
be healthy,” and our cafe provides
roots. Absolutely no chemicals are
customers with a comfortable place
used around our crops & only 100%
that encourages kindness.
organic fertilization is used in our soil.
INTRODUCTION
i
Table of Contents 1.0 Brand Narrative 2.0 Target Audience 3.0 Logo Specifications 4.0 Color Palette 5.0 Typeface 6.0 Iconography & Textures 7.0 Photography 8.0 Copywriting Tone
TA B L E O F C O N T E N T S
ii
B R A N D
N A R R A T I V E
“
We value life. We appreciate quality time, good company & human kind. We believe that nature is the best place to find inspiration. We are grateful, we are thoughtful, and we find beauty in everything.
“
BRAND NARRATIVE
1.0
T A R G E T
A U D I E N C E
GENDER
Honey Dew Bee Co.’s target audience is aimed toward individuals looking to live a semi or fully holistic lifestyle. The company wants to reach people who appreciate organically grown crops because of the health benefits they offer. The company ’s target is aimed toward the individual who prefers farmers markets to chain grocery stores.
DEMOGRAPHIC
Primarily Santa Monica, but products are also sold nationally, online.
The price point for certified organic
AGE
food is a little bit higher because crops
25+
are limited, they require more labor and fertilizer is more expensive. This means Honey Dew Bee Co. is more likely to target individuals who are a bit more financially established.
SALARY
40k+
$
TA R G E T AU D I E N C E
2.0
logo specifications
Our logo is our smile-- it represents who we are and it’s how we say hello. Please use it nicely!
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These versions of the Honey Dew Bee Co. are acceptable.
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3.1
LOGO
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1.25” (340px wide)
MINIMUM SIZE
The smallest that the Honey Dew Bee Co. logo
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should be represented is
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1.25” or 340px wide.
MINIMUM SIZE
3.1
Correct Logo Usage These versions of the Honey Dew Bee Co. are acceptable.
3.2
01. GRAYSCALE / B&W
02. ON COLORED BACKROUND
This version can be used for
The logo should be white when
print and web.
placed on a colored background.
03. BUSY BACKGROUND
04. FULL COLOR
There must be enough contrast
Refer to the color palette for
between a textured background
approved logo colors on light
and the logo.
backgrounds.
LOGO
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CORRECT LOGO USAGE
3.2
Incorrect Logo Usage These versions of the Honey Dew Bee Co. logo are against our style.
01. INCORRECT PROPORTION
02. ON COLORED BACKROUND
It is against the logo guidelines
The logo may only be white or
to be stretched, compressed,
black when placed on top of a
distorted or skewed.
colored background. Use color palette approved colors for the background if available.
03. LOW CONTRAST
04. OUTLINED
The logo needs an acceptable
The weight of the logo is what
amount of contrast to ensure
makes it feel warm and friendly.
100% legibility.
Outlining it removes that tone.
3.3
INCORRECT LOGO USAGE
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INCORRECT LOGO USAGE
3.3
Just like we do, our logo needs personal space! Our carefully constructed logo needs personal space to feel comfortable.
K E Y:
The “e” in “dew ” is the unit used
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to measure the logo’s clearspace.
3.4
CLEARSPACE
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perimeter of the
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Clearspace with tagline It isn’t necessary, but sometimes our logo can be accompanied by a tagline.
K E Y:
The first two lines
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of the bee body
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The Health & Wellness Cafe
can be used as the unit of measurement between the logo and the tagline.
C L E A R S PAC E W I T H TAG L I N E S
3.4
color palette
Moodboard & Color Palette Collectively, these colors represent our company ’s mood.
ripe melon #F6D191
R:246 G:209 B:145 C:3 M:18 Y:49 K:0
young honey
grapefruit
#F6E6A3
#E88554
R:246 G:230 B:163
R:236 G:151 B:104
C:4 M:6 Y:43 K:0
C:4 M:48 Y:63 K:0
lemongrass
greywood
#D9DC8D
#B0A59B
R:217 G:220 B:141
R:176 G:160 B:155
C:17 M:46 Y:56 K:0
C:33 M:32 Y:37 K:0
C O L O R
P A L E T T E
A D J E C T I V E S :
friendly, warm, welcoming, happy & organic
COLOR PALETTE
4.0
typeface
Web Typefaces P R E - H E A D E R S
Futura Hv BT Size: 13px Letter-spacing: 2 Line-height: 120%
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
H E A D E R S
Garamond Size: 34px Letter-spacing: 0 Line-height: 120% B O D Y
C O P Y
Garamond Size: 16px Letter-spacing: 1 Line-height: 120%
5.1
A B CD EF GH I J KL M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
T Y P E FAC E
A B CD EF GH I J KL M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
Print Typefaces P R E - H E A D E R S
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
Futura Hv BT Size: 9pt Kerning: 300pt Leading: 15pt H E A D E R S
A B CD EF GH I J KL M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
Garamond Size: 30pt Kerning: 0pt Leading: 36pt B O D Y
A B CD EF GH I J KL M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
C O P Y
Garamond Size: 16pt Kerning: 50pt Leading: 22pt
T Y P E FAC E
5.1
Script Typefaces N O T E S
Notera Size: 30pt Kerning: 0pt Leading: 36pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ~!@#$%^&*()_+-=<>?:;
S T A T E M E N T S
VeryBerry Size: 34px Letter-spacing: 0 Line-height: 120%
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
L E T T E R S
Olive Size: 16px Letter-spacing: 1 Line-height: 120%
5.2
T Y P E FAC E
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
iconography
Acceptable Iconography Q U A L I T I E S
A D J E C T I V E S
Hand-drawn
Energetic
Slightly rounded
Healthy
Stamped
Zen
Unacceptable Iconography
6.0
Q U A L I T I E S
A D J E C T I V E S
Cartoon
Corporate
Hard-edged
Negative
Outlined
Scary
ICONOGRAPHY
Textures A D J E C T I V E S
Biodegradable Natural Organic Reclaimed Recyclable Watercolor
TEXTURES
6.0
photography
P H O T O G R A P H Y
A photo is worth a thousand words Our photos are meant to make people feel welcome, warm and happy. Just like our narrative, they should boost the viewerâ&#x20AC;&#x2122;s mood. They should have an overall warm or neutral tone and if they display faces in the frame, the people should be smiling. A D J E C T I V E S
7.0
Beautiful
Health
Bonding
Kindness
Bright
Natural
Friendly
Organic
Genuine
Sunny
Happiness
Warmth
PHOTOGRAPHY
PHOTOGRAPHY
7.0
copywriting
It’s all in how you say it. Tone is very important to Honey Dew Bee Co. It’s important that the copywriting tone is conversational, optimistic, inspirational, insightful, respectful, genuine and friendly. Here are a few examples of the company ’s tone:
E X A M P L E S :
8.0
Brighten up their day
Beauty of life
Meaningful moments
Create your own sunshine
Sit, sip and savor
Think happy, be happy
Heartfelt hug
Let life flow
Gift a good mood
Laughter is the best medicine
Bask in the moment
Seize the day
Choose happy
Imagine the possibilities
COPYWRITING
COPYWRITING
7.0